PLANET TAN: A chain of indoor tanning salons located in Dallas, Texas.

CHALLENGE: Differentiate the Planet Tan brand in an industry characterized by fierce price competition and in a market with a larger rival chain with deeper pockets.

SOLUTION: Taking a cue from club-like aesthetic of the Planet Tan stores, we injected a hip vibe into all of the marketing. We created audacious, irreverent, and bluntly egoistic advertising, collateral, in-store and point-of-sale graphics.

RESULTS: Top-of-mind brand awareness in the Dallas metro market. Client since 1998 with 35% average annual sales growth.