The spring of 2018 was just the right time for URBN to enter the rental clothing space, with a clear advantage including access to their suite of brands, fulfillment and distribution systems, and a loyal customer base. They had never hired an outside agency in their rich 50-year company history building Urban Outfitters, Anthropologie, Free People and Terrain. Fuzzco was engaged to run a ten-week sprint to lead brand strategy, naming, visual identity and packaging concepting for the new offering, followed by another sprint to build an illustration library and the “how it works” animated short.

We worked closely with the Nuuly team to conduct both competitor and user research, building a strong understand of our customer, her needs and motivations. This phase also included a two-day on-site workshop with the team to build excitement and consensus around our positioning. We saw our customer as someone that wanted the ability to express herself without boundaries. We positioned the brand to celebrate this everyday experimentation and the power of self-expression.

The name Nuuly alludes to “new” while fitting nicely into their family of brands and the tech-forward approach to shopping. Reinforcing the product experience, the Nuuly logo references continuous cycles and experimentation. These themes extend to seasonal typography and a diverse color palette that is both playful and sophisticated. Fabric textures are used loosely evoking free expression. Combined these elements support an exciting evolution of personal style while staying true to one brand—change your clothes.