2ND TIME AROUND
Modernizing a brand’s identity to better connect with its increasingly relevant product and overall business model
Consignment boutiques have become an increasingly popular destination for consumers to shop and sell designer clothing, handbags, shoes and accessories. Following this trend in the market, consignment retailer 2nd Time Around sought to double their number of store locations (from 40 to 80 stores) nationally by 2017. So they partnered with JWalk for a powerful branding and strategy refresh that would elevate their once “thrifty” identity – and ensure all future communications were in line with the new face of the brand.
To help the brand achieve their vision for the future, we laid a new foundation of brand strategy – complete with an extensive brand guidelines book that detailed everything from typography to (re-designed) logo usage and application, to brand voice specifications and in-store communications. Then we integrated the key components of the re-brand into a revised website.
The rebrand received an overwhelmingly positive response from the fashion industry. Women’s Wear Daily called the rebranding “modern and less cluttered,” while Retail Dive stated; “2nd Time Around is on the right track, keeping its logo fresh and using its stores to attract and learn from its customers.”