Commerce · 2025
BigCommerce becomes Commerce
Carrying a well-known brand into a broader one — across web, campaign, event and product marketing, without losing the equity already built.
Commerce brought a portfolio of brands under one name, and the visual language had to stretch to cover all of it — parent brand, products and the audiences that only ever meet one of them.
I worked on the visual side of that transition: how the identity behaves across web, campaign and event surfaces, and how teams across Brand, Web, Product Marketing and UX apply it without needing a designer in the room for every decision.
Scope
- BrandIdentity, guidelines, applications
- WebTemplates, landing pages, components
- CampaignLaunch assets across channels
- EventsEnvironments and collateral
The shift
A bigger name for a bigger organization.
BigCommerce had years of recognition behind it. The move to Commerce had to read as growth rather than a reset — the same company, with more under it.
The system
One language, a portfolio of brands.
Commerce sits over a portfolio, so the system had to hold a parent brand and its products together without flattening them. Shared type, color and layout rules; room for each brand to keep its own voice.
Rollout
Applied everywhere at once.
Web templates, campaign layouts, sales and product marketing decks, social, event graphics and physical applications — designed together so the first week of the new brand looked like one company.
“A rebrand isn't a logo swap. It's every surface agreeing with itself on the same day.”
Gallery
Next project
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The visual identity and environment for the company's flagship event — stage, space, screen and everything attendees carry home.