In 2001, every Relax The Back franchisee in the country had a separate, individual look and logo. When Relax The Back bought out Backsaver, they gained a profitable catalog unit, but yet another name and logo. To create a unified brand for Relax The Back, we solidified the image. Cutting-edge comfort and wellbeing was the message, rather than the collection of products. We redesigned the catalog, web site, ads, packaging and the store interiors featuring high-tech, upscale images of relaxation to capture the core audience with aches and pains and the active audience seeking to avoid pain.