Sagehill is a forward-thinking brand at the intersection of yoga and spa, redefining the concept of well-being.
Timeline
Jun - Dec 2023
Platform
Web & Offline
Role
Brand & Web Designer
Sagehill is a forward-thinking brand at the intersection of yoga and spa, redefining the concept of well-being. Its mission is to enhance sensory perception, nurture intuition, and harmonize life and soul. Through organic services and products, Sagehill awakens dulled senses and elevate intuition. Sagehill’s holistic approach encompasses skincare, physical fitness, and mental well-being, offering a profound sense of balance and tranquility.
The Goal
We need to offer a unified and consistent brand identity...
While Sagehill continues to deliver exceptional services that are appreciated by its customers, a pressing challenge persists. The platform grapples with the critical issue of not having a clearly defined foundation and an authentic brand identity. This, in turn, impedes Sagehill's ability to showcase its complete potential—a luxurious and holistic approach to well-being that extends beyond just the services it offers.
Inconsistency in Brand Presentation
One noticeable concern was the lack of uniformity in Sagehill's brand representation, both online and offline. Across various digital platforms, there were inconsistencies in the use of colors, fonts, and design elements. This fragmented visual identity hindered the establishment of a cohesive and recognizable brand image.
Absence of Foundational Message
Another critical issue was the absence of a strong foundational philosophy and narrative on the website. Rather than projecting the serene and holistic essence of Sagehill, the website appeared more akin to an e-commerce platform, predominantly featuring clothing products. This disparity in messaging failed to convey Sagehill's true identity as a sanctuary for holistic well-being.
Lack of Information Organization
An organizational issue emerged as well, where essential information about spa and yoga programs was scattered and not easily accessible. Whether online or in-store, there was no centralized location that effectively introduced and detailed these offerings. As a result, potential clients had to rely on sporadic interactions with the manager to gain insights, causing a gap in information availability and accessibility.
To gain a well-rounded perspective, I compared our platform with Aesop and Aman. This analysis unveiled commonalities among these platforms, suggesting features that we should incorporate into our product and elements we should avoid.
COMPETITIVE ANALYSIS
To gain a well-rounded perspective, I compared our platform with Aesop and Aman because of its shared values. This analysis unveiled commonalities among these platforms, suggesting features that we should incorporate into our product and elements we should avoid. After extensive research, I identified two critical features commonly employed by successful brands to highlight their brand identity:
Consistency in Branding
Sagehill can draw inspiration from Aman Resorts and Aesop by prioritizing consistency in its branding efforts. By adopting a unified design language, color scheme, and visual identity across its digital platforms and physical locations, Sagehill can create a seamless and recognizable brand experience. This consistency will help convey its luxurious and holistic approach, making it easier for customers to connect with the brand and its offerings.
Authentic Storytelling
Sagehill can draw inspiration from Aman Resorts and Aesop by prioritizing consistency in its branding efforts. By adopting a unified design language, color scheme, and visual identity across its digital platforms and physical locations, Sagehill can create a seamless and recognizable brand experience. This consistency will help convey its luxurious and holistic approach, making it easier for customers to connect with the brand and its offerings.
Let's start crafting the Sagehill Story...
The journey of reimagining and reintroducing Sagehill began with a quest for a unique and meaningful approach. It entailed a deep exploration into the realms of holistic well-being, sensory experiences, and the art of living in the present moment. This exploration led me to uncover two remarkable ources of inspiration: Diane Ackerman's "A Natural History of the Senses" and Eckhart Tolle's "The Power of Now".
SAGEHILL SPA: A Sensory Journey Inspired by Diane Ackerman
Sensory Enchantment
Taking cues from Diane Ackerman's celebration of the senses, Sagehill will reimagine itself as a sanctuary of sensory delight. Ackerman's teachings emphasize the importance of connecting with the world through our senses, and Sagehill Spa will reflect this in every aspect. From the moment clients step in, they will be enveloped in a world of exquisite scents, soothing sounds, tactile comfort, and visual harmony.
Skilled Artisans
In line with Ackerman's appreciation for craftsmanship, Sagehill Spa will position its therapists as skilled artisans. Each therapist will be seen as a master in their field, committed to providing the highest level of service. This approach aligns with Ackerman's deep respect for expertise and mastery.
Personalized Wellness
Ackerman's emphasis on individual experiences and unique perceptions resonates with the concept of personalized wellness. We will offer tailored consultations and treatments, taking into account each client's specific needs and skin conditions. The result will be a customized spa experience.
SAGEHILL YOGA: Embracing the Present Moment Inspired by Eckhart Tolle
The Power of Now
Eckhart Tolle's wisdom, encapsulated in the quote "It reflects how valuing the present moment can help us attain the richness and harmony of life," will become the guiding principle of Sagehill Yoga. The practice of yoga will not be limited to physical postures but will serve as a journey of mindfulness and presence. Sagehill Yoga will invite participants to embrace the present moment and discover the richness it holds.
Finding Harmony
Tolle's message of finding harmony in the present moment aligns with Sagehill Yoga's core philosophy. The practice will extend beyond the studio and into daily life, teaching clients how to find balance, tranquility, and abundance in their everyday experiences.
Hollistic Well-Being
Just as Tolle's teachings encompass the depth of life, Sagehill Yoga will offer a holistic approach to well-being. It will go beyond physical exercise to nurture mental, emotional, and spiritual growth. Participants will be encouraged to explore the fullness of life through yoga, aligning perfectly with Sagehill's vision.
Takeaway
These profound works not only resonated with Sagehill's core values but also offered a graceful and insightful way to introduce a special narrative for Sagehill—a narrative that would authentically convey the essence of Sagehill's commitment to luxurious and holistic well-being. What made these discoveries particularly compelling was their alignment with Sagehill's vision, emphasizing sensory delight, the importance of the present moment, and the richness of life's experiences.
DIGITAL MENU INTEGRATION
After extensive brainstorming, initial sketches, and sample testing, I arrived at a modern solution for presenting our program offerings to customers. The solution involved the creation of a digital menu that seamlessly integrated yoga, spa, lifestyle, and café services. This approach allowed customers to access and explore our comprehensive offerings in a single, user-friendly interface, providing them with a holistic view of Sagehill's offerings.
After three months of dedicated effort, I was finally able to present my final redesign for the Sagehill website and menu!
Website Re-Design
The previous homepage lacked a clear and effective introduction to Sagehill, leaving users uncertain about the website's purpose upon landing on the page.
The initial impression of the homepage has been revamped with the inclusion of four prominent images that serve as introductions to Sagehill. Visuals can often convey information more effectively than words, and these four main images showcase yoga, spa, lifestyle, and general aspects of Sagehill.
The "About Us" page contained an abundance of text but lacked visual representations to illustrate the essence of Sagehill.
The updated design features interactive buttons that direct users to a more in-depth "About Us" page, providing comprehensive descriptions. Additionally, there are four distinct tabs that delve deeper into introducing the spa, yoga, lifestyle, and café aspects of Sagehill.
The "Yoga" page contained an abundance of text but lacked visual representations to illustrate the essence of Sagehill.
The redesigned layout introduces the recently developed yoga concept and its underlying philosophy. It then seamlessly transitions to present the overarching brand identity of Sagehill, offering a serene and visually appealing presentation of all the programs and instructors.
Menu Re-Design
Previous Menu
New Menu
The updated menu strives to bring Sagehill into the modern age by implementing an interactive digital menu system. Given the expanded range of programs offered at Sagehill, managing multiple paper menus and constantly swiping through PDFs became cumbersome. To simplify this process for customers, I opted to create a comprehensive menu with clear labels for easy navigation.
PASSION x PURPOSE: Why did I choose Sagehill?
Throughout my career, one guiding principle has remained steadfast and unshakable: dedicating my time and skills to projects that resonate with my deepest passions. As a designer, I carry a profound sense of responsibility to produce work that not only elicits genuine pride but also serves a meaningful purpose, regardless of the project's scale.
The decision to spend my four summer months with Sagehill was driven by a profound alignment of my personal interests and professional pursuits. My fervor for self-care and yoga has been a constant source of inspiration in recent times. I've discovered immense joy in activities like pilates and strength training, dedicating two hours daily to focus solely on self-improvement. This dedicated practice has not only enhanced my physical well-being but also served as a powerful tool to declutter and calm my mind. The prospect of further exploring these interests through yoga, within the enriching context of Sagehill, ignited a genuine sense of excitement and purpose within me. It was a journey I embarked upon wholeheartedly, driven by my passion for holistic well-being and the belief that design can play a pivotal role in enhancing people's lives.
Reflection
This internship marked my second venture into the professional landscape of Korea, driven by a desire to explore a work setting tailored to my schedule and objectives. Unlike conventional companies with rigid 9-to-5 structures, Sagehill offered a work environment that allowed for greater flexibility and autonomy. While this flexibility was liberating, it also placed an added responsibility on my shoulders—the responsibility to conceive and craft innovative products continually. Each week became an opportunity to make a tangible difference and contribute to Sagehill's growth.
What made this experience particularly exceptional was the privilege of enjoying spa and yoga sessions as part of my role at Sagehill. These immersive experiences not only deepened my understanding of Sagehill and its products but also allowed me to truly embody the brand's essence. This holistic approach enabled me to study Sagehill from a unique perspective, fostering a profound connection with the brand and its mission. It was a rare opportunity that enriched my internship and left a lasting impact on my professional journey.
Moreover, despite being the sole brand and web designer, I had the opportunity to collaborate with two talented fashion designers who were responsible for crafting seasonal clothing lines for Sagehill. This collaboration led to the creation of wonderful and meaningful memories as we worked together on photoshoots and clothing designs. Additionally, I actively participated in meetings and even ventured to Dongdaemun to source suitable fabrics and clothing items. This multifaceted experience allowed me to expand my skill set, understand the synergy of different creative roles, and forge lasting connections with colleagues who shared a passion for innovation and design.
