Technology, Meet Tradition
Every company operating at the intersection of fashion and technology faces the same problem. Too polished and tech-forward, and the fashion world doesn't trust you. Too editorial and aesthetic, and no one believes the platform actually works. Most fashion tech brands resolve this by defaulting to one side and quietly hoping the other side catches up.
Alternew didn't want to resolve the tension. They wanted to own it.
The Brief
Alternew is a platform connecting fashion brands and their customers to trusted tailoring, alteration, and repair services — making garment care accessible, modern, and scalable. The business was growing fast. The brand hadn't kept up.
When they approached the studio, Alternew had a strong product and a clear mission. What they didn't have was a brand that could hold both sides of what they were building — the tech platform enabling it and the human craft at the heart of it — without one undermining the other.
The ask: rebrand a fast-growing startup from the inside out.
The Process
We started where we always start: with questions. A series of conversations with the Alternew team to define what they actually believed, what they were building toward, and what made them different from every other platform trying to modernize the clothing care industry.
Three values emerged clearly: Style, Heritage, and Circularity. These acted as operating principles that shaped every product decision they made. Style, because tailoring is fundamentally about helping people feel their best. Heritage, because the craftsmanship at the core of the platform — the tailors, the expertise, the generational knowledge — was exactly what they were working to preserve and scale. Circularity, because wearing your clothes for an extra nine months reduces your carbon footprint by 20%, and Alternew was built to make that easy rather than effortful.
The Work
With the strategy clear, we built the brand system from the ground up.
Identity: A clean, confident wordmark that sits comfortably in both fashion editorial contexts and digital platform environments. Not precious, not corporate — accessible and modern.
Color palette: Six colors chosen to reflect technology plus tradition.
Photography: Shot by Cobey Arner, the photography focused on the physical act of tailoring to show craft and build trust in human expertise.
Brand voice: This gave the team a consistent way to talk about the platform across audiences, from the tailors themselves to the brands and their customers.
Website and content strategy: Built to reflect the brand narrative at every touchpoint, from the homepage through to how individual services are described and positioned.
The Outcome
Alternew now has a brand that can walk into a room with fashion brands and feel like a peer - and walk into a room with technology partners and feel credible and modern.
More importantly, the team has a clear shared language for who they are and why it matters.
"Working with Bianca Wendt Studio, we were able to define Alternew's purpose through a series of workshops, capture our personality in a brand book, then put it all into practice with a new logo, color palette, brand voice, website, content strategy and photography." — Nancy Rhodes and Rachel Sterling, Alternew