The Light Spa
Project Brief
Design a brand that changes the focus of the primary services.
Seattle Sun Tan was seeing a drop in new clients year after year. The team decided to test a concept store that focused on the auxiliary light therapy services, already offered at select locations, to help drive new traffic. They chose to flip the flagship Bellevue location with a new name, fresh branding, and a focus on spa services.
The Light Spa was born.
1. Inspiration.
Inspiration was pulled from ‘light’ to connect with the light therapy services that were the focal point of the brand flip, while also incorporating vibrant colors, high-end textures, bold type, and inclusive imagery.
2. Print design.
The core branding includes bold typography paired with lifestyle imagery, luxury textures (marble and metals), clean lines and a vibrant color palette. Quarterly kits were created for the salon including posters, brochures, flyers, direct mailers, and window clings.
3. Email campaigns.
50+ campaigns were created for The Light Spa in the first year, including new signup campaign drips, purchase channels, event invites, exclusive rewards, new services & products, and more.
4. Sitemap.
We used the Seattle Sun Tan sitemap as a starting point for The Light Spa, but wanted to have more of a clinical experience. We added additional sections where clients could search for benefits, services, and brands of the products or equipment available.
5. High fidelity wireframes.
In order to quickly gain buy-in from the stakeholders and sales team, we went directly into high-fidelity wireframes. We were very limited on time since we had a two-week window where the brand would be ‘flipped’ and everything needed to be live for a press event.
6. Booking tool.
As a test with The Light Spa and its more clinical experience (but eventually used with Seattle Sun Tan) we developed an online booking tool where clients could book appointments and learn about the different services, rather than calling customer service to schedule.
View a live prototype at https://www.dareegan.com/the-light-spa