T Shirt & Sons

Brief:

To rebrand T Shirt & Sons (TSAS) in line with their new strategy.

TSAS are one of the nations leading fulfilment centres, for retailers, eCommerce platforms, businesses and entrepreneurs looking to turn ideas into products.

From screen printing to print on- demand and beyond, TSAS innovate solutions to help the world create and customise. They prioritise excellent customer experiences, with quality and speed at the forefront of their service offering. Most importantly, they bring colour, creativity and culture to life, enabling people to create products the world can enjoy.

Process:

From the get go it was clear that the directors of TSAS were setting up to be one of the largest fulfilment centres in Europe. Whilst they focused mainly on B2B (business to business) fulfilment, there was a drive to one day facilitate D2C (Direct to consumer) fulfilment. As part of a 2 man design team & a comprehensive strategy, I researched heavily into B2B businesses that had recently rebranded and/or had more personality and energy (a key phrase thrown around was “B2B Doesn’t mean boring to boring”). I also looked at how to incorporate hand drawn elements or printer marks that would nod back to the screen printing origin of the business, and help TSAS stand out from the crowd.

Initial concepts:

The first explorations looked to T Shirt & Sons past in printing (using screen printing and older printing methods) and made them contemporary: using printer crop marks, color bars and letter press inspired type faces in combination with a bright and modern pallet and contemporary photography. Another route I explored leant heavily on the online side and the ease of access for businesses and customers alike, using bright and brash colors designed to interrupt feeds with a versatile framing device. What ultimately worked was a combination of both routes; something eluding to creativity and ease of access that was also strong and professional (something versatile that could change from being B2b to D2C)

Outcome:

After developing 2 concepts from another designer, I then presented three initial routes. Following further refinement, the end result was a strong & colourful brand that emphasised on the creativity and excitement of the products created by the TSAS fulfilment centre. Able to express a more playful and approachable tone when facing more consumer facing touchpoint, whilst as also being able to retain a more minimal and serious tone when talking directly to B2B type clients. Bursts and highlights of color are present on every design, sparking interest but not coming across as overwhelming. I created gradient textures and hand drawn illustrations to hint at the “World of Color”

that TSAS allows customers of all types to unlock.