A guide to preserving the comfortable, relaxing, yet high-quality environment of the AWS, with a modernized, fresh touch!
Table of Contents 3. 5. 7. 9. 11. 13. 14. 15. 17. 21. 23. 25.
1
About the Brand/Company: Who is Alayne White? Misson Statement/Vision Statement About Our Products Old Logo And Branding Rebrand Color Palette Typography Brand Do’s/Don’ts Imagery Tone Of Voice/ Communicatin Signage Advertising/Stationary Our Consumer/Products
149 Elmgrove Ave. Providence, RI 02906 401-272-1772
11 Constitution St. Bristol, RI 02809 401-254-1772
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Closed 12:00-8:00 9:30-6:00 9:30-4:30 9:30-4:30 9:30-4:30 Closed
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
alaynewhite.com
9:00-4:30 Closed 9:30-8:30 9:30-8:30 9:30-4:30 9:30-4:30 Closed
2
Who is Alayne White? Alayne White has been in the beauty business for over 25 years. After esthetics school in Boston, she apprenticed a woman in an upscale facial salon. Alayne went on to work for a few hair salons that had skin care rooms attached. The first spa she worked at was called Aquidneck Island, and Alayne worked there as a spa director and eventually a spa manager for almost 10 years. The next spa Alayne worked for was Aveda for almost 12 years. It was at this spa where Alayne started to shape her business model for exceptional client care. Alayne left Aveda when Estee Lauder purchased it. This is when Alayne decided to start her own business. Alayne’s two current spas are based on her years of experience and love for both the business of beauty and for the women (and occasinal men) who grace the spa with their prescence and remind her everyday why she loves the business she calls beauty.
3
About the Spa Founded in June 2002, Alyne White Spa opened its first location at the Bristol Harbor Inn in downtown Bristol, RI. A second location in Providence, RI was added in 2007. Alayne White Spas offer consistency in their services at both locations. The treatments are unique and creative from their names to their special features. The treatments are performed by a well-trained and highly educated team of talented and licensed professionals. We are a boutique style spa that pays attention to detail and service. If you are looking for the ‘mega spa’ experience, we are definitely not it, but if you are looking
for a spa experience that is intimate where we get to know you, where we enjoy and appreciate your business and treat you like special guests in our home, we are it! We call our employees ‘Goddesses” because they are here to service you and delight you and to make sure you know how special you are. They are all licensed and complete a certification process before doing any treatments. Our environment is a non-competitive one and everyone is comfortable with our guests trying any of us at any time. Our goal is to service you at a time that works for you. Whatever we can do to make that happen, we will.
4
ision Statem V e nt & n
M i ss io 5
s
To treat employees with the same respect and kindness that employees are expected to treat our clients with... 1. Reward fairly for a job well done; 2. Perform random acts of kindness; 3. Be open to a more balanced schedule for high-performing team members; 4. No compromise leadership style where the integrity of the brand always takes precedence over emotion; 5. Speak the truth directly and regularly; 6. Run a responsible business; 7. Keep promises; 8. Spread love and joy amongst team members; 9. Teach kindness by actions; 10. Be supportive, but not wishy washy or compromising; 11. Acknowledge ideas and input; 12. Change and grow constantly; 13. Coach and correct weakness; 14. Quest for consistent improvement; 15. Zero tolerance for complacency; 16. Create an environment that the team wants to own as their own; 17. Challenge and engage; 18. Celebrate greatness
Philosophy An Alayne White Spa visit is a comofortable one. No need to get dressed up or made up to impress anyone. We are already impressed with you. We love service and we love to take great care of you.
Alayne White Spas are the placce to come if you want to take a much needed nap, a mini vacation without the cost of time commitment or just to simply be taken care of by a fabulous team of spa goddesses.
Alayne White Spas are an intimate botique style experience and they are relaxed and inviting enough where you could literally come in your jammies. (How cool is that?)
We are different simply because of the thoughtful approach we take in everything from consciously not having magazines in the spa because we feel like they create a feeling of inadequacy in women.
Our treatment names are different and playful. Who says the beauty industry has to be boring? From our 3-hour head to toe body experiences, to our short services, our spas offer a treatment for everyone.
Our treatments are so special you don’t need all the fluffy accouterments that traditionally come with a mega spa experience. Our purpose: get to know you and create an environment where you want to return.
6
About Our Services
Facials: We started with our unique Best Facial and have not stopped for 15 years, giving you treatments, relaxing and incredible skin care. Not to mention our stellar client service. We have invented some new treatment facials and kept some of our tried and true facials. We tried to simplify the descriptions by making the names easier to connect with too. Our facials all include a thorough consultation and analysis, and we will only recommend product to you if we determine in the consultation that you want us to make recommendations. Scout’s honor. Definition of terms: AHHH- Main focus is on relaxation and some time to take some much needed deep breaths and super sparkily skin.
7
BAM - Main focus is treament, repairing, changing, transforming, stimulating, super sparkly, luminous skin. Skin-Care Peels: Our peel collection is high performance and so are we. Our team of skin experts are well trained, licensed and highly educated. These peels work best in a series of at least four - six, scheduled in advance. At home skin care is an essential part of your overall skin health and beauty, and after a thorough consultation and treatment you will leave with a professional recommendation. Body: Our bodies are the house of our souls, so once in a while, they need a good Spring and Fall cleaning. Our body and spirit. treatments have lots of AHHH and some
BAM, and we are really known for how amazing they are. We know it may seem weird to you, but we don’t employ massage therapists at Alayne White. In our 15 years of business, this is one area where Alayne has never really been successful and though we have had many massage therapists on our team, all seem to move around a lot and we like a commitment. What you should know: There is no need to shave your legs prior to treatments unless you want to. Dress in comfy clothes, because after all these treatments, you will feel so relaxed. Your hair will be oily, as many include a super yummp scalp massage, If this isn’t something you dig, then let us know and we wil skip it. These treatments are not for you if: Your are pregnant or looking for a deep
tissue massage done by a massage therapist. Our body services are done by our skin team and though relaxing, they are not intended to be a deep or therapeutic massage. Waxing: This is a great service if you want to give up shaving regularly, lasting about 3-6 weeks. It gets rid of stubble and makes you skin look smooth. Do not use any lotions or creams before the service. Due to the high risk of irritation, we do not perform waxing services on any client who uses medically prescribed or store-bought acidtype product. We also don’t perform waxing services for anyone who has been in a tanning booth 3 days prior to the service or if you are sunburned.
8
Old Logo & Branding
9
Pantone: 2698b3 RGB: 40,153,180 CYMK: 77,24,23,0
Pantone: fcd752 RGB: 251,215,83 CYMK: 2,13,79,0
Pantone: e64598 RGB: 230,71,153 CYMK: 3,87,0,0
10
Rebrand
We decided to rebrand to keep up with the modern times. While we love our previous logo and branding, it was time for a change! Our new style is modern, innovative, and we believe reaches out to our clients better. Our new color palette features lavender pantones, which is a relaxing and comforting color. After all, we are known for creating a welcomng, peaceful, relaxing and fun environment, so while we wanted to rebrand our look, we still wanted to maintian what the company built itself on. The logo expands upon the lower that was seen in the previous logo’s hand. The lotus represents a symbol of purity and takes on a spiritual meaning of ascension, enlightenment, or rebirth.
11
12
Lavender
13
Color Palette Light Lavender
White
Pantone: 613d94 RGB: 97,62,149 CMYK: 76,91,2,0
Pantone: bcb4d9 RGB: 190,181,217 CMYK: 24,27,0,0
Pantone: ffffff RGB: 255,255,255 CMYK: 0,0,0,0
Title on logo, Subtitle on Logo, Headers, Body Text, Logo, Logo Patterns, Background
Accent Color on Logo, Logo Patterns, Background
Header, Body Text, Background
Typography Barketina Regular- Body Text And Subtext Oan Logo- White Or Lavender- Size 12
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z abcdefghijklmnopqrstuvwxyz 1234567890 October Twilight- Headers And Logo Font- White or Lavender- Size 30 Or size Of Logo
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z abcdefghijklmnopqrstuvwxyz 1234567890 14
Do’s Official Logo
Lav e nde r , L i g h t Lavender, White
October Twilight Lavender Lavender and Light Lavender Barketina Regular Lavender
Body text Barketina regular. Body text Barketina regular. Body text Barketina regular. Body text Barketina regular.
Header October Twilight Patterns
15
Body Body Body Body Body Body
Alayne White y. Skin. H e a lt h . B e a u t
y. Skin. H e a lt h . B e a ut
Header Black
text text text text text text
black. black. black. black. black. black.
Body Body Body Body Body
Body text October Twilight. Body Text October Twilight. Body Text October Twilight.
text text text text text
size size size size size
14. 14. 14. 14. 14.
Header Barketina Don’ts
16
Images of Spa
17
18
19
20
Cozy Warm
Tone of Voice Cozy
Cozy
Cozy
Warm
Warm
Warm
Inviting
Inviting
Inviting
Inviting
Relaxing
Relaxing
Relaxing
Relaxing
Beautiful
Beautiful
Beautiful
Beautiful
Mega Spa
Mega Spa
Mega Spa
Mega Spa
Experience
Experience
Experience
Experience
21
Communication
Website: alaynewhite.com
22
Signage
23
Advertising
Stationary
24
Our Consumer Our current target audience is mostly middle aged women and their children. However, our goal with our new branding is to reach out to more college students. Because both of our storefront locations are near college campuses, Bristol being near Roger Williams University, and Providence being near a few including Jonhson and Wales University, Providence College and Brown, we hope our “20 somethings� demographic will increase. As a secondary goal, we eventually want to reach out to more men as well.
25
Our Products
All our cosmetics come from Glo Skin and Beauty.
26