Myoka Spas
Brand Lead, Marketing, Content and Socials
Myoka Spas -
From early concepts to a brand in the world
Brand development, campaigns, packaging, print and social content for six spas across Malta.
CLIENT
Myoka Spas
CREDITS
Brand Lead, Marketing, Content and Socials: Krysta Micallef
MY ROLE
Brand Development and Rollout, Campaigns, Packaging, Print, Signage, Social Media and Reels
MORE INFO
When I joined Myoka it had a new logo and a set of early concepts, but outside of social media, none of it existed in the real world yet. Over the year I developed those concepts into a working brand, keeping some and letting others go, and rolled it out across all six spas.
I took charge of production, branding, marketing and content output, and brought our social media in-house. Before me, every design request went through the marketing manager. I saw the need and built internal systems to relieve that bottleneck as well.
In numbers
90%
of Myoka’s brand, marketing and content output, made by me
6 spas
across Malta, all rolled out on the new identity
01The treatment list
Every hotel room has a copy of the treatment list, so it is often a guest’s first look at the spa. I rebuilt the 34-page booklet on the new identity. Each treatment family opens on a full-bleed divider with its name set vertically, and the treatments follow on the facing page. A shorter gatefold version, four panels on each side, sits in the smaller spas.
Treatment list cover and back, before and after. The previous design had its cover printed on the back panel; my redesign moved it to the front.
Inside pages, before and after. The same treatments, set on the new identity.
Hammam spread. The divider and treatments for the hammam rituals, from the booklet in every hotel room.
Dead Sea Mud spread. The body treatments using Myoka's own mud.
Maltese Sun Kissed spread. Treatments built around Maltese ingredients.
Gatefold treatment list. The shorter menu for the smaller spas, with the welcome and spa etiquette outside and the full menu inside.
02Packaging
Labels for Myoka’s own products, made for custom bottles: three Ayurvedic oils and five massage blends, each with its own colour and flower mark, plus wraparound labels for the Dead Sea Mud and the All-in-One Serum. The gift box is used for Valentine’s, Christmas and every day in the spas. The bottles are shown as mockups.
Ayurvedic oils. Detox, De-Stress and Pain Relief, used in the Ayurvedic treatments, each with its own colour and flower mark.
Massage oils. Five blends, from Mindfulness to Mummy Blend, used in massages and sold in the spas.
Dead Sea Mud and All-in-One Serum. Wraparound labels in the same leaf pattern, with how to use each product on the back.
Signature gift box. Used for Valentine's, Christmas and every day in the spas.
03Vouchers
An open gift voucher that can be sold at any value, with the experience written in by hand. It slides into its own printed sleeve, die-cut with a thumb notch. The €10 and €20 vouchers each use a different photograph and share one layout.
Open gift voucher in its sleeve. Sold at any value at reception, with the experience written in by hand.
The voucher, outside and inside. It slides into the sleeve through the thumb notch.
€10 and €20 vouchers. Fixed-value vouchers that share one layout, each with its own photograph.
04In the spas
Wayfinding for Myoka’s new spa at the DoubleTree. The same arch, colours and type run through every sign, from the spa directory to the treatment room doors, each sign cut to its own pill or arch shape.
Treatment room doors and backlit logo. Raised pill signs on each door at the DoubleTree spa.
Bathroom door sign. The same pill shape for the changing rooms and bathrooms.
Pool signs. Quiet Space and No Photos, beside the pool.
Pool signs, close up.
05Hotel displays
Several Myoka spas sit inside hotels, so the brand had to work in their lobbies too: posters for the Hilton’s revolving doors and portrait screens in the DoubleTree lobby.
Hilton revolving door posters. One poster per door panel at the Hilton lobby entrance, where one of Myoka's spas sits.
DoubleTree lobby screens. Three portrait screens by the hotel reception.
One screen, seven designs. The lobby screen rotates through all seven, about three seconds each.
The seven screen designs, side by side: Signature, Lovers and Mummies experiences, Maltese Sun Kissed, Dead Sea Mud, Japanese Head Spa and Holistic Facials.
06Weekly offers
The offer slides before I joined, and the template I replaced them with. Myoka still uses it every week, as it does most of the items I rebranded.
Weekly offers, before and after. The offer slides before I joined, and the template I replaced them with.
The weekly offers carousel on Facebook. Myoka still posts it every week.
Slide 1, the cover. Start Week Offers.
Slide 2. Autumn Bliss Retreat, with its duration, price and what's included.
Slide 3. Harvest Glow Package.
Slide 4. Pumpkin Spice Escape.
Slide 5. Fall in Love, the couples package.
07Campaign: Wellness Membership
A monthly membership across every Myoka spa, launched on the website, social media, print and in the spas. A launch reel with Tez introduced it, and the key image ran across the website, stories and a six-slide carousel, one benefit per slide. The A4 poster and trifold brochure went to every spa reception.
In numbers
7,800+
views on the launch reel with Tez
5.3×
the views of the account's typical reel
Website. The membership hero banner on myoka.com.
Instagram story. The launch story, with the €89 a month price.
Instagram post. The launch carousel, one benefit per slide.
Carousel slide 1. The membership and its price.
Carousel slide 2. One monthly treatment, from facials to the Japanese head spa.
Carousel slide 3. Three extra spa day passes a month.
Print. The A4 poster and the trifold brochure, made for every spa reception.
Print: the A4 poster, annotated. The headline, the member benefits, the treatment choices and the price.
Print: the trifold, outside. The front cover, the back panel with terms and the four spa locations, and the inside flap.
Print: the trifold, inside. The benefits, then descriptions of every treatment members can choose.
08Campaign: Valentine’s
Let your love story travel: four couples’ experiences themed on Rome, Paris, Brussels and Japan, sold as packages and gift vouchers. The campaign ran in 13 formats, from the website and paid social to the iPad menu, a Google post and an editable gift voucher.
In numbers
13 formats
from the website and paid social to in-spa screens, the iPad menu and a Google post
75,000+
views on the Valentine's reel, made with Myoka's own staff
Instagram post. The Valentine's carousel, one couples' experience per slide.
Website. The Valentine's hero banner on myoka.com.
In the spa. The iPad menu shown to guests at reception.
Google. The gift box post on Myoka's Google Business listing.
In the spa. The editable gift voucher, filled in for each couple's package.
Paid social, slide 1. Let your love story travel: spa experiences from around the world.
Paid social, slide 2. Roman Romance, the Rome-themed package for two.
Paid social, slide 3. French Glow Affair, the Paris-themed package for two.
09Campaign: Corporate Christmas
Spa packages, custom gift boxes and vouchers for companies at Christmas, led by the corporate packages post and a wide hero image on the website.
Website. The Corporate Christmas hero image on myoka.com.
Instagram post. The corporate packages carousel.
Slide 1. Corporate spa packages, starting from €50.
Slide 2. Choose from four special packages.
Slide 3. Corporate discount programmes for staff wellbeing.
10Reels and results
After I brought social media in-house, 83% of Myoka’s reels in my last quarter were mine, up from 29% in my first. My reels had a median of 43% more views than the account’s other reels. Each reel image opens the reel on Instagram.
In numbers
83%
of Myoka's reels in my last quarter were mine, up from 29% in my first
+43%
more views on my reels than on the account's other reels, by median
Headline numbers from my reels at Myoka.
Share of Myoka's reels made in-house, from my first quarter to my last.
Views on my organic reels against the account's typical reel.
DoubleTree launch with creator Luke Magro. 175,000+ views and 4,700+ likes, the year's most-liked post.
Valentine's Day, starring Myoka's own staff. 75,000+ views.
Japanese Head Spa trend clip. 11,000+ views, 7.5 times the typical reel.
Christmas gift box unboxing with Tez. 9,200+ views, then 227,000+ people reached on Facebook.
Wellness Membership launch with Tez. 7,800+ views, 5.3 times the typical reel.
Japanese Head Spa launch. 7,400+ views, 6.3 times the typical reel, and 16 new followers.
In numbers
10,400+
link clicks from the paid DoubleTree intro offer video
167,000
people reached by the same video