Palm Beach Tan
A Decade of Brand Evolution at Palm Beach Tan
Summary
Over the past ten years, I have played a key role in the evolution of Palm Beach Tan, growing from Associate Creative Director to VP, Group Creative Director. Throughout this time, I have led full-funnel content creation across digital, social, in-store, and paid media, ensuring a cohesive, on-brand experience at every touchpoint. Additionally, I spearheaded the branding and marketing efforts for Palm Beach Tan’s proprietary skincare line, helping shape its positioning within the beauty space.
As Palm Beach Tan expanded from 40 locations to over 650 in 110 markets, maintaining a strong and adaptive brand presence became more important than ever. My impact has been in helping Palm Beach Tan stay relevant, evolving the brand’s perception from tanning to beauty and wellness. I led multiple brand evolutions—including a new name, logo, and messaging strategy—to refine the company’s positioning while maximizing a modest budget.
Legacy Branding Pre 2014
2014–2021:
A More Thoughtful Approach to Tanning
Palm Beach Tan’s 2014 rebrand reflected broader cultural trends, shifting away from the traditional “tan as a lifestyle” aesthetic to promote a more thoughtful, moderated approach to tanning. The messaging centered around confidence not found in perfection but in small, personal changes—laying the foundation for future brand evolutions.
Earlier creative limitations (relying on only three models and a small asset library) made it difficult to communicate broad appeal. Recognizing the need for greater inclusivity and variety, we expanded content strategies to showcase diverse talent and real-life moments, ensuring the brand resonated with a wider audience.
2015 Ethos
As beauty standards evolved, Palm Beach Tan committed to staying relevant during this cultural shift. Inclusivity became a priority, and our campaigns aimed to reflect not just returning customers but new audiences who might not have seen themselves in our brand before.
We moved from external transformation to self-empowerment—framing beauty not as an end goal but as a tool for confidence. This shift was evident in both campaign messaging and content strategy, reinforcing that beauty is about how you feel, not just how you look.
2022–2024:
Becoming a Beauty Brand
By 2022, Palm Beach Tan began to evolve beyond traditional tanning services, marking a pivotal shift in its identity. The brand expanded into light-based beauty and wellness treatments and premium skincare offerings, yet its name — Palm Beach Tan — no longer reflected the full scope of offerings.
To align with this transformation, we led a comprehensive brand repositioning, reintroducing the company as Palm Beach Beauty & Tan. This shift was more than a name change—it was a strategic evolution designed to position the brand within the modern beauty and wellness space
Salon Remodel
Credits
Amanda Dent
Katie Steed
Heather Kurtz
Joseph Holiday
Jessica Cervantez
Mary Elizabeth Whitmire
Alana Peery
Chris Highsmith
Anna Hatton
Chris Johnson
John Markham
Michael Norris
Katie Tobin
Allison Chen
Katie West
Wally Rose
Tom Barzizza
Emily Long
Wes Melton
Meredith Kirkland
Dero Sanford
Chris DellaPace
Brooke Duszota
Danielle Shapira
Matthew Sweeney
Steve Devore, 8th Street
Ray Courtin, Southern Sky Films
Buffalo Casting
Matthew McClain, Thrive Colour
Archimania
