Water + Sole Brand Launch
For Studio BC/C 2018-19
Background
Having sold a profitable financial planning business, the client came to Florida in search for a slower pace of life, space, and time to focus on his health. As an experienced massage services consumer, the client saw a gap between the service quality of exclusive massage boutiques and the benefits of massage practices rooted in Eastern traditions. Particularly reflexology which focuses on meridians and pressure points in the foot. Looking to bring the modality to a wider audience and combat stigmas around Reflexology and foot massage, he was referred to Studio BC/C for a complete brand platform, brand identity and go-to-market strategy.
Project Scope
Name
Brand Positioning
Brand Platform
Brand Identity
Interior Visual Concept
Brand Launch
What I did
Discovery, Positioning, Creative Brief
Art Direction, Motion Design
Web Architecture, Web Design
Campaign Management, Copywriting
Brand Strategy
Positioning
While most massage brands differentiate with degrees of exclusivity and varietals of the same amorphous “relaxation” benefit, we chose to sidestep.
Our strategy was to spark a new conversation defining what it meant to be well.
• Wellness is something you do, not something you have.
• Wellness is a practice that requires accessibility, time and repetition.
The brand’s positioning goal was to become a lifestyle solution for an audience looking for sustainable wellness solutions.
Naming
The brand required a connotative vessel capable of carrying both abstract and discrete meaning. It had to be related to the service being offered whilst suggesting a certain lifestyle.
Fun fact: Water + Sole was the first brand I ever named!
Creative Strategy
Not another pretentious spa.
We used a fun approach to disarm the pretension of spas by designing a visual identity around happy feet that balanced a contemporary aesthetic with something new in the space.
Interior
I developed a narrative for the interior design concept, charting a sensual journey from the outside world to the tranquil interior of the massage room.
Street Team
I organized a street team and devised an outreach plan to distribute brand launch swag bags to local influencers and gatekeepers.
Digital Campaign
I produced, wrote and managed 3 targeted campaigns, funneling toward a pre-launch holiday discount and e-gift card promo.
Paid Media, Search, Email
Team
Brian Carlock- Creative Director
Laura Guzman - Designer
Cari Robaldo - Production Manager
Jahfre Colbert - Creative Strategist, Art Director, Web Designer, Copywriter