Laura Tirado - Creative Director
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ThirtyOne Gifts

Once one of the most successful and fastest-growing direct-selling businesses in the world, Thirty-One Gifts was purchased a private equity firm in 2020. They were committed to modernizing the brand in an attempt to appeal to a broader, younger and savvier audience and get business growing again. Our challenge was to give the brand a fresh face, while honoring the brand’s heritage that the consultants still had so much passion for.

We gave them a fresh new logo mark, with a more modern take on their legacy script logo. Next we gave their famous pink a little jolt of electricity and built an understated palette around it that would give their internal team plenty to work with, and allow their product photography to shine.

There was a lot of discovery and strategy required, but the resulting brand refresh was one we could all rally around.

ThirtyOne Gifts

Rebrand

Once one of the most successful and fastest-growing direct-selling businesses in the world, Thirty-One Gifts was purchased a private equity firm in 2020. In order to get business growing again, they needed to appeal to a broader, younger and savvier audience. Which meant that their brand was going to need a major facelift.

During the creative discovery phase, we quickly learned how attached and passionate the consultants were about the existing brand and how hesitant they were about the change. Keeping them involved and invested in the process was going to be critical.

After exploring a range of options, we landed on a fresh new logo mark, with a more modern take on their the legacy script logo that had always held so much meaning.

 

Next up was color. It was clear that their famous pink was here to stay, so we gave it a little jolt of electricity to make it more modern. We then built an understated palette around that color that would give their internal creative team plenty to work with, and allow their product photography to shine.

 

We then armed them with new brand guidelines to document best practices and help them tackle some of the issues they had been facing with consistency across channels. (and show them how their brand could be so much more than hot pink;)

 

This one taught me a lot about client partnership and required a ton of strategic and creative discovery, but this transformation was worth it.