Overview
After winning Rhone as a client we started on a big repositioning and rebranding job as they were getting ready to launch womenswear for the first time in 10 years. As a menswear only brand, it had to loose it's 'macho', gym bro aesthetic to seamlessly incorporate women into their audience. Additionally as a premium brand with a high price point, we needed to elevate their imagery and brand aesthetic to help them grow into a globally recognised premium, performance apparel brand.
We helped them redefine their brand purpose, and look at how to integrate it across social channels and down the funnel communications.
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Imagery art direction
I created the imagery art direction guidelines, to evolve and elevate Rhone's visual identity, to move away from the hyper masculine 'gym bro', imagery, to a cleaner, more sophisticated and neutral tone and aesthetic.
It took their visual identity from this....
To this....
lifestyle
golf and tennis
ecomm
Brand Guidelines
