THE DIRECTION

We moved the brand away from the treatment room and towards a softer, more feminine world. Lifestyle and editorial moments replaced the expected spa shot, focusing on the feeling around a treatment rather than the treatment itself. The palette was pared back to muted tones, with graded black and white imagery giving the brand a calm, timeless restraint.

IDENTITY

The icon was designed to sit alongside the existing Island House icon and takes the same shape. The spa reads as part of the family while carrying its own softer character. The wordmark follows the same thinking. Light enough for a treatment menu, distinct enough to hold its own beside the Island House name.

BRAND LIBRARY

Standard spa stock could not carry the new direction. The brand needed supporting imagery that looked and felt like its own, so Island House commissioned a Lucent Arc Brand Library. Every image was generated with AI under our creative direction, then graded and finished by hand. The library now runs through the spa pages and the brochure, giving the spa a consistent visual world no stock library could offer.

WEBSITE

The spa pages were designed in Webflow within the existing Island House site and bring the calm of the brochure to screen. Unhurried scrolling, considered sequencing and imagery given room to breathe.

BROCHURE

The brochure carries the same editorial pace. Generous space, measured typography and imagery that leads with mood before detail.