Having worked across ten luxury brands throughout her career, Lindsay's exposure to concept and brand building within a prominent business structure grew exponentially over the years. From building dedicated Spa and Fitness programs to the evolution of wellness brands. Here are some highlights of key projects we have been involved in. And yes, even the MERAKI BWS is a home-grown identity that we developed with Bandit Design out of, Sydney Australia.
A project dedicated to creating a wellbeing program to support the master brand of Raffles Hotels; a luxury collection of hotels each with a unique identity and design. The program needed to be a flexible platform that can be used in a variety of wellness initiatives throughout the hotel experience.
Lindsay created a wellbeing program to support the master brand of MGallery, a premium brand within the Accor portfolio. The wellbeing program needed to be flexible and adaptable to a collection of hotels with their own identity and no minimum requirements. The program implemented a series of mandatory and optional brand markers, as well as design inspirations, and sizing to draw upon each unique hotel.
The project was to create a new spa brand dedicated to Orient Express, which assisted in delivering unique programming and positioning in alignment with the master brand. The brand was to differentiate from competitive corporate spa brands, by having a distinct and unique selling proposition. Lindsay also created a co-branded option for the partnership with Guerian was also created.
In collaboration with Future Cities, an Australian-based developer, Lindsay was to take the vision of the owners and refine, evolve and apply wellness across a hotel and residential development, while creating an independent community hub for wellness in South Yarra, Melbourne.
