Mayflower offers unique spa and beauty services in a distinctly gorgeous environment; a historically listed building in Dorking, Surrey, previously belonging to the pilgrim father William Mullins who sailed to the New World in the Mayflower ship in 1620.
We had the pleasure of being approached by Vicky and Andy to design and implement the creation of their new luxury spa and beauty brand. At Red Sentence we were thrilled to have the opportunity to pitch our ideas to such a unique and passionate team. Vicky and Andy chose us over other creative agencies because, in their words, we “just got it”.
There were many key challenges to overcome in the creation of Mayflower’s brand design. Tasked with creating a graphic strategy that will be applied to all their future visual communication, the team began our design process with Mayflower’s core ethos in mind: give customers the time to relax, at their own pace.
The first stage of our design process always starts with well informed research. We defined the short and long term goals Mayflower had as a business. We developed user personas for the customers that Mayflower wanted to attract, so we understood who we were designing for. We investigated their potential competitors, and the ecosystem of their market. We also learnt so much about William Mullins and the Mayflower ship that we’ll be forever shamed if we don’t get correct answers on the subject in a pub quiz!
Informed by our extensive research, we began brainstorming, mood boarding and sketching out our initial concepts. Andy and Vicky loved being involved in our design process as we regularly spent time presenting and discussing ideas with them, before we moved on to refine our concepts further.
With our initial concepts in place, we moved onto refining our ideas based on the feedback we received from Mayflower. We identified early on in the process that there needed to be room for Mayflower’s logo to be dynamic, as it needed to be applied to a large variety of platforms in both print and digital media: embroidery, shop signage, business cards, mobile apps, letterheads etc.
We produced a full set of brand guidelines for Mayflower in order to build, maintain and enhance the quality of the brand. This was important for our clients as they needed a document that completely detailed the brand identity principles, technical specifications and best practices that all help to maintain the standard of the Mayflower brand.
The brand guidelines we produced fully details Mayflower’s:
Mayflower required a website to act as the central experience for their digital representation. The website also needed to fulfil some specific functions: display all of Mayflower’s spa and beauty treatments, and provide integration with their booking system so users can purchase and manage their treatments online. They also required a place to display their team, and a system for posting their upcoming events and news.
To solve these problems we first created a taxonomy for each subset of treatments, colour coding each particular group so that users could quickly identify the relevant treatment. We mirrored this same styling in the physical treatment menus that customers can pick up in store.
We then built an isotope filtering system that allows users to quickly and easily search for, book, and manage any treatment Mayflower offer.
Mayflower required a photoshoot in order to capture imagery that could be used for both their print and digital content. We spent a day shooting still and moving images of their beautiful venue in Dorking (both interior and exterior), headshots of the staff, as well as images of staff performing treatments.
Mayflower opened their doors to the public on the 4th of October in style: over 150 people attended their grand opening. They’ve been taking bookings ever since, and in only a few weeks over 400 printed treatment menus have been taken by customers. Business is booming!
– Vicky and Andy, Mayflower