After 19 years, the owner of this well loved and established business had a new vision.

The original look was kitschy, fun, and playful, with dark grey, red, and some blue. Much like being inside of an aesthetic and comfy "Garage" for cars, but for "fixing bodies".

The tagline was "We Fix Bodies" and the logo was a license plate.

The messaging and positioning was basically; good massages done cheap without all the fuss.

It did really well, but evolved over the years and had aged out of this premise on most every level.
 

PROCESS 

The rebrand goal was to shift the experience from being inside a "Garage", to capturing the feeling of driving along the open road, from sea to dessert, with an emphasis on the dessert and notes of Palm Springs.

The idea being; when on the road, there's always garages along the way to support your vehicle. Much like on life's journey, The Massage Garage is here to support your body.
 

The new tagline is "RESTORING BODIES SINCE 2003"

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It all came together really well and the long time customers loved it, which is always a big sigh of relief.

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EVOLUTION

Making such a big change to a beloved neighborhood spot can be a tricky thing. But brands are living breathing entities, just like us, so better to pull that trigger when / if the time comes.

While not every brand will be faced with a rebrand, strategic evolution along the way is imperative. Because, brands have their own destiny that oftentimes have nothing to do with us.

They go through their own culture shifts and identity crisis. And they can age out of their prime, then reinvent themselves again.

We just become the conduit nurturing it through.

That said, there can be unidentified sinkholes along the way, so it's good to work with the right person to see you through, as there is a methodology to it all.