YOUR MARKETING STRATEGY Amani Spa & Wellness, Nofa Riyadh, A Radisson Collection Resort Experience authentic hospitality merged with premium spa and wellness services.
AMANI - MARKETING STRATEGY | INDEX PG | 2 SECTION 1 | A BIRD’S EYE VIEW OF THIS STRATEGY 1.1 Who We Are at Our Core ........................................................................................................................................................................ PG. 5 - 6 1.2 Purpose of This Marketing Strategy ............................................................................................................................................ PG. 7 1.3 Key Objectives .................................................................................................................................................................................................... PG. 8 - 9 SECTION 2 | AT THE ROOT OF IT ALL - OUR CUSTOMERS & THEIR MARKET PLACE 2.1 Evolving Wellness Trends ........................................................................................................................................................................ PG. 11 2.2 Why You Must Embrace Wellness ............................................................................................................................................ PG. 12 2.3 Your Competitive Landscape .......................................................................................................................................................... PG. 13 SECTION 3 | AMANI SPA & WELLNESS BRAND CORPORATE IDENTITY (CI) 3.1 Differentiation Strategy ........................................................................................................................................................................ PG. 15 - 18 3.2 Logo Guidelines & Applications ................................................................................................................................................... PG. 19 - 28 3.3 Brand Colours & Typography .......................................................................................................................................................... PG. 29 - 33 3.4 Background Shapes & Patterns ................................................................................................................................................... PG. 34 - 35 3.5 Imagery Guidelines ............................................................................................................................................................................... PG. 36 - 39 3.6 Tone-of-Voice Guidelines ................................................................................................................................................................. PG. 40 - 43 3.7 Social Media .................................................................................................................................................................................................... PG. 44 - 47 3.8 CANVA Templates ...................................................................................................................................................................................... PG. 48 - 52 3.9 Hashtag Strategy ...................................................................................................................................................................................... PG. 53 - 58 SECTION 4 | MARKETING OBJECTIVES 4.1 The Why .................................................................................................................................................................................................................. PG. 60 SECTION 5 | MARKETING STRATEGIES 5.1 The How .................................................................................................................................................................................................................. PG. 62 SECTION CONTENTS INDEX
AMANI - MARKETING STRATEGY | INDEX PG | 3 SECTION CONTENTS INDEX SECTION 6 | MARKETING TACTICS AND ACTION PLANS 6.1 Customer Profiling: Your Target Audience ....................................................................................................................... PG. 64 - 67 6.2 Customer Profiling Framework ................................................................................................................................................... PG. 68 - 69 6.3 Benefits of Customer Profiling .......................................................................................................................................................... PG. 70 6.4 Customer Persona Framework ................................................................................................................................................... PG. 71 - 74 6.5 Amani’s Online Presence ................................................................................................................................................................. PG. 75 - 78 6.6 Your Website & Digital Architecture ..................................................................................................................................... PG. 79 - 81 6.7 Customer Retention ............................................................................................................................................................................... PG. 82 - 83 6.8 Revenue Growth ............................................................................................................................................................................................. PG. 84 - 89 6.9 Brand Awareness ...................................................................................................................................................................................... PG. 90 - 91 SECTION 7 | PERFORMANCE MEASUREMENT & KPI’S 7.1 Metrics Overview ............................................................................................................................................................................................. PG. 93 - 94 SECTION 8 | AMANI CUSTOMER JOURNEY 8.1 Overview .................................................................................................................................................................................................................. PG. 96 8.2 The Amani Customer Journey - Direct .............................................................................................................................. PG. 97 8.3 Customer Journey - Direct ................................................................................................................................................................. PG. 98 - 101 8.4 The Amani Customer Journey - Hotel ..................................................................................................................................... PG. 102 8.5 Customer Journey - Hotel ................................................................................................................................................................. PG. 103 - 107 SECTION 9 | THE AMANI DIGI-TECTURE 9.1 The Amani Digi-tecture ........................................................................................................................................................................ PG. 109 - 111 9.2 Customer Journey with intergrated Digi-tecture ......................................................................................................... PG. 112 - 114 SECTION 10 | FRANCHISEE SUPPORT & RESOURCES 10.1 The Amani Systems Architecture ............................................................................................................................................ PG. 116 - 117
A BIRD’S EYE VIEW OF THIS STRATEGY SECTION 1
AMANI - MARKETING STRATEGY | SECTION 1 PG | 5 Amani Spa & Wellness is more than just a traditional spa — it is a sanctuary where people embark on a journey of transformation through meaningful wellness. At Amani, our purpose is to transform lives through holistic wellness, empowering people to achieve a healthier, balanced lifestyle. This purpose is reflected in everything we do, from our customised treatments and personalised experiences to the exceptional products we offer, our dedicated team of therapists and managers, our world-class facilities, and our inspiring content that guides and informs our clients. WHO WE ARE AT OUR CORE 1.1
AMANI - MARKETING STRATEGY | SECTION 1 PG | 6 We are guided by three core principles: Purposeful, Essential, and Accessible. These principles shape not only our treatments and services but also every interaction and communication we have with our clients. From the moment a client first contacts us to the post-treatment follow-up, every encounter embodies these values, ensuring a consistently enriching and transformative experience. Purposeful Our treatments, products, and communications are designed to deliver targeted and effective results. Each offering at Amani is carefully curated to provide measurable health and wellness benefits. We adopt a clear, practical, and results-driven approach that empowers clients to achieve their personal wellness goals, making every interaction purposeful and meaningful. Essential We believe wellness should be seamlessly integrated into daily life. Our holistic approach addresses both mental and physical health, providing a balanced and comprehensive wellness experience. Beyond luxury, our practical solutions support long-term well-being and lifestyle enhancement, ensuring that wellness is essential, not just an indulgence. This principle guides how we design our services and how we communicate, offering valuable and applicable insights that clients can use in their everyday lives. Accessible Amani is dedicated to creating an inclusive and welcoming environment where everyone feels valued and at home. We ensure our services and communications are accessible to a diverse range of clients by offering personalised service, clear information, and guidance tailored to individual needs. From initial enquiry to personalised treatments and follow-up care, every aspect of the client journey is designed to be inclusive, transparent, and easily understood, enabling clients to customise their spa experience and fully engage in their wellness journey. OUR VISION Transforming Lives Through Wellness
AMANI - MARKETING STRATEGY | SECTION 1 PG | 7 PURPOSE of this Marketing Strategy This is not just another SOP. This is a tool to help you connect with your customers in a meaningful way and to add (and gain) real value that matters. THE FOUNDATIONAL PRECEPTS BEHIND THIS DOCUMENT: Enhancing Brand Equity The strategy ensures that all franchises maintain a consistent brand identity and messaging, aligning with the overall Amani Spa & Wellness ethos. This consistency reinforces the brand’s image, making it recognisable and trustworthy across all locations. Empowering Unique and Localised Marketing This strategy provides you with the tools, resources, and guidelines to execute effective local marketing campaigns. In so doing, we aim to foster innovation and adaptability in your specific market while still adhering to Amani’s core values. Driving Customer Engagement The strategy outlines how you can engage with your communities and customer base through targeted marketing efforts. This engagement not only attracts new customers but also builds loyalty among existing guests, enhancing the overall experience. Your guests’ journey starts long before they enter the spa, and continues after they have left. By nurturing the entire journey, you build relationships FOR LIFE. [Reference The Amani Guest Journey] Supporting Revenue Growth The ultimate goal of the strategy is to drive sales and increase profitability by focusing on customer acquisition, retention, and brand positioning. Adapting to Change The strategy as a framework strives to ensure that you stay competitive. While market conditions and trends will change (including marketing technologies, products and customer preferences), by adopting a consistent approach to your marketing foundation, you will remain agile and stay ahead of the competition. Facilitating Efficiency and Structure Amani’s established systems, processes and guidelines give you the framework in which to operate, communicate and manage your relationships. 1.2
AMANI - BRAND IDENTITY | AMANI - MARKETING STRATEGY | LOGO SECTION 1 PG | 18 6 KEY OBJECTIVES We are ultimately guided by SMART goals (Specific. Measurable. Achievable. Relevant. Time-bound). Everything we do from a marketing perspective needs to somehow have at its core one of the following core objectives: 1. Increased Brand Awareness Enhance the visibility of the Amani Spa & Wellness brand in your local market and within the Radisson Collection Resort, NOFA Riyadh ecosystem. 2. Boost Customer Acquisition Set clear targets for attracting new customers, with monthly or quarterly goals for new sign-ups, bookings, or inquiries. 3. Enhance Customer Retention Focus on increasing the retention rate of existing customers by providing exceptional service at every point of the guest journey, and adding real value through loyalty programs. 1.3 4. Optimise Marketing Efficiency We must always strive to work smarter, and easier. Not only is this more impactful from a performance perspective, but it is also more enjoyable and frees our time to focus on what we love - serving people. 5. Drive Revenue Growth Establish revenue growth targets, supported by marketing campaigns that promote high-margin services, packages, or products. 6. Foster Community Engagement Become an active participant in your local community, fostering a sense of loyalty and goodwill. By leveraging your local market, you establish a highly dependable and profitable audience that is independent of the hotel.
By leveraging the power of your digital architecture, not only do you get to manage your customers’ experience at every point of their journey, you also get to use technology to support your administration. This will enable you to leverage your marketing budget effectively by optimising the cost of customer acquisition and increasing the return on investment (ROI) from marketing activities. This includes tracking the performance of various marketing channels and tactics. USE THE TOOLS AT YOUR DISPOSAL! AMANI - BRAND IDENTITY | LOGO PG | 9
THE ROOT OF IT ALL Your Guest and the Marketplace SECTION 2
AMANI - MARKETING STRATEGY | SECTION 2 PG | 11 WELLNESS: THE KEY TO STAYING COMPETITIVE IN HOSPITALITY The global wellness industry is experiencing unprecedented growth, driven by an increasing demand for more profound, meaningful wellness experiences. In today's hospitality landscape, a spa is not just an amenity — it’s a vital component of the guest experience and a significant opportunity for growth and differentiation. As an Amani Spa & Wellness franchise, failing to embrace this evolution is not just a missed opportunity but a potential risk to staying relevant in an increasingly competitive market. THE INDUSTRY, AND WHY IT MATTERS TO YOU OPPORTUNITY OR THREAT? EVOLVING WELLNESS TRENDS Beyond Traditional Spa Services Wellness has evolved far beyond traditional spa services such as massages and beauty treatments. Today’s guests are seeking holistic wellness that includes mental, emotional, and spiritual well-being. Services like mindfulness and meditation sessions, personalised wellness assessments, and stress management programmes are in high demand. The COVID-19 pandemic has further accelerated this trend, with guests increasingly prioritising health and well-being. People are actively seeking holistic wellness, making wellness retreats, detox programmes, and immersive wellness experiences essential offerings within the hospitality industry. 2.1
WHY YOU MUST EMBRACE WELLNESS? Global statistics indicate that the wellness tourism market is growing at nearly twice the rate of general tourism. This trend underscores the shift in consumer priorities towards wellness-oriented travel. By positioning your spa as a key feature of your hotel's offering, you can capture this lucrative market segment, elevating both the guest experience and your competitive edge. INCREASED CONSUMER AWARENESS AMANI - MARKETING STRATEGY | SECTION 2 PG | 12 The wellness industry has become a pivotal element in hospitality, with travellers now seeking more than luxury accommodations and fine dining. Guests are increasingly looking for holistic wellness experiences that rejuvenate their body, mind, and soul. Spas that offer integrated wellness programmes are no longer seen as optional but are now central to enhancing guest satisfaction and loyalty. EXPERIENTIAL TRAVEL Today's guests value eco-friendly and socially responsible wellness services. Incorporating these principles not only attracts guests but also aligns with global wellness standards. SUSTAINABILITY AND ETHICAL PRACTICES
AMANI - MARKETING STRATEGY | SECTION 2 PG | 13 YOUR COMPETITIVE LANDSCAPE NOTE: Your digital activities should aim to drive as much traffic as possible to the site - your User Experience (UX), online menu, online bookings, and intuitive customer experience will put you ahead of the rest in the awareness and consideration phase of the customer journey. THE ONES TO BEAT... 2.2
AMANI SPA & WELLNESS BRAND CORPORATE IDENTITY ~ CI ~ SECTION 3
Brand Guidelines This guideline provides a clear and structured approach to maintaining Amani Spa & Wellness's identity across all franchise levels, ensuring consistency, professionalism, and brand integrity. 2025 CORPORATE IDENTITY
AMANI - MARKETING STRATEGY | SECTION 3 PG | 16 You are the Hero of our story. We are the Guide. Through every step of the journey, we serve as the unwavering guiding hand, illuminating the path and empowering you to reach your full potential. THE GUIDING HAND Transform your life WHO WE ARE We are the helping hand. Our purpose is to help people to transform their lives through wellness
AMANI - MARKETING STRATEGY | SECTION 3 PG | 17 We ARE you. WE FEEL YOU. We see you. We hear you. THE AMANI WAY
AMANI - MARKETING STRATEGY | SECTION 3 PG | 18 Our values govern our behaviours through which we realise our purpose. OUR VALUES Unique Value Proposition We love what we do 2 We are here for (and because of) YOU 1 We are continuously improving 4 We are driven by excellence 3 We are respectful of people and planet 7 We are inspired by innovation 5 We do the right thing 6 Location Destination & Hotel Spa Environment Ambiance, Furniture & Equipment Products Amani Wellness Collection & Collaborations Treatments Amani Signature, Classic & Customised People Managers, Therapists, Reception & Support Journeys Packages, Workshops & Experiences How you as the franchisee should position yourself within the market while aligning with the Amani brand. DIFFERENTIATION STRATEGY
AMANI - MARKETING STRATEGY | SECTION 3 PG | 19 AMANI LOGO PRIMARY HORIZONTAL LOGO Inspired by the form of a guiding hand, the Amani Spa & Wellness logo is a vital element of our brand identity and must be used consistently and correctly across all applications to maintain brand integrity.
AMANI - MARKETING STRATEGY | SECTION 3 PG | 20 AMANI LOGO COLOUR USAGE OPTIONS MAIN COLOUR Amani Blue MAIN GRADIENT Green Amani Blue DARKEST COLOUR Dark Gray LIGHTEST COLOUR White #388780 #4ab9ad #4ab9ad #333231 #f7f6f4
AMANI - MARKETING STRATEGY | SECTION 3 PG | 21 AMANI LOGO VARIATIONS The Amani Spa & Wellness logo is available in two orientations: Horizontal and Vertical. Which one you use is entirely dependent on the application. For example, in a square or circular environment, the vertical logo renders better, while in a more spacious environment, the horizontal logo renders better. HORIZONTAL LOGO VERTICAL LOGO - E.g. Square/Circular environment
AMANI - MARKETING STRATEGY | SECTION 3 PG | 22 AMANI LOGO SAFE SPACE The Amani Spa & Wellness logo should be positioned with ample spacing to provide a sense of balance and breathing room. However, care should be taken to ensure the placement doesn’t feel unconsidered or make the logo appear as though it’s floating or an afterthought in the overall design.
AMANI - MARKETING STRATEGY | SECTION 3 PG | 23 AMANI LOGO SAFE SPACE EXAMPLE - AMANI HEAD OFFICE LETTERHEAD
AMANI - MARKETING STRATEGY | SECTION 3 PG | 24 AMANI LOGO INCORRECT APPLICATIONS Never Distort the Logo: The logo must always be displayed in its original proportions. Do not stretch, skew, or otherwise distort the logo in any way. Ensure that the logo is always clear and legible, regardless of its size. HORIZONTALLY COMPRESSED VERTICALLY COMPRESSED PIXELATED TWO DIFFERENT COLOURS LEGIBLE OUTLINED
AMANI - MARKETING STRATEGY | SECTION 3 PG | 25 AMANI LOGO ICON The Amani Spa & Wellness logo includes a symbol that is integral to our branding. This symbol may be used as a standalone element in select materials at the discretion of Amani Head Office. The logo symbol must always be used in conjunction with the full logo. Independent use of the symbol at the franchise level is subject to approval from Amani Head Office. USE OF THE ICON AS A STANDALONE ELEMENT The Amani symbol, which evokes the concept of a guiding hand, plays a pivotal role in how we communicate our brand ethos of care, support, and transformation. When used independently of the full logo, the icon serves as a subtle signature, laying claim to the content or space it occupies. It represents the essence of Amani Spa & Wellness, reminding the viewer of our promise, even when the full logo is not present. However, the icon must be treated carefully and with purpose, ensuring that its independent use does not compromise brand recognition or clarity. It is always dependent on its parent, the Amani logo, and should never stand alone in a context where it could be mistaken for an unrelated mark.
AMANI - MARKETING STRATEGY | SECTION 3 PG | 26 AMANI LOGO ICON GUIDELINES FOR ICON USE Contextual Dependency The icon should never be used in isolation without clear proximity or association with the full Amani Spa & Wellness logo or brand name. It must always appear within a branded context where the parent logo or Amani Spa & Wellness name is prominently featured, ensuring that the icon remains tied to the larger brand identity. Visual Signature When used independently, the icon acts as a subtle signature, marking materials as uniquely Amani. This can include watermarks, social media avatars, subtle placements on branded merchandise, or in areas where the logo might overpower the design. However, the icon’s presence should still signal the full Amani experience. Proximity to Full Branding On digital platforms such as social media, websites, or apps, the icon may be used in areas where space constraints exist, such as profile pictures, icons, or thumbnails. In these cases, the full logo or brand name should always appear nearby, either within the same section of the website/page, or in an easily accessible manner (e.g., via a click-through to the main brand page). This maintains the icon’s connection to its parent brand. Approval for Use All instances where the icon is used independently at the franchise level must be submitted for approval to Amani Head Office. This ensures consistency and prevents misuse that could dilute the brand’s visual identity or confuse audiences. Reserved Use Cases Independent use of the icon should be limited to specific, intentional applications. Examples include: • Digital favicons or app icons • Social media avatars where space is limited • As a decorative element within design layouts (e.g., corners of brochures or presentations), but always within a context where the full Amani logo is featured. Icon as a Supporting Element When used within marketing or communication materials, the icon serves to complement, not replace, the logo. Its purpose is to reinforce brand recognition subtly while ensuring that the Amani Spa & Wellness name is always visible and associated with the content. For example, in a large image or promotional banner, the icon may appear in a corner while the full logo is positioned more prominently.
AMANI - MARKETING STRATEGY | SECTION 3 PG | 27 AMANI TAGLINE USE OF THE TAGLINE The tagline "Transform your life" is an integral part of the Amani Spa & Wellness brand, encapsulating our mission to guide guests and partners on their journey toward personal transformation through wellness. As such, it should be used selectively and strategically to maintain its impact and ensure alignment with Amani’s core values. The tagline is available for your use as a PNG file and should never be recreated independently. Transform your life BEST PRACTICES FOR USING THE TAGLINE High-Level, Professional Design The tagline should be reserved for high-level, polished, and professionally designed materials. These include key brand documents, marketing collateral, and high-visibility assets where the messaging aligns with Amani’s premium, transformative positioning. It should not be overused in everyday communication or casual materials to preserve its significance. Where the Message Enhances the Experience The tagline should be applied in contexts where the concept of life transformation enhances the meaning of the content. This includes: • Brochures outlining the full Amani Spa & Wellness offering. • Presentations to high-level stakeholders (such as investors, hotel partners, or wellness industry conferences). • Brand campaigns or high-value marketing collateral (e.g. billboards, magazine ads, video content) • Strategic communications like annual reports, franchise proposals, or key partnership documents.
AMANI - MARKETING STRATEGY | SECTION 3 PG | 28 Prominent Placement with the Logo When used, the tagline should appear in conjunction with the full logo and must be integrated thoughtfully into the design. It is generally placed: • Beneath or adjacent to the logo, in a proportionate size that does not overshadow the logo itself. • In a way that enhances the message without disrupting the visual balance of the design. Typically, it can be placed as a footer or near key visuals to inspire the reader/viewer. Avoid Overuse The tagline is a powerful statement and should not be overused to avoid diluting its impact. Avoid including the tagline on every communication piece, such as email signatures, basic internal documents, or everyday social media posts. Overuse can make the message feel generic and reduce its ability to inspire. When to Exclude the Tagline The tagline should not be used in casual, smaller-scale communications such as: • Transactional documents (e.g., invoices, receipts, confirmations). • Internal communications, such as memos, staff newsletters, or operational materials. • Day-to-day social media content (exceptions for branded campaigns or inspirational posts). • Small or minimalistic promotional items where the tagline would crowd the design (e.g., small branded merchandise). Special Campaigns & Events For special and wellness campaigns, events, or initiatives aimed at showcasing transformation, the tagline can be used as a theme, prominently featured to highlight Amani's promise of transformation. For example, during a re-branding launch, wellness retreats, or major brand announcements, "Transform your life" can anchor the messaging and campaign tone. Alignment with Visual Design The tagline should complement the overall visual design. It should: • Be placed in a font size that aligns with the hierarchy of the layout (generally smaller than the logo but readable). • Use appropriate spacing and margins to ensure the tagline does not feel cramped/awkward. • Be used in colours that match the Amani brand palette, ensuring clarity and contrast without overpowering the overall design. PLEASE NOTE Use of the tagline is as a design element in PNG format, available on request.
AMANI - MARKETING STRATEGY | SECTION 3 PG | 29 BRAND COLOURS PRIMARY R101 G100 B97 C55 M45 Y47 K35 #656461 R226 G222 B216 C14 M12 Y15 K0 #e2ded8 R101 G100 B97 C2 M2 Y2 K0 #f7f6f4 R247 G246 B244 C66 M3 Y38 K0 #4ab9ad R101 G100 B97 C67 M0 Y39 K0 #a1e3d8 R163 G212 B230 C40 M4 Y9 K0 #a3d4e6 The colour palette features a warm turquoise as the dominant hue, creating a sense of tranquility and freshness. It is complemented by a range of neutral tones, including a soft grey and a creamy white, which provide balance and sophistication. The palette evokes a feeling of calm and serenity, making it ideal for applications that require a soothing and inviting atmosphere.
AMANI - MARKETING STRATEGY | SECTION 3 PG | 30 BRAND COLOURS SECONDARY R202 G159 B185 C20 M40 Y10 K0 #ca9fb9 R175 G159 B184 C32 M37 Y14 K0 #af9fb8 R56 G135 B128 C78 M29 Y51 K7 #388780 R51 G50 B49 C69 M63 Y63 K60 #333231 R129 G174 B190 C51 M20 Y20 K0 #81aebe R143 G151 B182 C47 M36 Y15 K0 #8f97b6 The colour palette features a range of soft, muted and warmer tones to add depth and dimension to our primary palette.
AMANI - MARKETING STRATEGY | SECTION 3 PG | 31 BRAND COLOURS TERTIARY The colour palette features a range of gradients that can be used within the Amani CI. These gradients can be used in both print and digital application but is limited to certain applications. For example, when working on a print document, a gradient can either be used as a background or as text. If it is used in text, note that the effect may not be as vivid should it be used within a solid shape. The application of the gradient degree generally applies to what works best for the artwork, however, the use of 45°, -45° and 90° provides gradients that allow text to be legible. dark to light colour
Consistent typography reinforces our brand’s voice and ensures a unified visual identity across all communications. AMANI - MARKETING STRATEGY | SECTION 3 PG | 32 TYPOGRAPHY PRIMARY & SECONDARY FONTS About The Font "Poppins" is a modern, geometric font with a clean design based on circles, giving it a balanced look. Its wide range of weights, from Thin to ExtraBold, makes it versatile for both headlines and body text. This sleek, geometric style is ideal for branding, especially for companies seeking a professional, contemporary image. Aa About The Font "Forum" is a serif font with a classic, elegant style inspired by ancient Roman inscriptions. It features sharp serifs and a balanced contrast between strokes, making it ideal for display text like headlines and titles. With its traditional look, "Forum" is perfect for formal projects and can be used in both web and print design. Aa PRIMARY | SANS SERIF SECONDARY | SERIF About The Font "Distant Stroke" is a handwritten-style font with organic, flowing strokes and a rugged texture. Its casual, artistic feel makes it ideal for creative projects that convey individuality and authenticity. The font’s uneven lines and imperfections add a personal touch, perfect for branding, packaging, and social media graphics seeking a TERTIARY handcrafted look. Aa | SERIF POPPINS ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$ Font Styles ExtraLight | Light Regular | Medium FORUM ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$ Font Style Regular Distant Stroke ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$ Font Styles Regular | Medium
Ensure that all graphics, presentations, and marketing materials consistently use the prescribed fonts to maintain a cohesive brand identity. While the exact font sizes may vary depending on the specific design and platform, it is essential to establish a clear visual hierarchy. Decorative or overly stylized fonts that do not align with the Amani brand identity are prohibited, as they can detract from the overall aesthetic and professionalism of the materials. EMAILS & GENERAL COMMUNICATIONS Use the primary font for all email communications and internal documents. Maintain clear and professional formatting to align with the luxury positioning of the brand. AMANI - MARKETING STRATEGY | SECTION 3 PG | 33 TYPOGRAPHY FONT USAGE FONTS HIERARCY Size 48pt Size 36pt Size 24pt Size 20pt Size 16pt Size 12pt The Headline Size Sub-Headline Size The 3rd Headline Size The 4th Headline Size Body Copy Font Size Subtext Font Size
At Amani Spa & Wellness, our background shapes and patterns are more than just decorative elements; they serve to subtly reinforce the brand’s identity and create a cohesive, serene atmosphere across all design touchpoints. These elements reflect our ethos of balance, transformation, and harmony, seamlessly integrated into the visual language of the brand. DESCRIPTION OF BACKGROUND SHAPES & PATTERNS Design Aesthetic The background shapes and patterns reflect the fluidity and organic nature of wellness, taking inspiration from natural forms such as leaves, waves, and soft curves. These shapes are designed to evoke feelings of tranquillity, balance, and flow, echoing the serene experience we offer our guests. Supporting Elements These patterns are intended to act as supporting visual elements, enhancing the overall design without overpowering the core message. They help create depth, texture, and movement in our materials, whether printed or digital, while maintaining the minimalist elegance that defines the Amani brand. Subtle Brand Markers Background shapes and patterns serve as subtle brand markers, visually linking different pieces of collateral while ensuring that the design feels uniquely Amani. They act as a soft, recognisable foundation that enhances the viewer’s connection to the brand without taking centre stage. AMANI - MARKETING STRATEGY | SECTION 3 PG | 34 BACKGROUND SHAPES & PATTERNS APPLICATION BEIGE FADE GRADIENT BLUE FADE GRADIENT BLUE FADE - BLACK & WHITE IMAGE
Applications • Brochures & Print Collateral: Used as soft, flowing background elements that bring cohesion and style to printed materials without distracting from the core content. • Website & Digital Design: Patterns may be used as background accents on webpages, landing pages, or banners to create visual interest and complement the brand’s messaging. • Social Media: When paired with minimalistic text or imagery, the patterns provide a refined backdrop for promotional content, ensuring consistency across various platforms. • Packaging & Merchandise: Patterns can be integrated into the design of spa products or packaging, bringing a cohesive, elegant look that ties back to the Amani experience. Guidelines for Usage • Subtlety is Key: These elements should remain subtle, never competing with the primary content (logo, tagline, or imagery) but rather enhancing the overall visual experience. • Colour Variations: The shapes and patterns should always use brand colours, ensuring they complement the overall palette. They can be applied in tonal variations (lighter or darker versions of the primary colour) to maintain a harmonious aesthetic. • Consistency Across Platforms: Ensure that patterns are used consistently across both digital and print formats, adapting size and placement to suit the medium while maintaining the same overall aesthetic. • Placement: Patterns should typically remain in the background, functioning as decorative accents. They should be placed in areas that naturally frame the primary content without overwhelming it. Flexibility in Design While there is flexibility in how patterns are applied, their use must always adhere to the core principles of the brand: calmness, professionalism, and transformation. Designers can use them to subtly evoke a sense of flow and transformation, consistent with the Amani brand philosophy. AMANI - MARKETING STRATEGY | SECTION 3 PG | 35 BACKGROUND SHAPES & PATTERNS APPLICATION - CONTINUED
Imagery plays a crucial role in reflecting the authentic, human-centric ethos of Amani Spa & Wellness. Images must always be of relatable individuals, reflecting the diverse and inclusive nature of your country and region, and the Amani brand. We always want to reflect natural health and wellness, showcasing a setting and mood that enhances wellbeing within the viewer. Inspiring. Healthy. Natural. Real. Always ensure that imagery is aligned with any applicable hotel brand standards. AMANI - MARKETING STRATEGY | SECTION 3 PG | 36 IMAGERY DO’S
Avoid clichéd spa images such as models with flowers in their hair. Instead, opt for tasteful images that capture genuine moments of wellness and relaxation. Avoid glamorised models and artificial beauty. Therapists must always subscribe to Amani's code of conduct (including presentation and grooming protocols). AMANI - MARKETING STRATEGY | SECTION 3 PG | 37 IMAGERY DON’TS
AMANI - MARKETING STRATEGY | SECTION 3 PG | 38 IMAGE RESOURCES APPROVED IMAGERY Amani Head Office must approve all images before being used in any marketing materials with Amani branding. Submit images for approval via email, ensuring they align with our brand values and visual identity. SUGGESTED FREE THIRD PARTY IMAGE SOURCES All images must be legally obtained from approved sources. Approved Free Resource Sites: SUGGESTED PAID THIRD PARTY IMAGE SOURCES All images must be legally obtained from approved sources. Approved Paid Resource Sites: Ensure that proper licensing is obtained for any purchased images.
AMANI - MARKETING STRATEGY | SECTION 3 PG | 39 THE AMANI APPROVAL PROCESS ARTWORK & IMAGE SIGN-OFF To maintain brand consistency and quality, all artwork and marketing materials that are not produced within approved Amani Spa & Wellness brand templates must go through a formal approval process before being published. ARTWORK SUBMISSION Submit all artwork and materials to Julie van Rooyen (Amani Spa & Wellness General Manager) at [email protected], and copy in Taryn Crystal (Amani Spa & Wellness Graphic Designer) at [email protected], for initial review. Include all relevant details, including the intended use, target audience, and any relevant branding guidelines. REVIEW & FEEDBACK The submitted materials will be reviewed for brand consistency, alignment with visual identity guidelines, and overall quality. Feedback or required changes will be communicated within 1 – 2 working days. FINAL APPROVAL Final materials must be submitted via the same channel. Only when approval is given in writing may the artwork be published. COMPLIANCE: Consistent application ensures the strength and integrity of the Amani brand across all platforms, for the benefit of all stakeholders. Non-compliance with these brand standards may result in the necessity to withdraw your content from the associated platform/s.
Tone-of-Voice Guidelines CORE VALUES REFLECTED IN OUR TONE OF VOICE We are here for and because of you. Tone: Warm, welcoming, and client-centric. Example: “Your well-being is our top priority. We’re here to make every moment about you.” We love what we do. Tone: Passionate, enthusiastic, and sincere. Example: “Our love for wellness shines through in every treatment we offer.” We are driven by excellence. Tone: Confident, knowledgeable, and precise. Example: “Our commitment to excellence ensures that you receive nothing but the best.” We are continuously improving. Tone: Progressive, forward-thinking, and optimistic. Example: “We’re always evolving to bring you the latest in wellness innovation.” We are inspired by innovation. Tone: Creative, dynamic, and visionary. Example: “Discover cutting-edge treatments designed to transform your wellness journey.” We do the right thing. Tone: Integrity-driven, ethical, and trustworthy. Example: “Your trust is sacred to us, and we are committed to doing what’s right.” We are respectful of people and planet. Tone: Compassionate, responsible, and mindful. Example: “Our practices honour both you and the world we share.”
AMANI - MARKETING STRATEGY | SECTION 3 PG | 41 Use ‘We’ and ‘You’ Create a personal connection by directly addressing the reader. Example: “We’re excited to welcome you to an experience crafted just for you.” Be Inclusive Ensure language is respectful and welcoming to all, avoiding assumptions about the reader’s background. Example: “We celebrate the diversity of our community and welcome you as you are.” Maintain Professionalism While being approachable, keep the language polished and reflective of a luxury brand. Example: “Our expert therapists are here to offer you an exceptional and tailored experience.” Show Empathy and Kindness Convey understanding and compassion in every interaction. Example: “We understand how important your wellness journey is, and we’re here to support you every step of the way.” Be Honest and Transparent Clearly communicate offerings and policies without ambiguity. Example: “We believe in transparency—here’s what you can expect from your visit.” DO’S In Written Communication do
AMANI - MARKETING STRATEGY | SECTION 3 PG | 42 Avoid Overly Formal Language Do not use jargon or overly complex language that may alienate or confuse. Example: Don’t say, “We cordially invite you to participate in our unparalleled services.” Instead, say, “We’re delighted to welcome you to our world-class spa.” Avoid Generic Statements Ensure every communication feels personalised and relevant. Example: Don’t say, “Thank you for your patronage.” Instead, say, “Thank you for choosing us to be part of your wellness journey.” Avoid Passive Voice Use active voice to make communications more engaging and direct. Example: Don’t say, “Your satisfaction is valued by us.” Instead, say, “We value your satisfaction.” Avoid Assumptive Language Don’t assume anything about the reader’s background, preferences, or experiences. Example: Don’t say, “As you know, the benefits of aromatherapy are….” Instead, say, “If you’re curious about the benefits of aromatherapy….” Avoid Being Overly Casual While approachable, maintain a level of sophistication in line with the luxury brand. Example: Don’t say, “Hey there!” Instead, say, “Welcome to Amani Spa & Wellness.” DON'TS In Written Communication don’t
AMANI - MARKETING STRATEGY | SECTION 3 PG | 43 APPROACH Informative yet engaging, with a focus on wellness education. TONE Warm, knowledgeable, and supportive. Example: “Discover the power of wellness in every aspect of your life with our expertly curated content.” WEBSITE & BLOG CONTENT APPROACH Conversational & interactive - emphasis on building community. TONE Friendly, inspiring, and inclusive. Example: “Join us in celebrating the beauty of wellness! Share your favourite spa moments with #AmaniWellness.” SOCIAL MEDIA APPROACH Personalised & direct, with a focus on nurturing client relationships. TONE Gracious, inviting, and empathetic. Example: “We’ve missed you! Here’s a special treat to welcome you back.” EMAIL MARKETING APPROACH Respectful & attentive, prioritising the guest’s comfort & experience. TONE Calm, considerate, and professional. Example: “How can we make your visit truly exceptional today?” IN-SPA COMMUNICATION
AMANI - MARKETING STRATEGY | SECTION 3 PG | 44 SOCIAL MEDIA Essentials THE MAIN GOAL THE BASICS When designing social media content for Amani Spa & Wellness, it's important to engage the target audience with posts that resonate emotionally. Make use of clear, legible fonts and maintain a consistent branding approach with content provided by Amani Head Office. Avoid imagery that is generic stock photos, opting instead for authentic, diverse visuals that depict real people. Incorporate distinctive brand elements such as brand specific line work and iconography to boost post consistency and recognition. Fonts should be concise and easy to read, ensuring accessibility for viewers of all ages. While adherence to colour themes is relatively flexible, the overall aesthetic should always align with the calming and professional nature of the wellness services offered. Overall, social media posts should focus on realism, using both supplier and custom spa imagery to showcase the spa's environment and treatments. Ideally the social media presence of Amani Spa & Wellness will attract and retain a devoted following eager to engage with the brand. Content should always be designed around our core purpose of helping our guests to transform their lives through wellness. Purposeful. Essential & Accessible guest-centric content is key.
AMANI - MARKETING STRATEGY | SECTION 3 PG | 45 LOGO | ICON PLACEMENT The Amani Spa & Wellness logo or icon should be prominently displayed in all social media posts. Typically, the icon is used since it occupies less space and easily integrates into various designs. For posts that highlight significant events or topics, the full vertical logo should be used. The logo or icon colour needs to be clear and legible, contrasting with the background—dark on light and vice versa. Alternatively, the logo and icon color can be adjusted to match the post's colours, but these adjustments should remain close to the brand's identity. Consider the following examples for guidance on logo and icon placement:
AMANI - MARKETING STRATEGY | SECTION 3 PG | 46 IMAGERY WHAT TO USE | SUPPLIERS It is essential to choose images that reflect Amani’s mission and values. Make use of imagery that showcases cultural and ethnic diversity, ensuring it works with your message. E.g. self-care related content, use positive, vibrant images and avoid anything that could be seen as disrespectful. Including supplier imagery highlights the quality products at the spa - this could be Amani products or collaborative partner products e.g. AMRA.
AMANI - MARKETING STRATEGY | SECTION 3 PG | 47 TYPOGRAPHY FONT HIERARCHY It is important to keep things consistent and easy to read. Always use the specific fonts per Amani Brand standards as this helps people recognise our brand. Make sure the most important information stands out by using different sizes and colours for your text. Keep the text big enough so that even visually impaired people can read it easily, and pick colours that stand out against the background and pictures. If you feel creative, try to blend the text nicely with the images, this makes your posts look good and easy to understand.
AMANI - MARKETING STRATEGY | SECTION 3 PG | 48 CANVA TEMPLATES ACCESS & COLLATERAL Your PR & Marketing Manager of the Spa will be added to the Amani Spa & Wellness Canva Team, which allows them access to approved templates that they can use. This includes Social Media Post Templates, Flyer / Poster Templates, TV Screen Templates etc. These templates can be reworked according to the purpose of the design, they are simply a guide that showcases the look-and-feel of Amani. Each month Amani Head Office aim to promote a treatment and special in order to highlight offerings and attract customers. SOCIAL MEDIA TEMPLATE EXAMPLES Please note: When you intend to use a template please SAVE A COPY first before making edits to the template. It is important that we make sure the original template has no changes
AMANI - MARKETING STRATEGY | SECTION 3 PG | 49 CANVA TEMPLATES “SAVE A COPY” PROCESS Canva homesceen Hover over the design that you would like to use, click on the three dots and select “Make a copy”
AMANI - MARKETING STRATEGY | SECTION 3 PG | 50 CANVA TEMPLATES “SAVE A COPY” PROCESS Your copy will appear Rename the copy according to the spa location and its design purpose, i.e. “Amani Spa Nofa - International Women's Day Flyer”