Semrush, a beloved marketing and SEO platform, needed new swag that reflected its users passion for marketing and sense of humor about their fun, stressful, and sometimes silly jobs.

We pitched them a concept called “Shop Talk:” one that used nerdy, inside-baseball phrases and puns that spoke to their day-to-day, like hats that referenced “white hat” or “black hat” SEO tactics, a onesie that bragged about site crawling speed, or a dog bandana for the “longtail marketer.”