The Brief

The developer of a wellness-focused destination resort outside of Park City, Utah, in the Heber Valley needed to create a compelling brand to reflect its ambitious, unique concept. As the first phase of Redhead’s marketing and public relations work with them, we led them through a robust brand strategy process.


The strategy work allowed the client to develop the brand story, value propositions, core values, messaging, and buyer personas. Formalizing these elements of the brand set the foundation for their website and marketing and PR materials while helping them to determine what marketing platforms would be most beneficial in reaching their audience. As a result of the findings, it became evident that a more sophisticated evolution of the original logo was needed. The messaging we created also led to an array of media opportunities to launch the project and build early awareness.