For this Rent the Runway concept, I developed a full visual identity that reflects the brand’s refined yet modern character. The project encompassed logo design, packaging, typography, color palette, and media content each element crafted to express elegance, simplicity, and accessibility. From the structured logo and sophisticated monochrome palette to expressive photography and sleek video assets, every touchpoint was designed to enhance the customer’s experience and reinforce the brand’s position in the fashion rental space

Design Process

1. Discovery & Research

Understanding Rent the Runway's core values elegance, accessibility, and sustainability was the foundation. I studied user expectations for fashion rental platforms and analyzed visual trends in premium e-commerce.

2. Concept Development

The logo combined runway symbolism with an elegant dress form to reflect sophistication and the concept of rental fashion. A minimalist aesthetic and a neutral color palette (#171717, #FFFFFF, #BBBBBB) were chosen to allow the clothing to shine.

3. Typography & Color Exploration

Typography played a key role in setting the tone. I used Wulkan Display for bold titles and Maison Nue for refined body text, balancing visual hierarchy and style. The color scheme ensured an elegant, unobtrusive interface.

4. Visual Iterations

Several logo and UI layout variations were explored. Straight lines and structured spacing emphasized simplicity and clarity. Design iterations were guided by the principle of letting the fashion products remain the focal point.

5. Prototyping & Refinement

High-fidelity mockups were created, showcasing how imagery, typography, and layout harmonized across mobile and web. Photography was chosen to reflect both high-end elegance and social vibrancy, aligning with Rent the Runway’s diverse audience.