Launched in the 2011 under the ecommerce incubator Rocket Internet is now the Australia's largest online fashion destination.

A new brand

The branding objective was to create an identity that could represent both a premium and a mainstream as well as fashion, sport and kids categories.


As part of the rebrand we also launched a multi-channel campaign across TVC, PR, Radio and Print. My role together with my team and with the agency Joy was to create this new extension of the identity.

The visual "frame" and the tagline used for the campaign