Stitch Fix released a new product offering called Freestyle that uses extensive data to create an innovative, personalized shopping experience. I came up with a conceptual shop environment built for one to communicate personalized shopping, while still feeling rooted in the digital world.
My role: Lead and direct Freestyle creative team from creation of team, new ways of working and all creative. Concept and creative direction across all branding, integrated go-to-market campaign assets, photo/video direction, web and in-product assets. Design direction to team, guidance, reviews, approvals and presentations to leadership. Partner with agency for TV spot. Close collaboration with marketing, product design, engineering, SEO, social team and merchandising.
Stitch Fix created a new product offering called Freestyle that uses extensive data to create an innovative, personalized shopping experience. I came up with a conceptual shop environment built for one to communicate personalized shopping, while still feeling rooted in the digital world.
My role: Build, lead, and direct Freestyle creative team from creation of team, new ways of working and all creative. Concept and creative direction across all branding, integrated go-to-market campaign assets, photo/video direction, web and in-product assets. Design direction to team, guidance, reviews, approvals and presentations to leadership. Partner with agency for TV spot. Close collaboration with marketing, product design, engineering, SEO, social team, and merchandising.
A robust integrated marketing campaign of hundreds of assets across all product and marketing channels came together under my original vision. This go to market campaign was a massive team effort and consisted of copy writers Catherine Olin and Tessa Tapscott, designers Sarah Ching, Kelsey Sutherland, Michelle Fang, digital merchandisers Lynette Pone, Courtney Moniz to name a few.
All growth marketing channels (Facebook, Instagram, Google, Pinterest, Snapchat, TikTok, YouTube, etc) launched content.
A thoughtful series of emails as well as an in-mail print campaign went out to all audiences and subscribers.
I also partnered with the ad agency for the TV spot and other outside agencies for influencer content.