The RealReal Authentication Center
Issue:
The e-commerce centers (where inventory is processed) at The RealReal were suffering from high employee dissatisfaction and high turnover. After conducting a workplace satisfaction survey, we discovered that employees felt a lot of pride for the company they worked for and the actual work they contributed, but not the space that they worked in. They did not feel a sense of community in these 3 large (the largest being 600K square feet) and impersonal spaces. It was also a part of the business that was not well known externally and our proprietary technology utilized in the space was a key differentiator in the resale landscape.
Goal:
To build trust and credibility in TRR’s Authentication process and share our expert knowledge for external audiences. Internally, it was an opportunity to recognize our teams, build pride in TRR as a great place to work and inspire career growth.
Action:
We started by developing a new name “The Authentication Center” to underscore the import of the work taking place in these centers. From pick, pack and ship to fine jewelry and luxury watch authentication — each step in the process was crucial to the success of the company. From there we developed a color palette, logo and messaging system that carried through from signage to murals and beyond. In keeping with our value of community, we commissioned artist and TRR partner Colpa Press to create a bespoke mural for each of the 3 spaces that embodied TRR’s values of community, sustainability and expertise. The cherry on top was the call for art submissions for the cafe mural. Employees nominated artists and then voted on which artist they would like to create work for the space.
Outcome:
We received an overwhelmingly positive response from the employees. They felt welcomed and valued. Externally, the enhancements amplified our credibility as experts and innovators for investors, buyers and sellers.
Deliverables:
-Concept development
-Brand identity: Name, Logo, Color Palette, Photography Direction
-Environmental/spacial design strategy: Custom artwork/murals, way finding system
-Branded graphics: screen communications, email signatures, social content
-External artist collaboration
-Furniture curation