CaaStle.com
Fashion has a waste problem, and shoppers know it. Renting fixes it, but only if it feels like a choice you're proud of, not a compromise. So we built NY&Co Rental a brand of its own, premium, modern,
and not about buying more.
Sr. Graphic + Branding Designer
As Sr. Graphic and Branding Designer at CaaStle, I built the brand identity for NY&Co Rental, from guidelines through email and social templates, giving the rental program a premium identity that carried from first impression to sign-up.
Goal: Build a digital-first brand system for NY&Co's clothing rental program that converted awareness into subscriptions and rentals.
What I made: Brand guidelines, email templates, and social templates for NY&Co Rental, giving the program a premium identity distinct from core retail and consistent from first impression to sign-up.
How I approached it: Built the system around modular rules, conversion-ready layouts, and consistent message-to-page alignment so every touchpoint reinforced the rental experience rather than competing with the main retail brand.
Results: Improved website click-through, higher sign-up conversion, and increased rentals following the rebrand.
My Role: Led all brand design, guideline development, and template creation for the NY&Co Rental program.
Note: This work reflects the partnership while the rental program was active.
