Tetherow had the setting, the service, and the ambition to become one of the most memorable destinations in the Pacific Northwest, but the brand lacked a unifying sense of meaning. Their story lived in fragments: amenities on one page, accolades on another, and a growing member community in between. Without a clear position or a coherent voice, the resort risked being perceived as merely another luxury property rather than the experience-driven escape it truly is. The work ahead was about returning the brand to its center—bringing intention, emotion, and identity back to the heart.

Spoken Identity Workshop™ – Cultural Markers – BrandBook® – Tagline – Slogans – Leadership Workshops – Stakeholder Interviews – Narrative Architecture – Website Copy Direction – Creative Guidance

Tetherow emerged with a brand grounded in meaning rather than amenities; one that articulated the emotional truth guests felt but couldn’t name. The new positioning and messaging gave their internal team the strategic clarity to shape campaigns, guide decisions, and strengthen every moment of the guest experience. And with “Back to the heart” as their north star, Tetherow earned recognition not only for what they offer, but for what the place means. In 2023, Condé Nast Traveler named Tetherow the #28 resort in the world and the #1 resort in the Pacific Northwest—an honor that reflects both their excellence and the clarity of the brand now carrying it.