efitter
Client: efitter (Co-founder)
Role: Brand & Marketing Lead | Creative Strategist
Project: Launch of efitter 4.0 – Chrome Extension Relaunch
Overview
efitter is a fashion tech startup focused on helping Gen Z and millennial women shop smarter online by making sizing less confusing and returns less frequent.
In 2024, the team prepared to relaunch efitter’s browser extension with a 4.0 update—refined product experience, clearer user journey, and a sharper brand voice.
efitter 4.0 marked a bold relaunch for the fashion tech platform — reintroducing the product with a clear message: shop different. Inspired by the digital optimism of 80s tech ads and modern internet culture, this campaign positioned efitter as a solution to outdated online shopping experiences.
Challenge
Build momentum for the launch without relying on paid ads
Educate new users while honouring the community-first foundation efitter had built
Create a campaign that could appeal to both users and potential B2B partners
Reintroducing the product in a way that made it feel human, helpful, and culturally relevant—while also positioning efitter as more than just a browser extension.
Strategy
We treated the launch like a digital event — blending brand storytelling with nostalgic visuals and interactive content.
Agitated the problem with meme-led content and social-first visuals
Reintroduced the brand through a cinematic keynote launch video
Built community through a digital magazine, interactive IG stories, and the "Perfect Fit Hotline"
Extended the launch with a week-long “Open Cart” content series, educating users and building momentum.
Contributions
Led the creative strategy, creative direction and launch campaign strategy for efitter 4.0.
Designed the tone of voice and copy systems across launch assets—email flows, in-product UX, landing page, and social content.
Directed brand storytelling across content touchpoints, including Instagram, newsletters, and community-building posts.
Design and directed copy for the digital zine.
