In Spring 2004, I was brought in to work with the innovative creative team behind a new line of luxe spa products, SPARITUAL. I began researching every aspect of beauty, from the history of spa tradition to the psychology of color. Then, we set to work defining the brand identity, establishing the product’s ecological and nurturing philosophy, naming products, and building a fresh approach to the marketing communication. From the writing of SPARITUAL’s philosophy statement, its first Look Book, other marketing materials, and launch of Phase I — nail products — I created the Voice of SpaRitual. One year later, we continue to work together as Phase II begins.
