Rainey & Best commits to a more confident luxury positioning with rebrand and new website.

Challenge
Rainey & Best approached Fluent Format to reposition their brand and website to better reflect the calibre of clients and projects they were now working with. While the existing brand appeared modern and clean, it leaned heavily towards a commercial aesthetic and no longer aligned with the more refined, luxury-led work they were delivering. Their online presence didn’t communicate the level of commercial rigour, technical expertise, or heritage behind the business, nor did it reflect collaborations with prestigious clients such as Claridge’s. The challenge was to elevate the brand without losing credibility, and to create a digital platform that better told their story and supported future growth.

Change
We began by evolving Rainey & Best’s visual brand, refining the identity to feel more considered, premium, and aligned with the expectations of a luxury audience. This repositioning focused on restraint, detail, and confidence, allowing the depth of their commercial and project management expertise to come through clearly.Following the rebrand, we designed and developed a new website that placed storytelling at its core. The site highlights the heritage of the business, the scale and complexity of their work, and the disciplined approach Rainey & Best bring to cost control, risk management, and project delivery. A fully custom WordPress build was delivered, giving the team complete control over case studies and content updates, ensuring the site could remain current and responsive to new work.To further elevate the brand, we carried out a photography shoot during the website phase, capturing the people, culture, and professionalism behind Rainey & Best. These assets now work seamlessly across the website and social media, reinforcing a consistent and elevated brand image across all touchpoints.