RDC Brand Identity
What I did for this project:
- Art Direction
- Design Systems
- Digital Design
- Print Design
- Decks & Presentations
- Marketing Materials
- Motion Graphics
- Web Design & Development
- Events & Tradeshows
- Content Creation
- Brand Collaborations
Project Description
As Director, Visual Brand at RDC-S111, Inc., I led a comprehensive brand refresh aimed at modernizing our identity while maintaining brand recognition. This involved redesigning key elements such as the logo, color palette, typography, animations, and creating a custom icon library. We also overhauled various brand touchpoints, including the company website, RFP and qualification packages, stationery, presentations, and more.
The refresh resulted in a 35% increase in signed contracts, attracting major clients such as Gucci, Nike, Tesla, Rivian, Equinox, Hilton, Marriott, Erewhon, Whole Foods, and Specialized.
Throughout the project, I ensured alignment with our brand strategy and business goals, leveraging my design expertise and collaborating closely with stakeholders. Clear, honest communication was crucial, as was defending design decisions to senior leadership to ensure the refresh met both aesthetic and strategic objectives.
Brand Guidelines
Brand Website
Visit RDC Website >
Proposal & Qualifications Packages
Proposal & Qualifications Packages
Custom Iconography
Process
Logo Refresh
With a 45-year history and several rebrands—from Perkowitz & Ruth to P&R, Retail Design Collaborative, and finally RDC—this brand evolution required striking a careful balance. The goal was not to completely overhaul the logo, but to refresh it in a way that opened a new chapter while maintaining the instant recognizability and trust that current and prospective clients have come to associate with the brand. Preserving familiarity was essential, ensuring that the updated identity reflected the brand’s legacy while positioning it for future growth..
Before | Logo History
After | Refreshed Logo
Letting Our Work Take Center Stage
Since RDC’s core product is design—manifested in buildings, spaces, and environments—integrating their work into the brand identity was essential. To achieve this, we selected a muted and understated color palette that allowed the architectural work to take center stage without clashing with the brand’s presence across various assets. The use of Nero and Bianco provided a neutral foundation, while Golden Arancio served as an accent color to enhance visual impact where necessary, striking the right balance between subtlety and emphasis.
Before | Pre-Refresh Palette
After | Refreshed Palette
Before | Pre-Refresh Proposal Design
After | Refreshed Proposals and Qualifications
Results
The brand refresh and accompanying assets were instrumental in driving new business, resulting in a 65% increase in signed contracts. This successful transformation of RDC’s brand identity resonated with both existing and prospective clients, strengthening the company’s market position. Notable clients gained through this effort include Gucci, Nike, Tesla, Rivian, Equinox, Hilton, Marriott, Erewhon, Whole Foods, and Specialized.
