PROBLEM: After a brand reimage, Massage Envy rolled out the new standards. Issues with consistency and quality were a continuing problem, pushing the program to falter, including the lack of a project pipeline.
SOLUTION: McIntosh was brought in to define a process for the refresh program, as well as their new store and remodel programs. Eventually, we designed the entire franchise development process, from inquiry to disposition. This led to our proposed concept for how the brand could ensure compliance with the refresh guidelines, proposing the use of an app for data collection for quick verification of the key brand touchpoints.
Shortly after the consulting phase, McIntosh was hired by Massage Envy to execute the architectural drawings for refresh, remodel and new store assets, as well as managing the prototype and design standards. The programs are a continuing evolution of the brand, melding every aspect from the prototype directly into the programs using our smart set technology for fixtures, furniture, lighting, and finishes. The consistency and accuracy of the drawings sets allows Massage Envy to execute against their pipeline of projects and assess brand compliance across all completed assets.
To date we have completed 250+ refreshes, 10+ remodels and 50+ new stores.