Case study
A hotel can offer so much more than a roof over our heads. Hotels can be a place of respite, restoration, and empowerment. This ideal drives Westin Hotels & Resorts to be the preeminent wellness brand in hospitality.
As part of the Marriott family of hotels, Westin’s 226 locations around the globe are upscale oases providing curated space for the body and mind to rejuvenate.
The Lexicon
Wellness,Wellbeing, Luxury, Curated experiences, Biophilic design, Nature, Hospitality, Rejuventation
Nature, meet nurture
Westin’s commitment to wellbeing is infused into every element of the brand, but there are four signature spaces where the promise of wellness goes above and beyond: their lobby, hydration experience, quiet retreat coves, and the artisanal market.
We were proud to support Westin’s vision of wellness-infused experiences with new names and conceptual messaging to help activate these essential brand moments.
The challenge
Westin’s goal was singular: these identities needed to reinforce the brand’s distinct, industry-leading position in wellbeing and hospitality while also aiding their goal of making guests feel encouraged, uplifted, and supported in their wellness rituals. We needed to craft visionary—but clear—names and descriptive copy to brand the lobby, hydration stations, retreat coves, and market.
Deliverables
We developed hundreds of names for each space by building extensive backstories and creative foundations that capture the idea of welcoming nature. Messaging included pithy, aspirational phrases crafted to be easily emblazoned across 3D wall signage.
We listened to feedback & considerations from Westin stakeholders, iterating on ideas throughout many creative discussions. While Westin chose only one proprietary name and concept for internal use, we presented several naming concepts.
A peaceful, grounded center holding the brand’s well-being promise for mind and body.
A mindful habitat within the bustling ecosystem of Westin, with all the elements a guest needs to enjoy their stay.
A sheltered oasis that we move through, taking us safely from one location to another.
A bustling, spirited hive filled with energy, activity, and productivity, where people intersect in pursuit of a shared vision for travel, well-being, and rejuvenation.
A homestead, and a place of growth and cultivation, where guests can roam, evolve, explore, and pursue what matters.
A literal entrance, where you gain access to your room and amenities, but also a symbolic entry into fresh experiences, new opportunities, the embrace of well-being.
A natural environment teeming with life-giving resources, where guests can safely rest and gather the resources they need.
