Bigcommerce Branding

Design Director • Brand / Strategy • 2012

My first task as Design Director at Bigcommerce was to rebrand the company's image from a shopping cart offering to a world class commerce leader that would setup the company to expand its offerings into bricks and mortar (POS) market and upscale enterprise offerings.

Concept Stage

First step was to remove the cliche cart element, as I felt this pigeon-holed the company to a shopping cart business. I explored concepts around the B symbol, as this could be a strong standalone element Bigcommerce could have ownership of.

Final logo

The two shapes that make up the B represent the merchant and the shopper, with the overlapping connection being Bigcommerce, thus seamlessly connecting merchants to their shoppers.

Padding and spacing specs for the logo, sub-branding and partner lockup. 

Typography and Color

The primary font moved from Helvetica Neue to Open Sans, giving the brand a unique identity and having the advantage of being a free licensed font. More weights, seamless integration for staff and partners and multi language character sets ensures future proofing for international scalability.

Softer blue and cool grey tones make up the primary color pallet, with accent colors to create variety where needed.

Photography

Our customers are a pivotal part of our brand. We wanted to capture their success and give our visitors a window into their businesses. The style and vision for for each shoot was believable, capturing the merchant in the act (eg. sausage making) with a successful business around them, inspiring others to be like them.

Brand Application

The new brand was rolled out in our Sydney, San Francisco and Austin offices, fun merchandise for our employees, marketing material, advertisements and product .