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Yichan Wang
Rent the Runway
Rent the Runway
Brand Refresh
Senior Digital Designer
2025
I served as a senior designer on the five-person team behind Rent the Runway's 2025 brand refresh, pivoting the brand's perception into an everyday lifestyle brand. Rooting the project in research, I helped shape the strategic positioning of RTR as a service brand, and built a design system that scaled the new identity across channels.
Challenge
Rent the Runway has a legacy of high formality. Founded 15 years ago as a rental service for occasion wear, the company has since grown to develop another branch of service: everyday rental subscription. However, the RTR brand identity still signaled high fashion and lacked emotional resonance with our audience. As a result, the brand perception of Rent the Runway remains centered on occasion wear. The rebrand aimed to reposition Rent the Runway as part of our users' everyday life, whether it’s work outfits, weekend plans, a coffee run, or a night out that doesn't need a red carpet.
Solution
We repositioned Rent the Runway as a service brand first: not a fashion brand, nor a tech brand. Through research-driven methods, we identified a few areas where RTR stands out as a fashion service: an exceptionally active community, unparalled flexibility, and outstanding customer service. This strategy informed a few key visual decisions. Photography moved away from high fashion toward everyday, user-generated content, with real people in real settings, styled but not staged. We infused the visual language with an artisanal touch, introducing hand-drawn illustrations and a hand-writing font to bring warmth. The refreshed brand palette added energy and approachability. Motion graphics brought small moments of delight, making the brand feel like something people could reach for on a regular Tuesday.
