Brand + Commerce Transformation | Strategy, Identity & Launch

FROM IDENTITY TO PURCHASE

One creative direction across your brand, store and launch.

Overview

Your brand should not become a different company every time someone moves from Instagram to your website, from a product page to an ad, or from desire to checkout.

I connect the whole experience.

This engagement brings brand strategy, identity, creative direction and ecommerce together under one idea, so what makes the brand worth noticing is also what makes it easier to understand, want and buy.

It is designed for consumer brands that are launching, repositioning, or have simply outgrown the identity and store they started with.

I lead the strategy and creative direction personally. My team at MOTIF carries that direction through design, Shopify or BigCommerce and implementation, so the thinking does not get lost between the deck and the finished experience.

What we solve

This is a good fit when:

Your products have become better than the brand around them.

The identity looks fine individually, but nothing feels unmistakably yours.

Your campaigns look stronger than your website.

Your website works, but feels like a dressed-up Shopify theme.

Your messaging, design, product presentation and advertising feel disconnected.

Customers have to work too hard to understand why they should choose you.

You are launching a new brand and want to build the commercial experience properly from the beginning.

Or you are tired of coordinating a strategist, designer, developer and marketer who are all solving different versions of the same problem.

What’s included

01. Direction

We begin with the business before touching the visuals.

• Brand and business diagnosis

• Customer and buying-context review

• Category and competitor review

• Current brand and storefront assessment

• Positioning direction

• Value proposition

• Commercial priorities

• Brand opportunity

• Key customer objections and decision drivers

• Strategic direction for the transformation

The objective is to establish what the brand needs to mean before deciding what it should look like.

02. Brand

We turn the direction into a brand system people can recognize.

• Creative direction

• Two initial creative territories

• Visual identity system

• Logo refinement or redesign where required

• Typography system

• Colour system

• Graphic language

• Composition principles

• Photography and product-image direction

• Art direction

• Core messaging

• Verbal direction

• Brand application examples

We also define your Recognition System:

The repeatable visual and verbal behaviours customers should see often enough that the brand becomes recognizable without needing the logo.

That can include:

• Typography behaviour

• Composition

• Photography

• Colour behaviour

• Product framing

• Language patterns

• Graphic devices

• Motion direction

The objective is not another guideline PDF nobody opens.

It is a usable identity people can actually recognize.

03. Commerce

Then we take that brand into the buying experience.

Depending on the platform and agreed scope:

• Ecommerce creative direction

• Information architecture

• Navigation

• Homepage

• Collection experience

• Product page system

• Product storytelling

• Cart experience

• Mobile experience

• Core supporting page direction

• Design system

• Responsive behaviour

• Shopify or BigCommerce implementation

Every major page has two jobs:

Make the brand feel more distinct.

Make the buying decision easier.

Neither should come at the expense of the other.

04. Product & Conversion

We look beyond page design into how the products are actually being sold.

• Product hierarchy

• Merchandising direction

• Product value hierarchy

• Trust architecture

• Education modules

• Comparison modules where relevant

• Product bundles

• Upsell and cross-sell direction

• Offer presentation

• Customer-objection handling

• Conversion hypotheses

• CRO priorities

I am not interested in making something beautiful that quietly hurts the business.

The commercial experience matters just as much as the visual one.

05. Implementation

The approved direction is carried into the live commerce experience within the agreed technical scope.

This can include:

• Shopify theme development or customization

• BigCommerce implementation where agreed

• Responsive build

• Design-system implementation

• Core storefront functionality

• Content population within agreed limits

• QA

• Cross-device review

• Launch preparation

Custom applications or unusually complex integrations are scoped separately.

06. Launch

A rebrand or commerce rebuild should not quietly appear on Tuesday morning.

We define how the new world enters the market.

Included:

• Launch concept

• Launch creative direction

• Campaign narrative

• Key campaign visual direction

• Homepage launch treatment

• Social launch direction

• Paid-social creative direction

• Email launch direction

• Channel handoff kit

Full campaign production can be added separately when required.

07. Handoff

At the end of the project, you receive the system behind the work, not just a folder of files.

• Brand system

• Commerce design system

• Final source files

• Implementation handoff

• Creative usage rules

• Recorded walkthrough

• Priority CRO opportunities

• 60-day post-launch measurement plan & optimization

How the project works

Phase 1 — Diagnose

We look at the business, customer, category, current brand, store and commercial friction.

Phase 2 — Decide

I define the strategic and creative direction before we begin producing hundreds of things.

Phase 3 — Build the Brand

We establish the identity, messaging, art direction and Recognition System.

Phase 4 — Build the Store

We translate that direction into the ecommerce experience and buying journey.

Phase 5 — Implement

The approved experience is built, tested and prepared for launch.

Phase 6 — Launch

We give the transformation a proper entrance and define what happens after it goes live.

Timeline

Typical timeline: 8–10 weeks

A normal project runs approximately:

Weeks 1–2

Diagnosis, category, customer and positioning.

Weeks 2–4

Creative direction and identity.

Weeks 4–7

Commerce UX and design.

Weeks 6–8

Development and implementation.

Weeks 9

QA, launch direction and handoff.

Weeks 9-12

Assuming you will run marketing so we will have data to look at how’s actual potential customers and users are behaving on site and based on that we will suggest customer experience optimization, if you approve we will directly implement.

Timing can change depending on technical scope, stakeholder availability and content readiness.

Scope

The $32,000 fixed scope assumes:

• One brand

• One ecommerce storefront

• Shopify or BigCommerce

• One agreed core page/template set

• Existing product catalog within agreed migration limits

• Two initial strategic/creative routes

• Two refinement rounds for each major approved phase

• Existing standard ecommerce functionality unless otherwise agreed

• One primary market/language

The project scope is defined before kickoff so neither side enters an open-ended engagement.

Not included in the base price

These can be added when needed:

• Photography production

• Video production

• Talent

• Location and production costs

• Large-scale copywriting

• Major catalog/data migration

• Custom applications

• ERP/PIM/custom backend development

• Complex third-party integrations

• Additional international storefronts

• Translation/localisation

• Media spend

• Ongoing paid-media management

• Ongoing CRO

• Ongoing email/retention management

If something falls outside the agreed scope, I will flag it before work begins rather than surprise you halfway through the project.

What I need from you

Before kickoff, I’ll need access to the relevant parts of the business, which may include:

• Current website/storefront/If not we will create one on behalf of you Either on Shopify or BigCommercex

• Analytics (If you’ve)

• Existing brand files

• Product information

• Customer research or reviews

• Existing photography/content

• Current marketing creative

• Relevant performance data

• Key competitors

• Internal stakeholders

• Upcoming launch or commercial priorities

You do not need to arrive with the answers.

Finding the answer is part of the engagement.

Best fit

This project is built primarily for design-led consumer brands in categories such as:

• Fashion

• Beauty

• Jewelry

• Wellness

• Lifestyle

• Consumer goods

• Luxury and premium products

• DTC and retail brands

It works particularly well for brands with a strong product or story or cause but a disconnected brand, store and marketing experience.

Probably not a fit if

You only need a logo.

You only need a Shopify theme installed.

You already have approved strategy, identity, UX and art direction and simply need production support.

You are looking for the lowest-cost implementation option.

Or the project requires unlimited rounds and continuously changing scope.

There are smaller services on my profile for more focused problems.

Add-ons

Campaign Production

+$5,000–$15,000+

Full execution of the launch world across agreed campaign assets.

Additional Storefront / Market

Scoped separately depending on localization, platform and catalog requirements.

Growth + CRO Continuation

$5,000–$8,000/month

Post-launch creative testing, CRO, paid growth and commercial iteration.

Product Story / Additional PDP Systems

Scoped according to the number and type of products.