Cassia is a wellness- and art-focused hotel brand in Israel, built from the ground up by Considered, starting with the name. The flagship property in Jerusalem emerged from a multi-year renovation of the former King Solomon Hotel, steps from the Old City and Liberty Bell Park: 148 rooms, a collection of contemporary Israeli art, and a rooftop pool looking out over the Jerusalem Hills. Cassia was conceived as a brand a guest would trust with their downtime in a city that rarely offers any.
Considered's role has never been a single deliverable. We named the brand, built the visual identity, and have stayed on as its creative director in every sense the title implies: art direction, signage and wayfinding, lifestyle photography and video, social media, bespoke scent and bath product, website design and development, and the marketing that runs across both digital and print. Six years in, we're still the ones who make sure a new Cassia touchpoint looks like it belongs to the same hotel as the last one.
That continuity carried Cassia Jerusalem through its renovation and into the opening of Spa Cassia — one of the property's defining amenities. It's now carrying the brand into its next chapter: the renovation and re-flagging of Cassia's Tiberias property on the Sea of Galilee, currently underway. Same brand, same standard, second city.
