Rothy’s Rebrand 2020
rothy’s rebrand initiative began in response to the tremendous growth and shift this young brand experienced from just a footwear brand into a robust, elevated lifestyle brand.
the goal was to rethink brand ethos, values, tone of voice, design principles, logo, typography, color palette, illustration, art direction, packaging, spatial design, social / digital strategy and push for a consistent, sophisticated, editorial look that represents the modern woman while staying true to the unique personality of Rothy’s.
creative direction: me
design & art direction: caroline reece with supporting design team
copywriting: anné jude
illustration & handwriting: gretchen röehrs
marketing lead: elie donahue
Highlight Reel Below:
Full Brand Guideline Deck Below:
