Escape Spa was invented as a concept client with a very calming project to work on. The client concept was a fresh, serendipitous and calming portfolio that evoked the ethos of the company. The idea was that they wanted the whole campaign to be designed as the company brand, but also to galvanize a persuasive atmosphere that drew in the desired
demographic. We needed to create an identifiable logo and a clue colour that was bonded together so that the combined effect was the voice of Escape Spas. We knew that this would produce the desired effect of a powerful but serene campaign.
The colour purple is traditionally associated with feelings of wisdom, dignity, independence, creativity, mystery, and magic. Because it combines the energy of red and the stability of blue it conveys wealth and extravagance and symbolizes power, nobility, luxury and ambition. We chose a monochrome palette of 3 hues of purple, in complimentary shades. The branding needed to be simple and expressive so the
image of a butterfly in flight was devised based on perfect undulating curves to create the symmetry needed. The font was then added to increase the balance of the brand, without encumbering it with unnecessary imagery. White space was used to accentuate the brand and logo and concentrate the voice of Escape Spa to make it passionate but smooth.
On the written media blocks of vibrant purple were used to etch out the brand and to make a solid and firm statement. The images used in the campaign were chosen to exude glowing pictures of health and serenity, whilst also expressing the nature of the spa. Healing crystals and stones were placed in a contemplative pattern and flowers were used as a thread to bind all the images together and to give the images an earthy and natural feel. The whole ambiance of the portfolio achieved the serendipitous outlook that we were looking for and we were very pleased with the result.
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