RS had historically operated with a set of siloed brands, operating relatively independently of one another. However, a strategic decision was made to become a branded house, as an opportunity to grow brand equity, strengthen customer experiences, and create cross-selling opportunities for RS.​

To achieve this, We Live Context was tasked with helping to create the optimal brand narrative, by identifying the role and relationship customers have with each of the brands. We carried out a detailed market landscaping via stakeholder interviews and desk research, followed by a robust program of in-depth interviews with customers across 4 of RS’ key markets.​

The outcome allowed RS to confidently merge their brands into a single branded house portfolio, with a clear and actionable vision throughout the whole business on a global scale.​