JustFab 10-Year Rebrand

In April 2020, JustFab began undergoing a rebrand after celebrating ten years of credibility in the global fashion e-commerce industry. JustFab was looking to shift from young, loud and accessible to elevated, feminine and aspirational. The new branding needed to be implemented across all distribution channels including social, website, email, paid acquisition, earned media, and in the merchandise itself. 

I created new brand guidelines, established relevant content niches and crafted trend stories that would align with new target demographic of style seekers, style influencers and style mixologists. I owned creative strategy from ideation to execution on editorial and social shoots, graphic design, paid ads, influencer outreach, brand partnerships, and procurement of user-generated content to educate, entertain and inspire our evolving audience.

The JustFab rebrand was a total success with an obvious improvement to the visual aesthetic of all owned digital assets, an increase in follower growth from 690K to 788K (+14%) in just nine months, as well as a shift in consumer buying behavior toward more of the new and improved merchandise styles.