Banana Republic | Style Passport
Objective
Translate Banana Republic’s refreshed brand identity to the Style Passport rental service, ensuring visual cohesion across all subscription touchpoints.
Approach
As lead designer on the account and the sole CaaStle designer responsible for rollout, I implemented the updated identity across email, web, paid social, and supporting collateral, establishing consistent typography and hierarchy within the existing digital framework.
Outcome
The result was a cohesive, elevated subscription experience that aligned seamlessly with Banana Republic’s evolved brand direction across digital and physical touchpoints.
My Role
Brand Identity Rollout, Email System Design, Cross-Channel Application
Client
Banana Republic
Year
2021
Reimagining Email
I redesigned all email flows to reflect the updated identity, establishing a unified system for typography, layout, and hierarchy. I also developed modular templates for weekly New Arrivals and Editorial sends, giving the team flexible tools to create content efficiently while maintaining brand consistency.
old
new
Bringing the Identity to Web
Within the existing layout framework, I applied the refreshed typographic direction and color palette, and corrected hierarchy inconsistencies across the site. The result was a more polished, cohesive experience that better reflected the brand’s updated direction.
Across the Subscription Experience
While not pictured here, the refreshed identity was applied to additional touchpoints including mailer boxes, the welcome kit brochure, and paid social. This ensured consistency across the full subscription journey from digital discovery through physical unboxing.