CIVANA is a wellness resort and spa located in Carefree, Arizona, that is redefining the wellness travel market.
CIVANA founders recognized an opportunity in the wellness travel market while looking to book their own wellness getaway. The only wellness resorts they could find were premium, all-inclusive programs that came with a hefty price tag. They realized the market was primed for a more affordable, a la carte experience.
CIVANA offers a full wellness experience at a fraction of the cost of competitors. Guests arrive to the property and included in their room fee are dozens of complimentary wellness classes and experiences, along with more premium add-ons available. This opens the wellness travel market to a far greater footprint than ever before.
Brand Identity
Website Design
App Design
User Experience
Brand Support
While CIVANA offers a new wellness travel experience, the team recognized their brand must be strategically positioned alongside more expensive resorts. They identified that their target audience desires a luxurious getaway that is wellness-focused, inspiring, yet approachable, a resort that doesn't try to fit them into a box of high cost and rigid class scheduling.
With this in mind, we defined brand attributes for CIVANA as Wellness-first, Inspiring and Approachable. Their North Star (overarching objective) is to be A Playground of Wellbeing. With this focus defined, we were ready to design and build a brand that communicates their unique personality and offering.
The first step of our process was to design a robust brand guidelines that establishes a strong foundation of visual, verbal and conceptual brand elements. Included in this document was brand logo and mark, color palette, photography direction, pattern usage, typography stack, marketing elements and more.
During this phase we also consulted and designed an investor deck, to be used as a key driver in their Series B funding efforts. This deck was designed to communicate the brand story, unique value proposition, growth metrics, and future plans for expansion.
With the brand guidelines established, the CIVANA team then tasked us to help design their guest journey, from booking, to their stay, and through to post-stay followup.
We began with their marketing website, complete with a full resort booking system. Next we designed their post-reservation followup sequence, to prepare the guest for their stay.
With our North Star guiding us, we then set out to design a unique and delightful arrival experience. This included a custom journal and wellness gift set that every guest receives at the front desk.
A key differentiator with CIVANA is the a la carte wellness class offering. We designed a web and mobile app to allow the guest to schedule the daily classes they want to participate in.
The full scope of our services with CIVANA is too much to list—we designed wayfinding signage throughout the resort, an in-room Experience Guide magazine and other collateral, branding and menus for their two on-site restaurants, signature products and apparel for their boutique store, a scheduling platform and collateral for their spa, and so much more.
