This Albuquerque based luxury tanning salon, formerly known as SunCenter of America, had outgrown their existing identity. Having created and pioneered a new category for themselves of high-end tanning with ultra luxurious surroundings, they have ultimately become the leaders in their industry. As a result, they needed an image overhaul to reflect, nurture and defend this position.

RGC developed a branding identity to define and control every Point-of-Contact for Solarium clientele. The challenge: none of the primary messaging could use any of the words: sun, tanning, salon or spa. We succeeded in positioning and messaging Solarium without the use of any of the traditional words associated with tanning salons; while all of the touch-points would effectively convey elegance, consistency, intuitive use and remain reflective of the brand experience.