Refinery29 is a website dedicated to fashion and beauty. Launched in New York in 2005, it has expanded over time to cover other cities and the rest of the world, to the point that it can warrant commissioning a new visual identity from Wolff Olins. That's what they did, and the identity was launched over the weekend.
"In a rapid three-month sprint, we worked hand-in-hand with the Refinery29 team to establish a clear brand strategy and decision-making filter to help guide internal beliefs and behaviors moving forward. We then used that strategy to inform the development of a bold, new identity – a process of collaboration and iteration, ultimately landing on a final expression that stays true to their cool kid core, while pushing them into the future. The mark itself is an evolution – an unexpected but magnetic mix of lines, curves, and alignment that caught our eyes from day 1 and over time came into its own, much like the brand it represents.
For Refinery29, this process was all about articulating and owning their inherent juxtapositions as a brand – how to defy the mainstream while defining the mainstream, how to get big and stay cool, how to be mass and stay indie – maximalist yet edited, how to be content and commerce, advertising and editorial – all at the same time. For a brand with such big ambition and opportunity, it’s only fitting to see them stand amongst a crowd of highly deserving peers. - Wolff Olins blog post