Willow Stream Spa

Fairmont Hotels & Resorts is the world's most storied hotel brand, with a philosophy of "turning moments into memories." Their experiences are authentically local, with properties in some of the most beautiful places in the world. So it seemed natural to create a new luxury spa destination to extend the Fairmont experience.

Based on research among prospective audiences, current Fairmont brand equity and an extensive competitive review, we determined that the spa would 1) be positioned as an escape where guests would come to "find their energy"; and 2) have a separate name. The Willow Stream name and logo reflect the inspiration of nature's elements, Fairmont's timeless landscapes and the integration with the human spirit. The circles found in the logo are ancient symbols for nature's essential elements: earth, air, fire and water. We then extended this visual identity to all Wilowstream on-property merchandise.

Willow Stream has grown to become a collection of luxury spas available at nine Fairmont locations.