Thimble and Thread
Building a Brand That Weaves Sustainability + Style with AI
Client: Gunjan, Founder of Thimble and Thread
Industry: Fashion Tech | Sustainable Fashion
Core Product: AI-powered app connecting conscious consumers with sustainable fashion brands and secondhand finds
Services Provided: Brand Strategy, Messaging, Positioning, Visual Identity Direction, Website Sitemap, Investor-Facing Brief
Thimble & Thread
Thimble and Thread is more than an app idea - it’s a movement in the making.
It’s a platform designed to solve two of the fashion industry’s biggest problems: accessibility and sustainability. At its core, Thimble and Thread helps conscious consumers discover brands and pieces that align with their values - without sacrificing style.
Gunjan has the vision. She has the passion. She has the clarity on what’s broken in fashion.
But right now, the brand message and positioning weren’t woven tightly enough to resonate with investors and early adopters.
The Challenge:
A Brilliant Idea Needing Definition + Direction
When Gunjan came to me, she already had a clear vision of what Thimble and Thread could become: an AI-powered platform for sustainable fashion discovery. But she was stuck at a familiar founder crossroad:
How do you take a big vision and turn it into a brand story that resonates?
How do you align messaging so investors and consumers see the opportunity?
How do you design a foundation strong enough to scale?
Gunjan had the pieces. She just needed a framework to thread them together.
The Process:
Weaving the Brand Foundation
Over our brand clarity work, we uncovered the deeper narrative of Thimble and Thread: this is an app that is making moves toward mindful fashion.
Together, we:
Clarified her mission, vision, and values to ground the brand in authenticity
Defined her ICP (early adopters: conscious consumers + digitally native fashion lovers)
Crafted brand messaging that speaks to both investors and users
Outlined visual identity direction that balances tech-forward innovation with fashion-inspired aesthetics
Created a website sitemap and brand architecture for growth
Developed investor-facing positioning to clearly communicate the problem, solution, and market opportunity
The Outcome:
A Brand Ready to Be Woven into the Market
Gunjan walked away with a Brand Brief that finally stitched her vision together in one place: story, strategy, messaging, and visuals. With this, she can:
Confidently pitch to investors with a clear narrative and brand foundation
Begin building a cohesive app and website experience
Align future marketing efforts with clarity and consistency
Share a movement that feels equal parts fashion, tech, and sustainability
Thimble and Thread is no longer just an idea - it’s a brand in motion with a clear and cohesive strategy
In Her Words:
"I finally feel like my brand sounds and looks like me. I didn’t know how to explain what I did before, but now I have the words, the visuals, and the clarity to confidently share it. This changed everything."
Take Away:
Thimble & Thread, is rooted in sustainability, creativity, and cultural storytelling, positioning her as a fresh force in fashion tech. With clear brand values and a distinct visual identity emerging, her next step is to amplify her unique voice and refine her messaging to resonate deeply with eco-conscious, style-forward consumers.
View Thimble & Thread Brand Brief
