Channeling Tranquility: The Artistry of Le'SPA's Branding Design

Before a single stroke of the digital pen, Jackson Daly’s team dived deep into the ethos of Le’SPA. Bellevue, Washington, with its lush landscapes and cosmopolitan spirit, served as the canvas upon which Le Spa’s narrative took form. The city itself is a balance of natural splendour and urban sophistication, a duality that defines the ambience Le Spa aspired to achieve.

Armed with this cultural backdrop, the team juxtaposed images and concepts—glass skyscrapers against forests, urban dwellers finding respite in nature—to distill the essence of a Pacific Northwest spa experience. Jackson Daly recognised that Le Spa needed to encapsulate a soothing retreat within the vibrant pulse of the city.

The Pacific Northwest is renowned for its breathtaking natural beauty, and Jackson Daly took full advantage of this at the branding’s inception. The ginkgo leaf, with its storied heritage of longevity and beauty, became a central motif in Le’SPA.

Drawing from a palette that mirrored the region’s varied seasons— lush greens of spring and summer, the rich ambers of fall, and the cool, calming blues for the stillness of winter—the brand colours were carefully curated to evoke both the vivacity of Bellevue and the tranquillity of Le’SPA.

For Le’SPA, the logo had to convey a sense of tranquillity and sophistication while ensuring it was memorable and versatile. The ginkgo leaf at the heart of the logo is rendered with graceful, sweeping lines that mimic the visual flow of natural elements. Its symmetry echoes the balance the spa aims to facilitate in the lives of its guests. The font used for ‘Le’SPA’ is a bespoke blend of elegance and modernity, unique to the brand, signifying a contemporary retreat rooted in tradition.

Project: Spa at the InterContinental Hotel

Location: Bellevue, Washington, USA

Client: Sevid Beauty

Operator: Sevid Beauty

Status: Opened 2024

Work period: 2023 – 2024

Scope: Branding design