Safety Harbor Resort and Spa offers luxurious accommodations and recreation on the west coast of Florida. Their current identity, website, and marketing falls far short of their brand promise, so we redesigned every component to elevate the resort to a world-class level. The new identity has the feel of a monogram which sends a message of exclusivity and privacy. This tone follows through each component, from the approach of the website to the stunning imagery of the print marketing and merchandising. The color palette of blue and white reflects the elements of water, sky, and health. And everything is tied together by the new tagline – an invitation to “immerse yourself” in luxury and wellness – that pays homage to the resort’s history as a place of healing and renewal.