Wirecutter wanted to help extend d their brand beyond screens and campaigns into the physical world. By creating consistent, well-designed merchandise, we helped build recognition, foster team pride, and give audiences a tangible way to connect with the brand.
Challenge
Design swag that feels consistent with Wirecutter’s brand while also being something people are excited to wear and use—building team pride and creating tangible brand connections beyond digital touchpoints.
Goals
Designing physical products helps Translate Wirecutter’s visual language into physical products that feel instantly recognizable and consistent and also create swag employees are proud to use and wear, strengthening connection to the brand.
Process
To start, coordinating with the NYT merch team to understand what some of the best selling products was first and foremost as a part of this process. From there, each output was thought about from a functional and aesthetic perspective given that Wirecutter was a product review website. Every single merch item was a Wirecutter pick and from a visual design perspective — we developed a standardized swag system that can be easily updated or expanded across future campaigns/events.
