My role served as a strategic creative lead for RTR's first major brand refresh and as the in-house illustrator, of which I've instated a 400+ handdrawn illustration library to increase the brand's proprietary expression.

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

Taking the refresh beyond “make it pretty" by designing to 1. be functional for the myriad of tech product and marketing touchpoints and 2. be authentic to what our members love about the brand. I centered RTR's refreshed identity on holistic reasoning: defining styles for a cohesive brand experience rather than designing for the moment.

For greater brand functionality, I built a templatized system so that new styles could scale consistently across every touchpoint. For greater brand affinity, I introduced humanistic brand elements such as handwritten type and handdrawn illustrations.