Stitch Fix:
The Rebrand
Since its founding in 2011, Stitch Fix has gone through extensive changes—from business strategies to service innovations—but one thing that lacked any permutation was its own image. As a result, the brand felt dated and uninspired despite its credibility of being the first online personal styling service. By teaming up with the renowned design studio, Pentagram, Stitch Fix embarked on a major renaissance, including the evolution of the logo, packaging and overall client experience. This overhaul has already amassed positive results, increasing brand recognition in focus groups and igniting new interest amongst clients. Below is a study of the rebrand and examples of how I've implemented the elements through high-level channels and touch points.
Agency: Pentagram / Client: Stitch Fix
"The logo is based on balance, partnership and the relationship between Stylist/client, art/science, life/style."
VIDEO END CARD
APP INTRO
"The color palette amplifies brand expression and our personality."
LAUNCH EMAILS
DIRECT MAIL
GIFT CARD
SITE
BLOG
In what was perhaps the largest redesign, outside of site and product, was Stitch Fix's blog. With a mindset of creating a more efficient and holistic approach to content, I created a wide range of modules and assets that gave structure and purpose, including feature cards, image size variables and marketing banners. Additionally, I assimilated elements of the new brand palette to maintain a consistent look and feel with the site and app experience for clients.
