Stitch Fix Rebrand

Brand, design systems, packaging

Founded in 2011, Stitch Fix started with the idea that algorithms and the human touch of a stylist could make shopping fundamentally better. Over the following thirteen years, the company expanded from a women's clothing box to include plus, men's, kids', and maternity, along with a growing suite of digital shopping experiences. By 2024, the brand was ready for a new visual identity — one that celebrated more than a decade of innovation and set the stage for the next chapter.

Stitch Fix engaged Pentagram to develop that identity, including new logos, colors, typefaces, and animations. My job was to interpret those elements and explore how they could be brought to life at every touchpoint — social, packaging, email, and site. As Stitch Fix developed new features, I expanded the original identity with new icons, illustrations, and an extended color palette. I also created and maintained documentation and Figma libraries to help the design team maintain brand consistency.

Emails

I created a library of email modules to anchor the look and feel for our CRM content. Based on these consistent building blocks, designers were free to explore a variety of designs to tell compelling fashion stories.

I identified a palette of motifs that define the look and feel of our emails. You can see how they come to life below. Images and text are FPO. Click to enlarge.

Typography
All navy type
Graphic or animated type in hero
Highlighted type
Callouts over image

Graphics
Add pops of color with graphic elements like numbers, arrows, icons, etc.

Photography
Large, full bleed imagery
Cutout "paper dolls"
Tight crops for details or expressions

Stylists
Represent with headshots, scribbles, quotation marks, and highlights

Colorblocking
Colorful graphic treatments
Colorful banners, top rules, link banks
Mint and citrus CTAs
Stripes above the footer

Icons

The custom drawn icon set was inspired by the Stitch Fix logo mark and brand patterns created by Pentagram. Their lines shift and and transform, drawing and redrawing, and I tried to capture that quality of motion in the icons and illustrations.

Extended color palette

Launched shortly after the rebrand, StyleFile was a fun new feature designed to help clients understand their style. After taking the style quiz, the client would receive an interactive visualization of their top five "style types," such as Classic, Contemporary, Boho, Romantic, and more. To bring the visualizations to life, I created the extended color palette based on the original four colors from Pentagram. I was inspired by the idea of closet basics, like blue jeans, navy blazers, and cargo jackets.

The extended palette corresponds to the Style Types, but were also designed to complement seasonal shifts. The neutrals and desaturated colors are great for backgrounds, dark colors for text, and bright colors for highlights.

Agency: Pentagram
VP of Creative: Nancy Arnold
Creative Director: Alisa Flaum
Head of Copy: Danielle Neff
Visual Content Lead: Lynette Pone
Art Directors: Jess Leung, Michelle Fang
Designers: Darin Barnes, Rachelle Btesh, Deane Oleas
Project Management: Christine Nguyen, Linda McCarver