For 10 years, Shopify had been operating as a B2B company. Shopify helped small businesses go digital through payment, shipping, tracking and shopping services. This bundle of services allowed Shopify to compete with the payment giants like PayPal ©. The tracking in particular became a valuable tool for consumers as well, which led the company to create Shop, a consumer-facing platform. Combo was contracted to develop strategy and design for the B2C brand, helping Shopify leverage its back-end e-commerce technology into a platform that offered consumers an easy and appealing way to shop the next generation of small and local businesses.
Combo developed an approach that took what was essentially a payment and tracking service and built out an identity that could feel larger than those basic functions. To do that, Combo focused on how Shop was competitive with and yet distinct from the major digital payment players, like Apple Pay, Visa and PayPal. If Amazon was the easiest way to purchase any item from a big warehouse of goods, Shop by Shopify offered consumers a chance to buy from a curated roster of specialty and small businesses on a single e-commerce platform that was just as easy.
The design work was about creating a friendly and easy-to-understand suite of graphic and typographic executions that expressed the excitement of discovering new products and the simplicity of purchasing from them through Shop. Through color, type and logo, the design team focused on how the Shop brand could stand for fun as well as trust, using the gesture of the “o” in Shop to add movement and a playful point of interest. On the Shop button, it became the primary way for Shop to meet its goal of converting consumer interest into consumer action, thereby furthering Shopify’s goal of helping small businesses sell.
Direct collaboration between Combo and Shopify teams included a Shopify designer working in-house with Combo’s designers for two weeks. Collaborative design allowed Combo designers to work directly with the Shop team to apply the brand directly to the Shop platform.