Ascend Spa & Wellness
Elevating the academy experience
We partnered with Hotel Polaris to create the identity for the first-ever hotel and conference center at the United States Air Force Academy. Traditional hotel spas often focus solely on relaxation. This opportunity called for something more.
See The
Story
What We Delivered
- Art Direction
- Brand Development
- Copywriting
- Environmental Branding/Signage
- Name Development
- Photography Art Direction
- Printed Collateral
- Visual Identity
Everything done in the shadow of the Academy is done with purpose—to ascend. That idea became the foundation for the brand.
ASCEND TO SOMETHING GREATER
Whether lifting into the sky, pushing personal limits, or simply taking time to recharge, people are inspired by the surrounding landscape to pursue something higher. We translated that same spirit into Ascend Spa & Wellness at Hotel Polaris, a name that reflects both the Academy’s aviation heritage and the transformative nature of wellness itself.
To support the launch, B&Co. helped conceptualize an experience focused on holistic wellness over simple treatments, with programming that brings guests out into the landscape and infuses its elements into the space. The brand came to life visually through the design of spa menus, pricing guides, and exterior signage. Clean typography and restrained design elements suggest sophistication and focus, helping guests chart their own path to restoration.
With access to miles of hiking trails, state-of-the-art fitness facilities, restorative treatments, and moments for mindfulness, Ascend is about the journey to a fulfilling life.
TAKING CUES FROM THE LANDSCAPE
A palette of earthy greens, warm neutrals, and mineral-inspired tones creates a modern, serene atmosphere rooted in Colorado’s natural beauty.
Photography plays an equally important role in telling the story. Natural light, candid movement, healthy ingredients, and expansive outdoor scenery work together to capture wellness as an active pursuit. The result is a brand that feels restorative – centered around rejuvenation, vitality, and its environment.
