Teespring is a global e-commerce platform that allows anyone to take an idea and turn it into a high quality product for free. Shopping here means you’re supporting independent creators and the causes they care about. Everything is made to order and shipped from their Kentucky facility by real people, not just machines.
The brand team was tasked to create an ownable and cohesive experience that would not only reflect the company's purpose & vision but also focus in on creators & users. Considering that millions of people use Teespring, we were challenged to create a brand for "everyone". Below chronicles our exploration and process.
We didn't want to completely reinvent ourselves so we evolved the original logo into something more personable, friendly and modern.
We created a map of logos to see how our colors stood out amongst industry competitors. We landed on colors that were not only ownable but evoked passion, fun, and friendliness.
We didn't come up with a set illustration style. Instead we followed a flexible rule of creating illustrations that were clever and minimal, leaving room for growth and personalization.
Example of the new brand applied to homepage. Design credit: Alec Schmidt
Since email is a huge touchpoint between Teespring and it's customers, we wanted to make sure the look and feel was cohesive and immersive. I created different modules and "best practices" guides to help cross-functional teams achieve this.
We created abstract shapes to be used as flexible graphics for framing images and adding personality to different personas. These are examples of how it would be applied.
Examples of Teespring's poly bag packaging and postcard insert. To highlight products being sold from sellers, we created packaging that was simple but still branded.
Example of how brand would be applied to Facebook page.
Example of how brand would be applied to Twitter page.