Digital Branding: rhode (island)
My take on rhode's first brand trip
Disclaimer: None of these images are my own. All of this is hypothetical and coming from my chaotic brand obsessed brain. I am creating this campaign as if I was a part of the Rhode team and was tasked on leading the brand’s first influencer trip.
Something about me: I am obsessed with creating and branding. I love taking a product/ collection of products and giving it life and personality. I have so many ideas and want a place to share them so every week I will be posting a new hypothetical brand campaign.
I am of the mindset that, in this generation, a brand quite literally NEEDS to have a vibe or aesthetic that a young consumer can associate or connect with. At times, I believe the vibe can be almost as important as the product themselves (i.e. luxury grocery stores)
Now onto todays episode. We’re talking Hailey Bieber’s rhode, a brand I feel could hold a master class on how to create a lifestyle brand with a “vibe.” They basically took over the Summer 2024 beauty space with the launch of their pocket blush, arguably a top 5 beauty launch this year. Here’s how I think they can keep that same momentum for Summer 2025:
the research: what I found
this summer we saw rhode explore further into color with their pocket blushes and new shades of peptide tints. On their socials, we saw a mix of innovative graphics explaining the technology of their products, and lifestyle content which allowed them to show how their products could be used during every day life. I want to focus more on lifestyle aspect of their content here because it is truly the thing that synchs their brand identity in my opinion. It shows exactly what they see a “rhode girl” as; what are they wearing? what do they do? do they read? drink coffee, matcha, or smoothies? it allows all these questions to be answered and lets them create this cool girl “it factor.” It also allows the brand to create a separate identity from its founder. It just works.
I also found that the brand also had a lot of fun taking advantage of the summer aesthetic this year. I actually found that they love a seasonal theme in general (which I am a huge fan of). Hence, why I am choosing to create a trip for them that leans into the very seasonally aesthetic vibes they created this past summer.
the idea: welcome to rhode “island”
This whole campaign actually came from this idea of playing off the brands name. As a girl who grew up in the state itself, I immediately thought “rhode NEEDS to do something in Rhode Island!” But where in Rhode Island? Immediately Newport came to mind. The temperature, the rich history (literally!), the oceanside climate, and the coastal girl aesthetic made it the perfect place to land on.
As you can see by the graphic above. I thought this location gave rhode the perfect chance to play off of this “coastal club” theme/aesthetic. It was also something that i’ve never seen a brand do, theres been Aspen, the Hamptons, Tropical Islands, Scandinavia, but i’ve yet to see anything like this.
Here are some moodboards so you can get a better idea on the vibes i’m thinking of:
It’s giving very Ralph Lauren, coastal cowgirl chic. I think this is an aesthetic that could definitely make sense for the brand to lean into.
the itinerary: coasting in style
Day 1:
Midday — Guests (& their plus ones) will touch down in Newport RI and be escorted to The Chanler. “A 19th-century mansion originally built by New York Congressman, John Winthrop Chanler. As one of Rhode Island's historic homes, The Chanler is a beloved emblem of old-world elegance.” Here’s a look at the place:
I chose The Chanler because it is so quintessentially Newport, old money opulence & ocean front (who wouldn’t want to stay here lol). I love how each room is equally extravagant, however they all have their own personality to them. It’s also extremely Instagramable, perfect for our guests to use for any content they desire.
Evening — after some much needed rest, guests will enjoy a group dinner at The Chanler Cafe. The cafe’s terrace sits right on the Cliffwalk, which is a famous walking path in Newport taking you along all of its most famous mansions.
Day 2:
Morning — as most time in Rhode Island is spend out on the water, its only fitting that our first morning starts off with a mimosa cruise. I thought this would be a great activity to let loose, allow guests to get to know each other, and explore all the sights of Newport Harbor and Narragansett Bay!
Midday — an afternoon on the beach to catch the sun is a must. Easton’s Beach is one of the largest in Newport and at The Chanler, it is right below the hotel! Go upstairs, change into your bathing suit and we have beach bags packed with towels, sunscreen, water and whatever else you might possibly need. Oh! and get ready to drive you down to the beach in style on and beach cruisers!
While you’re enjoying your time in the sun, well make a stop at Flo’s Clam Shack and deliver some lobster rolls, gourmet hot dogs, and anything else that catches your eye on the menu!
Evening — The crown jewel of all restaurants in Newport, is Bouchard Restaurant and Inn (currently undergoing a name change to Chantrelle) time to dress in finest and be escorted to wine and dine!
Day 3:
Morning — enjoy a beautiful private breakfast in bed, courtesy of The Chanler.
Midday — as the afternoon hits, were making our way to the International Tennis Hall of Fame for some indoor tennis lessons! see moodboard here:
Evening — afterwards, its time to end our last night with some sunset sailing. Sailing is essential for seafood collection in Rhode Island, however a lot of people here actually enjoy it as a leisurely hobby.
Day 4:
Morning — we will have one last breakfast together at The Chanler cafe and take in our last sights of Newport.
Midday — guests will be escorted to their flights home.
the branding:
Of course, everything on this trip would be rhode branded. I imagine that rhode would quite literally take over Newport (similar to what they did with their NYC pop-up). Here are some of my additional ideas that would really bring this trip to life:
The announcement — In typical rhode fashion, there has to be a lot of teasing and pre-trip hype. I love the idea of something ambiguous but on theme.
Sporty&Rich is known for posting some vintage style images, teasing the theme of their next collection. Love this idea too. think some a vantage inspired beach photoshoot anticipating the trip would look great on socials.
Limited edition rhode x ??? collection — Originally, I was thinking rhode could release a limited edition branded sweat set, but then I thought that may be too obvious/been done too many times before. Instead, I would love to see them collaborate with a brand like Sporty & Rich or Ralph Lauren to create a limited edition collection that guests can wear on the trip! I think this would be such a fun collaboration and intersection between fashion and beauty, something very true to rhode’s aesthetic.
thinking something like this vibe for the collection (very coastal preppy core):
Rhode x Nitro Bar — If you know Newport, you know Nitro Bar. Possibly the most aesthetic (and equally as yummy) cafe on the coast, and with Haileys history with drink collabs, I think a rhode x Nitro Bar coffee/matcha would be so fun for everyone in Newport to enjoy.
some more social graphic ideas:
And that it! My creative process all on one page. Truly stuff like this is one of my greatest passions and I thought why not put it online for people to see? rather than keeping it to myself. I had so much fun creating! and I hope you had fun reading! and rhode if your reading this hire me and let me help make this come to life :)
see you when we reimagine the next brand! Which one should I work on next?
xx taylor
absolutely loved this and Rhode definitely needs to hire you! I would love to see you style/reimagine Kosas, REFY, or Merit!