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The concept was to create a suite of print materials for The Well Spa at Bluestone, capturing the sense of calm, nature and understated luxury at the heart of the spa experience. Inspired by its Pembrokeshire setting and connection to Bluestone’s own Holy Well and freshwater spring, the creative direction draws on the natural associations of water, landscape and wellbeing, reflecting the spa’s focus on cleansing, healing and relaxing the mind, body and soul.

The brochure was designed to feel calm and considered, using generous space, refined typography and a muted palette of deep blue-green and warm copper tones. Atmospheric landscape imagery and natural textures reinforce the spa’s connection to its surroundings, while the treatment pages balance aspirational photography with clear, easy-to-navigate information. The brochure was printed on luxury soft-touch stock, adding a tactile quality that extends the premium experience into the physical piece. Alongside it, a series of wellbeing posters combined double-exposure photography of people and natural landscapes with simple, positive messages such as “You are your home” and “A beautiful day begins with a beautiful mindset.”

Together, the brochure and poster campaign created a cohesive visual identity that feels natural, restorative and premium. The materials communicate more than the spa’s treatments and facilities; they capture the feeling of the experience itself, connecting wellbeing with the landscape and creating a consistent journey from promotion through to the spa environment.