Fix the World

UI/UX Design • Art Direction • Branding

Problem: iFixit was in need of a fresh update to their promotional line of merch.
Solution: Design visual assets, merch, and promotional landing page.
Tools Used: Figma, Illustrator, Photoshop
Front End: Tyler Deitz

Background

It had been about 3-4 years since iFixit made any updates to their promotional gear. We had about 5 options total, and most were out of stock. During a time where we were heavily focused on making our messaging more empowering, we took this as a great opportunity to launch a campaign fueled by strong messaging that pushed an entirely new set of merch.

"Fix the World" was an idea I had when I was trying to come up with the shortest phrase possible that encapsulated everything about iFixit. I envisioned the branding to have a Shepard Fairey vibe, led by a badge-like logo that could be easily scaled. We wanted this campaign to increase repair awareness and reach out to more people.

The world needs fixing. Let's fix it, together.

iFixit's mission is to teach the world how to fix everything. I made sure to keep this ideology prominent throughout the entire process.

Copywriting isn't my forte, but I coined the tagline "The world needs fixing. Let's fix it, together" and felt it would spark the emotional connection we were shooting for.

Layers of delight

The best part of refinement is all of the sweet ideas that come up when we're discussing creative ways to polish the experience. Usually, motion design immediately comes to mind when we aim to delight the user.

We planned on giving the initial scroll of the landing page a "layered" effect which would have visual elements feel like cards.

Conclusion

There were a few obstacles we encountered during this project that didn't allow us to be mutually satisfied when it came time to ship. There was an internal debate about art direction that slowed the project down and created heavy friction, and we weren't totally prepared for that.

In all, Fix the World was very successful and provided a great learning experience for the entire team.