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

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. The first step — a visit to the property to fully immerse ourselves in the extraordinary wellness experiences in and around the hotel.

With this wellness program defined, Toolbox then approached me to strategize the messaging framework for each phase of a marketing campaign for the launch of the thermal wellness facility — including writing sample copy for ads and social media. I also developed language for wayfinding within the facility.