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BRAND MANUAL GUIDELINE

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BRAND STANDARD 00000000000000ABCDEFG---Brand Identity Brand Narrative Brand Values & Key Pillars Brand Personality Tone Of Voice Binaries & Lixicons Brand Equity

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Derived from the word sa-taan, or place of dwelling, Sataa seeks to tell the tales of its locale. This is the place that reconciles Nan’s legends and heritage with contemporary sentiments. Under the concept of ‘A Tale Out of Time’, it offers an otherworldly escape that will take guests into Nan’s local stories and charms. Sataa draws from local fables and the stories of its people. Here is a place where tales of the past meet modern-day romanticism. Like a dwelling of a graceful Mae-ying who now ﬁnds herself in the modern-day, Sataa neatly weaves together past traditions into the fabric of contemporary hospitality. It encompasses craftsmanship and impeccable service with the multi-cultural background of the locale—like a beautiful textile worn by Mae-Ying, where the myriad colours are neatly brought together.

A Tale Out Of Time The Story Of Modern Mae-Yimg NARRATIVEHOTEL00B 00

A visit to Sataa is a journey into an otherworldly escape. Here is a refuge into a world where the magic of the past is intricately woven into contemporary charm. Beyond a relaxing holiday, travellers will find themselves immersed in Nan's mythical fables and TheETHEREALtales.CHARMessenceofSataais

The Core Pillars That Deﬁne How Sataa Is Perceived Brand Statement

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UNFOLDING REVELATION

Every great work of art comes with a carefully curated narrative sequence. This, too, applies to spatial and experiential design. The sequential revelation that unfolds with precision is key to shaping the perception and experience of Sataa.

not one of opulence but rather a poetic beauty that is discerned upon quiet observation. Tying in everything together are the threads of fine details and meticulous services. Neat and subtle, they pass unnoticed at first glance, but together they form the foundation and the finishing touch of a stay at Sataa.

TONEEMOTIONAL BENEFITCULTURAL TRAITSKEY FEATURESINSIGHTS Fables and MysteriousTraditionalPrivateTalesRefinedAllure HotAmenitiesNarrativeSpring Mae-Ying in Modern OtherworldlyPeacefuldayArtisanal SentimentalWonderRomantic MysteriousLamiatDelicate HOTEL VALUES & KEY PILLARS00C 00

Native experience Akin to a Mae-Ying who ﬁnds herself in the modern-day setting, Sataa balances heritage and tradition with contemporary charm. Sataa is a place where old meets new, where tales are told through new lens to create a captivating stayingexperience.

Artisanal Craftmanship

An air of mystique is woven in Sataa. Guests are invited into a beguiling world of fantastical tales and ethereal romanticism. Sataa offers a unique experience where one can lose themselves in the magic of Nan that cannot be found elsewhere.

Peaceful Refuge Sataa offers guests a refuge of calming nature. This is a sanctuary—a place of restfulness where guests can fully escape the chaos of the city and reconnect with themselves and their loved ones.

Otherworldly Mystique

Illustrative Local Sataa - Assemble of the grace PERSONALITIESBRAND00D 00

Like a skilled artisan crafting his masterpiece, Sataa gracefully delivers service with attention to the ﬁnest detail. We balance meticulous service with a human touch and warmth to create a bespoke experience for all our guests.

Traditional : 40 Contemporary : 60 Tranquil : 80 Vibrant : 20 Local : 60 Global : 40 Hotel Focus : 50 Nature Focus : 50 Formal : 50 Casual : 50 Modern Mae-Ying How will Sataa be perceived? PERSONALITIESBRAND00D 00

Voice Trait 1 : Illustrative Think about the sequence of your storytelling.

Make guests feel like they are discovering something new by thinking about the order your information is revealed. Let your imagination roam. Use descriptions and details that make your hotel unique to add more colours and feelings to the narrative. The mystical aspect of Sataa can appear through descriptive language, local concepts and references to Nan’s fables. Be mindful of how and where you’re using ‘ﬁctional storytelling’. Be a storyteller, not an NPC (non-player character) in your narrative. Use a third person narrative instead of making readers feel like they are the character in the story. For instance, say ‘Enter into the tales of Pu Man Ya Man, the course begins with an appetiser’ instead of ‘You step into the painting , and there stood Pu Man Ya Man’. Voice Trait 2 : Serene Be descriptive with natural imagery. and nature-related adjectives (see lexicon). Use soft syllablesour Gentle rhythm and sonorant consonants in sentences to make them more soothing. Incorporate languid words Words like ’begin’, ’bloom’ or ’submerge’ instead of excitable verbs like ‘burst’ or ‘kickstart’.

Voice Trait 3 : Mysterious Leave some things to the reader’s imagination. Lead their thoughts by using open-ended questions: ‘Indulge in a romantic dinner under the lanterns and let the night guide your whim.’. Passive voice is allowed to be used when necessary. While many writing encourages an active voice, incorporating a passive voice can feel less direct, adding to the mystery. For instance, a narrativefocused experience, e.g. a spa description or a restaurant narrative. When unsure, a good rule of thumb is to avoid using sentences with passive voice back to back. Use a neutral voice Maintain mystery and anonymity in terms of the voice’s age and background. The concept of Mae-Ying is there, but just as an overarching concept, and not a character or tour guide to the hotel.

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Voice Trait 4 : Soulful Be present and interactive. Use call-to-action focused copy to invite readers to interact with the hotel and the staff. Use an inviting tone. Makes guests feel welcome and relaxed. When not narrating a story, the copy should refer to readers with personal pronouns such as ‘you’ or ‘we’. For instance, ‘Let us know your essential oil preference for tonight’s relaxing aroma lantern.’ Encourage guests to choose what they like. Juxtaposing different options to show attention to detail. KEYBRANDPILLARS00E 00

Binaries The tone is correct when it feels: Illustrative... but not talkative Serene... but not environmental Mysterious... but not cryptic Romantic... but not sweet Heartful... but not colloquial Reﬁned... but not sharp BINARIES LEXICONS&00F 00

LexiconAadornedafreshartisan/artisanalassembleBbreezebloombeautyCcomfortcalmingcontemporarycraft/crafteddream/dreamsdaydreamdineD fablelocallamiatetherealembrace ﬂow indulgeimmersefreeEFIL moderatemeditativemystiqueM openopulentoptimistotherworldlyO sumptuoussophisticatedrealretreatromanticRS unstructuredunwindtalestimelesstailoredwanderwonderWTU unstructuredunwindY BINARIES LEXICONS&00F 00

The balance of meticulous service with a human touch and warmth

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BRAND IDENTITY Who are InteractionRESONANCEWhatBRANDWhatBRANDyou?MEANINGareyou?RESPONSEaboutyou?

A refuge of calming nature. This is a sanctuary—a place of restfulness where guests can fully escape the chaos of the city and reconnect with themselves and their loved ones.

A refuge into a world where the magic of the past is intricately woven into contemporary charm. Guests are invited into a beguiling world of fantastical tales and ethereal romanticism. Sataa offers a unique experience where one can lose themselves in the place that cannot be found elsewhere.

The assemble of the grace. Where tales of the past meet modern-day romanticism.

Like a dwelling of a graceful Mae-ying who now ﬁnds herself in the modern-day, Sataa neatly weaves together past traditions into the fabric of contemporary hospitality.

A journey into an otherworldly Itescape.encompasses craftsmanship and impeccable service with the multi-cultural background of the locale—like a beautiful textile worn by Mae-Ying, where the myriad colours are neatly brought together.

Tying in everything together are the threads of fine details and meticulous services. Product Benefit Brand(contribute)Personality CommunicationKeyword Key Identity Brand Story Brand Promise (Main Mission) Brand(CoreStatementPillars)Brand (What/How/Why)Belief An otherworldly escape that will take guests into Nan’s local stories and charms. The assemble of the grace Artisanal01. Craftmanship Otherworldly02. Escape Native03. Experience Peaceful04. Refuge Unfolding01. Revelation Ethereal02. Charm Meditative03. Detail Capturing moment of Timeless line A place of restfulness where guests can fully escape the chaos of the city and reconnect with themselves and their loved ones. A dwelling of a graceful Mae-ying who now finds herself in the modern-day, Sataa neatly weaves together past traditions into the fabric of contemporary hospitality.Where the myriad colours are neatly brought together. EQUITYBRAND00G 00

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Landscape Container Portrait Container Square Container Circle Container Landscape Container Portrait Container Square Container Circle Container

Square Clearing SpaceClearing Space Unit 16X 16X 6X 6X

28X 12X Horizontal Clearing SpaceHorizontal Clearing Space Locator Logo Has to IncreaseHorizontal Clearing Space To Make Locator Logo Looks Balance 29X

PHUKET PHUKET The width of a word must not excess a width of a red dash line

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Sataa

High Contrast Joins Combination of ﬂowing and Sharp-cut Ascender Sharp curves & Joint Circular Spur Flowing Curves Flowing Curves Semi Serif &

The assemble of the grace A Tale Out of Time’, it offers an otherworldly escape that will take guests into Nan’s local stories and charms. Sataa draws from local fables and the stories of its people. Here is a place where tales of the past meet modern-day romanticism.

TimelessExperience

Timeless Experience SATAAGROUP.COM

The assemble of the graceComeexperienceamoment oftilmelesslinetogetherNAN NAN The assemble of the ExperienceTimelessgrace

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COLOR STANDARD 0000033333 EDCBA-----Primary Color Usage Black & White Color Usage Black & White Logo Placement Secondary Color Usage Secondary Color Example

Sataa Stone Grey Sataa Ivory Sataa Charcoal Sataa Stone Grey Shade Level 01 Sataa Ivory Sataa Charcoal Sataa Charcoal Sataa Ivory

Sataa Stone Grey 192,187,18325,22,24,025,4,75#C0BBB7PANTONEHSBHEX 406 C RGBCMYK Sataa SataaShadeSataaCharcoalIvoryLevel02TintLevel01TintLevel02ShadeLevel01StoneGrey

Sataa Charcoal 48,48,4870,64,63,6129,0,18#303030PANTONEHSBHEX Black C RGBCMYK Shade Level 03 Tint Level 03 Shade Level 02 Tint Level 01 Tint Level 02 Shade Level 01 Sataa Charcoal

Sataa Ivory 233,232,2317,6,6,029,0,91#E9E8E7PANTONEHSBHEX 663 C RGBCMYK Shade Level 03 Tint Level 03 Shade Level 02 Tint Level 01 Tint Level 02 Shade Level 01 Sataa Ivory

25,0,100#FFFFFFPANTONEHSBHEX White 0,0,0#000000PANTONEHSBHEX Black

131,147,16553,36,25,1210,20,64#8393A5RGBCMYKHSBHEXPANTONE 5425 C 107,134,11561,33,58,9136,20,52#6B8673RGBCMYKHSBHEXPANTONE 5625 C 255,255,2550,0,0,0334,0,100#646522RGBCMYKHSBHEXPANTONE 378 C

221,192,15913,23,40,0331,27,86#DDC09FRGBCMYKHSBHEXPANTONE 726 C 225,182,10511,27,72,038,53,88#E1B669RGBCMYKHSBHEXPANTONE 156 C 198,120,8318,60,75,318,58,77#C67853RGBCMYKHSBHEXPANTONE 7591 C 134,100,9542,59,56,187,29,52#86645FRGBCMYKHSBHEXPANTONE 7615 C

ExperienceTimeless

Sataa balances heritage and tradition with contemporary charm. Sataa is a place where old meets new, where tales are told through the new lens to create a captivating stayingexperience for everyone.

grace.theofAssemble

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AUXILIARY STANDARD 00004444 DCBA-Primary CorporateSecondaryCorporateAuxiliaryIconDesignAuxiliaryOrnament

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The assemble of the grace AUXILIARYPRIMARY04A

02 03 04 05 at the top of line 04.Press (Shift+W)Hold and drag at the bottom of the line 05.Expanding outline by selecting the icon (line). Go to tools bar, select menu (object > expand 06.Editappearance)colorand shape in multiple icon and shape possibilities ICONCORPORATEDESIGN04B

Smoking Area Residence Area Wifi Available Cofee & Bar Handicap Restroom Rice Field Dining Hall ICONCORPORATEDESIGN04B

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Sataa visualisation inspired by the moment of timeless line Soleil Blanc De OrientalInMorningNanTheRain Springﬁeld timeless warm line The assemble of timeless river line The assemble of timeless green line The assemble of ORNAMENTCORPORATE04D

Native HappinessExperience Sataa balances heritage and tradition with contemporary charm. Sataa is a place where old meets new, where tales are told through the new lens to create a captivating stayingexperience. SATAAGROUP.COMCORPORATEORNAMENT04D

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BRAND APPLY 000000 555555 FEDCBA-----Corporate Stationary Hotel Amenities Hotel Merchandise Hotel Publication Hotel Signage Hotel AUXILIARYOrnament STANDARD 00004444 DCBA-Primary CorporateSecondaryCorporateAuxiliaryIconDesignAuxiliaryOrnament

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BRAND APPLY 000000 555555 FEDCBA-----Corporate Stationary Hotel Amenities Hotel Merchandise Hotel Publication Hotel Signage Hotel BRANDOrnamentMEDIA 000000666666 FEDCBA-----Brand Style Guide 01 Brand Style Guide 02 Brand Style Guide 03 Brand Style Guide 04 Brand Online Media Brand Social Media

TimelessExperienceSataabalancesheritageandtraditionwithcontemporarycharm.Sataaisaplacewhereoldmeetsnew,wheretalesaretoldthroughthenewlenstocreateacaptivatingstayingexperience.sataagroup.comBRANDGUIDELINEBRANDSTYLEGUIDE0106A ในการสรางภาพลักษณองคกรใหแข็งแรง นอกจากการออกแบบและควบคุมการใชงานตราสัญลักษณหลัก เพื่อใหเกิดประสิทธิภาพในการจดจํา และ สื่อสาร ความเปนเอกลักษณขององคกรแลว ยังมีการใชงาน และ ออกแบบภาพอัตลักษณประกอบรอง ซึ่งเปนสวนขยายรายละเอียดของอัตลักษณหลัก มีรายละเอียด ในการใชงานเพื่อการสื่อสารถึงแบรนด บงบอกความเชื่อ อารมณ และ ความรูสึกของงานสื่อสารจากองคกร โดยจะมีการประยุกตใชในงานสื่อสารหลากรูปแบบ BRAND MEDIA 06

Like a beautiful textile worn by Mae-Ying, where the myriad colours are neatly brought together.

Sataa neatly weaves together past traditions into the fabric of contemporary hospitality.

BRAND STYLE GUIDE 0106A 06

textile worn by Mae-Ying, where the myriad colours are neatly brought together. Sataa neatly weaves together past traditions into the fabric of contemporary hospitality.

ModernMae-Ying

TimelessExperienceTheassembleofthegraceLikeabeautiful

BRAND GUIDELINEBRANDSTYLEGUIDE0206B รูปแบบการเลือกใชภาพประกอบเพื่อสื่อสารขอมูล หรือ กิจกรรมตางๆ ในการโฆษณา สื่อสารเกี่ยวกับแบรนด จะประกอบไปดวยวิธีการการเลือกใชภาพ และ การจัดองคประกอบ 3 ขั้นตอน ไดแก 1.เลือกรูปภาพที่มีโทนสี ภาพรวม และ องคประกอบที่มีความเปนธรรมชาติเปนหลัก 2.รายละเอียดในภาพมีพื้นที่วาง สําหรับการจัดวางขอความอยางนอย 30 เปอรเซนตของภาพ 3.ขอความที่เขียนไมยาว หรือ สั้นเกินไป มีการลําดับความสําคัญดวยนํ้าหนักสี และ มีขนาด เล็กกลางใหญชัดเจน และ มีการเลือกใชสีหลักของแบรนด ที่มีนํ้าหนักตัดกับภาพพื้นหลังชัดเจน BRAND MEDIA 06

Through a combination of emotional andfunctional photography, the viewer should receive a true sense of the destination.People may be captured in situation, but stayaway from close up photography of models.Ideally, they should be shadowed and not entirely visible. The destination is always the hero so the use of depth of field to capture the uniqueness of each location is key. Ideally, this photography shouldn’t identify individuals. Whimsical and natural posing is preferred but again, they ideally must be shot from a distance. This also helps to convey a sense of scale and drama.

ExperienceTimelessTheassembleofthegrace

A Timeless Experience The assemble of the grace BRAND STYLE GUIDE 0106A 06

Native HappinessExperience Sataa balances heritage and tradition with contemporary charm. Sataa is a place where old meets new, where tales are told through the new lens to create a captivating stayingexperience.

generative line example

TimelessthroughLine รูปแบบการใชงานสวนขยายรายละเอียดจากอัตลักษณหลัก ในการใชลักษณะของเสนลายนํ้าไหล ซึ่งเปนองคประกอบหลักของตราสัญลักษณหลัก มาใชในการสรางรูปแบบการยืดและบันทึกหวงเวลาที่สวยงามของธรรมชาติ เชน การใชเทคนิคการถายภาพ low speed shutter ใหไดลักษณะของเสน แสง และ สี จากภาพธรรมชาติที่ถูกยืดออก หรือ การสรางลายเสนที่มีการอางอิงสีสัน และ จังหวะที่พบนใธรรมชาติ มาใชในงานสื่อสารของแบรนด BRAND GUIDELINEBRANDSTYLEGUIDE0306C BRAND MEDIA 06

A visit to Sataa is a journey into an otherworldly escape. Here is a refuge into a world where the magic of the past is intricately woven into contemporary charm. Beyond a relaxing holiday, travellers will ﬁnd themselves immersed in Nan's mythical fables and tales. line artist Sataa

Timeless

based on photograph example Timeless line based on

TimelessAssembleOfTheGrace ExperienceLine BRAND STYLE GUIDE 0306C 06

Sataa balances heritage and tradition with contemporary charm. Sataa is a place where old meets new, where tales are told through the new lens to create a captivating stayingexperience for everyone.

ExperienceTimeless sataagroup.com

The Assemble Of Unstructured Flow BRAND GUIDELINEBRANDSTYLEGUIDE0406D การหยิบยืมลักษณะ และ รายละเอียดจากตราสัญลักษณหลัก ในรูปแบบของความบิดพริ้ว ของรูปทรงคลายสายนํ้า หรือ ผืนผา ที่มีลักษณะ การเคลื่อนไหวอยางอิสระ และมีการดึงเสนรูปทรงผืนผาแนวยาว ที่มาพับใหเห็นบริเวณดานหนาและดานหลังของรูปทรง ดังตัวอยางในภาพดานลาง BRAND MEDIA 06

Out Of Time A Tale Tales are told through the new lens to create a captivating staying experience for sataagroup.comeveryone. NAN 06

ExperienceTimeless

Sataa balances heritage and tradition with contemporary charm. Sataa is a place where old meets new, where tales are told through the new lens to create a captivating stayingexperience for everyone.

OfAssembleTheGrace BRAND STYLE GUIDE 0406D 06

ONLINEBRAND MEDIA06E 06

Book Now TheTimelessExperienceassembleofthegrace ONLINEBRAND MEDIA06E 06

studio miti 65/06/16 EXPLORE Duplex Pool Villa This collection of beautiful wooden villas in the treetops offer the best views at the resort. The location on the hillside is private and tranquil. Family Villas in Nan SUBSCRIBEemail address Connect With Us Connect With Us Sataa Hotel Resort and Restaurant Pua District, Petchkasem Rd., Nan, Thailand 55120 LOCATION | CONTACT US | ABOUT US | HOME ONLINEBRAND MEDIA06E 06

Sataagroup.com ONLINEBRAND MEDIA06E 06

BRAND SOCIAL MEDIA06F 06 The assemble of the grace ModernMae-Ying sataa.co sataa.co sataa.co Sataa Nan Hotel resort The assemble of the grace sataagroup.com HeritageExperienceMystiqueArtisan ModernMae-Ying Mae-YingModern The assemble of the grace The assemble of the grace A Tales Out Of Time ModernMae-Ying Mae-YingModern The assemble of the grace The assemble of the grace A Tales Out Of Time tle studio miti 65/06/16 studio miti 65/06/16 studio miti 65/06/16 0223 Timeless Line TimelessAssembleOfTheGrace FestivalExperienceLine 12-15 April 2023 With Us Songkran

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Sataa @sataananHotel Sataa Hotel

BRAND SOCIAL MEDIA06F 06 TimelessExperienceLinesataagroup.com SWIPE FOR MORE INFORMATION Lose yourself in the magic of NA N

The assemble of the grace

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