Project — After being acquired by Hyatt, Exhale aimed to clarify its brand message to connect with a global audience. While Exhale’s approach to mind/body integration was innovative when it was founded in 2001, this concept had become mainstream and was no longer a differentiator.
Additionally, Exhale’s broad offerings in both spa and fitness created marketplace confusion about its identity. Our challenge was to distill and clarify Exhale’s core values and represent their story in a new light.

Strategy & Creative — Through extensive interviews with leadership and Hyatt-conducted focus groups, K+L developed a new brand position and story, highlighting the psychological benefits of “taking a break,” experiencing life anew, and reconnecting with oneself. This aligned with the growing trend toward wellbeing—a broader concept than wellness, which had become saturated as an industry.

Results — With a new position and brand story as the foundation, we expressed the new brand through messaging, logo, graphic elements, and dance-meets-fitness-inspired art direction. This culminated in a holistic new identity spanning verbal, visual, and brand relaunch.