Shogun Brand Redesign

Overview

In 2020, Shogun went from a Shopify app to a dual-product, thought-leader in their space. As a result, Shogun needed a full brand ecosystem to continue evolving into that harmonized their two product brands.

With this goal in mind, I strategized, art directed and designed a full brand refresh for Shogun. I also documented the new brand rules, created component libraries, and owned the design of the new site and creative.

Tools

Figma, Webflow, After Effects

Role

Branding, Strategy, Art Direction, Site Design, Creative

Role

Branding, Strategy, Art Direction, Site Design, Creative

Nº1: A couple of the more refined early texture/color explorations, and a page from my notes from internal interviews to give my exploration gravity

Nº2: Brand palette; informed by using the core colors from both product brands to create a brand gradient

Nº3: Font selection; Söhne chosen for its balance between structure and personality. Shogie Script for a friendly, human touch.

Nº4: Screens from a new marketing design component library I crafted around the new brand

Nº5: Iconography; gradients comprised of the two product colors, with intentional imperfections to keep them human and approachable

Nº6: Social banner made of product UI elements referencing ecommcerce, and human linework to illustrate connection of Shogun products to ecommerce store backends

Nº7: New site homepage officially positioning Shogun as a 2-product brand. Focused on showing our new brand, showing how the products work, and social proof with this one. View the full site here! 🎉

Nº8: Redesigned about, customers, and careers pages; I relied on a human-first approach in our imagery to reinforce our approachability to both customers and prospective candidates

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Nº9: New navs and sub navs create a consistent IA and dropdown experience across the site

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Nº10: New site open graphs for some unique brand XP when different pages are shared

Nº11: A few digital illustrations I made for the new site, relying on connecting lines, and isometric abstract shapes.

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Shogun Brand Redesign