Magento, the ecommerce platform company, occupies a unique space in the market. They present a scalable solution for small businesses while also being robust enough to serve the needs of their enterprise customers. They just didn’t know how to tell that story.
As Magento’s offering and competition grew, the Magento voice had lost a distinctness that could set it apart. We started by crafting a manifesto and 3 guiding principles that would inform the voice and tone throughout the site.
We started from scratch and established an aesthetic that touted the simplicity and flexibility of the platform. The Swiss/Bauhaus style and abstract photography proved ideal for describing complex functionality and abstract concepts. Patterns selected exuded a complex yet imperfect aesthetic, revealing an almost organic nature that nicely complimented sections discussing scalability, data manipulation
Partnering with UX to craft a cohesive flow of story and information through the site, my creative team crafted an array of copy, illustrative and photography guideline.
Custom illustrations and animations were created to reinforce the dynamic offerings.
Art and copy paired to quickly communicate convoluted concepts like magenta partnerships. Giving it a playful look and feel while staying on point with business value messaging.
A library of components was created to give the Magento internal content team the flexibility to grow their story but not without solid guardrails to prevent the fragmentation in the future. Blow is an example of how we used the deep Magento color palette to visually clarify content.
This rebranding and redesign re-affirmed Magento as a market leader. Giving them credibility that upstarts like Shopify and square space lacked, helping to drive leadership to their ultimate goal … acquisition.