Safety Harbor Resort and Spa in Southwest Florida offers a pampered escape with luxury accommodations and a variety of recreational options to restore body and soul. The resort’s current identity, website, and marketing does not live up to its potential, so we put together a presentation of how their brand could be relaunched with a world-class image. We designed the new logo to look like a monogram for an exclusive, upscale feel. This set the tone for all the components to follow, from the fresh, elegant interface of the website to the stunning imagery of the print marketing and merchandising. We chose a palette of blue and white to reflect the color of water – a symbol of the resort’s focus on wellness – and a tagline that invites you to “Immerse Yourself” in healing and renewal.