background
After 15 years in business The Still Point had become a trusted fixture in the wealthy Takoma Park suburb of DC, well respected for their highly personalized treatments. As the business grew, the founder struggled with mis-aligned management companies, and the spa suffered whenever she stepped back, with the personality, values, and experience not matching the vision she intuitively maintained, yet could not articulate.
insight
By articulating how The Still Point’s background in wholistic medicine ties into shifting cultural views about wellness, and the benefits of caring for mind and body together in a completely bespoke way, The Still Point could resolve their story into one that both resonated emotionally with the modern consumer, and make sense to third-party management not steeped in both Eastern and Western wellness traditions.
approach
Focused workshops with the founder and original staff revealed what really set apart The Still Point from its competitors and drew forth the reason for being that resonated with guests. By infusing all brand experiences and touch-points with values and personality expressed cohesively, guest experience friction could be smoothed out, and The Still Point could focus on innovations in retail and growing digital communities.
impact
The newly articulated positioning and visual identity system led to significant opportunity growth and clarified innovation and practice priorities. Under the stewardship of a new parent company, the founder has now been able to venture into retail offerings and focus on the big picture without feeling like the brand suffers when she isn’t involved in every day-to-day detail.
