CRAFTING A UNIFIED IDENTITY
the evolution of the stitch fix brand
During my tenure as Creative Director at Stitch Fix, I had the unique opportunity to shepherd the brand's transformation from a single identity into a cohesive "umbrella brand." What started as a singular focus on the Women's business soon expanded to include Men's and Kids' lines, creating a complex "house of brands." This journey was both challenging and rewarding, as each new addition required careful consideration of existing brand elements while catering to distinct audiences.
Stich Fix mens
a new frontier
The launch of Stitch Fix Men's marked our first major brand extension. We developed a "sibling brand" that honored the foundational elements of the Women's line but introduced new aesthetic touches to resonate with a different demographic. This project was particularly special as it was a significant milestone for our internal creative team, whose work was selected over external agencies. The result was a comprehensive identity system, encompassing voice and tone, design principles, casting and photo art direction, and a complete packaging system.
Stitch Fix KIDS
bringing fun to fashion
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.
BUILDING THE UMBRELLA BRAND
reducing complexity
As Stitch Fix continued to grow, it became clear that a unified "umbrella brand" was the way forward. This approach allowed us to simplify the brand architecture, streamline operations, and reduce production costs, particularly in packaging. We carefully integrated the unique aspects of each sub-brand into this new unified identity, ensuring we could still target our three main audiences effectively.
STITCH FIX FREESTYLE
a new shopping experience
In 2020, we ventured into a new business model with Stitch Fix Freestyle, offering customers the freedom to shop a la carte while retaining the personalized experience Stitch Fix is known for. This sub-brand was seamlessly integrated into our umbrella brand, setting a template for future brand extensions.
The visual refresh
renewing our look
Our final major project was a visual refresh of the corporate brand in 2022. The goal was to modernize our aesthetics without losing the brand equity we had built. We introduced new typefaces, refined our color palette, and gave the "Fix" packaging and first-time customer welcome kit a stylish update.
