Stitch Fix:
Rebrand
Since 2011, Stitch Fix has continually reinvented how people discover clothing, yet its brand identity had remained largely unchanged. While the business evolved, the visual expression no longer reflected the innovation behind the service. Partnering with the renowned design studio, Pentagram, we launched a comprehensive rebrand that redefined its logo, packaging, and client experience. The new identity updated the brand and delivered measurable results, boosting recognition in focus groups and reigniting excitement among clients. This case study explores the rebrand and how I implemented the new system across key channels and customer touchpoints.
"The logo is based on balance, partnership and the relationship between Stylist/client, art/science, life/style."
"The color palette amplifies brand expression and our personality."
One of the largest redesign efforts—outside of the site and product—was the overhaul of Stitch Fix’s blog. With a focus on creating a more efficient and cohesive content system, I developed a flexible set of modules and assets, including feature cards, image size standards, and marketing banners. I also integrated elements of the new brand palette to ensure a seamless visual connection with the site and app experience.
