John Briney
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TemperPack

For 2 years I've taken a lead role as the director of marketing at a Richmond, Virginia-based startup called TemperPack. TemperPack designs and manufactures sustainable alternatives to plastic insulation for the perishable shipping market - basically an environmentally friendly Styrofoam. In my role as director of marketing, I brought the company though an entire rebrand, giving it a look and feel that allowed it to compete with companies 10x their size.

 I began the rebranding process with a visual redesign, choosing fonts, colors, and forms that gave the company a friendly, yet authoritative appearance.

I began the rebranding process with a visual redesign, choosing fonts, colors, and forms that gave the company a friendly, yet authoritative appearance.

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Logo V.2

The logo design went through many iterations before landing on the current mark. The new logomark is an evolution of the original TemperPack mark - a leaf and box combined. We’ve added complexity to the mark while still retaining the brand’s focus on packaging and sustainability.


 I explored countless iterations of the abstract mark before landing on the current one.

I explored countless iterations of the abstract mark before landing on the current one.


 
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I iterated on the wordmark, changing various elements of its Gotham-based foundation until we found a balance that complimented the abstract mark.

 
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Additionally, we looked at how color would affect the abstract mark, eventually landing on a scheme that played up the friendly, youthful vibe that the company exhibits.

 

After solidifying the look and feel, I developed a larger brand toolkit that included branding for the industries we serve, the materials we use, and the products we make.

 By expanding the color palette, we were able to dedicate colors to industries. Proving Ground is TemperPack's R&D lab brand, where new products are created and tested.

By expanding the color palette, we were able to dedicate colors to industries. Proving Ground is TemperPack's R&D lab brand, where new products are created and tested.

 
 TemperPack utilizes three main materials for its insulating products.

TemperPack utilizes three main materials for its insulating products.

 
 With so many product SKUs using different materials, TemperPack needed a standardized product labeling approach. The rounded square mark denotes the form factor as well as the material utilized.

With so many product SKUs using different materials, TemperPack needed a standardized product labeling approach. The rounded square mark denotes the form factor as well as the material utilized.


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TemperPack Brand Guidelines

All of the information was codified into a brand guidelines document and distributed to the entire company.


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Sales Collateral

I then took the standards we developed and built out a tool-kit that our sales team could use to impress potential clients and close deals.