Bailey Thigpen

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Bailey Thigpen

REBRAND

A company and product rebrand impacting 100k+ users

From company name to colors and fonts, this product underwent a drastic rebrand from top to bottom, resulting in a shocking before and after.

Redesign

Branding

UI Design

REBRAND

A company and product rebrand impacting 100k+ users

From company name to colors and fonts, this product underwent a drastic rebrand from top to bottom, resulting in a shocking before and after.

Redesign

Branding

UI Design

REBRAND

A company and product rebrand impacting 100k+ users

From company name to colors and fonts, this product underwent a drastic rebrand from top to bottom, resulting in a shocking before and after.

Redesign

Branding

UI Design

The Challenge

How can we incorporate new branding into this eCommerce product to both modernize it and create a cohesive identity across the product suite?

The Challenge

How can we incorporate new branding into this eCommerce product to both modernize it and create a cohesive identity across the product suite?

Overview

Our eCommerce product is undergoing a complete brand overhaul! From the company name and mission to colors and typography - out with the old and in with the new ✨ As the lead designer for my product suite, I was responsible for revamping our design system and high-traffic pages to align with the new brand guidelines. This was a fantastic opportunity to refresh the product's entire look and feel - a designer's dream come true! 🙌

Role

Senior Product Designer

Timeline

4 months

Team

Product Design Team, Marketing/Branding Team, Front-End Engineering Team, Back-End Engineering Team

Overview

Role

Senior Product Designer

Timeline

4 months

Team

Product Design Team, Marketing/Branding Team, Front-End Engineering Team, Back-End Engineering Team

Overview

Role

Senior Product Designer

Timeline

4 months

Team

Product Design Team, Marketing/Branding Team, Front-End Engineering Team, Back-End Engineering Team

Discover

What is the current branding?

This eCommerce product empowers users to sell their products across multiple marketplaces while managing all their products and listings from a single interface. It features a rich and complex array of data related to sales, products, listings, orders, and more.

What is the current branding?

How is the brand currently perceived?

Having conducted over 100 user interviews in the past three years, I’ve gained valuable insights into how our product is perceived across a diverse user base. Here’s a summary of the feedback I’ve gathered:

How is the brand currently perceived?

Pros

Users love the massive amount of data the product provides. They can always trust the product to do its job, relying on it's massive data storage and complex automated algorithms.

Data-Rich

Analytical

Reliable

Feature-Rich

Trusted

Cons

Users also find the product to be cluttered, outdated, and for advanced users only (which was not the intention!)

Outdated

Cluttered

Too Advanced

Dull

Information Overload

Unpacking the ✨NEW✨ branding materials

Our marketing team collaborated with a top-tier branding agency to create the company's new identity. The agency provided a comprehensive suite of branding materials, including the vision, mission, tone, core pillars, primary brand colors, typography, chart examples, and more.

Unpacking the ✨NEW✨ branding materials

Team discovery workshop

Those branding materials were a LOT to take in! Our product design team got together to try and make sense of it all.

Team discovery workshop

Those branding materials were a LOT to take in! Our product design team got together to try and make sense of it all.

Team discovery workshop

Those branding materials were a LOT to take in! Our product design team got together to try and make sense of it all.

We compiled all the materials into a white boarding tool. Each team member added stickies with words describing what the new brand made them think and feel.

As we collaborated, clear themes and patterns began to emerge!

We used a word cloud generator to visualize the most prevalent interpretations of the new brand.

This revealed an intriguing mix of themes - bold and modern, yet also playful and approachable.

Ideate

Researching the common themes

Three common themes emerged from our review of the brand materials: Bold, Playful, and Approachable. We sought out examples and inspiration for product designs that embodied each of these themes.

Researching the common themes

Three common themes emerged from our review of the brand materials: Bold, Playful, and Approachable. We sought out examples and inspiration for product designs that embodied each of these themes.

Researching the common themes

Three common themes emerged from our review of the brand materials: Bold, Playful, and Approachable. We sought out examples and inspiration for product designs that embodied each of these themes.

INSPO

Bold

This theme evokes a feeling of confidence and strength, marked by the following elements:

Strong navigation anchors
Confident usage of brand colors
Dark filled containers with light text
Thick title text styles
High-contrast foreground elements

INSPO

Playful

This theme looks cute and friendly, marked by the following elements:

Rounded elements, such as cards and buttons
Use of cheerful, pastel brand colors
Subtle gradients to add character
Use of shadows for separation, instead of borders
Light navigation anchors
Decorative use of icons

INSPO

Approachable

This theme feels straightforward and simple, marked by the following elements:

Ample white space to remove clutter
Clearly defined layouts and groupings
Minimal use of brand colors
Primarily soft and neutral tones
Subtle contrast of foreground elements
Light-weight font styles with minimal variations

Creating style tiles

To demonstrate how each style could be applied to our eCommerce product, I created style tiles that incorporate each theme using the new brand colors and typeface. This exercise pushes the boundaries of each style for exploration and visual experimentation.

Creating style tiles

Bold

To communicate confidence and strength, this style leans into the high-contrast colors of the brand palette. The black primary color acts as an anchor for the navigation, and a highlight for primary actions and callouts.

Playful

This style went over the top with the pastel colors in the brand palette. The hint of gradients and ultra-rounded radiuses add that light, playful character. Punchy colors are reserved for actions.

Approachable

To communicate simplicity and ease, this style focused on white space and only used strong brand colors for the most important elements. Styles such as radius and elevation are subtle, not drawing attenton.

What was the feedback?

Key stakeholders reviewed the style tiles and shared their feedback. Below are the elements they favored. Overall, the team preferred the approachable style but suggested incorporating some bold elements to stay aligned with the new brand identity.

What was the feedback?

Design

Formulating design principles

Using the new branding materials and stakeholder feedback on design concepts, I developed updated design principles to guide our decision-making as we transition into the next design phase.

Formulating design principles

Using the new branding materials and stakeholder feedback on design concepts, I developed updated design principles to guide our decision-making as we transition into the next design phase.

Formulating design principles

Using the new branding materials and stakeholder feedback on design concepts, I developed updated design principles to guide our decision-making as we transition into the next design phase.

Unified and Powerful

This unified brand makes our product the most powerful multi-channel eCommerce platform in the world. The experience should evoke feelings of limitless, global opportunity.

Focused Attention

Our platform is full of complex data. While we can’t (and shouldn’t) always achieve a minimalist design, we can focus attention on the task at hand and highlight important information.

Growth Driven

Our product is all about helping users scale their business. Always look for ways to introduce new opportunities, provide recommendations, and help users expand their goals.

Scalable Patterns

Our users have to perform similar tasks across multiple marketplaces. These experiences should feel cohesive and familiar so that users can fly through them.

Inclusive Design

No user should feel like our product is too advanced for them. Anyone, no matter their experience, should be able to use our platform efficiently with ease.

Hint of Delight

Let's embrace the challenge of making a typically 'boring' business and data oriented job more enjoyable, without causing distractions.

Updating the foundations

All foundational elements of our design system - color, typography, icons, elevation, radius, and spacing - needed to be adapted. The new brand colors required a completely new complementary semantic palette. While some semantic variables could be updated directly with their new counterparts, others required more thoughtful consideration.

Updating the foundations

New Brand Colors

Primitive Colors

Before

After

Color Variables

New Type Face

Typography Variables

Before

After

Applying foundations to components

All of those changes to our variables were then pushed to update our core componentry (thanks for variables, Figma!! 😍). Here's a before and after of the component changes that were made.

Applying foundations to components

All of those changes to our variables were then pushed to update our core componentry (thanks for variables, Figma!! 😍). Here's a before and after of the component changes that were made.

Applying foundations to components

All of those changes to our variables were then pushed to update our core componentry (thanks for variables, Figma!! 😍). Here's a before and after of the component changes that were made.

Before

After

Making tweaks in context

In case you thought we got all of that right on the first try... we didn't! Here's a small peek at allllllllll of the iterations it took to get to a place that myself and all of the stakeholders were happy with.