Rhode is a master class in modern branding. Here, Hailey Bieber shares her rules

Bieber flipped Rhode into a billion-dollar brand in three years. Here’s an inside look at her creative process—and her do’s and don’ts.

A few weeks ago, a Rhode billboard appeared on the road along the way to Coachella. Powder pink background, hot pink type, and multicolored daisies. It didn’t look like Rhode’s typical visual brand, which is defined by subtle Swiss minimalism, conveyed in cool grays, white, and boxy sans serifs. It signaled something new. “See you down the Rhode,” it said. What was at the other end?

The billboard was part of a........

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