Rent the Runway is an online service that provides designer dress and accessory rentals. The company was launched in November 2009 and by the winter of 2015 was in need of a rebrand. After a string of successful rounds of funding, and a profile heightened by the fact that Rent The Runway was at the top of a list of very successful startups, it was essential that they add a sense of sophistication to their visual identity. Once completed the company needed to address how to share the new identity in order to ensure proper implementation, as well as to get their employees excited about the change. The solution was a 72-page book that featured everything from the new brand pillars to the new identity assets and examples of proper art direction. The book was a success and quickly became a coveted piece of design history, as well as standing as a great example of how to disseminate information about design company wide.