Tech Superpowers Rebrand & Collateral Design
Tech Superpowers was founded in a MIT dorm room back in 1992. Since then, it has been a constant force powering agile and growing Boston-based SMBs. I gave it a brand glowup.
Tech Superpowers had experienced multiple rebrands over its 30+ year history. In the early 2000s, the original name was replaced with the abbreviation ‘TSP’ to appear more corporate. I led the decision to reintroduce Tech Superpowers, using the brand’s heritage and the ‘Superpower’ idea to create a clearer, more distinctive brand position.
Logo rebrand
Following the brand refresh, I developed a full set of brand guidelines that balanced creative freedom with consistency, defining a fun, distinctive visual identity uncommon in the IT services industry. The guidelines codified key brand elements, including the stripy pattern, the ‘Powering Changemakers’ line, and the rounded, friendly shapes.
Brand guidelines
I led the design concept for the new website, delivered in collaboration with a web development partner. The user-first, SEO-led approach was designed to clearly differentiate the business from competitors reliant on outsourced call centres. Commissioned photography of the in-house team reinforced the human side of the brand, shifting the focus away from tools and towards the local people behind the technology.
Website redesign
I developed and launched a newsletter with distinct weekly and monthly formats, balancing timely technology news and startup features with longer-form content, including whitepapers, polls, and practical tips for keeping your business secure.
Weekly and monthly newsletters
As part of our startup-focused event strategy, I designed a notebook giveaway that was both practical and educational. In addition to serving as a note-taking tool during events, it included a built-in cheatsheet for complex technology terms and a Cybersecurity 101 checklist for those just getting started.
Notebook giveaway
To simplify complex messaging, I led the team in developing whiteboard animations that used hand-drawn visuals and audio narration to clearly demonstrate how lapses in IT and cybersecurity can impact fast-growing startups.
Whiteboard animations
I led the concept and design of a series of whitepapers shaped by client insight, creating clear, accessible content that was distributed across digital channels and used to support new business conversations.
Whitepapers
For larger events, I commissioned additional giveaways — including candles, coffee, and camping mugs — from local businesses, reinforcing the brand’s community-focused values.
Event giveaways
While the website acted as the brand’s brochure, social media became its soul. I designed a suite of social media assets to capture the true essence of the business — its daily life, values, and sense of fun — while also educating and inspiring audiences. This channel pushed the brand guidelines further than any other medium, allowing for more expressive and experimental use of the visual system.
Social media assets
I developed a set of animated brand elements for use across digital signage, the website, social media video, and screensavers. These motion elements became an important part of the visual brand strategy, adding energy and consistency across digital touchpoints.
Motion brand elements
I designed a range of T-shirts and polos for technicians to wear on site, using them as an opportunity to express the brand visually and proudly communicate its B Corp status.
T-Shirt design for techs
For our end-of-year client gifts, I curated a selection of products from local makers and designed the complete presentation, including the box, card, and gift tag. The packaging focused on storytelling and care, with the gift tag subtly introducing each maker while turning the gift into a thoughtful, well-considered experience.
End-of-year client gifts
I designed a series of digital marketing assets used across multiple campaigns. One Performance Max (PMax) campaign was particularly eye-catching and achieved a strong click-through rate, demonstrating the impact of clear, engaging creative.