Spellbound

March - May 2024

Assigned to conceptualize and produce a brand identity and brand standards guide for a fictitious organization, I created Spellbound. Spellbound is a luxury spa within the Hyatt Regency Hotels, which lives within the parent company World of Hyatt.

At Spellbound, we redefine the spa experience by merging the mystical aura of crystal healing with the peak of luxurious hospitality. Spellbound is a unique spa experience that entices guests into life-long relationships.

Based on thorough competitor and audience research, Spellbound introduces a unique flair to the luxury spa scene by focusing on creating an enchanting experience for our guests. Our consumer insights revealed a strong desire for personalized and mentally enriching experiences. Competitors like Aman Resorts and Ritz Carlton Spa inspired our high-quality hospitality, but Spellbound distinguishes itself by blending luxurious spa services with the mystical allure of crystal healing. This innovative approach provides a bespoke escape from daily stress, setting us apart in the world of luxury wellness.

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 us 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.

Our 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.

Logo Process