NEW YORK, Dec. 15, 2014 /PRNewswire/ — Rent the Runway has partnered with innovation agency Redscout to help create the brand’s new positioning, voice, logo and visual identity. Since its launch in 2009, Rent the Runway has grown quickly – both in size, with currently over 5 million members and more than 80,000 designer dresses and accessories, as well as in maturity and sophistication. With this growth came the company’s need to elevate its interface to match the evolution of the brand. Rent the Runway collaborated with Redscout to find a unique and powerful voice that reflects the style and taste of both its customers and fashion partners.
“We’re thrilled to unveil our new look which we feel truly aligns with the elevated experience we provide our customers,” said Jennifer Hyman, Co-founder and CEO of Rent the Runway. “Our brand promise is to make women feel remarkable and Redscout helped us identify how to ensure that every element of our brand reflects this promise.”
Redscout helped Rent the Runway combine the two main focuses of the business — technology and fashion — into one synergistic and thoughtful vision across its online, mobile and brick-and-mortar platforms. The agency has created a brand promise and messaging hierarchy that defines what the Rent the Runway brand stands for to its customers and how it should express itself creatively. For the brand, Redscout established guidelines for business growth, communications, social media, model selection and styling, editorial tone, and photography direction. These refreshed attributes bring the brand to life with a singular voice at different stages of the customer journey. For the identity, Redscout designed a custom monogram and precise guidelines for which words, images, colors and sounds let Rent the Runway’s strong personality live alongside other brands.
“Rent the Runway is revolutionizing the fashion industry, and it’s a pleasure to work with a brand that is so passionate about empowering women,” said Jonah Disend, Founder and CEO of Redscout. “To create the brand’s new identity and positioning, we took a deep look at their business and customer and found a tension between the brand’s fast-paced, innovative culture and its role as a gateway to timeless fashion brands. We were proud to create a new look that reflects the unique personality and role of the company’s core brand.”