Brand Refinement
Sprintr
Sprintr AI had a strong brand idea buried under crowded layouts, inconsistent type and colors with no clear job. I audited it, rebalanced the S logo and gave the whole system hierarchy, so the brand finally looks as confident as it sounds.
Client
Sprintr AI
Industry
E-commerce / AI SaaS
Role
Brand Designer
Year
2026
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. Someone on the team asked me for a second opinion on their brand. I sent back a presentation with the what and the why. They replied with a shorter request: fix it.
Challenge
The brand had good bones and no hierarchy. Colors competed instead of working together, with no balance or purpose behind where each one showed up. Fonts changed from piece to piece, layouts felt crowded, and brand elements didn't agree on who Sprintr was. Even the logo, a loop that connects into an S, looked weaker than the idea behind it.
Solution
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, which let the mark and the name center properly and balance optically. From there I gave color a clear hierarchy, settled the type system and trimmed the brand elements down to the ones that earn their place.
Outcome
A logo where mark and wordmark finally sit as one, from a launch slide down to a 16px favicon.
Color with balance, hierarchy and a reason for every use.
One consistent type system across the brand.
Fewer, stronger brand elements, built from the mark itself.
A brand the team saw as finally matching where they want Sprintr to go.
The audit
Before touching a pixel, I wrote down what worked, what didn’t and why. 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 name and the mark now center on each other instead of politely ignoring each other.
Give color a job
The colors weren’t the problem. Using all of them everywhere was. Each one now has a role and a share of the space, so the brand 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.
Services
Brand audit, Logo refinement, Color system, Visual system
Tools
Figma, Illustrator, Figma Weave, Claude