30 Hazelton Case Study
Nora Pherome

Making 30 Hazelton clear, consistent and recognisable.

My role was to help 30 Hazelton communicate its services and personality through design. Across every touchpoint, I paired clear information with a shared visual identity.

This case study explores how those choices created a more cohesive brand experience, helping guests get to know the spa and explore their next beauty visit.

challenge

Complex treatments, explained simply.

Lasers, ultrasound, radiofrequency, facials. Each one has its own technology and its own words.

A guest should understand a treatment at a glance. So the images had to show real skin in many tones, look medical enough to trust and warm enough to feel like a spa.

Lead with skin, not machines.

Devices look cold and mean little to a guest. Close-ups of real skin, in many tones, feel warm and still look medical.

Close-up of lips and skin texture on a deep skin tone.
Portrait of a smiling woman with grey curly hair.
Profile of a woman with her eyes closed in warm light.
Therapist’s hands applying foaming cleanser during a facial on a deep skin tone.
Glowing side profile of a woman’s face and neck.
Two women cheek to cheek with different skin tones.
A guest in a white robe relaxing during IV therapy in a warm, softly lit room.

role

I didn’t design the brand. I designed everything it went on.

An outside brand agency was contracted to create the logo and brand guidelines. I took it from there and designed everything else.

I decided how the information was organized, which images to use and how the brand worked in each format. Then I refined each piece with the spa team’s feedback.

Starting point · Brand agency

The brand

  • Logo and identity
  • Brand guidelines
  • First application ideas

Input · Spa team

The content

  • Treatment knowledge
  • Feedback
  • Event ideas, like Passport to Seoul

My work · Everything after

The design

  • Website layouts (desktop)
  • Packaging
  • Event collaterals
  • Newsletters
  • Print

website

Every page reads the same way.

It starts with the website. Every treatment page follows one order: what it does, the benefits, how long it takes, who it suits, then book.

Once guests learn the pattern, they know where to look on every page. I designed the website and built these interactive pages. Click the tabs, or the site’s own menu, to move between them.

Navigation
The same five links and Book Now.
Footer
Same links, address and mailing list.
Buttons
Outline to browse. Filled to book.
Tiles
Serif name and Learn More, in full rows.
Ending
A Book a Consultation band.

journey

Passport to Seoul title card: the event name in large serif letters inside an aeroplane window above the clouds, with a small plane, a passport and a boarding pass.

A trip through Korean skincare, without leaving Yorkville.

For the spa’s first anniversary, guests moved room to room to try Korean skin technology, then picked treatments to book at event prices.

The spa team’s brief: make it feel like flying to Korea for treatments, without having to travel.

Treatments became destinations.

Each treatment is a destination that invites guests to book the trip and get that treatment at a special event price.

01

Invitation

Passport to Seoul invitation: an aeroplane window frames the title over clouds, with the line Celebrate One Year of Korean Beauty and Innovation, Tuesday September 22, 6 to 8 PM, 30 Hazelton Avenue, and RSVP details. A hand holds a glass of champagne in the foreground.

A plane window tells guests they’re going somewhere.

Looking out over the clouds puts them on the way to Korea before they read a word, and sets up the travel theme for the whole night.

Digital invitation, 1080 × 1920 px.

02

Passport

Cover: deep brown, 30 Hazelton logo, a line drawing of a Korean palace in a circle with an aeroplane, and the title Passport to Seoul.
Inside cover with the 30 H monogram.
Your Passport to Better Skin: welcome text on collecting stamps for a raffle, partner logos and a photo of the reception.
Full-page photo of the upper lounge with chandeliers and tall windows.
Today’s Journey: a route map of five stops, Champagne Check-In, Passport Photo, Korean Tech, Skin Prep and Skin Consultation.
Photo page with a frame labelled Affix Photo Here.
Port of Entry, Passenger Check In: Every Journey Begins With A Portrait, with guest, place of issue Yorkville Toronto, date of issue 22 Sept 2026 and a stamp circle.
Advanced Korean Technology and Stackable Treatments, listed as flights with a downtime status column.
SkinCeuticals P-TIOX Cream: what it is, active ingredients and how it works, with a product photo and a stamp circle.
Where would your skin like to go? A checklist of concerns mapped to treatment route codes.
Inside back page with the 30 H monogram, website and Instagram handle.
Back cover in deep brown with the 30 H monogram.
Cover

4 × 6 in, 12 pages.

Enlarged passport page: treatments set as a flight list with codes 30H 001 to 30H 003, technology, benefit and downtime status, and a boxed combination called The Ultimate Facelift.
Treatments as flights. Downtime is the “status”.
Enlarged passport page: a concern checklist where each concern maps to a three-letter treatment route code, ending in a Your Destination row.
Tick a skin concern, follow the code, find your treatment.
03

Boarding pass

8.75 × 4 in, two sides. The back is a checklist of treatments and event prices. Rounded corners added for this presentation.

packaging

Two products, one family.

On a shelf, two products need to be told apart at a glance. Colour does that. Type and layout keep them in the same family.

Carton and sachet artwork for Age Reset and Illuminating.

Dusty rose · Age ResetSand · Illuminating

Same layout, different colour.

Guests can tell the two patches apart at a glance and still see one brand. The product name runs up the back, so it reads even when the box is turned.

Mockup built from the real artwork and dieline sizes. Not a product photo.
Age Reset carton front panel: dusty rose, 30 Hazelton logo in white, Age Reset Eye Patch, Anti-Aging and Hydration.
Age Reset · front
Age Reset carton back panel: the word age reset running vertically in large serif letters, the 30 H monogram, How to Use and ingredients.
Age Reset · back
Illuminating carton front panel: sand, 30 Hazelton logo in white, Illuminating Eye Patch, Dark Circles and Eye Bags.
Illuminating · front
Illuminating carton back panel: the word illuminating running vertically, the 30 H monogram, How to Use and ingredients.
Illuminating · back

The product name runs up the back of every carton and sachet.

Age Reset sachet front.
Age Reset sachet back with vertical lettering and How to Use.
Illuminating sachet front.
Illuminating sachet back with vertical lettering and How to Use.
Foil sachets, front and back, 105 × 135 mm.
Flat Age Reset carton dieline with tuck flaps, dust flaps, front, sides, back and glue flap.
A model wearing both eye patches, printed with the repeating 30 Hazelton wordmark.
The patch print, worn. Presentation image.
Eye patch print artwork: two crescent patch outlines filled with a repeating 30 Hazelton wordmark.

Carton dieline, and the logo pattern printed on the patch.

print

The same clear system, every month.

One headline, one image, then the treatments, grouped.

The newsletter and the spa menu follow the same simple rules as the website, so a guest who reads one already knows how to read the others. The September email launched the Korean Glass Skin collection. The spa menu puts the full treatment list and prices into one printed book.

Group treatments, don’t just list them.

A long list is hard to scan. Grouping by collection, like the five Glass Skin facials, helps a reader find their kind of treatment first, then the details.

September newsletter opening: A New Era at 30 Hazelton, Be the first to experience Korean Beauty Technology, over a photo of a client under a red LED therapy mask.
Opening
Newsletter section: New Glass Skin Collection, five circular treatment images each with a facial name, above Learn More and Book Now buttons.
Five facials, one family
Newsletter section: The Ultimate Facelift, two treatment photographs and a short explanation of combining Everesse with Ultraformer MPT.
Two treatments, stacked
The full September newsletter from header to footer.
Full email. Scroll inside.
Print

Spa menu

Cover: a softly blurred portrait with the 30 Hazelton logo in white.
Inside cover with the 30 Hazelton logo on ivory.
Our Story page with a photo of the reception.
Signature Korean Glass Skin Facials: six facials with descriptions, prices and add-on services.
Full-page photo of a facial mask being applied with a brush.
Advanced Technology Treatments: HIFU, radiofrequency, CO2 and fractional lasers, each with its device.
Advanced Technology Treatments: Q-Switch, carbon facial, acne, tattoo removal, vascular, rejuvenation, pigmentation and laser hair removal.
Advanced Technology Treatments: collagen remodelling, peels, microneedling, injectables and skin boosters.
Full-page blurred portrait.
Semi-Permanent Makeup: brows and lip blush, then contact details and opening hours.
Full-page photo of the corridor with a vase of flowers.
Back cover in deep brown with the 30 H monogram.
Cover

6 × 11 in, 12 pages.

Enlarged spa menu page: Signature Korean Glass Skin Facials, each with its name, price, short description and add-on services.
Facials: name, price, what it does, add-ons.
Enlarged spa menu page: Advanced Technology Treatments, each treatment followed by the device name and a short description.
Every technology treatment names its device.

conclusion

I helped 30 Hazelton communicate clearly and consistently.

The goal was simple: when guests plan their next beauty visit, they choose 30 Hazelton. The spa team relied on me to communicate who they are through clear information about their services and a consistent visual identity.

  • Make every treatment easy to understand.Each treatment page follows the same structure: what it does, its benefits, how long it takes, who it suits, and how to book. Guests can find the information they need before making a decision.
  • Keep playful work true to the brand.Passport to Seoul brought a playful approach while retaining the fonts, colours and spacing that make 30 Hazelton recognisable.
  • Build consistency across every touchpoint.The website, packaging, email and passport share a small set of design elements, creating a familiar experience wherever guests encounter the spa.

Together, these choices help guests understand what 30 Hazelton offers and feel more confident choosing it for their next visit.

Clear
Consistent
Recognisable