top of page
.png)
RageRVA: Rebranding Me Time for Working Moms
Role: Brand Strategist, Designer, Researcher
Project Type: Campaign Development, Rebrand, Visual Identity, Targeted Marketing
RageRVA, a local rage room in Richmond VA, needed to reposition itself as more than just a novelty. The team wanted to connect with working mothers by redefining their idea of self-care. Our campaign transformed RageRVA into a bold space for cathartic release, empowering an overlooked audience and helping the brand stand out through emotional relevance.
The Challenge
Traditional forms of self-care like coffee breaks or bubble baths rarely offer true emotional relief. Many people viewed rage rooms as spaces for aggression instead of healing. RageRVA needed to shift public perception and show that its environment supports emotional expression in a healthy way.
75%
of moms say their me time rarely helps them relax
Insight
Working moms between the ages of 25 and 55 face constant pressure at home and at work. Many are conditioned to suppress emotions, feeling responsible for keeping everything together. Their personal time is minimal and often ineffective in providing real release.
Insight
Interviews and Surveys
We surveyed 64 working moms and held interviews to learn how these moms experience stress and what self-care looks like for them.
Key Finding
Most participants felt their current methods of stress relief were ineffective. When introduced to the concept of RageRVA, they responded with enthusiasm and interest.
Strategic Positioning
Objective
Redefine self-care for working mothers using humor and emotional insight to reposition RageRVA as a trusted release space.
Approach
Use bold visuals and cheeky copy to challenge the idea of traditional me time and present RageRVA as a space to feel, release, and reset.
Creative Concept:
Me Time, Reimagined
We turned common self-care clichés into campaign visuals that reveal their limitations and highlight the alternative offered by RageRVA.
Tagline
Bring it in. Let it go.
Execution Highlights
Rebrand & Logo Redesign
We introduced a refined visual identity that retained the recognizable flame motif while giving it a modern, simplified look with a bolder gradient palette.
"Me Time" Campaign Series
We launched a provocative and humorous visual ad series redefining what “me time” means for working moms, each ad pairing broken household objects with relatable captions to challenge cultural norms.
T-Shirt Mockups & Branded Apparel
Custom RageRVA merchandise was developed as part of the rebrand launch. From hoodies to tees, these wearable designs extended the brand’s presence into everyday life and built visual cohesion for both staff and customers.
Social & Print Applications
Assets were designed with flexibility for digital campaigns, social posts, and physical collateral like posters, flyers, and in-store signage to reinforce the campaign across multiple touchpoints.
%20(1).png)
bottom of page