Kickstarter rebrand

The “Kickstarter Rebrand” project focuses on renewing the brand’s identity based on the generated results. It includes the development of new trademark logos, a signature logo animation, a custom icon set, along with social media, print media, merchandise, and a cohesive packaging system.

generated results

Brand type: Tech-enabled service for a non-tech-savvy audience
Core challenge: Rebrand after public trust has been damaged
Primary audience: Working professionals (25-45 years old)
Brand personality constraint: Must avoid relying on illustration or imagery

process

deliverables

Kickstarter was the website I chose to rebrand since they experienced serious trust erosion primarily due to structural gaps in platform protection. Several factors and problems contributed to increased user hesitation such as lack of platform guarantees, high-profile failed projects, misunderstood value proposition made the backers become more careful when it comes to funding any projects. Eventually, these issues shifted user perception from exciting innovation platform to potential financial risk.

brand identity

Tagline: Where creativity is funded with peace of mind.
Brand description: Kickstarter is an online crowdfunding platform based in Brooklyn, New York City dedicated to supporting creative projects. We function as a tech-enabled service that connects creators with individuals willing to financially support new ideas before they enter mass production. Kickstarter uses a rewards-based model where backers get products or perks once the project is finished.
Guided by its mission, Kickstarter offers a fair platform for responsible creators and confident backers.
Brand core values: Reliability, stability, and community.

color palette

primary colors & secondary colors

color psychology

Brown: stability, reliability, honesty, support
Blue: trust, community, communication

geometry psychology

rectangle shape: stability and reliability

draft logo & icon

final logo & icon

logo animation

print media

Thank you card

Dimension: 4.25 x 5.5 in

Purpose: Creators send this thank you card to backers who have supported and backed the project. A simple thank you goes a long way. It creates a closed connection with backers while also serves as a vital validation of their contribution

Postcard

Dimension: 4 x 6 in

Purpose: Kickstarter will send this postcard to new
users and/or first-time
backers (their headquarters
is located in Brooklyn, NY).
There’s always something special about a physical note from the home base. It turns a digital transaction into a meaningful connection, giving first-time backers the recognition they deserve for bringing the projects to life.

Invitation card

Dimension: 5 x 7 in

Purpose: Creators will send this invitation (both digitally and physically) to backers whom have supported and backed the project to join their launch party. It creates a deep connection between creators and backers as well
as brings the community closer together to celebrate a successful project.

merchandise/promotional items

Kickstarter’s purpose is to gain trust back from the community by improving communication, actively supporting, and being more transparent about the projects’ progress. In order to become more trustworthy, stable, and reliable, we should acknowledge the creators as well as the supporters and should get to deeply understand our audiences. Hence, Kickstarter is launching a new line of promotional merchandise based on the interest of our lovely people to reflect a deep understanding of our audience’s values!

Kickstarter’s target audiences are non-tech-savvy working professionals (25 to 45 years old). As this demographic is primarily from the millennial generation, we realize that vintage but useful and practical merchandise make the
most sense. Our goal is to blend nostalgic aesthetics with modern utility.Therefore, Kickstarter decided to do four key items: tote bags, hats, patches, and koozies.

Two prior reasons that lead us to this intent of merchandise are because they are essential items for daily life and they evoke the spirit of the 80s and 90s, which resonates with the vintage sensibilities of the millennials. By providing merchandise that is both useful and sentimental, we aim to create a more authentic connection with our community and demonstrate our commitment to being a reliable, human-centric platform.