Redefining Modern Luxury
As Head of Creative, I shaped the vision and led the team that transformed The RealReal from a disruptive marketplace into a cultural force – building a brand identity that proved luxury and sustainability aren't opposites, but the future.
"Bianca has a unique blend of creativity and business acumen that enables her to align innovative ideas with overarching business objectives. Her leadership was instrumental in maintaining a high standard of excellence and a distinctive brand personality, even amidst organizational changes and budget adjustments."
— Rati Sahi Levesque, President & CEO, The RealReal
The Beginning
A Brand at a Crossroads
The RealReal had disrupted the luxury resale market, but lacked a cohesive identity to match its ambition. As the company prepared to scale from startup to IPO, the brand needed a clear North Star.
I joined as Art Director and quickly moved into leading creative strategy. Through discovery work with leadership, employees, and customers, a clear platform emerged: Modern Luxury—inclusive, circular, and uniquely relevant to a new generation of luxury consumers.
The Middle
Building the Brand
Over five years, I built the creative function from 2 people to 30+, leading a comprehensive rebrand that transformed how The RealReal showed up in the world.
Brand Strategy & Voice
I developed storytelling pillars that gave the brand a distinctive point of view—elevating it from transactional marketplace to cultural force. High-profile partnerships with Gucci, Burberry, Stella McCartney, and Jimmy Choo proved that circularity is the future of luxury.
Retail Experience
I led the design of 17 stores as buying and selling destinations, each with location-specific character—hand-painted tiles in Brooklyn, an Alex Katz piece on Madison Avenue. These weren't just retail spaces; they were brand expressions that made resale feel modern and elevated.
Editorial & Content
We created an editorial voice that was quirky, refined, and inclusive—making luxury feel accessible without losing aspiration.
Building Trust Through Transparency
We opened up the authentication process, showcasing the expertise and rigor behind every item. What happened behind the scenes became part of the brand story, building customer confidence in a category where trust is everything.
TV Commercials & In-House Production
I built an in-house production team that produced TV commercials three times per year, featuring real members of The RealReal community. Through intensive focus groups, we ensured messaging landed with audiences while striking a strategic balance between brand building and performance marketing. This approach gave us agility, authenticity, and cost efficiency that external production couldn't match.
The Future
A Foundation That Endures
The brand I built took The RealReal from startup through IPO to over $1B valuation. The creative platform, visual identity, and retail design strategy I established continue to define the brand today.
Impact:
Scaled creative team from 2 to 30+ people
Led design and creative strategy for 17 retail locations nationwide
Established brand partnerships with luxury’s most prestigious houses
Created a brand foundation that supported the company through IPO and beyond
Testimonial
“I had the pleasure of working closely with Bianca at The RealReal. During her five years here, she defined and executed a vision of modern, inclusive luxury. She has a unique blend of creativity and business acumen that enables her to align innovative ideas with overarching business objectives.
Bianca is resilient and adaptable. She thrives in dynamic environments and navigates uncertainty with grace and determination. Throughout her five years at The RealReal, Bianca demonstrated her resilience time and time again, steering the creative team through periods of both immense growth and challenging downturns.
Bianca's leadership was instrumental in maintaining a high standard of excellence and a distinctive brand personality, even amidst organizational changes and budget adjustments. Her strategic mindset and action-oriented approach ensured that the creative team remained agile and effective in delivering impactful results.
It was truly a privilege to work with Bianca, and I wholeheartedly recommend her to any organization seeking a dynamic and visionary leader who can drive innovation and success in the luxury industry.”
— Rati Sahi Levesque, President & CEO, The RealReal