Beyond Fashion
Building a Brand for Future Aspirations
In 2019, under the leadership of VP of Creative Greg Johnson, Stitch Fix embarked on a transformative rebranding journey. With the company’s rapid growth over the previous eight years, there was a need to revolutionize the brand to meet ambitious growth targets and expand our total addressable market. The task was to reshape Stitch Fix's brand, which had been based on variations of its original system, into something that could support its evolving identity and future ambitions.
territory 1: mirror
The most conservative evolution, emphasizing Stitch Fix’s ability to reflect an individual's true style. This territory built on the existing design system, providing a familiar yet refreshed aesthetic.
TERRITORY 2: PATH
This territory focused on the client's style journey, using the visual metaphor of an unwinding road to represent the continuous discovery of personal style. The design featured dynamic motion graphics to illustrate this journey.
territory 3: magnetism
The boldest of the three, this concept centered around personalization, symbolized by magnetic poles—attracting the perfect styles and repelling the unsuitable ones. This direction extended beyond style, suggesting a broader personalization platform called “Stitch.”
travelling fo(u)rth
refining the fourth and final territory
The Magnetism concept resonated most with the C-suite and aligned with corporate strategy’s vision for category expansion. It was chosen for its potential to not only redefine Stitch Fix’s brand but also pave the way for future growth. The initial phase involved rebranding the current Stitch Fix with the Magnetism territory's conceptual and aesthetic elements.
