145 Palisade Street
Suite 214
Dobbs Ferry, NY 10522
A brand built for builders
LetterShop worked with SmartBear to elevate and unify their visual identity. We built on existing brand elements like their signature orange, pairing it with a refined palette and integrating their product color system into a more cohesive whole. New gradients were introduced to add depth and energy, and we developed a family of illustrations and patterns that speak to a developer audience while nodding to data visualization and AI. New brand typography and patterns, woven throughout assets, give the brand a modern feel.
A tailored launch for a unique product
To promote the launch of a highly anticipated AI-native product, LetterShop produced social graphics counting down to the launch event and generating hype around the featured speaker, legendary game developer and DOOM creator John Romero. Rather than conventional promotional graphics, we leaned into the tools developers live in every day. The formats were deliberate: familiar enough to feel native to the audience, unexpected enough to create real intrigue.
Rigorous process, whole-brand evolution
SmartBear’s annual GTMKO event brings together the company’s global sales, marketing, and customer success teams to align on strategy and set the tone for the year ahead. For the event, we developed a distinctive visual identity anchored by a new bear illustration that ties back to the broader brand illustration system. The bear took on a life beyond the event, becoming a recurring visual presence across the brand. We explored several design directions before landing on the final look, a process that reflects the depth of creative thinking we bring to every brief.
Designing the SmartBear lifestyle
We designed a range of merchandise for SmartBear’s swag shop, including t-shirts built around the concept of application integrity and a branded drinkware. The merch extends the brand into physical form, giving their community something worth wearing.
Designing for thought leadership
SmartBear publishes research and reports covering topics across software quality, API management, and application stability. We handled the design and layout, giving data-heavy content a clear visual structure and a presentation worthy of the authority SmartBear has built in their space.
