By Rotation is a peer-to-peer fashion rental app that’s redefining how we consume style. Founded in the UK, and is recently available in the United States. This project involved building the early visual identity for the brand. During its initial brand development stage in 2019, the brand founder needed a cohesive visual direction that reflected its values of sustainability, community, and accessibility.
The design work included creating the logomark, defining the typographic system, establishing the color palette, and setting the overall visual language for the brand. A foundation of neutral tones and earth-inspired colors was chosen to communicate the platform’s sustainability mission and its focus on conscious consumption. The brand system was designed to feel clean, modern, and approachable, supporting both its tech-driven platform and its community-first positioning.
The resulting identity provided By Rotation with a clear and consistent visual foundation as the company grew, helping shape how the brand appears across digital interfaces, marketing materials, and real-world activations as it expanded beyond the UK market.
www.byrotation.com
Project Output: Brand & identity, logo design
How the brand has evolved
Out of home campaigns in New York City, 2023 (Photos from By Rotation Instagram, not included in project output)