Sanatio Spa
Beauty and Wellness.
Overview
Sanatio SPA, well-known spa brand in Japan. They are providing high-quality relaxation SPA service in the world. The client has a logo, but they didn’t have a specific brand manual. Each branches set up communication design based on the manager’s decision. Sanatio SPA Japan at Vancouver provides in-room SPA at the hotel. A customer doesn’t have to show up at the salon. It is a strong advantage. Not only convenience but also a great experience for a hotel guest. I am honored to contribute their challenge.
Challenge
At first, I started a project research. Client’s briefing is not always a correct pathway to their goal. A designer has to make sure a client’s problem, challenge, and goal. I usually ask them how they evaluate the achievement. I considered, “who is the customer?” How old?” “What does customer look for?” “How does customer find Sanatio SPA?” and so on.
Sanatio SPA starts in-room service to hotel guests until renovation will be finished. The store will set up on the third floor of the hotel. Thankfully, the hotel supports them to the marketing aspect. It would be a great synergy.
– Find a unique value proposition & draw customer direction.
– Engaging with customer online and offline.
– Developing an online booking system.
Research
What types of customer they are? It directory relates to the hotel guests. They did not choose Trump Vancouver, Fairmont Pacific Rim, and The Hotel Vancouver. They also did not choose motel, hostel, and Airbnb. It’s considerable information. A person who visits Vancouver for business, or couple and family for vacation. I think they are upper middle class.
Direction
I discovered the brand core, character, and voice tone. The word, SPA, reminds a lot of words. ‘relax, luxury, gift, resort, yoga, woman’ and so on. Their target is an upper middle class, hotel guest and local business worker. The 1st direction was ‘luxury, gorgeous and authentic.” In this case, a serif font is more appropriate than sans-serif. I chose ‘Bodoni’. It is an authentic font to a beauty and fashion industry. I had a confidence this direction. However, I created 2nd direction to urge clients decision.
I really focus to find a direction during the first meeting. For that, I have to ask a question as much as possible. The good question makes a good relationship. The design is a kind of customer service. I like a meeting.
Graphic Design
I installed the direction above to all graphics, voucher, in-room flyer, entrance poster, banner, and website. The consistency sometimes makes a client’s feeling bored. As an art director, I had to discuss with them for efficiency and effectiveness. I already shared the style above. We could align the direction.
Marketing
Sanatio SPA was held an invitation party before the grand opening. They also create a social media account, Facebook and Instagram. I did not work for it, but I hope it will work well.
Branding(or graphic design itself) may not provide enough tangible value to a client. Hence, I would like to in charge of online marketing for at least 3 months. I’m good at Facebook Ad. I figure out target and area by the insight tool. I spend a proper budget. I can improve engagement with a proper budget for a client.
Result
Regardless of rush work before an open. I could provide everything on time. This is one of my values, work speed. I heard business was a little slow start. However, I don’t have anxiety. Success is determined by willpower. She will be able to overcome if she always tries to be creative in her work. I also have to implement them in my work. Business is really tough, but it is significantly meaningful.
Case Study
Align with Client and Achieve a Goal
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