Stitch Fix Experience Rebrand
In 2022, Stitch Fix refreshed their brand identity, and along with that came the need to carry the new look, feel and tone across to our digital experiences.
We aimed to lighten the UI, modernize the overall tone and feel, and let the products be the focal point, through simplified text treatments, color and motion.
I was part of the pilot design team to shape and implement the newly refreshed design system and component library for our website and mobile app. In addition to translating existing screens to the new brand, I also helped identify and evolve interaction patterns and component behavior, and how to best integrate campaign and product assets.
The audience
Our Clients are always adapting and evolving with the changing trends in fashion and apparel. Stitch Fix wanted to keep pace with not only their own image and brand perception, but also empowering their Clients to feel that they could connect and relate to the identity of the products and style they were shopping and engaging with.
The challenge
Stitch Fix was working with an external agency to formulate the new and refreshed brand identity, but it was ultimately up to our internal design and product teams to translate and implement it into our core systems and Client-facing experiences.
Our designer were at the forefront of knowing the day to day interactions that our Clients had with our platforms and interactions, so it was crucial for us to both apply our expertise and monitor how the brand would launch and evolve over time.
The solution
We started with a one-to-one translation of our core design system components and screens, making sure along the way that the new brand did not break or negatively affect any interactions or usability patterns for our Clients.
As we dug deeper into each screen, we identified how the brand reach the balanced medium of delivering the new tone and identity, while also achieving high efficacy and intuitive design.
