Client: Desert Sun Tanning (SST Group LLC), washington’s leading tanning salon chain.
Project Brief: Desert Sun is a franchise of over 40 tanning salons across western Washington. During a transition of ownership from Palm Beach Tan to SST Group, the franchisees requested a brand update to help differentiate them within the tanning market. They wanted to connect more with their clients and create a lifestyle brand inspired by the desert. The brand refresh would require an overhaul of all printed and digital materials currently in the market.
My Role, Creative Director - Lead the brand refresh with the help of the marketing team and key stakeholders. Brought together a selection of textures, patterns, and vectors, layered with bright lifestyle imagery to help create a ‘desert oasis.’ Designed and built the SquareSpace based website, salon signage, flyers, and digital advertising. Worked with the marketing team to produce salon business cards, direct mailers, and emails.
Results: Success was measured through client feedback (positive), web traffic (increase MoM), sales (increase MoM), email collection (increase), and social engagement (increase).
Brand Style Guide: Click to view