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
Teespring was growing into a multi-product selling company and needed their brand to reflect their growth. The initial rebrand process kicked off with a partner design agency and was later developed in-house. Our brand team took inventory of major touch points to get a sense of the company’s evolution and current positioning. We also gathered insight and feedback from team leaders to strategize how to approach the rebrand holistically.
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 and creator journey. To ensure we were building a cohesive brand, we developed core principles to define our foundational truths.
Informative first, witty second.
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 creator’s personal shop as a work of art, always highlighting the creator and their work.