Wind River O2 Spa
Role: Lead Brand Strategist, Designer & Illustrator (as Unsold Studio)
Project Duration: Fall 2021–Summer 2023
Project Location: Pinedale, Wyoming
The project was born out of a hometown connection within the Pontiac, Michigan, community. When the owner relocated to Pinedale, Wyoming—a small, remote town with a limited pool of local design talent—she reached back to her roots to commission Unsold Studio to bring a high-caliber perspective to an oxygen spa located in the high altitude of the Rocky Mountains. A vital part of our process was immersing ourselves in a Wyoming community where we do not reside, ensuring we brought a deep sense of respect to the local culture and landscape while navigating the work as outsiders.
The Strategy
The primary challenge was to bridge the gap between high-end wellness the spa offers, and the rugged, blue-collar identity of Pinedale, Wyoming. While the spa provides luxury services to tourists, including oxygen therapy, it needed to remain approachable for a local demographic—specifically men and women who work hard in the local landscape and athletes recovering from high-altitude strain; a critical service for a town at 7,200ft elevation.
Avoid the "Cliché": Represent the mountainous Wyoming region without relying on the overused literal imagery of mountain peaks.
Dual Appeal: Balance professional expertise with small-town relatability to attract both seasonal tourists and permanent residents.
The "Breath of Fresh Air" Concept: Position the spa as a restorative necessity rather than an exclusive luxury, focusing on the literal and metaphorical benefits of oxygen (O2) and recovery.
The client’s immediate adoption of my first-round concepts and messaging are a testament to the strength of the vision I presented. The original ideas I provided became the DNA for the entire brand ecosystem, ensuring a clear roadmap for the studio to build upon.
BELOW
My strategy and design contributions to the first round of design work presented to the client. The client ultimately selected a mix of my concepts, Direction 1: “O” is Life and Direction 3: A Little Wild.
The Solution
Unsold Studio developed a brand identity that feels rooted in the landscape through abstract representation and intentional messaging.
Visual Identity: Instead of standard spa tropes, the design utilizes organic shapes and a color palette that reflects the Wyoming environment. The typography and layout are clean and modern, signaling quality, yet grounded enough to feel accessible.
Illustrative System: Illustrations and collages often include a circle – such as a moon, sun, fat tire bike wheel – to communicate that oxygen is fundamental to life, a tenet of the spa’s offerings. Other illustrations reflect the natural environment and outdoor culture of the area.
Messaging Architecture: Developed a voice that is professional to attract outsides, yet celebrates the nearby Wind River and pride for Pinedale that locals could adopt. The messaging emphasizes recovery and muscle health, making the spa feel like a functional tool for the community's lifestyle.
Physical Presence: The system extended the brand into the physical environment through proposed street banners and signage that integrated seamlessly into the Pinedale townscape.
The Impact
PROFESSIONAL AWARDS
Graphis Design 2026 Silver Award in Branding, Print for “Wind River O2 Spa”. August 2025. Juried.
Creative Communication Award ’23 (Los Angeles, CA) in Brand Design for “Wind River O2 Spa”. September 2023. Juried.
Creative Communication Award ’23 (Los Angeles, CA) in Brand Identity for “Wind River O2 Spa”. September 2023. Juried.
CLIENT OUTCOMES
Expansion: The business has grown into a "wellness collective" since its launch, becoming a recognizable staple in the Pinedale community. The site at 110 East Mill Street now houses:
The O2 Spa: Specializing in therapeutic bodywork and oxygen therapy.
Wallace BNB: Two 1,200 sq. ft. luxury vacation rentals on-site.
Integrated Partners: The building also hosts SPEAR Strength & Performance (fitness) and Elevation Therapy & Wellness (physical therapy), creating a comprehensive health hub for Sublette County.