Project: SHOPIFY
Task: Create a brand incorporating future technology
Concept: An immersive environment for the future of shopping.
This rebrand reimagines Shopify not just as a store builder, but as a phygital stage where brands perform and users co-create. From AI-generated avatars for accurate fit sizing, to live-stream digital brand events, there’s much more coming. This is only the opening act.
Challenge: The average return rate for clothing, particularly online, is around 20-30%, even as high as 40%. High return rates are costly to businesses and the environment. Current virtual try-on solutions are often expensive, complex, and limited in scalability and features.
Focal Point: I designed a variable logo system to match the expanded ecosystem of tools, based on competitive analysis, that positions Shopify as an innovative leader with the advent of new technology in AI and mixed reality space.
ArtCenter Master of Design (MDes)
Class: Studio II | Instructors: Liisa Puolakka and Rodrigo Castañeda
Topic: Immersive Reality | Ecommerce
Tone: Avante Garge | Expressive | Measurable
Genre: VR, AR, XR | Futurist | Platforms
Goal: Next-Gen Brand Support | Follower Engagement | Innovative Creator Tools
Media: Phygital Platform | UX Ecosystem
Concepts: Digital Fashion | Virtual Try-On
METHODOLOGY
Stage 1: Research & Insight Mapping
I analyzed user pain points like online product returns and small business struggles. I mapped trends in retail, fashion, virtual try-on, and livestream selling to discover new opportunity zones.
Stage 2: Brand Strategy & Architecture
Created a concept that utilized competitive advantages and a brand architecture unified by one identity system. This storytelling (stage = store) was my unique concept for the future of digital shopping.
Stage 3: Rebrand Identity & Logo Design
I designed a variable logo system that shifts depending on tool and environment, and an identity inspired by avant garde experimentation, fan engagement at sports arenas, and vibrant rave culture.
Stage 4: Applications & Touchpoints
I applied the new identity to several applications, website, mobile portal, and interactive posters to show the new brand direction in action.
IDENTITY REBRAND | DYNAMIC VARIABLE LOGO
One of the focal points of the project was the Shopify logo redesign. The green shopping bag icon felt outdated and not connected to an immersive shopping experience. This led to a variable Shopify logo system, engineered to morph subtly based on the specific tool (e.g., Shopify Fit, Closet, or Stream), allowing for ecosystem cohesion without losing individuality. I also built a visual language around digital sonar rings that guide users through interaction zones, inspired by concert soundwaves and spotlight tracking.
BRAND ARCHITECTURE USING A VARIABLE LOGO SYSTEM
SHOPIFY STAGE
Where the brand performs.
A virtual amphitheater or editorial stage for product storytelling, seasonal launches, collaborations, and content drops. Think virtual stores, runways, and virtual product drops.
SHOPIFY STREAM
Live commerce & interactive moments.
A real-time stream for live shopping events, influencer takeovers, Q&As, or behind-the-scenes access. Enhances community engagement and drives urgency with limited-time or drop-style releases.
SHOPIFY FIT
Try-on meets personalization.
Enables virtual try-ons using avatar tech, AR, or size-matching. A tool to increase buyer confidence while merging fashion and tech-forward UX.
SHOPIFY CLOSET
User’s saved wardrobe & wishlist.
A personal portal for favorite items, outfit building, and “closet” curation — allowing customers to return, revisit, or mix-and-match past products.
SHOPIFY WEB
Core commerce hub.
The traditional e-commerce interface — product pages, cart, and checkout flow. Supports all the ecosystem features and acts as the final transaction point.
*Some images in this project were created using AI-powered image generation tools. Some visuals incorporate unlicensed imagery or artwork derived from existing media. All materials are presented for educational, illustrative, and non-commercial purposes only, with no intention of infringement.