Bringing character and belonging to yoga.

Health + Wellness

Visual Identity


Interior Design


Signage + Wayfinding






The Ask


Haum is a yoga studio with its soul firmly planted in the Mission District of San Francisco. Created a year into the COVID-19 pandemic by a Mexican and LGBTQ+ founder, Haum needed a brand identity that was a welcoming respite for all and provided a tangible sense of community.


Haum welcomes everyone, and was designed with the Grounded and Evolving Yogi in mind. They are unabashedly themselves. They are dedicated and intentional but not rigid. They are curious and open-minded, and not looking for a cookie-cutter yoga experience.


Breathe openness and acceptance into the brand by translating traditional notions of yoga into an identity full of personality and character a diverse community of yogis will love to embrace.

The Answer


We believe everyone should experience the transformational journey of coming home to who they truly are. Our mission is to fully embrace each member of our community, and bring them together through intentional practice. Home is a state of being. Haum helps you get there.


We partnered with the founder to create a brand that reflects the unique background and character of the founder himself, while inviting others to join and be a part of Haum. By bringing elements of personality to life, we created a brand that’s equal parts yoga, heritage, and rock n’ roll.

Celebrating Communities

Once Haum became expanding into neighborhoods other than the Mission, we started on a series of visuals that help celebrate each of the communities Haum is now a part of.

Artist Features

We teamed up with our good friend and SF-based designer, illustrator, pattern-maker extraordinaire, Hollis Callas, who created this beautiful illustration for a special Haum outreach initiative.


“Pact has a gift. What they do, they do well. They were able to get my entire vision and make it something even more than I could have imagined.”

Danni Pomplun, Founder


Natalia Kowaleczko / Tony Mingo / Sofia Llaguno / Hollis Callas / Guide & Anchor / Lizzie Azzolino