The Connor Group approached us to develop the name and brand for an exclusive 124-cabin resort planned for Salt Spring Island. The primary goal was to create a distinctive destination that would appeal to prospective investors.
CHALLENGE
How do you create a resort that exists only on paper feel like a place people can already experience—and want to invest in?
SOLUTION
In-depth discussions with the team revealed that guests wanted an escape from modern life, while investors recognized the growing appeal of restorative getaways. This inspired the name Soulhaven—a peaceful retreat to disconnect, relax and rejuvenate. We brought that vision to life through an identity and Discovery Kit that evoked the charm of a turn-of-the-century getaway.
At its heart was Reflections on Soulhaven, an early-1900s-inspired travel diary recounting a visitor’s stay, complete with their evocative writing, photography and artwork. Nestled in a keepsake box with pressed cedar boughs and essential oils, the Discovery Kit awakened the senses and made a yet-to-be-built retreat feel like a place the soul already knew.
RESULT
We transformed an ambitious resort development into an inviting destination people could picture themselves visiting—giving investors and prospective guests something tangible to believe in before the first cabin was built.
We made an imagined destination feel like a place people could already dream of escaping to.