Identity: Brand building for experiential wellness
2025
Role
Creative Director / Experience Architect
The Story
Many wellness events prioritize trends and scale, resulting in experiences that feel a bit repetitive and rarely support true restoration. Reign & Slumber was created to do things differently. Built on the idea of creating a soft place in a hard world, the mission is to design in-person experiences that intentionally relieve, restore, and empower.
Before any event could exist, the brand needed to be envisioned. Guided by three core principles I’ve seen define the most enduring brands—authenticity, repetition, and simplicity—I crafted the brand identity, holistic guest journey, and foundational visual assets. Each element was designed to integrate seamlessly into marketing while maintaining a feeling of luxury that remains approachable and human.
The Process
Building a brand identity for experiential wellness started out more complicated than it needed to be — we were trying to say too much and do too much at once. Eventually, I found inspiration in the tactile installations and layered forms of artist Jacob Hashimoto. His work informed an initial graphic language built around circular shapes, creating a simple, repeatable grid that could scale across multiple executions.
From there, we defined a color palette and logo that feel soft, flexible, and feminine. The final challenge wasn’t adding more, but ensuring each element worked together as a cohesive system — one designed to evolve over time while maintaining consistency and intention.
The Takeaway
One of the most important aspects of this work was visualizing an activation for corporate events. This activation serves as both a place to gather and a way to connect with the brand on a deeper level. While crafting the mock experience through AI-assisted 3D visualization, I leaned on service design principles, carefully considering the guest journey alongside the operational details that support it.
As a result, ahead of launch, the brand is supported by a clearly defined identity, an intentional guest experience, and a flexible suite of marketing assets designed to evolve with future growth.
