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With over 5 years of service, I was responsible for creative development and visualization for the brand identity. I partnered closely with product, marketing, and sales teams to deliver a range of creative assets based on their needs.
ShopRunner
Client
ShopRunner
Year
2017–2023
Roles
Senior Visual Designer
Visual Design Manager
An evolving brand
When I started in 2017, the ShopRunner brand was essentially indistinguishable. They had a logo, a handful of different fonts, and no color palette. During this period it was referred to internally as “The Wild West”.
2009 – 2017
2017 – 2019
2019 – 2022
2022 – Current
Various web samples between 2017 – 2018
Shop in the fast lane
2019 Rebrand
Online shopping feels full of endless possibility, where you can find almost anything you could ever want. But actually getting those things is another story. Bumping up against every site’s individual policies, protocols, and fees bursts that dreamy bubble — dragging you back to a world bound by limitations and logistics. "Shop in the fast lane" is a unified experience that removes barriers and paves a swift path for smart shoppers and savvy retailers.
In an effort to bring cohesion to our product offerings and help stand out to our retailers, we partnered with branding agency, Red Antler, to create our new brand strategy and identity. While adhering to an 18 week roll-out plan, I oversaw buildout through web, media, print, and products.
Internal brand reveal sizzle real filmed by Spencer Johnson Films
Design System
Problem
Components for each product at ShopRunner were not a part of a cohesive experience.
Goal
In order to unify product and engineering teams, we set out to build and sustain a design system called Bolt. Ultimately, we needed to create a visual language and foundational component library to support products and tools for internal and some components available to retail partners.
Solution
The utilization of the system increased design and development collaboration by improving efficiency and cohesion among the team.
It created a foundation for building accessible and usable products.
My specific role in this project was to oversee and collaborate with the product team from a visual standpoint and align on stylistic changes based on our brand guidelines.
Various iconography and graphic treatments
Non-member home, how it works, and stores page
Unexpectedly Simple
2022 Rebrand
ShopRunner can be the brand that makes your e-commerce shopping experience Unexpectedly Simple. We help people cut through the overwhelming and frustrating experiences that consumers have come to expect in the online shopping experience. ShopRunner’s cheerful tone, quirky attitude and simple approach can stand out as a human, approachable presence that will be a breath of fresh air in a space that’s transactional, cold, and unempathetic. It is time to give online shopping the makeover it deserves - simple, clear & organized.
At the end of 2020, ShopRunner went through an acquisition by FedEx Dataworks. With change of leadership and business goals at hand, this prompted another rebrand initiative. From early research we found that by leveraging the FedEx brand and its recognizable features, such as the color orange, it could be beneficial to building the next visual identity from.
During this time, I was promoted to manage the visual design team. I strategically moved the team into the marketing organization in order to closely align with the new brand identity work. We partnered with BBDO to develop our brand guidelines as well as deliver key assets such as icons, illustrations, photography, and various templates. I was responsible for coordinating these efforts between my team, product teams, BBDO, and other external agencies we were on retainer with.
Internal brand reveal sizzle real animated by Via
Examples from brand guidelines, proposed visual direction from BBDO
Photography by Aleksandra Kingo
Design System 2.0
Building on ideas from the Bolt design system, the next phase included creating components that were more aligned with our updated brand standards.
We partnered with Bottle Rocket, an external digital agency, to build and manage the entirety of this project.
I worked closely with design lead, Ben Barnes, to provide brand assets such as logos, icons, illustrations, and photography. I was heavily involved in providing brand feedback throughout this process.
Specifically, I would weigh in on color, adhering to web accessibility standards, as well as typography guidelines.
Non-member home page
Mobile App
The ShopRunner app was launched in October 2022 and it was the primary vehicle to showcase the launch of our new brand identity. Bottle Rocket lead the design efforts, while I partnered with brand stakeholders and designers to ensure proper placement of brand assets.
Sign up, stores , and deals page
