Perched on the eastern edge of Zion National Park, Spirit represents an evolution in landscape hospitality driven by a unique focus on wellness, land stewardship, and awakening new connections to the spirit within. With 40 luxury suites interwoven amidst 1,110 acres, the new wilderness retreat required a brand that not only called to seekers of conscious travel, but also compelled guests to forge a kinship to the land–and ultimately, to themselves.

The Spirit brand embodies interconnectivity: between the land, the conservation of its beauty, and the adventurous souls of its discerning guests. This never-ending loop, suggestive of the retreat’s contributive mindset, is expressed again and again: in the brand’s seamless symbol, in the connected wordmark, and in the tactile layering of natural patterns and photography within the graphic system. Purpose-driven and guided by the principle of sustainability, the brand links Spirit’s guests to those who’ve come to exalt in the land before, and those who will come after.