Spring Rebrand
Spring Rebrand
/23
The Challenge
The UK wastes £2.5 billion every year on discarded tech. Spring set out to change that.
Their mission? To stop e-waste from piling up in landfills by refurbishing and rehoming old devices—making sustainable tech the norm, not the exception. But their brand was failing them. It lacked clarity, impact, and recognition. And with the upcoming launch of Spring Post, a nationwide mail-in service, the stakes were even higher.
I joined as Head of Design after the brand had already been created, inheriting an identity that wasn’t working. With a new launch coming up soon, I was given only two weeks to overhaul it, the challenges were clear:
Inconsistent Visuals – Mismatched colours and weak contrast made the brand feel disjointed and forgettable.
Misaligned Perception – The entire brand and tone of voice were built around sustainability, but our recent research showed customers actually prioritised affordability and convenience. Our messaging wasn’t landing.
Immature Brand Image – Customer feedback revealed people thought we were a kids' brand. The bright, playful aesthetic lacked the credibility needed to build trust in a tech-forward, sustainable business.
The Challenge
The UK wastes £2.5 billion every year on discarded tech. Spring set out to change that.
Their mission? To stop e-waste from piling up in landfills by refurbishing and rehoming old devices—making sustainable tech the norm, not the exception. But their brand was failing them. It lacked clarity, impact, and recognition. And with the upcoming launch of Spring Post, a nationwide mail-in service, the stakes were even higher.
I joined as Head of Design after the brand had already been created, inheriting an identity that wasn’t working. With a new launch coming up soon, I was given only two weeks to overhaul it, the challenges were clear:
Inconsistent Visuals – Mismatched colours and weak contrast made the brand feel disjointed and forgettable.
Misaligned Perception – The entire brand and tone of voice were built around sustainability, but our recent research showed customers actually prioritised affordability and convenience. Our messaging wasn’t landing.
Immature Brand Image – Customer feedback revealed people thought we were a kids' brand. The bright, playful aesthetic lacked the credibility needed to build trust in a tech-forward, sustainable business.
The Challenge
The UK wastes £2.5 billion every year on discarded tech. Spring set out to change that.
Their mission? To stop e-waste from piling up in landfills by refurbishing and rehoming old devices—making sustainable tech the norm, not the exception. But their brand was failing them. It lacked clarity, impact, and recognition. And with the upcoming launch of Spring Post, a nationwide mail-in service, the stakes were even higher.
I joined as Head of Design after the brand had already been created, inheriting an identity that wasn’t working. With a new launch coming up soon, I was given only two weeks to overhaul it, the challenges were clear:
Inconsistent Visuals – Mismatched colours and weak contrast made the brand feel disjointed and forgettable.
Misaligned Perception – The entire brand and tone of voice were built around sustainability, but our recent research showed customers actually prioritised affordability and convenience. Our messaging wasn’t landing.
Immature Brand Image – Customer feedback revealed people thought we were a kids' brand. The bright, playful aesthetic lacked the credibility needed to build trust in a tech-forward, sustainable business.
The Challenge
The UK wastes £2.5 billion every year on discarded tech. Spring set out to change that.
Their mission? To stop e-waste from piling up in landfills by refurbishing and rehoming old devices—making sustainable tech the norm, not the exception. But their brand was failing them. It lacked clarity, impact, and recognition. And with the upcoming launch of Spring Post, a nationwide mail-in service, the stakes were even higher.
I joined as Head of Design after the brand had already been created, inheriting an identity that wasn’t working. With a new launch coming up soon, I was given only two weeks to overhaul it, the challenges were clear:
Inconsistent Visuals – Mismatched colours and weak contrast made the brand feel disjointed and forgettable.
Misaligned Perception – The entire brand and tone of voice were built around sustainability, but our recent research showed customers actually prioritised affordability and convenience. Our messaging wasn’t landing.
Immature Brand Image – Customer feedback revealed people thought we were a kids' brand. The bright, playful aesthetic lacked the credibility needed to build trust in a tech-forward, sustainable business.
Client:
Spring
Client:
Spring
My Role:
Head of Design
My Role:
Head of Design
Year:
2023
Year:
2023
Service Provided:
Visual Identity Design
Service Provided:
Visual Identity Design
The Solution
The new identity needed to be bold, progressive, and aspirational—designed to appeal to a younger, digital-first audience drawn to innovative brands.
Key Design Decisions:
Logo & Identity – The new logomark subtly incorporated an ‘S’ for Spring while resembling a coiled spring. This abstraction allowed for dynamic animations, creating a visual system that adapted across branding materials.
Colour & Typography – A high-energy colour palette was refined to ensure strong contrast and accessibility, paired with sleek, modern typography that reinforced a tech-forward, trustworthy image.
More Mature & Credible Branding – We moved away from playful, childlike colours and illustrations to create a more refined and modern aesthetic, ensuring the brand resonated with the right audience.
Scalable Brand System – The design system enabled seamless expansion across digital and physical touchpoints, ensuring Spring Post felt like a natural extension of the brand.
The Solution
The new identity needed to be bold, progressive, and aspirational—designed to appeal to a younger, digital-first audience drawn to innovative brands.
Key Design Decisions:
Logo & Identity – The new logomark subtly incorporated an ‘S’ for Spring while resembling a coiled spring. This abstraction allowed for dynamic animations, creating a visual system that adapted across branding materials.
Colour & Typography – A high-energy colour palette was refined to ensure strong contrast and accessibility, paired with sleek, modern typography that reinforced a tech-forward, trustworthy image.
More Mature & Credible Branding – We moved away from playful, childlike colours and illustrations to create a more refined and modern aesthetic, ensuring the brand resonated with the right audience.
Scalable Brand System – The design system enabled seamless expansion across digital and physical touchpoints, ensuring Spring Post felt like a natural extension of the brand.
The Solution
The new identity needed to be bold, progressive, and aspirational—designed to appeal to a younger, digital-first audience drawn to innovative brands.
Key Design Decisions:
Logo & Identity – The new logomark subtly incorporated an ‘S’ for Spring while resembling a coiled spring. This abstraction allowed for dynamic animations, creating a visual system that adapted across branding materials.
Colour & Typography – A high-energy colour palette was refined to ensure strong contrast and accessibility, paired with sleek, modern typography that reinforced a tech-forward, trustworthy image.
More Mature & Credible Branding – We moved away from playful, childlike colours and illustrations to create a more refined and modern aesthetic, ensuring the brand resonated with the right audience.
Scalable Brand System – The design system enabled seamless expansion across digital and physical touchpoints, ensuring Spring Post felt like a natural extension of the brand.
The Solution
The new identity needed to be bold, progressive, and aspirational—designed to appeal to a younger, digital-first audience drawn to innovative brands.
Key Design Decisions:
Logo & Identity – The new logomark subtly incorporated an ‘S’ for Spring while resembling a coiled spring. This abstraction allowed for dynamic animations, creating a visual system that adapted across branding materials.
Colour & Typography – A high-energy colour palette was refined to ensure strong contrast and accessibility, paired with sleek, modern typography that reinforced a tech-forward, trustworthy image.
More Mature & Credible Branding – We moved away from playful, childlike colours and illustrations to create a more refined and modern aesthetic, ensuring the brand resonated with the right audience.
Scalable Brand System – The design system enabled seamless expansion across digital and physical touchpoints, ensuring Spring Post felt like a natural extension of the brand.
The Impact
Post-rebrand, we conducted user surveys and focus groups:
📈 92% of participants found the new branding more trustworthy.
📈 78% felt the rebrand enhanced Spring's perceived value and innovation.
📈 54% were more likely to use Spring following the rebrand.
Key Business Metrics:
📈 38% increase in website conversion rates, influenced by the rebrand, the Spring Post launch, and a new targeted marketing push.
📈 29% boost in brand recognition, evidenced by increased social media engagement.
This transformation positioned Spring as a leader in sustainable tech, making it more credible, engaging, and scalable for future growth.
The Impact
Post-rebrand, we conducted user surveys and focus groups:
📈 92% of participants found the new branding more trustworthy.
📈 78% felt the rebrand enhanced Spring's perceived value and innovation.
📈 54% were more likely to use Spring following the rebrand.
Key Business Metrics:
📈 38% increase in website conversion rates, influenced by the rebrand, the Spring Post launch, and a new targeted marketing push.
📈 29% boost in brand recognition, evidenced by increased social media engagement.
This transformation positioned Spring as a leader in sustainable tech, making it more credible, engaging, and scalable for future growth.
The Impact
Post-rebrand, we conducted user surveys and focus groups:
📈 92% of participants found the new branding more trustworthy.
📈 78% felt the rebrand enhanced Spring's perceived value and innovation.
📈 54% were more likely to use Spring following the rebrand.
Key Business Metrics:
📈 38% increase in website conversion rates, influenced by the rebrand, the Spring Post launch, and a new targeted marketing push.
📈 29% boost in brand recognition, evidenced by increased social media engagement.
This transformation positioned Spring as a leader in sustainable tech, making it more credible, engaging, and scalable for future growth.
The Impact
Post-rebrand, we conducted user surveys and focus groups:
📈 92% of participants found the new branding more trustworthy.
📈 78% felt the rebrand enhanced Spring's perceived value and innovation.
📈 54% were more likely to use Spring following the rebrand.
Key Business Metrics:
📈 38% increase in website conversion rates, influenced by the rebrand, the Spring Post launch, and a new targeted marketing push.
📈 29% boost in brand recognition, evidenced by increased social media engagement.
This transformation positioned Spring as a leader in sustainable tech, making it more credible, engaging, and scalable for future growth.
