A legendary hotel strikes a chord with the wild in the majestic Canadian Rockies. In the heart of Banff National Park, Chateau Lake Louise is perched on the shores of its namesake lake framed by towering mountains and glaciers.

There were several moving parts here. Initially, the hotel hired Toolbox Design to shape their wellness offering, creating a branded program for guest activities year-round — I was engaged to complete certain elements of the task, including naming, positioning, tone of voice, and program descriptions. To achieve this, we visited the property to fully immerse ourselves in the experiences the hotel and setting have to offer.

With construction on a thermal wellness facility underway, the hotel then turned to Toolbox to create an in-room magazine to educate guests on the upcoming facility and current hotel offerings. Toolbox contracted me to strategize and write all content for the publication. 

Most recently, Toolbox approached me to strategize the messaging framework for each phase of a marketing campaign for the launch of the thermal wellness facility, including sample copy for ads and social media. I also developed language for wayfinding within the facility.