SHOPIFY PLUS BRAND

Date: 2019 - 2022
Roll: Head of Design, Global Marketing

In my role as the lead of the Shopify Plus design team for three years, I spearheaded a transformative journey to rebrand and reposition Shopify Plus, ensuring stronger resonance with its enterprise market. Collaborating closely with the sales team, product marketing, revenue, and demand marketing, alongside key stakeholders like the VP of Shopify Plus, the CEO, and President of Shopify, I orchestrated workshops and research teams to reposition the Shopify Plus landing page. This involved a shift from a product-led navigation to a solutions-first approach, accompanied by a pivot in voice and tone to directly address the problems our products solve.

To enhance clarity, I worked on reducing visual noise, streamlining the color palette, and developing a comprehensive brand guide covering voice and tone, logo lockup, icons, illustrations, info graphics, motion, sound, typography, print and digital layouts, and environmental brand elements. This rebranding initiative extended beyond visuals, influencing the content strategy by establishing processes and guidelines for the production of Shopify Plus's blog illustrations and editorial content.

Notably, this project expanded to a collaboration with the sales leadership team, leading to a ground-up rebuild of the sales deck in alignment with the new brand direction. The strategic shift also impacted the event strategy, redirecting focus from trade events to owned experiences and thought leadership.

The result of these efforts was a significant success, as evidenced by the overhaul of the navigation, contributing to our team surpassing the goal of a 30% year-over-year increase in top-of-funnel conversion. Throughout this transformative process, I effectively aligned stakeholders on the revamped brand narrative and solidified Shopify Plus as a powerful solution for enterprise clients.