Our client, BookRenter, had established themselves as a leading college textbook rental service. But with the migration of course content from the printed page to digital media, they knew they were ready to expand their focus and offerings. To reinvent their brand, we conducted key stakeholder interviews to gain a clear understanding of their vision: to be the preferred suite of cloud-based software helping schools revolutionize the adoption, supply, and distribution of course materials.
Our insights yielded a brand platform and provided the inspiration for their new name, Rafter—a metaphor for the new “head space” they would occupy, as well as their role as a supportive technology platform. A bold “R” topped with a beam further evokes their mission, and the brand’s visual system reflects the cutting-edge, dynamic nature of the company.