Selected Projects
Big ideas, clear strategy and thoughtful execution. A selection of work from startup to IPO, launch to rebrand.
The RealReal
The RealReal is the leading authenticated luxury resale company. Over five years, I oversaw the brand from startup through IPO and beyond as it grew into a billion-dollar business. I led a comprehensive rebrand, established the brand platform of Modern Luxury, built and led a world-class team of more than 30, and helped the company expand to 35+ million members and 17 stores.
ThredUp
Repositioning a transactional resale brand into an emotional platform for personal style. From brand strategy to narrative development and rebrand advisory, this work transformed how ThredUp connects with customers – shifting from discount-driven to discovery-driven.
Alternew
Alternew is a tech-powered garment care and repair at scale. They approached us to rebrand their fast-growing startup – a platform connecting fashion brands and their customers easy access to trusted tailoring and alteration services. We positioned them as the place where tech meets tradition – a framework that then informed every aspect of their identity.
Yard Sale
A creative neighborhood where culture meets commerce. Curated by people behind brands like The Row, The RealReal, and Violet Grey, Yard Sale showcases emerging and established talent across fashion, beauty, art and design, celebrating originality, taste, and creative confidence – online and in real life.
WILD
Bianca serves as the Board Chair for Women in Leadership and Design (WILD), an AIGA SF initiative. A platform connecting creative leaders, WILD is a space for exploring how design can create positive change – in careers, communities, and culture.
