What is feminine now? Vancouver-based fashion label Aritzia creates high quality garments for a global audience of independent, youthful, intelligent women. The brand’s clientele value thoughtfully made attire. Fit is key. Partnering with Aritzia, we performed a full cultural analysis, examining the values that define the brand. Our strategy imagined brand qualities that reflect the multivalent personalities and talents of every Aritzia customer. We brought these qualities to life in a full 360 rollout plan that included partnerships with influential young artists, musicians, and filmmakers, positioning Aritzia as a hub of both fashion and culture. We also completed a total brand redesign including new logotype, typography, and design systems.