14 magazine

Before&After ®

Continued

XiBAmagazine.com U

Design a step-up brochure 0626

A compact brochure of loose cards is easy to customize. Continued

Design a step-up

brochure

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2 of 10

Before&After ® XiBAmagazine.com U


Design a step-up brochure A compact brochure of loose cards is easy to customize for different clients. Here’s how to design one from a template.

The step-up brochure is a jacket with three (or more) information cards stacked inside and a business card on the pocket. It fits a standard, #10 envelope. Its popularity is in its versatility; you can mix and match cards without reprinting the cover. If you need only a few, you can work from a blank, pre-cut template, as we have here.

Jacket with pocket

Inserts and business card

The patternStep-Up Brochure™ template from Paper Direct has a blank jacket (cover) with inner pocket, three insert cards and a business card. It comes flat on two, 38-lb. letter-size sheets perforated and scored, ready for desktop printing. Packaged 50 sets to a box. Ask for model #BJP104 (white) or #BJP107 (cream). www.paperdirect.com

http://www.paperdirect.com/Step+Up+Brochures+/item_no=BRPLAISTP/page_no=1/keyword=step+up+brochure/shop.axd/ProductDetails






3 of 10

Design a step-up brochure 3 of 10


Unite the partsBeauty starts with continuity. To design a beautiful brochure, you must visually connect its many parts. Do this by repeating the image, layout, type and colors throughout.

Place the photo across panels . . . The photo crosses outside panels, which ties front to back. It’s sized so the blossoms are on the front. Note how the back-panel text aligns neatly to the right beneath the leaf tips.

BLOSSOMof Sacramento

Diane RichardsBody Wellness CenterInformation | Appointments

916 .555. 1286

. . . and on the business card Careful cropping isolates a single blossom and sustains the theme.

(Note that the photo has been scaled, flipped and cropped to make the best use of each space, yet the result is a unified whole. This isn’t possible with photos on which transformations will be apparent [mirrored type, inex-plicable jumps in size, etc.]. It works best with organic images like this one, which in nature vary a lot anyway.)

Back

Front

. . . on the inside . . . Inside, the photo is flipped so the blossoms remain visible when the cards are in place. Because it’s here for continuity and is not the focal point, lighter opacity makes it recede and not steal attention from the cards.






4 of 10



LayoutLay out each card alike. Work down from the top—head, then photo, then text— then carry the sizes and dimensions to the other cards.

Skin Therapy

Lighten-up Facial 40 min | $65

A gentle, 40 minute facial designed to calm, balance and lighten sensitive, irritated skin; smoothes, protects and diminishes redness.

Skin Renewal 60 min | $75

Treat maturing skin with a hydrating botanical massage; restore clarity, radiance and suppleness.

Anti-Aging 60 min | $75

Strengthen mature skin with a deep hydrating treat-ment, enhancing your natural moisture barrier for smooth, cool and supple skin.

Multi-Vitamin Anti-Oxidant 60 min | $75

Minimize fine lines with vitamins and anti-oxidants. Detox skin for a supple, normal radiance.

BLOSSOM

Recline and relax in a soft blanket, and experience the clean, fresh aromas, warm mists, gentle exfoliates and cool sensations of our unique skin therapies.

Glow with RadianceBLOSSOM

For more information and a complete list of therapies, visit us online at BlossomWell.com

Rest, relax and rejuvenate your mind, body and soul with our one- of-a-kind Spa treatments. World renowned, our Skin and Massage therapies target a wide range of needs. Specially trained therapists and only the highest quality prod-ucts produce unparalleled results. Relaxed and rejuvenated, you will glow with radiance.

Massage Therapy

Swedish 40 min | $65 Relieve tension and soothe nerves through total body relaxation. This therapeutic treatment is designed to improve circulation, relieve muscle tension and stress.

Deep Muscle 60 min | $65

A therapeutic technique of body work that releases chronic pain. Using slow strokes that run across the muscles and deep finger pressure, this technique works best on targeted areas and not full body.

Athletes 40 min | $75

For pre- or post-activity, this massage is designed to prepare the muscles for exercise or help them recover more quickly for the next round of activity. Sports massage uses vigorous strokes, stretching and friction.

Hot Stone 40 min | $55

Escape to a state of pure relaxation with this ancient Native American treatment. Warm stone therapy is combined with traditional Swedish massage to dissolve muscle tension and induce deep relaxation.

BLOSSOM

Restore an all-over sense of calm and well-being with the soothing touch of a certified massage therapist. Relax and let use melt away your stress and tension.

Start at the top Be kind to your reader; put section heads on top! The photo on only the front card is visi-ble and makes the first impression. The front card is the obvious place for an introduction, which is set here in oversize text type.

Layout and alignment are the same on every card.

Note the photographic conti-nuity: Three close-ups, similar color palettes, same size, pro-portions and position.






5 of 10



TypeUse only one or two typestyles—typically, one for heads and another for text. Alter style or size only when the message changes, not arbitrarily.

Massage Therapy


BLOSSOM

Restore an all-over sense of calm and well-being with the soothing touch of a certified massage therapist. Relax and let us melt away your stress and tension.

Big, medium, smallWhen two typestyles have similar weight, as they have here, it’s a good idea to use size to differentiate kinds of information. Select big, medium and small. Above, big and medium sizes convey headline and narrative; small handles the data.

Practically, type must be readable, and it must fit the space. Aesthetically, it must convey a mood or impression. A Berkeley Oldstyle is an easy-to-read serif style with flower-like detailing. B Avenir Light is a complementary san-serif; its clean lines are especially read-able at small sizes and convey a somewhat clinical look appropriate for a health spa.

A

B

Massage TherapyRestore an all-over sense of calm and well-being with the soothing touch of a certified massage therapist. Relax and let us melt away your stress and tension.







6 of 10



Color Color expresses emotion, mood, feel. Identify your key feel words—in this case calm and refreshing—then sample a color from the image and build your color palette from that.

Add calm You create calm with lightness, soft-ness, an absence of contrast and edge, which is what we see in very light colors, which are mostly white. Neighboring colors on the wheel pro-vide a bit of difference, yet because they share a common color are simi-larly compatible. Note below the absence of edge—that’s peaceful!

It’s a refreshing image Sampling the image shows that it’s mainly spring greens, which are cool and refreshing. For versatility, we also need other colors . . .

Note above that the warm card separates the two cool ones.

Neighboring (analo-gous) colors have a color in common, in this case yellow.

Blossom color

Massage Therapy

Swedish 40 min | $65

Relieve tension and soothe nerves through total body

relaxation. This therapeutic treatment is designed to

improve circulation, relieve muscle tension and stress.


A therapeutic technique of body work that releases

chronic pain. Using slow strokes that run across the

muscles and deep finger pressure, this technique works

best on targeted areas and not full body.


For pre or post activity, this massage is designed to pre-

pare the muscles for exercise or help them recover more

quickly for the next round of activity. Sports massage

uses vigorous strokes, stretching and friction.


Escape to a state of pure relaxation with this ancient

Native American treatment. Warm stone therapy is

combined with traditional Swedish massage to dissolve

muscle tensionand induce deep relaxation.

BLOSSOM

Restore an all-over sense of calm and well-

being with the soothing touch of a certified

massage therapist. Relax and let use melt

away your stress and tension.

Skin Therapy

Lighten-up Facial 40 min | $65A gentle, 40 minute facial designed to calm, balance and lighten sensitive irritated skin; smoothes, protects and diminishes redness.

Skin Renewal 60 min | $75Treat maturing skin with a hydrating botanical massage, restore clarity, radiance and suppleness.

Anti-Aging 60 min | $75Strengthen mature skin with a deep hydrating treat-ment. Enhancing your natural moisture barrier for smooth, cool and supple skin.

Multi-Vitamin Anti-Oxidant 60 min | $75Minimize fine lines with vitamins and anti-oxidants. Detox skin for a supple normal radiance.

BLOSSOM










7 of 10



Letter-size page (81⁄2”x 11”)

Template A: Brochure jacket

11”

81⁄2”

Start with the inside up

Add double-sided tape to tab.1 2

3 4

4” 4” 81⁄2”

Add card slits when printing commercially.






8 of 10



Letter-size page (11”x 81⁄2”)

Template B: Inserts and business card

81⁄2”

11”

6” 7” 8”

2”

Remove the excess paper then separate the cards

3 2⁄3” 3 2⁄3” 3 2⁄3”






9 of 10



BLOSSOMof Sacramento

Diane RichardsBody Wellness CenterInformation | Appointments

916 .555. 1286




Skin Therapy

Lighten-up Facial 40 min | $65

A gentle, 40 minute facial designed to calm, balance and lighten sensitive, irritated skin; smoothes, protects and diminishes redness.

Skin Renewal 60 min | $75

Treat maturing skin with a hydrating botanical massage; restore clarity, radiance and suppleness.

Anti-Aging 60 min | $75

Strengthen mature skin with a deep hydrating treat-ment, enhancing your natural moisture barrier for smooth, cool and supple skin.

Multi-Vitamin Anti-Oxidant 60 min | $75

Minimize fine lines with vitamins and anti-oxidants. Detox skin for a supple, normal radiance.

BLOSSOM


Typefaces

1 ITC Berkeley Oldstyle Book | 26 pt, –10 letterspacing

2 (a–b) Avenir 35 Light | a) 9/12 pt, +25 letterspacing, b) 8/11 pt

3 ITC Berkeley Oldstyle Bold | 10 pt, +25 letterspacing

4 (a–c) ITC Berkeley Oldstyle Medium a) 24 pt, –25 letterspacing, b) 14/16.5 pt, c) 11/12.5 pt

5 (a–b) Avenir 85 Heavy | a) 8/11 pt, b) 6.5/11 pt

Images

6 (a–d) iStockphoto.com

a b c d

Template

7 paperdirect.com

Article resources

Colors

C40 M10 Y90 K0

C40 M15 Y15 K15

C30 M29 Y35 K55

C14 M2 Y7 K0

C0 M8 Y16 K5

C10 M0 Y30 K0

8

9

10

111

12

1

3

4a

10

11

8

9

2a

6a

2a

2b

2b

4c

4b 5a

5a

5b

13

6b

6c

6d

12

13

7

Massage Therapy



A therapeutic technique of body work that releases chronic pain. Using slow strokes that run across the muscles and deep finger pressure, this technique works best on targeted areas and not full body.


For pre- or post-activity, this massage is designed to prepare the muscles for exercise or help them recover more quickly for the next round of activity. Sports massage uses vigorous strokes, stretching and friction.


Escape to a state of pure relaxation with this ancient Native American treatment. Warm stone therapy is combined with traditional Swedish massage to dissolve muscle tension and induce deep relaxation.

BLOSSOM

Restore an all-over sense of calm and well-being with the soothing touch of a certified massage therapist. Relax and let use melt away your stress and tension.

http://store.adobe.com/type/browser/F/BERK/F_BERK-10004000.html

http://store.adobe.com/type/browser/F/AVEN/F_AVEN-10035000.html



http://store.adobe.com/type/browser/F/AVEN/F_AVEN-10085000.html

http://www.istockphoto.com/file_closeup.php?id=490593




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Before & After magazine Before & After has been sharing its practical approach to graphic design since 1990. Because our modern world has made designers of us all (ready or not), Before & After is dedicated to making graphic design understand-able, useful and even fun for everyone.

John McWade Publisher and creative directorGaye McWade Associate publisherVincent Pascual Staff designerDexter Mark Abellera Staff designer

Design advisor Gwen Amos Before & After magazine323 Lincoln Street, Roseville, CA 95678 Telephone 916-784-3880 Fax 916-784-3995E-mail [email protected] www http://www.bamagazine.com

Copyright ©2005 Before & After magazine, ISSN 1049-0035. All rights reserved

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Before & After articles are intended for permanent reference. All are titled and numbered.

For the current table of contents, click here. To save time and paper, a paper-saver format of this article,

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Be

fore

&A

fter | w

ww

.bamagazine.com

1 of 5

De

sign

a ste

p-u

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roch

ure

06260626

De

sign

a ste

p-u

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roch

ure

A com

pact b

rochu

re of loose cards

is easy to custom

ize.

Design a step-up

brochure

Th

e step-u

p b

roch

ure is a jacket w

ith th

ree (or m

ore) in

form

ation

card

s stacked in

side an

d a b

usin

ess card o

n th

e po

cket. It fits a

stand

ard, #10 en

velop

e. Its po

pu

larity is in its versatility; yo

u can

mix

and

match

cards w

itho

ut rep

rintin

g the cover. If yo

u n

eed o

nly a few

, yo

u can

wo

rk from

a blan

k, pre-cu

t temp

late, as we h

ave here.

Jacket with

pocketInserts and business card

The patternS

tep

-Up

Bro

chu

re™

tem

pla

te

from

Pa

pe

r Dire

ct has a blank jacket (cover) w

ith inner pocket, three insert cards and a business card. It com

es flat on two, 38-lb.

letter-size sheets perforated and scored, ready for desktop printing. Packaged 50 sets to a box. A

sk for m

odel #BJP

104 (white) or #B

JP107

(cream). w

ww

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Be

fore

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fter | w

ww

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2 of 5

De

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p-u

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06260626

De

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a ste

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roch

ure

Un

ite th

e p

artsB

eauty starts w

ith co

ntin

uity. To

design

a beau

tiful b

roch

ure, yo

u m

ust visu

ally con

nect

its man

y parts. D

o th

is by rep

eating th

e image, layo

ut, typ

e and

colo

rs thro

ugh

ou

t.

Pla

ce th

e p

ho

to a

cross p

an

els . . .

The photo crosses outside panels, which ties

front to back. It’s sized so the blossoms are on

the front. Note how

the back-panel text aligns neatly to the right beneath the leaf tips.

BLO

SSOM

of Sacram

ento

Diane R

ichards

Bo

dy W

ellness Center

Inform

ation | A

pp

ointm

ents

91

6.5

55

. 12

86

. . . an

d o

n th

e b

usin

ess ca

rd

Careful cropping isolates a single

blossom and sustains the them

e.

(Note that the photo has been scaled,

flipped and cropped to make the best

use of each space, yet the result is a unified w

hole. This isn’t possible with

photos on which transform

ations w

ill be apparent [mirrored type, inex-

plicable jumps in size, etc.]. It w

orks best w

ith organic images like this one,

which in nature vary a lot anyw

ay.)

Back

Front

. . . on

the

insid

e . . .

Inside, the photo is flipped so the blossoms

remain visible w

hen the cards are in place. B

ecause it’s here for continuity and is not the focal point, lighter opacity m

akes it recede and not steal attention from

the cards.

Layou

tLay o

ut each

card alike. W

ork d

own

from

the to

p—

head

, then

ph

oto, th

en text—

th

en carry th

e sizes and

dim

ensio

ns to

the o

ther card

s.

Skin Therapy

Lighten-up

Facial 40 m

in | $6

5

A g

entle, 40 minute facial d

esigned

to calm

, balance

and lig

hten sensitive, irritated skin; sm

oo

thes, pro

tects and

dim

inishes redness.

Skin Renew

al 60 m

in | $7

5

Treat maturing

skin with a hyd

rating b

otanical m

assage;

restore clarity, rad

iance and sup

pleness.

Anti-A

ging

60 m

in | $7

5

Strengthen m

ature skin with a d

eep hyd

rating treat-

ment, enhancing

your natural m

oisture b

arrier for

smo

oth, co

ol and

supp

le skin.

Multi-V

itamin A

nti-Oxid

ant 60 m

in | $7

5

Minim

ize fine lines with vitam

ins and anti-o

xidants.

Deto

x skin for a sup

ple, no

rmal rad

iance.

BL

OS

SO

M

Reclin

e and relax in

a soft blanket, an

d experien

ce the clean

, fresh arom

as, warm

m

ists, gentle exfoliates an

d cool sensation

s of ou

r un

ique skin

therapies.

Glow

with R

adianceB

LO

SS

OM

For more inform

ation and a com

plete list of therap

ies, visit us online at B

losso

mW

ell.com

Rest, relax and rejuvenate your

mind, body and soul w

ith our one- of-a-kind Spa treatm

ents. World

renowned, our Skin and M

assage therapies target a w

ide range of needs. Specially trained therapists and only the highest quality prod-ucts produce unparalleled results. R

elaxed and rejuvena ted, you will

glow w

ith radiance.

Massage T

herapy

Swed

ish 40 m

in | $6

5 R

elieve tension and

soo

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y relaxatio

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ent is desig

ned to

im

pro

ve circulation, relieve m

uscle tension and

stress.

Deep

Muscle 6

0 min | $

65

A therap

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f bo

dy w

ork that releases

chronic p

ain. Using

slow

strokes that run acro

ss the m

uscles and d

eep fing

er pressure, this techniq

ue wo

rks b

est on targ

eted areas and

not full b

od

y.

Athletes 4

0 min | $

75

For p

re- or p

ost-activity, this m

assage is d

esigned

to

prep

are the muscles fo

r exercise or help

them reco

ver m

ore q

uickly for the next ro

und o

f activity. Spo

rts m

assage uses vig

oro

us strokes, stretching

and frictio

n.

Ho

t Stone 4

0 min | $

55

Escap

e to a state o

f pure relaxatio

n with this ancient

Native A

merican treatm

ent. Warm

stone therap

y is co

mb

ined w

ith traditio

nal Swed

ish massag

e to d

issolve

muscle tensio

n and ind

uce deep

relaxation.

BL

OS

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M

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elax and let u

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p

Be kind to your reader; put section heads on

top! The photo on only the front card is visi-ble and m

akes the first impression. The front

card is the obvious place for an introduction, w

hich is set here in oversize text type.

Layout and alignment are the sam

e on every card.

Note the photographic conti-

nuity: Three close-ups, similar

color palettes, same size, pro-

portions and position.

Be

fore

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fter | w

ww

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3 of 5

De

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ano

ther fo

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lter style or size o

nly w

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the m

essage chan

ges, no

t arbitrarily.

Massage T

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Swed

ish 40 m

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elieve tension and

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pro


uscle tension and

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elax and let u

s melt

away you

r stress and ten

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Big

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diu

m, sm

all

When tw

o typestyles have similar

weight, as they have here, it’s a good

idea to use size to differentiate kinds of inform

ation. Select big, medium

and sm

all. Above, big and m

edium

sizes convey headline and narrative; sm

all handles the data.

Practically, type m

ust be readable, and it must

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ust convey a m

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rke

ley O

ldstyle

is an easy-to-read serif style w

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detailing. B A

ven

ir Ligh

t is a complem

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A

B

Massage T

herapyR

estore an all-over sen

se of calm an

d well-

being w

ith th

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d let us m

elt aw

ay your stress an

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Swed

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in | $6

5 R

elieve tension and

soo

the nerves throug

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od

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ent is desig

ned to

im

pro


uscle tension and

stress.

Co

lor

Co

lor exp

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tion

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od

, feel. Iden

tify you

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in th

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d

refreshin

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then

samp

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r from

the im

age and

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ild yo

ur co

lor p

alette from

that.

Ad

d ca

lm

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ith lightness, soft-ness, an absence of contrast and edge, w

hich is what w

e see in very light colors, w

hich are mostly w

hite. N

eighboring colors on the wheel pro-

vide a bit of difference, yet because they share a com

mon color are sim

i-larly com

patible. Note below

the absence of edge

—that’s peaceful!

It’s a re

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ing

ima

ge

S

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g th

e im

ag

e sh

ow

s th

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ain

ly sprin

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re co

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refre

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Fo

r versa

tility, we

also

ne

ed

o

the

r colo

rs . . .

Note above that the w

arm card

separates the two cool ones.

Neighboring (analo-

gous) colors have a color in com

mon, in

this case yellow.

Blo

ssom

colo

r

Massage T

herapy

Swed

ish 40 m

in | $65

Relieve tensio

n and so

othe nerves thro

ugh to

tal bo

dy

relaxation. This therap

eutic treatment is d

esigned

to

imp

rove circulatio

n, relieve muscle tensio

n and stress.

Deep

Muscle 6

0 min | $

65

A therap

eutic technique o

f bo

dy w

ork that releases

chronic p

ain. Using

slow


ss the

muscles and

deep

finger p

ressure, this technique w

orks

best o

n targeted

areas and no

t full bo

dy.

Athletes 4

0 min | $

75

For p

re or p

ost activity, this m

assage is d

esigned

to p

re-

pare the m

uscles for exercise o

r help them

recover m

ore

quickly fo

r the next round

of activity. Sp

orts m

assage

uses vigo

rous stro

kes, stretching and

friction.

Ho

t Stone 4

0 min | $

55

Escap

e to a state o

f pure relaxatio

n with this ancient

Native A

merican treatm

ent. Warm

stone therap

y is

com

bined

with trad

itional Sw

edish m

assage to

disso

lve

muscle tensio

nand ind

uce deep

relaxation.

BL

OS

SO

M

Restore an


and w

ell-

being w

ith th

e soothin

g touch

of a certified

massage th

erapist. Relax an

d let use m

elt

away you

r stress and ten

sion.

Skin Therapy

Lighten-up

Facial 40 m

in | $65

A g


esigned

to calm

, balance

and lig

hten sensitive irritated skin; sm

oo

thes, pro

tects and

dim

inishes redness.

Skin Renew

al 60 m

in | $75

Treat maturing

skin with a hyd

rating b

otanical m

assage,


iance and sup

pleness.

Anti-A

ging

60 m

in | $75

Strengthen m

ature skin with a d

eep hyd

rating treat-

ment. E

nhancing yo

ur natural mo

isture barrier fo

r sm

oo

th, coo

l and sup

ple skin.

Multi-V

itamin A

nti-Oxid

ant 60 m

in | $75

Minim


ins and anti-o

xidants.

Deto

x skin for a sup

ple no

rmal rad

iance.

BL

OS

SO

M

Reclin

e and relax in

a soft blanket, an

d experien

ce the clean

, fresh arom

as, warm

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d cool sensation

s of ou

r un

ique skin

therapies.

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with R

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hen printing comm

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Lette

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glow w

ith radiance.

Skin Therapy

Lighten-up

Facial 40 m

in | $6

5

A g


esigned

to calm

, balance

and lig

hten sensitive, irritated skin; sm

oo

thes, pro

tects and

dim

inishes redness.

Skin Renew

al 60 m

in | $7

5

Treat maturing

skin with a hyd

rating b

otanical m

assage;


iance and sup

pleness.

Anti-A

ging

60 m

in | $7

5

Strengthen m

ature skin with a d

eep hyd

rating treat-

ment, enhancing

your natural m

oisture b

arrier for

smo

oth, co

ol and

supp

le skin.

Multi-V

itamin A

nti-Oxid

ant 60 m

in | $7

5

Minim


ins and anti-o

xidants.

Deto

x skin for a sup

ple, no

rmal rad

iance.

BL

OS

SO

M

Reclin

e and relax in

a soft blanket, an

d experien

ce the clean

, fresh arom

as, warm

m


d cool sensation

s of ou

r un

ique skin

therapies.

BLO

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of Sacram

ento

Type

face

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1 ITC B

erkeley Oldstyle B

ook | 26 pt, –10 letterspacing

2 (a–b

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+25 letterspacing, b) 8/11 pt

3 ITC B

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old | 10 pt, +

25 letterspacing

4 (a–c) ITC

Berkeley O

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a) 24 pt, –25 letterspacing, b) 14/16.5 pt, c) 11/12.5 pt

5 (a–b

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Massage T

herapy

Swed

ish 40 m

in | $65

Relieve tensio

n and so

othe nerves thro

ugh to

tal bo

dy

relaxation. This therap

eutic treatment is d

esigned

to

imp

rove circulatio

n, relieve muscle tensio

n and stress.

Deep

Muscle 6

0 min | $

65

A therap

eutic technique o

f bo

dy w

ork that releases

chronic p

ain. Using

slow


ss the m

uscles and d

eep fing

er pressure, this techniq

ue wo

rks b

est on targ

eted areas and

not full b

od

y.

Athletes 4

0 min | $

75

For p

re- or p

ost-activity, this m

assage is d

esigned

to

prep

are the muscles fo

r exercise or help

them reco

ver m

ore q

uickly for the next ro

und o

f activity. Spo

rts m

assage uses vig

oro

us strokes, stretching

and frictio

n.

Ho

t Stone 4

0 min | $

55

Escap

e to a state o

f pure relaxatio

n with this ancient

Native A

merican treatm

ent. Warm

stone therap

y is co

mb

ined w

ith traditio

nal Swed

ish massag

e to d

issolve

muscle tensio

n and ind

uce deep

relaxation.

BL

OS

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M

Restore an


and w

ell-bein

g with

the sooth

ing tou

ch of a certifi

ed m

assage therapist. R

elax and let u

se melt

away you

r stress and ten

sion.

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