Teespring is an online platform that creates and sells custom apparel and merchandise worldwide. During my time at Teespring, I worked collaboratively with marketers, engineers, and designers. My work focused on designing emails, holiday marketing initiatives, photography, and rebranding efforts. This section is dedicated to my contribution to Teespring’s rebranding efforts and process.
Role: Senior Brand Designer
Tools used: Adobe Creative Suite (Illustrator, Photoshop, Indesign), Sketch, Google Docs, Trello
Teespring was growing into a multi-product selling company, so we needed a system that could scale as the company continued to grow. The initial rebrand process kicked off with a partner design agency. They explored several directions that would eventually be shared in-house to develop further. Teespring’s internal brand team then took inventory of major touch points (email, landing pages, packaging, etc) to get a sense of the the company’s evolution and current positioning. We gathered insight and feedback from other teams to help us better understand the needs of growth and how we could fill the gaps collaboratively.
We set out to give the brand a “refresh” that would reflect the creators and buyers who made up the community while enhancing the online shopping experience and customer/creator journey. To ensure we were building a cohesive brand, we developed core principles to define our foundational truths. We were: Informative first, witty second (and never witty at the expense of clarity). Playful, but not unprofessional. Funny but not gimmicky. Smart, but not condescending. Trendy, but not isolating. Helpful, but not pushovers.
THE NEW LOGO
The new logo was inspired by the original logo and was first developed from our partner agency. The “t-shirt spring” from the original logo mark was updated to look more like a thread, symbolic of how Teespring connects people to the things they love.
To cater to Teespring’s diverse set of audiences, we aimed to create a dynamic brand that could be “fun” and “inviting” but also “scale back” when needed. We developed a new color palette, typography, and range of visual elements to meet these needs. We were also heavily inspired by “art galleries” which moved us to treat each “store front” (a creator’s personal shop) as a work of art, always highlighting the creator and their work.