Phase Two - CONCEPT DEVELOPMENT This second phase breaks down into two specific parts. Part One further delineates the concept of the spa, creating a synergistic theme with the spa name, identity, interior design, services, products and distinctive touches‹in short, all the components of the brand identity. Part Two provides the architect team with the tools they require to design a layout that is both beautiful and functional, including the square footage requirements and the adjacencies. Each round of plans is reviewed and recommendations are made. Once the plans have been finalized the architect and general contractor are then given a detailed Spec Book. This phase takes four (4) to six (6) months to complete. Spa Concept and Brand 1. Define Overall Concept 2. Consult on the selection of Spa Name 3. Consult on Graphic Design of Logo, Marketing     Collaterals, Website and Signage 4. Create Brand Elements      a. Spa/Medical Spa Menu - Services, Service          Names, Copy of Menu      b. Design - Consult on Interior Design Theme      c. Distinctive Touches          1. Design ideas          2. Uniform, Lounge Snack, Music Type, Scent 5. Recommend Products and Equipment- Vendor     Negotiations 6. Define Prices - Services, Packages, Products Spa Layout and Function 1. Create Spa Spacing and Square Footage Analysis 2. Provide Architect with Adjacencies for Layout 3. Review and Appraise all Working Plans 4. Recommend Electrical Outlet Placement 5. Recommend Communication Requirements - Phone &     Computer 6. Define Music System Needs 7. Provide General Contractor with detailed Spec     information on all Equipment      a. Dimensions      b. Electrical Requirements      c. Plumbing Requirements      d. HVAC Requirements 8. Suggest Sustainable and Environment Friendly Air Filtration Techniques 9. Suggest Sustainable and Environment Friendly Water Purification Techniques 10. Liaise with technicians on installation of equipment 11. Consult on Retail Space and Visual Merchandising 12. Timeline based on Architects Construction Timeline Deliverable 1. Concept and Brand Elements Document 2. Square Footage Breakdown and Adjacencies Book 3. Communication, Music and Electrical Placement Documents 4. Written Recommendations on All Working Plans 5. Spec Book 6. Timeline 7. Weekly Phone Conference and On-going Support with Client