THE MISSION
Enter the “Crafting Contrast” mission. I was tapped to lead a talented crew of senior creatives on a one-week creative sprint with a clear goal: to visually and verbally distinguish Freestyle from Fix in a way that felt seamless yet distinct. We broke it down into five intense stages—Concept, Generate, Test, Synthesize, and Implement.
the team
STAGE 1: CONCEPT
In the Concept phase, we put our heads together to develop conceptual territories that captured the essence of Shop (the new Freestyle service) and Style (the traditional Fix shipment). These territories served as our guiding stars, helping us craft a toolkit of visual tropes that could be mixed and matched across various marketing assets. Think of it as building a creative Swiss army knife—each blade ready to cut through the noise and make an impact.
STAGE 2: GENERATE
Next up was Generate, where we rolled up our sleeves and produced a range of assets to put our ideas to the test. Given the stakes of launching a brand-new business model, we knew we had to get this right. So, we collaborated with Marketing and an external Focus Group company to design a robust testing plan. We weren’t just guessing—we were gearing up for a data-driven deep dive.
STAGE 3: TEST
In the Test phase, we ran both quantitative and qualitative tests on our creative concepts for Shop and Style. Our focus group honed in on three critical areas: visit motivation, brand impression, and communication. We needed to ensure our creative shifts didn’t just look good—they had to compel action, leave a lasting impression, and clearly communicate what Stitch Fix had to offer. With surveys of 3,500 participants and 28 in-depth interviews, we gathered the insights we needed to make informed decisions.
STAGE 4: SYNTHESIZE
Synthesis was where the magic happened. We brought together the marketing and creative teams to distill the learnings from our tests. This wasn’t just about tweaking colors or fonts—it was about refining our entire approach to how we presented the Stitch Fix brand, particularly in the context of Shop and Style.
STAGE 5: IMPLEMENT
Finally, in the Implement phase, we took all those insights and put them into action. My senior Art Directors and I developed unique style guides for both Shop and Style, offering visual and verbal guidance on how to best articulate the brand promise for each service. These style guides became the go-to resources for our entire creative team, ensuring that every piece of content was not just on-brand but also engaging, clear, and inspiring.
