Rent the Runway repositions brand with RedScout

New York – Online fashion rental company Rent the Runway has partnered with innovation agency Redscout to help create the brand's new positioning, voice, logo and visual identity. 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 words, images, colors and sounds presented to consumers.



"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."