---
title: "Pickle Case Study: Branding, CRO & Web Design"
description: "Discover how Brickell Digital improved Pickle’s branding, website, and CRO, increasing engagement, conversions, and overall user experience."
url: https://www.brickelldigital.com/case-studies/pickle
type: Case study
---

# Pickle

Pickle is a transformative peer-to-peer rental marketplace that began with a bold idea for sustainability and mindful consumption. Brickell Digital was tasked with rethinking the brand architecture of the website and optimizing their website for app downloads.

- **Stage when we worked together:** Seed · $8M co-led by FirstMark and Craft Ventures
- **Year:** 2024
- **Industry:** Consumer, Fashion, Marketplace
- **Project Scope:** Brand Architecture, CRO, Website Design, Webflow Development

## Starting Point

Pickle is at the forefront of bringing circular fashion to the masses, bridging the gap between people who love exploring new styles and those who want to get more value from the items they already own. Launched in 2021, Pickle evolved from a simple style-polling idea into a peer-to-peer fashion rental marketplace, allowing users to lend, borrow, and discover clothing in a safe and seamless way. As the platform grew and its community expanded across major cities, Pickle asked us to rethink its brand, bringing it in line with the company’s broader vision and defining a friendlier, more accessible approach to sustainable fashion, one that’s designed for everyone, rather than a select few.

## Outcome

Pickle launched a refined brand and digital experience that balanced social discovery with product clarity. The updated system elevated creator content, simplified the rental journey, and reinforced trust across key touchpoints. Together, these improvements supported growth while preserving the authenticity and community-first spirit at the core of the platform.

## Tech Stack

- Webflow
- Google Analytics (GA4)
- Google Tag Manager
- TikTok Pixel
- Facebook Pixel
- Mautic
- Cloudflare
- jsDelivr
- Google Hosted Libraries
- Google Font API
- LottieFiles
- Splide
- Webpack
- Open Graph
- HSTS

## Brand Identity

We defined Pickle’s brand identity through a curated blend of two fonts, Peachi and Raleway. This combination evokes a subtle sense of elegance, exuding sophistication and professionalism. This dynamic synergy is a powerful symbol of Pickle's ambition to present itself as an iconic name within the fashion industry while driving community engagement among members.

## Creator-Led Discovery

Pickle’s growth is powered by creators who showcase real outfits in real life. Influencers and community members bring the product into motion, turning everyday closets into discoverable wardrobes. This creator-led approach builds trust, drives visibility, and makes peer-to-peer rental feel aspirational without losing authenticity.

## Product Experience

Pickle translates circular fashion into a seamless, mobile-first experience. Users can browse, lend, and rent with ease through curated collections, intuitive filters, and secure workflows. Every interaction is designed to feel familiar and social, helping users discover real pieces from real closets while keeping the experience effortless and community-driven.

## Pickle Community

At the core of Pickle is a vibrant network of renters, lenders, and local tastemakers. As the platform expanded, so did the culture around it, with users engaging not just to access new looks, but to earn, connect, and express themselves. This community-powered model fuels organic growth and turns Pickle into more than a marketplace.

## Insights

Strategic CRO improvements focused on clarity, hierarchy, and guidance through the rental journey. Refining CTA placement, visual contrast, and informational cues helped users move more confidently from discovery to action. A consistent color system and typography structure reinforced trust and improved retention across key touchpoints.

## Impact Snapshot

Design and CRO updates delivered measurable improvements across engagement and conversion. By refining the customer journey and reducing friction at key decision points, Pickle saw stronger performance from new visitors while maintaining a consistent brand experience across web and mobile.

- **+323%** New Visitor Engagement Rate
- **+257%** New Visitor Conversion Rate
- **+%** New Visitor Session Rate

> “Brickell was awesome to work with. They gathered requirements quickly and showed clear design direction throughout the process. The time from project start to launch was impressive.” **Brian McMahon**, Co-Founder & CEO, Pickle

## Related Work

[All case studies](https://www.brickelldigital.com/work)

- [Skyband Systems](https://www.brickelldigital.com/case-studies/skyband-systems) (Seed · $10M led by Lightspeed · Brand Architecture & CRO · 2026 — Present): Skyband is building aviation-grade resilient PNT hardware for aircraft operating in increasingly complex navigation environments.
- [HYFIX](https://www.brickelldigital.com/case-studies/hyfix) (Seed · $15M led by Craft Ventures · Brand Architecture & CRO · 2026 — Present): HYFIX builds spatial intelligence hardware and autonomous positioning systems for next-generation robotics and drones.

## Get started

- Book a 30-minute intro call: https://calendly.com/d/48b-mfs-qhh/brickell-digital-introduction
- Contact form: https://www.brickelldigital.com/contact (or email hello@brickelldigital.com)
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- All programs and prices: https://www.brickelldigital.com/llms.txt