Sila — Two Moons Studio

I met Two Moons Studio in Bali, where we collaborated on the Goldust rebranding project. They create stunning websites that bring out a company's strengths — pairing considered design with clear branding. We have worked together on a number of projects since.

Sila is an island resort located in the hidden depths of the Philippines. Built from almost entirely ecological materials, it prioritises luxury that doesn't compromise on principles — a place where adventurous guests can escape to, relax their own way, and engage with the local communities that helped build the resort.

What I delivered

• Brand mission and vision statement
• Brand personality definition
• Value statements
• Tone of voice guide

Brand mission

"We provide a luxurious and sustainable escape into tropical paradise, where adventurous spirits can unwind, recharge and reconnect."

Brand vision

"We will become fully carbon neutral and, at the same time, encourage and give support to those who want to achieve the same thing."

Brand personality

Eco-Conscious. Every emphasis on building a business with roots that will last. Solar energy on sunny days, reverse osmosis water to reduce plastic waste.

Welcoming. A tranquil slice of paradise secluded from the rest of the world — relaxed enough that guests can enjoy their break however they want.

Forward Thinking. Building the resort with the community, empowering people with skills and knowledge whilst providing a source of income.

Barefoot Luxury. Luxury means something different here. Come to dinner barefoot. In a tracksuit. Embracing who you are is the greatest gift of all.

Value statements

Live In Harmony With The World. Nurture the land that surrounds us, and try to do the same with our neighbours. We prioritise the planet over profit margins.

Focus On The People, Not The Money. We want to create something that provides a livelihood to local people, giving them the opportunity to move towards a better future.

Express Yourself. No matter who you are or where you come from, we want you to be yourself at our resort.

Tone of voice

Authentic — raw and emotional, talking to the reader as if they were a friend.

Enticing — bringing words alive with vibrancy that sticks in the mind.

Authoritative — considered and articulate, especially when speaking about sustainability.

Grounded — relaxed and reassuring, with a charming matter-of-factness.