Miraval

Our firm had worked with Miraval before, so we were a natural choice when Hyatt embarked on an ambitious expansion of the brand. While Miraval Arizona and corporate materials provided a solid foundation, it was vital to ensure the new locations in Austin and the Berkshires had distinct identities while remaining in alignment with the overarching ethos.

We created and/or edited a wealth of materials for each property, including the original in Tucson, and for Miraval as a whole. These included brand books that contained defining attributes and values, key messages, visual and design standards, vision and mission statements, guidance and voice and tone, and positioning narratives for a variety of segments: group getaways, corporate retreats, spa, activities, dining, and more. We also created a separate brand book for the Life in Balance Spa.

In addition, we led the brand’s digital team in developing a new brand-wide website matrix that allowed Miraval to speak at a global level—while also providing comprehensive websites for each individual property to tell their story and promote their specific offerings.

Our team also managed the implementation of messaging across property-specific sales collateral, including brochures, advertisements, guest materials, OSE, email campaigns, and more—helping this wellness pioneer attract new audiences without straying from its core fans.