spellbound
the opportunity
For this project, I conceptualized and developed a brand identity and standards guide for a fictitious organization, creating Spellbound. Positioned as a luxury spa within the Hyatt Regency Hotels and under the World of Hyatt umbrella, Spellbound introduces a distinctive charm to the luxury spa market. Inspired by competitors like Aman Resorts and Ritz-Carlton Spa, I designed a brand that blends high-quality hospitality with the mystical allure of crystal healing. Guided by consumer insights emphasizing personalized and mentally enriching experiences, Spellbound offers an enchanting escape from daily stress, redefining luxury wellness with its bespoke approach.
the process
My two personas, developed through our research, were instrumental in shaping Spellbound's overall style and branding decisions. Understanding their preferences and pain points guided me in creating a personalized and luxurious experience, blending mystical elements with high-end spa services.
Spellbound’s logo was designed to reflect the unique sense of enchantment from our crystal spa healing practices and the crafted luxe experience of our spa.
The logo is made up of the Star Icon, Wordmark + Shooting Star Element, and Place Branding. Place branding should be changed based on the Hyatt Regency location. All other elements are established.
The results
This project tested my ability to develop a cohesive and competitive brand identity. Through detailed competitor research, I crafted a brand that meets industry standards while addressing a gap in the market—bridging luxurious experiences with the mystical allure of crystal healing. Guided by consumer insights, my designs balance sophistication and trustworthiness, creating a brand that captivates customers and encourages engagement with its services. By incorporating a responsive logo and engaging branding imagery, this project demonstrates my ability to conceptualize, design, and implement a comprehensive brand standards guide effectively.
