Stitch Labs Brand Book

The Challenge

Update Stitch Labs, a SaaS start-up of 7 years, working towards their Series C funding, with their first ever brand book, while at the same time bring the brand forward into future so that the founders could concentrate on the funding and moving their product into a new competitive position.

My Role

Create the new Brand guide, isolating the best elements of the brand to keep while introducing new ones to help move the brand forward. This included, but was not limited to, colors, logo treatment, illustrations versus stock photography, illustration style, website components, and typography.

Early Insights

Consulting with the CRO, Gadi Bashvitz, Co-founder Michelle Laham, and other senior stakeholders, I had a full understanding of the new positioning for the company, as well as personas for the ideal clients for the software. This led me to a working methodology of canvassing the prior iterations of Stitch’s identity in order to identify the best steps forward so that the new brand would appear to be the next logical step forward as opposed to a rebrand.

Discovery into materials created for “Stitch X” a year prior to my joining the company provided a good jumping-off point for the company brand expansion. Extensive discussions with senior stakeholders and the marketing staff led to the decision to stop using stock photos and move entirely to illustration.

Redesign

A second font was added, Brandon Grotesque, to allow for a greater human element to be added as well as greater differentiation in the information hierarchy. Stitch’s primary blue was expanded to multiple shades, 8 to be exact, giving us WCAG 2.0 compliance with web text. Subtle color coding was used throughout the site to differentiate enterprise offerings versus 3PL offerings as well as partnerships tied to the APIs necessary to make Stitch software work.

Create a new sub-brand for Retail Therapy, used particularly for live events, streaming products, and industry education

Specific graphic styles were defined in how Stitch would communicate to the bright, high-growth vertical brands that sales and business development were targeting. This carried over into internal use and specific sales-use White Papers templates using the new fonts and colors.

Overall, the new brand look and feel was carried forward across all verticals until Stitch was acquired by Square in the fall of 2020.