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Working as an innovation team for Ameristar Casinos, Girvin supported the invention, product development, naming and "packaging" of a new amenity… Read More
Working as an innovation team for Ameristar Casinos, Girvin supported the invention, product development, naming and "packaging" of a new amenity concept — the ARA spa. Girvin's team worked with a spa management team, the hotel and resort leadership, their interiors group to build a holistic branded offering, from property to property. Guests understand wholeness — integrated spherically in the presentation of the environment, identity, messaging and marketing, signing and service treatments, as well as print collateral. irvin worked with the Ameristar development team, as well as their spa consulting group, to find a new modeling for a group of spa installations to be implemented throughout their entertainment complexes. Our role began with the brand definition process of finding the heart of the proposed spa positioning with the Girvin BrandQuest® workshop tool, facilitating the leadership team to arrive on a character and personality for advancing the premise of the experience. Girvin named the concept, as well as creating the opening brandcode that was to be expressed in the interiors and graphic marketing language for the environment. The collateral design closely integrated a form vocabulary that carries the intentions of the brand program, spread to a variety of touchpoints for the connection with the Ara guest. Girvin oversaw and designed all the environmental graphics for the program, holistically managing the guest experience contacts for spa visitors. Read Less
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