Working closely with Refinery29's cofounder Piera Gelardi, I strategized and lead a full visual rebrand of Refinery29's Instagram account to better serve our company's bold vision for the future. 
Connecting and inspiring millions of readers globally, R29's social channels is a platform to inspire and drive change. Our goal was to challenge and redefine femininity for our modern world in our visual vision through a full rebrand involving a new company colour palette, establishing a unique typography style, and building out template, pattern and gradient library for our social team.
In the months after the rebrand launch, @refinery29 saw an increase from 2.6 to 2.9 million followers. 
Designed in-house at Refinery29.
Colour Palette
The right palette was integral to this rebrand as it sets the tone for our brave, new vision. The previous @refinery29 IG feed largely consisted of "traditional" feminine colours such as pastel shades of pink, purple and blue. 
Moving away from the conventional, I explored and developed a new palette focused on unexpected colour pairings, focusing on emotions that felt bold and adventurous. Originally created for social only, this palette was so well-received by R29's co-founders that it became established as Refinery29's official palette for both the site and social. 
With the high level of content produced by the social team daily, creating a library of easy-to-use templates is important in establishing consistency in our branding. Inspired by bold framing devices, and eclectic personas, I designed a series of templates for various scenarios such as highlighting groundbreaking individuals, quotes and news articles. 
In need of a fresh take on our two official company fonts - Brown and Playfair, I merged them to be used side-by-side, a technique we had never used, but felt new and unexpected. I also designed 3D versions of both fonts for our mantra posts. 
I made a decision to move away from flat illustration, and developed an iconography style using 3D icons with dark shadows for a bold, eye-catching look. These icons are used in our popular IG story series such as Sweet Digs, Money Mondays, Closet Tours, Our Nightstand and Pantry Cleanout. 
Pattern Library
Inspired by the idea of an IG feed being similar to walking through an art museum, I developed a library of hand-drawn patterns and gradients to use as background for quotes or Twitter posts. 
Back to Top