A brand is a compilation of intangible elements such as personality, experiences and feelings combined with tangible components including logos, graphics, images and colors that make customers choose you. With the landscape of spas all offering similar services, product and equipment, it’s imperative to stand out. We begin by taking you through developing a concept, choosing a name and selecting an iconic mark, color palette and signature voice that represents your vision. We then illustrate how to reflect these through all experiences and marketing platforms, communications and business attributes. We close with an in-depth case study of successful spa brands.
Alexis is the owner of Lexi Design, a spa consultancy firm that has developed premier spas and fitness centers across Europe, Asia and the U.S.. She has written numerous articles on spa and fitness development, quoted in the top industry trade magazines and has lectured at national trade events. Alexis began with Steiner Transocean, the largest spa company to date. Operating more than 120 spas on board cruise ships, she gained valuable experience in operations, development and managing multiple spa locations. After five years at sea, Alexis moved to Singapore to help create the first spa franchise concept, the first medical spa connected with a dermatologist and to develop luxury spas all throughout Southeast Asia and later Spain and Italy. Some of her clients include Deepak Chopra, Starwood Hotels and the Marriott Hotels.