Work Bogdan Bănculescu
Ice, breathwork and sleep, all in one place.
Bogdan Bănculescu helps people sleep better and have more energy through the Wim Hof method, breathing techniques and ice baths. It all started with a bout of insomnia and a page about sleep called Ingineria somnului.
The website.
We built banculescu.ro around his world: ice, winter and icy blue. The snowy photos and cool palette tell you what it’s about before you read a word, and the pages have plenty of white space, so the writing about breathing and calm can be read at an unhurried pace.
The logo.
A meditating figure drawn with a single line, with the infinity sign where the legs would be. The colours come from what Bogdan does: turquoise is a calming colour, linked to water, air and balance; navy brings depth and trust, like the cold, deep water his students step into; and white keeps everything clean and airy.
The course covers.
Ten breathing courses, each for a different need, from relaxation to sleep and energy. We gave them the same structure, with dark, quiet photographs, so they read as one series. What sets them apart is colour: each theme has its own frame and title, and the photo shows the state you are looking for, so you can spot the right one at a glance.
The product images.
In the website’s shop, the courses sit side by side, so we redesigned them in a square format. The coloured frame stays, so the link to the cover is obvious, and the course length is written right on the image, so you can compare courses without opening each one.
The brochure.
Each page opens with a symbolic image that tells you the theme before you read a word, and the text is split into short columns that are easy to read on paper. The dark background and large headings keep the brochure in the same world as the rest of his materials.
The guides.
The guides aren’t a series, so each one takes on the tone of its subject: alarm clocks give a challenge its urgency, a clock mechanism speaks of time and longevity, and a calm night blue suits sleep. What ties them together is Bogdan’s signature and logo, always in the same place.
The events.
People come to an event for what they will experience there, so the image has to get that across at a glance: the cold and adrenaline of the ice camps, the quiet of the mountains and the forest, the calm of an evening breathing session. The date, place and price sit right on the image, so the poster can be shared on social media without any extra text.
The Wim Hof method trailer.
The Wim Hof method trailer, shot in Poiana Brașov: from the indoor breathing session to the ice bath.
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