Let the commerce commence.

Brand Identity
Voice and Messaging
Copywriting

Shopify gives anyone the tools to start, sell, market, and manage their own business. But even though the platform had powered hundreds of thousands of businesses for over a decade, Shopify didn’t have the same levels of awareness as its competitors Squarespace and Mailchimp.

So we rebranded Shopify to create a recognizable visual and verbal identity that centers around the idea of “the merchant journey”—a brand system that literally celebrates the ups, downs, twists, and turns of running a business, and signals Shopify’s role as a guide along that journey.

I led the verbal development and writing of the playbook for the rebrand, which we then translated into a brand equity campaign to launch the new identity.

Brand team: Alexis Waller and Reese Fuller. Animation by John Moore. OOH campaign copy by Jason Burke, Namwan Leavell, Chris Joakim, and Mike Donaghey.