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HUSH Resort & Spa

Brand Development & Positioning

THE ASK:

 Develop a new resort concept to cater to eager but COVID-wary travelers who are looking for an upscale getaway with premium all-inclusive amenities.

TARGET AUDIENCE:

Overloaded millennials

THEIR PROBLEM:

Millennials have too many tabs open in their heads.

INSIGHT:

Millennials can minimize these tabs by unplugging (taking a break from technology to do a digital detox).

We want to help these millennials unplug,
but
HOW? 

We found.... 

58% of millennial surveyors, vacation to “escape from ordinary life”

40% of millennials would be willing to give up their phone and technology 

THEIR ESCAPE:

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For overworked Millennials, Hush is the only resort among all upscale resorts that provides a safe haven for visitors to unplug and destress, because of its curated amenities and its proximity to the most overworked city in the U.S.

1

OUR GUEST NEED TO BE UNPLUGGED

HUSH Resort encourages guests to fully unplug by taking their electronics at check-in.

2

OUR GUEST NEED TO BE FULLY INTEGRATED INTO NATURE

Nature brings stress relief and increases endorphins 

3

OUR LOCATION NEEDS TO BE IN AMERICA

American prefer short, domestic trips

  • Things to consider for location 

    • Nearby an overworked city 

    • Have easy access to nature 

    • Close proximity to a local town for guest to explore 

Location:

#1 overworked city in the U.S.: 
Washington, DC

STANDARD AMENITIES

Outdoor heated pool

Fitness center

Concierge

High quality restaurants

Spa

Shuttle to take you downtown

HUSH SPECIFIC AMENITIES

Easy access to hiking trails

Sensory deprivation baths 

Daily classes for yoga & pilates

Baking classes

Pottery classes

Hot tubs

Winery 

Vineyard Tours

 

My Role 
​Brand Identity 
Creative Concepting
Brand Positioning

 

The Team:

Walkers Crisps