Brand Refinement
Sprintr
Client
Sprintr AI
Industry
E-commerce / AI SaaS
Role
Brand Designer
Year
2026
Services
Brand audit, Logo refinement, Color system, Visual system
Tools
Figma, Illustrator, Figma Weave, Claude
A cleanup, not a rebrand.
Sprintr AI is a workspace for online sellers on Etsy, Shopify, Amazon and eBay. It generates product images, checks profit and compares competitor prices in one place. One of their go-to-market advisors asked me for a second opinion on the brand. I sent back a short audit with the what and the why, then worked directly with their CMO on the fix. On the design side, it was just me.
The audit came down to a few points, repeated on purpose: the logo construction was off, brand elements were overused, and they were used inconsistently, with no clear rules. All of it pointed to one root problem: no hierarchy and no direction. The brand didn't need more or better elements. It needed to know how much to use, where, and in what proportion.
Dynamic doesn't mean crowded, so this was a cleanup, not a rebrand. I rebuilt the S mark on a consistent stroke and gap, then swapped the wordmark for a similar typeface with lower stems, so mark and name sit in optical balance. Color got a clear premise: one central color and three accents that pair perfectly with it but never appear together, because each one serves a different brand voice pillar. From there I trimmed the brand elements to the ones that earn their place and gave them a structure to follow.
A logo that's optically balanced and consistent, from a launch slide down to a 16px favicon.
One central color and three accents, each tied to a brand voice pillar.
Fewer brand elements, used with intent instead of everywhere.
The logo and the cleanup adopted right away, with a next round coming to define more and test with marketing campaigns.
The process
The audit
Before touching a pixel, I wrote down what worked, what didn’t and why. A few slides, a few points, repeated on purpose: the logo construction, too many brand elements, and no rules for using them. Putting a why next to every what turned design opinions into a plan the team could say yes to.
Fix the logo first
Everything in a brand leans on the logo, so that’s where I started. The loop that forms the S got a consistent stroke and gap. The wordmark moved to a similar typeface with lower stems, so the mark and the name finally sit in optical balance instead of politely ignoring each other.
Give color a job
The colors weren’t the problem. Using all of them everywhere was. Now there’s one central color and three accents that pair perfectly with it but never show up together, because each one speaks for a different brand voice pillar. It’s still being tested, and it already reads with intent instead of volume.
Clean up the rest
One type system, more breathing room, and only the brand elements that earn their place. Dynamic, just not crowded.
What I learned
The hard part of a refinement isn’t adding things. It’s finding the minimum you must keep for the brand to stay distinctive. Edit too little and nothing changes. Edit too much and it stops being Sprintr.