Case Study ↓
Brand Strategy, Creative Direction
Rethinking What Wellness Is
Woodhouse is a pioneer in the category of holistic wellness that offers the luxury of a resort-level spa experience in a convenient, neighborhood location. The brand was conceived around the concept of Mood Care, which offered differentiation but needed to be brought to life in a tangible way.
To begin, we embarked on consumer and market research, which confirmed a clear consumer need for ways to manage the growing levels of stress, anxiety, uncertainty, and fear. Google search for ‘self-care’ was all-time high during the pandemic with a sustained interest in 2022/23.
The new wellness formula
Research confirmed that positioning Woodhouse as Mood Care experts was a clear advantage. At the same time, research revealed that consumer had a very vague idea of what mood, let alone ‘mood care’, is about. Creating a memorable experience for the consumer to understand the benefits of Mood Care as well as equipping them with tools to integrate this practice into their daily life through education and inspiration became our focus.
Consistent brand experience is paramount for a franchise. To keep brand standards we’ve mapped out complete guest experience from pre-arrival to post-service that ensured brand standards and signature moments were consistent across 70+ locations.
We developed in-spa and lifestyle mood care photography guidelines that ensured consistent direction for multiple photographers across the franchise. We directed a brand shoot at the newly opened Buckhead location in Atlanta to portray the Woodhouse Spa as a sophisticated, elegant urban retreat.
In-spa photography was shot by the talented Tim Redman. Mood Care lifestyle photography shot by the talented Michelle and Logan Delacastro
