Re-establish an emotional connection with customers.
Shift brand focus from the discipline of art to the democratisation of creativity.
A cleaner typeface, colourful coding system and bold wordmark in which the ‘R’ evokes a framed corner.
Visual language we developed reflects the brand’s evolution from dusty and dated to being all about sparking and celebrating spontaneous creation.
Engaging digital space (new website) that facilitates a sense of community amongst all creators and with the brand on an emotional level.