When Hyatt acquired Exhale Spa, an urban spa and fitness destination with multiple locations, a rebrand was in order. The hotel brand wanted to convey Exhale as more than a spa or gym, but a total wellbeing destination for its female global travelers.
I worked with NYC branding agency Kern + Lead to refine the advertising strategy and craft Exhale’s new story and tone of voice.
Creative brand platform
Brand messaging
Copywriting
Tone of voice
Although the self-care movement was on the rise at the time, our research uncovered that most women were still simply trying to "squeeze it in" to their busy days. Even with Gwyneth Paltrow waxing poetic about wellness, women continued to put themselves last.
We wanted to be the brand that gave women permission to not simply nurture their wellbeing when they were able; but to make it the first order of the day.
Yes, there are deadlines at work and and errands to run and you could really use a shower. But first, Exhale.
In-hotel messaging acknowledges that things might be extra busy on their trip, but travelers deserve to put themselves first.
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On social, the creative platform lends itself easily to motivational messages and reminders to keep your own wellbeing at the top of your list.
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Book a call and we’ll plot the path to your unmistakable verbal identity.
