RESET is the private, ultra-luxury wellness and trekking retreat that proves a week can change your life.
When you're building the most exclusive, ultra-luxury wellness experience available, your brand really has to show up. RESET came to us prior to launch, for a full-scale branding and guest journey design project. The retreat package they were building was intended to cater to high-level professionals and individuals, a positioning that would be reflected in their program price—starting at $10,000.
In our early conversations with the RESET team we identified that the branding would need to be very purposeful and strategic. Their retreats being a mixture of ultra luxury and strenuous physical activity (trekking, rock climbing, and more), the brand needed to tell this story while also attracting the right audience that could afford the steep price tag.
Brand Identity
Website Design
App Design
User Experience
Brand Support
Given the brand's unique needs, it was critical to define the right brand attributes, as this would inform the remainder of our branding efforts. We collaborated with the RESET team to decide on Adventurous, Transformative and Luxurious. We then conducted a full competitive and affinity brand analysis, so that we could define exactly where the brand should be positioned within the greater market landscape.
The North Star we collectively agreed on was The Reset You've Been Waiting For. This encapsulated the value proposition of the RESET retreat—to be a complete mind, body and spirit reset for the busy working professional. With this, we had a strong guiding light to drive the brand forward in a purposeful and strategic way.
We chose a brand mark and logo with negative space that symbolizes a mountain, communicating the hidden benefits that arise after accomplishing the challenging RESET experience. This mark was designed to be bold yet elegant, standing apart from the competition yet feeling complimentary to other affinity brands in the marketplace.
Sunset Red was selected as the primary color, a nod to the energy and transformative power of each retreat. The remainder of the color palette was pulled from the natural colors of Telluride, Colorado, the location of the first RESET retreat.
Further brand expressions were designed to feature minimal typography and brand elements against epic natural landscapes—communicating the experience of attending a retreat, where distractions are minimal and the beauty and healing power of the natural environment shines.
Everything with RESET's visual and verbal branding is purposeful. The goal is for it to be a window into the majestic and transformative beauty of Telluride.
With the brand guidelines in place, we then applied our expertise in guest journey design and set out to craft the ultimate adventurous, transformative, and luxurious retreat experience.
We began with the marketing website, which featured a striking video background of one of RESET's hiking treks. A full booking engine was also built, designed to integrate seamlessly into the website for an elegant and refined experience.
The RESET experience is "white glove" from beginning to end, so it was important to design aspects of the guest journey to align with this. Every guest receives functional RESET apparel designed by us, as well as a welcome book, "disconnect to reconnect" mobile device box, and more. An iPad accompanies every guest room, with a RESET app we designed to provide the guest with itinerary, information and trekking stats during their retreat.
Because of the unique "white glove" nature of the RESET retreat, it's critical that each guest's experience is timed and delivered perfectly. The retreat comes with a highly curated and purposeful schedule of adventure, wellness and luxury. For instance, a day may start off a personalized meditation, then a 10-mile hike, followed by a massage treatment customized to the day's trek, a plant-based dinner, ending with a short lecture from a guest wellness expert.
In order to help the team manage the numerous moving parts of each retreat, we designed and built a fully custom guest management system. This system allows the team to manage bookings, collect payment, assign rooms in their partner hotel, schedule activities during a guest's stay, manage teacher/facilitator schedules, and even chat with the guests through text message or the in-room iPad app.
