Find strength in calm
Client
Pause
scope
All Projects
Digital
Identity
Naming
Strategy
Web
sector
Hospitality
The Background
Lauren and Maysie met as front line Police Officers in Hamilton, where they discovered the importance of recovery alongside training. After experiencing the immediate benefits of contrast therapy firsthand, they decided to create Pause, a mobile sauna and ice plunge experience for those needing to regain energy. The challenge was positioning Pause within Hamilton's emerging market of recovery services without the typical spa or wellness centre associations. Pause needed a brand that could communicate both therapeutic credibility and approachable quality while removing barriers around convenience and accessibility.
The Strategy
The brand platform "Find Strength in Calm" centres on contrast and invites customers to experience the transformative power of Pause. The brand personality stems from deep care for people, community and authentic spaces for self restoration. The visual identity needed to be identifiable and scalable across diverse touch points from vehicle and portable signage to an online platform and social media. Every element was designed to build clarity and trust around a service that is accessible, immersive and uplifting.
The Solution
The Pause identity balances minimalism with energetic warmth, reflecting both the meditative nature of the experience and the revitalising outcomes. The wordmark uses confident, approachable typography that feels both professional and human - essential for building trust. Our colour palette draws directly from the contrast therapy experience: warm cedar tones representing sauna heat, cooling blues reflecting the ice plunge, and soft whites symbolising the clarity that emerges from the practice. This system works across all applications while remaining distinctly non-clinical. The visual language introduces contrasts throughout - focused and energetic, minimal and rich, calming and invigorating.
The Website
The digital experience mirrors the physical, guiding visitors through an online journey of contrasting language, colours and textures. Clean typography and calming, authentic visuals echo the focused environment customers encounter, while the website's emphasis on taking a moment to "pause, reset and find strength in calm" creates seamless transition from digital discovery to the physical experience.
Credits
©MMXXII Daymark Studio Ltd, all rights reserved. Privacy Policy.
