Making Mint memorable
stitch fix's times square takeover
In 2017, Stitch Fix marked its initial public offering (IPO) with a show-stopping celebration
that literally lit up New York City. Leading a talented team of brand and motion designers,
I spearheaded an ambitious out-of-home (OOH) campaign that dominated Times Square across more than 20 digital billboards. Our goal was to "paint the town Mint," using Stitch Fix's signature mint color in a dynamic motion graphics display that symbolized the delivery
of a personalized "Fix" box.
The team crafted visuals that seamlessly integrated into the vertical landscape of Times Square, ensuring our message stood out in one of the most visually saturated environments in the world. The animated content captured the essence of the Stitch Fix experience—personalized and stylish—while grabbing the attention of passersby amidst the bustling atmosphere.
CREATING THE SPECTACLE
Two years later, we introduced Stitch Fix Kids, a brand designed to be playful and gender-neutral, appealing to toddlers through tweens. Building on our previous successes, we created another robust sibling brand that retained the core elements of the Women's and Men's lines while adding a dose of joy and humor. This project included everything from identity and design guidelines to a full packaging system, crafted in close collaboration with our corporate strategy team.
