Robinhood Market

The brief

Robinhood spent 2024 rebuilding its identity into something sharp, modular and unmistakably its own, and its audience was maturing alongside it, into their late twenties and thirties. The company wanted merch that matched that shift: not conference giveaways, but product people would actually choose to wear. Porto Rocha’s brief was to treat merchandising as brand building, and to give Robinhood Market a point of view, a system and a storefront of its own.

The system

Working with the Office of Applied Strategy, Porto Rocha built a three tier model: permanent staples that carry the everyday brand, lifestyle collaborations such as Waka Waka and Golden Bear that borrow cultural credibility, and limited drops timed to each product launch. Each tier has its own role and rhythm, so the program stays consistent while it keeps moving. Merch becomes a channel rather than an afterthought: a way for a finance brand to show up in someone’s wardrobe instead of their inbox.

The identity

The system builds on Robinhood’s 2024 rebrand and pushes it into product. RH Phonic by Schick Toikka carries the structural voice, Martina Plantijn by Klim Type adds warmth and editorial range, the feather is used with restraint and the neon yellow green does the signalling: sharp enough to read as finance, energetic enough to belong on a garment. The webstore turns the program into an experience, with product shot like a campaign and a neon green hover zoom that lets each piece be examined up close, giving digital merchandising the tactility of a shop.