For the 2025 brand refresh, this team built a brand language rooted in authenticity and energy, designed to speak to the multifaceted women we serve. I served as the strategic creative lead for RTR’s first major brand refresh, defined a new visual language grounded in competitive research, and built a scalable production pipeline for a bespoke illustration practice. This system allowed the brand to move away from generic editorial imagery toward a unique, proprietary brand expression that competitors cannot replicate.