With the inception of this new organization, we first needed a logo and visual design system that represented the convergence of three different companies, but still felt like Shopify. I explored iterations for a logo system approach that represented Freight, Fulfillment and Technology services. I was inspired by the cube shape of our box mark and created versions of it that felt like complex systems working together to form a whole.

Ultimately, it was decided to stick with one primary logo instead of a tiered approach. I kept the Shopify wordmark as an integral part of this design, while balancing the degree of separation and autonomy. The box mark felt the most appropriate because, like the Shopify bag, it's a simple way to represent the complexities of logistics. Our proprietary font, Shopify Sans, was used as the primary typeface.

Next, I built out the brand system to see how it could grow through mockups, graphic treatments, iconography and merch. I also created a brand book and guidelines around our brand positioning, tone & voice, and visual identity.

I created two different color palettes that each represent the merchant and the operator. When they come together, they form Shopify Logistics. Our palette was inspired by the colors of our warehouses, the heart of fulfillment. Our primary Lime and Lapis are nods to the workers' vests, pick bins, and storage shelves.

I built out several graphic assets including simplified UI components layered with photography, future inspired gradients and a dot motif that plays out in the representation of speed, tracking and movement of SKUs within the network.

Prior to the launch of Spring Editions at Shopify, we were put under an accelerated timeline to develop a new landing page that would coincide with the official announcement of Shopify Logistics to the public. During this time we were still building out the visual direction and logo design, so the website work was happening in tandem.

The goal of this page was to provide context, product features, social proof and areas to convert. We spent some time working through the information architecture for a future tiered navigation, but it was ultimately streamlined when Shopify sold the org to Flexport.

View the website here.

As part of the PR campaign to launch Shopify Logistics publicly, I worked with the Shopify video team to come up with a stinger video to tease what’s to come. In under two weeks, I designed every frame to hand off to motion design and helped inform special touches like sound design and custom music.

At the beginning of May 2023, Shopify sold the Logistics division to Flexport, concluding the work being done for the organization inside the Shopify ecosystem. This work is an encapsulation of a year's worth of sprints, late nights and endless collaboration with stakeholders.