Sappi Ideas that Matter - Book 7

North America
Art of Yoga Project
Art of Yoga Project
74
Founded in 1999 by family nurse practitioner and yoga
instructor Mary Lynn Fitton, the Art of Yoga Project has a
mission to guide young women to use yoga and creative
expression as tools for well-being, accountability and
empowerment. With a specific focus on ‘at risk’ girls
(such as those in the juvenile justice system), the project
has developed a Yoga and Creative Arts Curriculum that
combines health education, yoga and the creative arts
to give at-risk girls lifelong focus and discipline.
Art Director Michael Osborne and designer Jeff Ho of
Joey’s Corner in San Francisco, California, USA have
always believed in alternative means of reaching youth.
Inspired by the project’s fun, modern and energetic
curriculum, they set out to create a graphic system that
is synonymous with these attributes.
The logo targets young women, funders and the
juvenile justice system. The stationery that bears it
(encompassing everything from letterheads to thankyou
cards and brochures) was designed to help the Art
of Yoga with promotion and implementation of their
programme in a clear and concise way.
Throughout, the work reflects the team’s belief that the
Art of Yoga Project is a very modern and interesting
approach to helping at-risk girls.
In response to the campaign, the project was featured
in local newspapers, its work was featured as a
revolutionary programme in Yoga Journal, and was
discussed at Yoga Workshops and Yoga Conferences.
As a result, the project was able to double its
classes at the San Mateo County Juvenile facility,
expand its volunteer staff to over 20 certified yoga
teachers and assistants, launch a new website (www.
theartofyogaproject.org) and improve teacher training.
Thanks in part to Jeff and Michael’s campaign, the Art
of Yoga Project received the San Mateo County
Probation Department’s 2007 Excellence Award.