Refinery29 launched new brand identity

Refinery29 was founded in 2005 with the idea of providing a highly curated, edited take on all things cool in New York City. Fast-forward 8 years later… Refinery29 has grown from local to global, from 4 to 120 (and counting), from start-up to one of the most visited lifestyle sites online – and one of Inc.’s fastest growing private companies in 2012.

Talk about growth at Internet speed!

Not only has Refinery29 deservedly garnered an avid community of users/consumers – they’ve been continually successful on the investment front, recently securing an additional $5.6M of private investment to help scale the business into new categories and new geographies. 

Today marks another historic moment in the company’s impressive track record – the launch of a redesigned website and new brand identity that reflects Refinery29’s ambition to keep pushing boundaries and challenging the conventions of what it means to be an online media business.



In the fall of 2012, Refinery29 asked Wolff Olins to help crystallize and position their brand for the next chapter of development and growth. The co-founding team was looking to establish both a strategy and an identity that better reflected who they are, where they came from and where they are going.

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.

It has been an absolute honor to collaborate with the Refinery29 team – we can’t wait to see what’s in store for them next!


Check out more about the launch here:

Ooh, Makeover! R29 Got A Major Revamp (R29)

Refinery 29 Rebrands For a Global Fashion Audience (FastCo)

Refinery 29 Evolves Into Lifestyle Platform (WWD)


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