Client: Galia Day Spa offers services such as massages, facials, body treatments, along with relaxation facilities including a heated indoor pool, sauna, and steam room.

Audience: Multiple. 1) Working adults, ages 25-50, building careers or living very work-oriented lives who regularly work 50+ hours a week. They are health conscious and spend their non-work hours investing time and money into their health to offset the effects of demanding careers. 2) Active men and women who visit the gym at least 3 days a week for 1 to 3 hours at a time. Their workout routines primarily consist of lifting weights. They invest in supplements, energy drinks, and trendy health foods. 3) Men and women ages 55 and up. They want to remain mobile and in good health but they are not interested in intense workouts. They tend to enjoy walks and light exercise. They may take supplements but only if recommended/prescribed by a doctor.

Tone: Understanding, clear, confident, educational.

Challenge: Communicate the benefits of sauna use to multiple audiences.

Strategy: I opted for a three-part hero carousel to display three distinct benefits for three different audiences. I kept the headline and body copy short. Long explanatory copy was unnecessary because each call-to-action button lead to the main sauna page where visitors can obtain more information and book appointments. Three rotating slides for the same service created a needed for cohesion and to achieve this cohesion I created three identity titles consisting of repeating “er” sounds. The short body copy is included to educate site visitors on the benefits of sauna use and entice them to move forward.