nolan hicks.

retail therapy ~ stitch fix

 

Stitch Fix came to us at right in the middle of a rebrand with learnings that people are basically over their whole things: clothes in boxes. We developed a strategic pivot that moves the brand away from focusing on cardboard, and towards “no-shopping retail.” Retail Therapy positions Stitch Fix’s human-powered curation as the answer to your wardrobe woes. We also took a tonal shift from the brand’s previous straight-laced UGC-driven content to a more narrative, slightly comedic tone. We brought my bud David Ebert in to direct separate masc and femm-focused versions (different gripes for different body types) and kick off a campaign that is still running two years later.