For the 2025 brand refresh, we built a brand language rooted in authenticity and energy, designed to speak to the multifaceted women RTR serves. I served as strategic creative lead for RTR's first major brand refresh. I defined a new visual language grounded in competitive research and built a scalable production pipeline for a bespoke illustration practice, moving the brand away from generic editorial imagery toward a proprietary expression competitors can't replicate.

CHALLENGE

RTR had fallen out of step with the cultural conversation. The brand needed to feel more authentic and modern to stay relevant, but its visual language wasn't built to scale, there was no templatized system to carry a consistent style across every touchpoint.

SOLUTION

We modernized RTR's visual language, grounding it in authenticity rather than polish, and built a templatized system so that style could scale consistently across every touchpoint. Central to this was a bespoke illustration practice with its own production pipeline, giving RTR a proprietary expression competitors can't replicate.