Total on 1st is an advanced clinical spa in downtown Birmingham. Before their launch, we were tasked with creating the language and image that would define their new location. Although self-care is more prevalent than ever, to many, a luxury spa experience still stands on the verge of personal excess. Our message was simple. Experience a healthy indulgence. Rarely do we splurge on that which improves our mental and physical wellbeing. After all, it’s hard to overdo one’s health.