Segotia, (a Dublin slang term meaning old friend), is the brain-child of Karen and Derek. Two Dublin-based patrons of the arts. An art and yoga space born out of a response to the growing loss of cultural and artistic spaces in the city. Segotia is a place where community and creativity are at the heart of everything.
Karen and Derek commissioned myself and Amanda Grogan to bring Segotia to life. To shape the concept, we interviewed dozens of creative and holistic practitioners. The goal was to uncover how Segotia could best serve and nurture its community. We realised that across all disciplines, whether in holistic practice, music, or art. One condition is shared. A state of flow. This insight became the foundation for developing Segotia’s identity.
To bring this vision to life, we assembled a remarkable team of creatives.
Client: Karen & Derek Noonan
Creative Direction: Amanda Grogan & Myself
Copy: Philip Cowell
Photography/Video: Eoin Greally/Zoe Ardiff
Web Build: Alex Bradley
Role: Creative Direction, Art Direction & Design
As we explored the idea of deep focus and flow. Within the movement of bodies and within creative practices. We also gained inspiration from Gaelic writing and the artists Karen and Derek loved. Segotia, needed to feel new and exciting. And also reference Irelands rich spiritual history. Segotia needed to speak to both holistic and creative practices.
Afronaut was therefore the perfect typeface. Full of flow. Full of contradictions. Full of sharp edges and curved fun. It reminded us of a modern take on a celtic script. Segotia’s Identity was born.
In writing for Segotia, we wanted the voice to be poetic yet practical. The talented Phil Cowell felt like the perfect collaborator. We wanted to be able to express Segotia's strong point of view. And also talk about timetables. Phil and Karen read deeply from John O'Donohue’s Anam Cara and wrote Segotia’s about.
Eoin Greally and his beautiful portraiture was the perfect fit for Segotia's launch photography. He cast family and friends as well as up and coming models. Becasue segotia’s yoga space is for everyone. For all ages, body types and genders. We wanted the imagery to reflect this. We want to focus on the feeling being in the space gives you, on your internal connection to yourself, and the beauty of bodies - all bodies.
