The hotel and spa resort “Azur Paradise” was advised to order the company style guidelines from us by their business partners, who happen to be our clients too. The brand positioning stage was not an easy one, as the competition in the niche is at an incredibly high level, and the bright and original design is the only way to be different. Having analyzed all the available data, we’ve made a decision to focus on a female audience, and thus we’ve chosen a more emotional rather than rational design approach. The wide and free-writing lettering combined with a gradient made of feminine colors helps to create the atmosphere of lightness and relax.