Shopify
Logistics

Marketing UX Manager
Jan 2022 - May 2023

HIGHLIGHTS

  • Led the brand and marketing design team consisting of visual designers, writers and external partners.

  • My team was responsible for the creative direction of product go-to-market and integrated campaigns, growth experiments, experiential designs, and internal brand design needs.

  • I managed the team through an acquisition and merger, scaling from single product focus to supporting multiple products, sub brands, and distinct audiences.

Building the Shopify Logistics look

  • In 2022, Shopify Fulfillment Network joined forces with Deliverr and 6 River Systems to form the logistics arm of Shopify. This created the need to define a new brand system that could diverge and converge as needed.

  • We explored several avenues, but settled on using color as the primary differentiator. A green gradient blend was used for the Merchant audience, while a blue gradient blend for the Operator audience. When talking about Shopify Logistics as a whole, a black base creates a ground to combine the gradients as needed. The gradients create a sense of movement, similar to packages moving from port to porch.

  • This also works with elements that exist within the product experience. For example, the warehouse automation robots (Chuck’s) had a blue base, which meant minimal cost impact to rollout the new brand.

Logistics
of the logo

  • Led creative explorations with senior leadership on an internal mark for the newly formed team.

  • After a few rounds, Shopify elements were added, including the “S”. In this stage, we also explored motion to align with the end-to-end movement of goods in the logistics space.

  • The Shopify word mark became an integral part of the design, while Logistics remained the focus, to demonstrate a degree of separation and autonomy from other Shopify owned products.

  • The “box” represents packing away the complexity of an end-to-end software and logistics network into a simple, reliable, and flexible service. It all works out of the box.

Early explorations

Adding Shopify and motion elements

Tweaking final form and creating sub-brands

Hello world!
This is logistics by Shopify.

Focused on rapid prototyping with the designers to capture feedback from senior leadership and engineering teams.

Identified user flows and worked with demand gen and growth teams to optimize conversion paths.

Created wireframes and mapped content to get stakeholder alignment and kickstart content development.

Marketing
UI component library

  • Oversaw the development of a UI component library that was built into Figma to adapt complex product UI elements to marketing surfaces.

  • The new guidelines created efficiency and consistency when mocking up designs, and added focus on specific product solutions along with accurately capturing approved merchant products.

  • After the initial roll out within the Logistics brand team, there was interest from other Shopify teams to adapt this system for other product lines and the team provided guidance to kickstart those initiatives.

Employee
experience design

Partnered with culture team to direct artwork for onboarding and offsite swag, warehouse branding, event designs, and team culture and communication resources.

Customer stories

Collaborated with designers, PMMs, video marketing and content teams to create the first case study for Shopify Logistics. Provided feedback on story treatment, script, and rough cuts to improve the narrative and capture how Kizik fuels their DTC growth.

Role: Team leadership + hands-on creative direction and ideation
Designers: Marina Verdu, Nicole Belcher, Natalie Helmstreet, Andrea Lee Content: Tim Burnett Video: Sue Duffy and Video Production Team