RH Teen
RH Teen is a thoughtful extension of the RH home, tailored to how young adults live, study, lounge, and play. I was part of the team from the ground up, contributing to the development of the brand’s visual identity and email marketing approach from launch. Designing for a new brand meant establishing what the look and feel of the channel should be, ensuring every deliverable carried the same polished, elevated aesthetic as RH’s catalog and website while speaking authentically to a younger audience.
The Launch of RH Teen
When RH Teen launched in fall 2015, it introduced distinct design personas spanning a wide range of teen personalities and aesthetics, from the bohemian “The Natural” and the glamorous “The Belle,” to the sporty “The Ace,” the free-spirited “Wild and Free,” and the industrial, leather-focused “The Original.”
The three emails shown here capture the launch story told three different ways, each balancing brand storytelling and product exposure differently. The first opened with a collage hero that brought the spirit of the brand to life through portraits of teens, styled room shots, and evocative environmental photography like the open road, anchored by the headline “It’s your world.” The email then walked customers through five of the brand’s personas, each with its own descriptive copy, giving the collection both personality and context. The second took a more product-forward approach, focusing on the four feminine personas with richer photography that put the collection itself center stage, using an animated GIF to condense the content without sacrificing the depth of the collection. The third distilled all seven personas into a single animated GIF, inviting customers to “create your perfect somewhere,” letting the imagery speak for itself without individual descriptions.
Beyond the Launch
