Shopify Plus Rebrand

Repositioning Shopify’s enterprise brand from product-led to solutions-first.
Roll: Head of Design, Global Marketing‍

Creative Direction · Brand Strategy · Team Leadership · Web & UX · Content Strategy · Campaign Development ‍

The Challenge:
Shopify Plus had evolved significantly, but its marketing remained heavily product-led. We needed a clearer way to show enterprise customers not just what the product did, but what it could help their businesses achieve.

The Strategy:
Product-led → Solutions-first
We reorganized the story around customer needs and business challenges rather than individual product features.
The repositioning went beyond a visual refresh, rethinking information architecture, messaging hierarchy, customer journeys, and the relationship between brand and demand-generation content.

My Role:
I led a multidisciplinary team across design, UX, development, and copy, partnering with Marketing, Demand Generation, Sales, and leadership to bring the new direction to life.

One Brand. Multiple Touchpoints: Web → Campaigns → Content → Sales Enablement → OOH → Experiences
The new direction created a more cohesive system for how Shopify Plus showed up across the customer journey, while giving teams a framework they could scale across channels and markets. 30%+ YoY top-of-funnel conversion growth target surpassed. The solutions-first repositioning helped create a clearer path between customer needs and the value of Shopify Plus.