Southwest Spirit. Modern Luxury. Jackalope.

Amara Resort & Spa is a serene desert escape with an irreverent urban vibe. It’s an improbably lively and playful social scene set among the peaceful tranquility of Sedona red rocks. It’s a brand that calls for new ways of combining the obvious and the unexpected.

 

A Colorful Brand Story

A comprehensive brand and identity refresh drew directly from Arizona's natural landscape, both real and imagined. The color palate pays homage to the vivid colors of desert at dusk, with rich raspberry shades seen in the rock formations surrounding the property. But the first thing that jumps out is the whimsical icon of a mythical jackalope, complementing the modern typeface with a touch of deadpan whimsy that captures the brand.

Brand Conversation Pieces

The identity plays out in a host of small touchpoints carefully mapped out to reach guests along their journey, from doorhangers to business forms. At every turn comes a chance to immerse in the Sedona aesthetic, share in the Amara’s brand of relaxed fun, or steal a furtive glance from the brand’s signature jackalope.

Digitally Satisfying

The new identity and signature property elements unite on a Amara Resort & Spa website that reflects the property's unique blend of social, serene experiences. Across desktop and mobile, guests check into the hotel's offerings and get a taste before, during, or after their stay.

Launch Site