INDUSTRY
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ThredUp Rebrand

Collage of yellow and gold fashion items, including shoes and accessories, with the word “THREDUP” in bold white text overlaid in the center.

ThredUp

Rebrand

In a crowded market, it’s not enough to be the best. ThredUp earns the confidence to say the quiet part out loud.

Challenge

ThredUp needed to break through a crowded Resale and Retail category with a distinctive brand strategy and positioning that could drive awareness, create emotional resonance with consumers, and ultimately accelerate growth. Their previous brand expression did not fully convey the evolution of the company and their unique value proposition with clarity or distinction to attract the next generation of consumers.

Solution

INDUSTRY partnered with ThredUp to define a brand and consumer strategy including a breakthrough positioning, craft a bold brand identity, and develop a clear growth strategy. INDUSTRY delivered a unified brand complete with a foundational strategy, new target consumers, a fresh messaging framework and a dynamic design system to powerfully express ThredUp’s new, clarified positioning. Our close collaboration with ThredUp’s internal teams ensured alignment on the path towards a successful rebrand built on sharp consumer insights that established awareness, distinction, and brand affinity by deeply engaging ThredUp’s target consumer.

The ThredUp logo in black text with a stylized "T" symbol on a light green background.
A grid overlay on a white background features the word "THREDUP" in large, gray capital letters, centered horizontally and vertically.
Close-up of a person smiling with eyes closed, overlaid with the word "THREDUP" in large, light-colored text across the center.
A stylized, looping lowercase "f" is centered on a grid with solid and dotted lines, and a diagonal guideline runs from top right to bottom left.
A person wearing a striped skirt and sleeveless top lies on a crosswalk, with a handbag and a plastic bag containing fruit nearby.
A woman's face partially obscured by mist appears in a circle, with the text "Forever Balanced" in the center and keywords linking "Human" and "Technology" on either side.
Collage of vintage-inspired gold accessories and shoes over a textured yellow fabric background with the text "Fashion, meet Forever" in the center.
A color palette chart displays secondary, core brand, and basic colors, with labeled sections for Human/Brand Expression, Brand Recognition, and Technology/Accessibility.
A person with large hoop earrings and furry white pants sits hugging their knees, with a blurred image of them walking in the background.
Text on a red background reads: "Fashion that looks good, feels good, and does good." Smaller text describes fashion and sustainability in balance.
A blurred figure in flowing yellow clothing moves in front of a stone wall, framed by a flower-shaped border on a dark green background. Text below discusses style and sustainability.
Text on a blue background reads: "Fashion that looks good, feels good, and does good." Additional text below describes fashion balancing style and sustainability.
A person in a light blue shirt holds their braided hair, eyes closed, with the word "THREDUP" in bold white letters across the bottom.
A sequence of overlapping circular diagrams transitions from left to right, filled with textures, portraits, and objects, illustrating the connection between human, brand, and technology concepts.
A collage of eight fashion-themed images and text blocks, featuring shoes, models, branding, and sustainability slogans in neutral and pastel tones.
Two side-by-side advertisements feature yellow heels on the left with price details, and a fashion collage with the text "Fashion, meet Forever." on the right.
A desktop and mobile view of the ThredUP website homepage featuring fashion images, product categories, and promotional discount banners.
Three Instagram posts from ThredUp display fashion items: designer handbags, yellow shoes on flowers, and a woman modeling a corset top, each with distinct collage-style backgrounds.
A collage with a woman in a striped outfit, a close-up of a matching striped bucket hat labeled "Raffia Bucket Hat," and a smiling person with the text "meet Freya.
A grid of 25 simple dark green icons related to shopping, clothing, sustainability, and textiles on a light background.
Green field background with the text: "THREDUP. We believe in a sustainable fashion future. Buy, sell, and explore secondhand style at ThredUp. Choose used." Icon of the Earth is shown.
A package wrapped in white tissue paper printed with repeated "THREDUP" logos, sealed with a light green circular sticker also labeled "THREDUP.
A cardboard box with "THREDUP" printed on the top and side in light green letters, placed on a two-tone black and white surface.
Two pale green plastic mailer bags; one has the word "THREDUP" in bold black letters, the other says "Fashion, Meet Forever" near the center and has a peel-and-seal strip at the top.
A light green box with "THREDUP" printed in bold black letters on the top and side, placed on a two-tone background of light gray and black.
Screenshot of the ThredUp homepage promoting clothing resale, with a headline "Send it. Sell it. Spend it." and images of clothing and a woman holding a box.

Client

ThredUp

Year

2025