Redesigning a brand to stand out and align the team with GENE Commerce
GENE – Commerce
GENE hired me to redesign their brand and roll it out across web, print and offices.
Make ecommerce better
After spending time with the organisation’s leaders, teams and clients, and conducting industry research I proposed: Make ecommerce better
Ecommerce agencies had in common a preference for obscure and self-aggrandising language with plenty of technical jargon.
At the core of this strategy was a bold attitude, simple language and a focus on better ecommerce experiences. The brand direction was summed up in 3 words: make ecommerce better.
I hired brand designer Bryan Kidd to develop a brand system complete with typography, evolved colour palette and a range of distinctive assets.
I developed the website writing all the content and developing the user journeys. I also oversaw the roll out across all channels, including internal comms and GENE’s offices in Brighton.
A bold tone and witty copywriting allowed GENE to stand out in a sea of sameness.
What people said
GENE’s CEO
I love our new brand. It’s very strong, original and has motivated our teams to “make ecommerce better”
GENE’s Chief Commercial Officer
It makes me really proud to work at GENE.
GENE’s ecommerce client
The clear language around your ways of working is one of the biggest reasons why we decided to award you the business