RDC Brand
Identity Refresh
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
In my role as Visual Brand Director at RDC-S111, Inc., I led a brand refresh initiative aimed at enhancing our existing brand identity while still preserving its recognition. This involved redesigning key elements such as the logo, color palette, typography, animations, and developing a custom icon library. We also revamped various touchpoints including the company website, RFP and qualification packages, stationary, presentations, and more.
As a result, we achieved a significant 23% increase in signed contracts, attracting notable clients like Gucci, Nike, Tesla, Rivian, Equinox, Hilton, Marriott, Erewhon, Whole Foods, and Specialized.
Throughout this project, I ensured alignment with our brand strategy and business goals, leveraging my extensive design experience. Collaboration with stakeholders was key, maintaining clarity and honesty in communication while defending design decisions to senior leadership.
Brand Guidelines
Brand Website
Visit RDC Website >
Proposal & Qualifications Packages
Proposal & Qualifications Packages
Custom Iconography
Process
Logo Refresh
Over its 45 year hostory, RDC was originally known as Perkowitz & Ruth, then rebranded as P&R, Retail Design Collaborative, and ultimately as RDC, striking a delicate balance in this brand evolution was crucial. The goal wasn’t a complete logo overhaul, but rather to create a fresh chapter that retained instant recognizability, preserving the trust and familiarity current and prospective clients have come to associate with the brand.
Logo History
Refreshed Logo
Letting Our Work Take Center Stage
Since the product we deliver is design – in the form of buildings, spaces, and environments, integrating our work into the brand was paramount. This meant selecting a muted and understated color palette to prevent potential clashes with our branding throughout various assets, allowing our work to take center stage. The use of Nero and Bianco facilitates this, while Golden Arancio serves as a primary accent color when needed, enhancing visual impact where necessary.
Original Palette
Refreshed Palette
Original Proposal Design
Refreshed Proposals and Qualifications
Results
The brand refresh and its accompanying assets played a pivotal role in attracting new business from various clients with a 23% increase in signed contracts, signaling a successful transformation of RDC’s brand identity. Below are a few of those notable clients.
