RTR Brand Refresh
In redefinding a legacy identity, I was the strategic and creative lead for Rent The Runway's first major brand refresh. Designed for stronger brand affinity that centers the strong community behind the brand, I introduced humanistic pillar brand elements including a 400+ hand-drawn illustration & icon library.
Challenge
RTR had fallen out of step with the cultural conversation. The brand needed to feel more authentic and distinctive to stay relevant, but its visual language wasn't built to scale. Brand styles were arbitrarily defined and lacked a distinct POV.
Solution
We centered RTR's refreshed identity on holistic reasoning: defining styles for a long-lasting ownable brand experience rather than designing for the moment. The new brand guidelines were designed to be 1. functional for the myriad of tech product and marketing touchpoints and 2. authentic to what members love about the brand.
For greater brand functionality, I built a templatized system so that new styles could scale consistently across every tech and marketing touchpoint. For greater brand affinity, we introduced humanistic brand elements such as handwritten typography and hand-drawn illustrations.
World Mental Health Day festival