pushing the conventional

boundaries of design.

With a background rooted in science, yoga and justice, I believe in delving deep into the intricate layers of identity beyond mere aesthetics like fonts and logos.

My design philosophy is inspired by the concept of social location, a term borrowed from sociology, emphasizing the impact of one's position in society on their experiences.

Drawing from Kimberle Crenshaw’s work on Intersectionality and Michelle Johnson’s workshops from Skill in Action - I encourage brands to move beyond superficial representations and embrace a more inclusive and equitable approach.

In the realm of branding, I advocate for a "Unique Strategy Proposition" that leverages the founder's identities to enact positive change. By challenging biases and questioning dominant narratives, she encourages brands to move beyond superficial representations and embrace a more inclusive and equitable approach.

I am committed to personal power rooted in collective liberation. I believe in disrupting conditioned capitalist emotions like guilt to explore ignorance, avoidance, and shame, fostering a space for genuine self-exploration and growth.

For me, the individuals and organizations I work with, social location isn't just a theoretical concept; it's a tool for progress and sustainable change.

PODCAST GUEST

The Business of Teaching Yoga

PODCAST GUEST

Working in Yoga

PODCAST GUEST

The Connected Yoga Teacher

PODCAST GUEST

All the F*ck In

She’ll ask you the tough questions, correct your non-inclusive language and ensure that you’re learning as you go. It’s not corrections or challenges to make you feel less aware or to make you feel bad. The website she created is one of the most beautiful things I’ve witnessed. Its navigational ease is so welcomed in a world where things seem to be more complicated than they need to be.

It feels so luxurious for a website.

CAITLYN SHEFF