Welmis GutierrezProject Management
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Content Production · Creative Operations · Community Impact

Producing a Brand Story for Yogiando NYC

Creating a mission-driven video from concept through final delivery to help a community yoga organization tell its story and advocate for greater access to space and resources.

The challenge

Turn a deeply personal mission into a clear, compelling story.

Yogiando was offering accessible yoga classes to the Washington Heights community while operating without a permanent home. The goal was to create an asset that communicated the founder’s mission, the community need and the value of the work in a way that could support future opportunities for space and resources.

My role

Own the story from concept through final cut.

I developed the narrative structure, interview questions, shot list and visual direction; led the interview; coached the founder through key messaging; managed camera, lighting and audio; and completed the edit, music, titles, logo treatment, subtitles and final revisions.

What I managed

  1. 01StoryDefined the narrative and built interview questions around the message.
  2. 02Pre-productionPlanned the shot list, interview setup and visual direction.
  3. 03ProductionDirected the interview and managed camera, lighting and audio.
  4. 04Post-productionEdited the story, music, titles, branding and subtitles.
  5. 05RefinementCreated multiple cuts and continued refining after stakeholder review.

Outcome

A story with lasting value.

The completed video was positively received by the founder and community and gave Yogiando a polished asset for communicating its mission. Years later, the work continued to have value: the video and project stills were reused in a Yoga Journal feature about Yogiando and Spanish-language yoga.

Rosana has since found a permanent space to hold her classes at Heights Meditation & Yoga.

Reflection

“Looking back, I would have paired the finished asset with a clearer distribution plan so the work had a stronger path from delivery to impact.”

Project management skills demonstrated

  • Project planning
  • Stakeholder management
  • Scope management
  • Schedule management
  • Risk & issue management
  • Iterative delivery

Featured deliverable

Yogiando Brand Story Video

The finished piece became a long-lived storytelling asset and was later reused, along with stills from the project, in coverage of Yogiando by Yoga Journal.

Next project

Re-merchandising Nuts & Dried Fruit