Beneath the busy streets of Glasgow, a Mediterranean escape is taking shape. Atera is a new luxury bathhouse and spa bringing together thermal bathing, treatments, fitness and recovery, beneath the city.

WeWantMore was tasked with creating a brand that could transport people somewhere else before they even stepped inside. Located beneath Glasgow’s Radisson Blu, Atera’s underground setting offered an opportunity to create a clear transition from the city above to a Mediterranean escape below, shaping the foundation of the brand identity.

Golden Hour

Our strategy started with a simple insight: people don't just want wellness facilities, they want to feel different when they leave. Atera became a place to step away from the intensity of everyday life to renew, reinvigorate and reconnect.

This reflects a wider shift in what people want from wellness. Spaces are moving beyond simply signalling wellbeing to actively shaping how people feel inside them. For Atera, this meant building the brand around the experience, rather than simply communicating its facilities.

We translated that desire for a slower, more restorative experience through golden hour. It’s that brief moment when light softens and the world slows down in an orange glow. The horizon became the visual expression of this idea and the organising principle for the identity. Above it, the design is crisp and composed. Below it, forms ripple and distort as though submerged in water.

A Horizon in Motion

The horizon became an ownable design device, starting with the Atera wordmark. Rather than creating a static logo, we designed an identity that moves and transforms, with the letters rippling as they meet the horizon. The same movement extends into a graphic language inspired by water.

A golden-hour palette of Seashell White, Dusk Black, Terra Brown and Golden Yellow brings a Mediterranean atmosphere without relying on familiar spa codes. Atlantic brings elegance and movement to the typography and is balanced by the clarity of Lettera.

Designed to Feel Elsewhere

The brand was designed to communicate the feeling of escape before guests even arrive. Sensory photography captures light, water, texture and skin, while the verbal identity speaks to what guests want to feel rather than simply what Atera offers.

Every touchpoint reinforces the transition from city to escape, turning Atera's hidden location beneath Glasgow into part of the experience.

Descend from Glasgow. Emerge somewhere else.