When Montreal-based Sky Spa was set to expand by opening two new locations in the province, it went to Lg2boutique for a visual makeover. The goal, says Claude Auchu, VP, managing director, Lg2boutique, was to create a more high-end feel, while maintaining the spa’s inclusive vibe. Auchu likens the old look and logo to that of a hair salon, while the new identity is a bit more sophisticated.

Sky Spa's old look

Lg2 also created television and radio spots to introduce the new branding, and revamped Sky Spa’s website, the first phase of which was launched before the holidays, with the second phase launching this month.

Auchu says the inspiration behind the new logo came from the brand DNA and what makes Sky Spa unique – namely that it’s located high above the city (the new Quebec City location is on the 17th floor). Countering the woodsy, isolated retreats that some associate with the spa experience, Sky Spa is an urban oasis.

“We came to the idea of Sky Spa as vertical letters that play like architecture, with floors and windows and verticality to the skyline,” says Auchu. He explains that this idea dictated the font: “We kept something that is really clean and contemporary, modernizing the old Helvetica feeling that they were using before.”

Sky Spa’s new look can be seen in-spa on everything from bathrobes, towels and written materials to employee uniforms. “It was a rebrand on every touchpoint to be sure different kinds of experiences are really linked to the new perception that we want to give the spa,” Auchu says.