the path to enjoy
After thinking about it, it was pretty obvious that the history of Hole’s brand was the history of Ted and Lois Hole: their vision and their personalities defined the business. All brands have a personality (a set of external attributes) and a character (internal checks and balances), so as an exercise we worked through the elements that made up Hole’s. Welcoming, trustworthy, authentic, honest, generous and responsible made all our lists. At this point it became pretty obvious that we weren’t willing to give these things up.
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But it’s our vision of the future that should control the brand, right? For us, the future was pretty clear—we’d analyzed all of it, over and over again, in pieces. We knew the Enjoy Centre should be a meeting place, a destination for celebrations and that it should inspire that “aha” moment every time you walk through the doors. It will need to encompass the total experience: the rational, the emotional and the motivational. Our essence will be to create an uplifting experience, and our goal, our raison d’être, will be to enrich people’s lives. As one of our future partners from the spa put it, the sum of what we’re offering will be greater than the parts.