Honeycomb
A Venture Playbook for a Hall of Famer
Imagine a collection of the most exceptional health and wellness brands - brought together inside 85 iconic destinations. Now imagine seamlessly scheduling and ordering from these independent brands within a single app. This was the bold vision of Mark Messier, who asked Drawn to create the playbook to bring Honeycomb Wellness Hall to life.
Building the Brand
Honeycomb needed a brand worthy of the world-class brands it brings together — timeless and rened. Inspired by iconic brands and hospitality venues, we built a brand that was seamlessly comfortable as a physical environment as it was a digitally-native hospitality experience.
Digital Innovation
With an entire experience designed to maintain ow state, we eliminated friction by digitally integrating 30 unique services. Members are now able to schedule services from 30 independent businesses, have a smoothie from a food vendor brought to me on the massage table, and engage with a digital concierge to make the most of every visit.
Understanding Audience & Mapping the Journey
It all began by understanding who would come to Honeycomb and why. We answered these questions through ethnographic research, competitive analysis, and ad variant testing. Architypes were defined and six journeys were mapped — though visually mapped for better storytelling and segmented team training.
Leading a Roster of Agencies
Central to the success of launching this new venture was the need to align all of the partners being brought together. Drawn provided direction to all agency partners in order to launch an aligned brand experience — including direction of outside architecture, hospitality, digital, and advertising teams.
