rhode wherever
the brief:
rhode is expanding into new markets, new retail environments, and new cultural spaces. The challenge was to grow the brand’s reach without diluting the distinct visual world, product desirability, and premium simplicity that made rhode famous in the first place.
Highlanders was asked to develop a campaign platform that could take rhode beyond familiar cultural centers and give the brand a scalable, channel-ready way to show up globally—while protecting what already makes it unmistakably rhode.
THE INSIGHT:
The “clean girl” is not one person, and she is not confined only to LA or New York. rhode’s audience lives everywhere: in smaller cities, hometowns, road-trip stops, in-between moments, and places that beauty advertising too often overlooks.
That created an opportunity to expand rhode’s world without changing its point of view. Rather than placing the brand in a single aspirational location, we built a platform that could travel—bringing rhode’s recognizable sensibility wherever.
From that insight, rhode wherever was born.
OUR ROLE:
Highlanders created the rhode wherever platform and developed it into an integrated campaign system built to move across markets AND media. We produced campaign films featuring real rhode customers, paired with a photography campaign that brought the brand’s product and visual language into unexpected settings.
The work was designed as a flexible content ecosystem: hero filmS, social-first edits, streaming assets, editorial photography, out-of-home, and a deep library of still and motion content for rhode’s owned, paid, retail, and global channels.
Every asset was created to feel cohesive, culturally fluent, and immediately recognizable—giving rhode room to grow its world while keeping the brand protected at every touchpoint.
