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Tom Schmidt came to us with the need to name, create and differentiate a hip, posh Midwest spa brand – Pagoda – to attract affluent females in the Mpls/St. Paul metro area and Midwest region amidst a cluttered “salon spa” category.

The spa was intended to create an experience unlike any other in the region, so we were excited to create a brand experience that would match that very same thinking.

That’s where we came in.


We studied their brand and the business. We defined the audience. We gained insight and understanding of the consumer by pointing out their distinctive differences and perceived responses. We then used the power of imagery and words to define the brand’s personality — its DNA.

Awards & Notable Mentions


Pagoda retail campaign:

Graphic Design USA, 2004

HOW National Design Show, 2003

Pagoda identity campaign:

Print National Design Show, 2003

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IMAGEHAUS | Minneapolis Branding & Design