Creating a timeless brand identity for a global, premium resort and lifestyle chain
Client
Virtu
Deliverables
- Brand strategy
- Visual identity
- Brand guidelines
Virtu needed a brand identity that reflected its luxury and wellness values while being flexible enough to evolve with its vision. Our team delivered a comprehensive brand strategy, a unique visual identity, and precise guidelines to position Virtu as a leader in the premium resort and lifestyle sector. The strategy emphasised wellness, luxury, authenticity, and sustainability, aligning with Virtu's mission to provide transformative experiences.
A key element of the visual identity was the integration of the Western Red Cedar, the "tree of life," symbolising Virtu’s connection to the Pacific Northwest. This tree reflects both the brand's heritage and commitment to sustainability. We examined its microscopic structure to create distinct visual elements, which were used in the primary logo and as a repeating pattern. Central to the identity is the ‘Iris’ icon, crafted from the tree's geometric shapes, representing Virtu's values of wellness and harmony. The refined typography complements the icon, conveying luxury and accessibility.
"Saint have brought together an exceptional group of individuals who work closely to create sophisticated, sustainable, healthy-lifestyle concepts with ambitious construction and operational standards that the hospitality industry will want to follow through our creative designs, highest measurable efficiency targets, and innovation."
Sandi Lesueur
Founder, Virtu
The Brand Wheel
WE ARE
- Premiere wellness lifestyle experience
- Transformational experiences
- Expertly guided programmes
- Highest quality treatments (resorts)
- Sustainable and authentic
- Exclusive indigenous inclusion and insight
- Privacy and confidentiality
- Freedom and enrichment
- World-class dining and activities
- Relaxation and discovery
- Engaging educational experiences
- Discrete and highly qualified staff
WE AREN’T
- Cheap
- False
- Confusing
Pattern
Along with being used to create the main logo icon, the basic shape, which was created from the Cedar needles, can also be adapted to create other graphic tools, such as repeating patterns. The pattern is to be used across all media and also within the resorts.
Brand Guidelines
The brand guidelines provided a detailed framework for maintaining consistency across all touchpoints. Every element of Virtu's branding is designed to evoke exclusivity, privacy, and transformation, from the specific use of the logo and colour palette, featuring shades inspired by nature, to the tone of voice that blends sophistication with approachability. Virtu’s voice is confident yet understated, reinforcing the brand’s promise to offer a personalised, rejuvenating experience. The guidelines also stress the importance of sustainability in every aspect of the brand, from using organic ingredients in the resort’s Michelin-starred cuisine to showcasing authentic Indigenous treatments in its wellness programmes.
Virtu’s brand extends beyond physical locations. Through its digital platforms, including a planned dedicated app, Virtu aims to offer a continuous wellness journey, providing guests with access to education and wellness programmes long after their stay. This seamless integration of the physical and digital embodies Virtu’s goal of being a “living, breathing entity” that accompanies guests on their personal transformation.
Ultimately, the Virtu brand identity is a harmonious blend of luxury, wellness, and sustainability. It offers guests a space to rejuvenate and grow while ensuring that the brand remains authentic, future-proof, and deeply connected to its origins. Our work has given Virtu a unique, timeless identity that will support its evolution and position it as a global luxury wellness sector leader for years to come.
