Social selling has never been easier

OneShop enables store teams to create content for their customers and link it directly to their e-commerce site via a single centralized platform.
Branded illustration for tech startup

New York,

B2B SaaS
Brand Identity
Brand Communication
As their original customer base had changed since their launch, OneShop approached us to give their brand a new look, making it more relevant for their current users and potential clients: The early-stage startup wanted to expand horizontally to other types of retail. Therefore, their new visual identity should attract their new target audience and be different from the former, darker, more masculine appearance. Also, it should set them apart from the rest of the industry. They wanted to communicate an accessible, human, transparent, and sophisticated platform, inviting users to stay connected with their favorite retail stores.
Concept & Strategy
OneShop's refreshed branding should be welcoming yet aspirational, with the goal of bringing the in-store retail experience beyond the physical store. As OneShop aims to enable users to easily get the products they desire without having to feel constantly marketed, their visual identity should not give a too techie or commercial impression, but be easily recognizable. With their branding goals in mind, we designed a catchy logotype, chose friendly and enjoyable colors, and built all branding elements around the idea of social selling.
As one of Oneshop's rebranding goals was to stand out amongst competitors, we wanted to increase recognizability through the new logotype. Whereas the logotype of other companies in their sector does not represent sales or retail, the new icon of Oneshop is a fusion of a bag and a credit card. Also, it represents the letter “O”. Therefore, the icon is easily recognized and can stand for itself as favicon or serves as social media logo, for instance.
OneShop's original colors were relatively dark and serious. They wanted to make their visual identity more welcoming and brighter, while also having a level of sophistication. Therefore, we chose Dark Blue, White, and Buff Yellow as primary colors and Light Salmon Pink and Dark Blue Gray are secondary colors, making the color palette more approachable and enhancing relationships with users. The primary colors should serve for generic use, whilst the secondary, more human tones, are for elements representing the end user.
Color palette used for Oneshop: Buff yellow, white, dark blue, light salmon pink, blue gray.
Color used for end consumer: light salmon pink. Generic colors: yellow, blue, blue gray.
We used two types of fonts: Besley, an antique serif for headlines, and Readex Pro, a sans-serif for body text. As the slight rounding of Besley's corners gives a subtle warmth, the typeface is a great choice to give OneShop's identity a more personal touch. The design of Readex Pro is intended to reduce visual stress and so improve the readability of online texts; therefore, the human aspect of the brand is visible throughout all visual elements.
The use of the two OneShop fonts: Besley and Readex pro.
As the connection between the shoppers and the physical store—online and offline—should be the focus of the new visual identity for the early-stage startup, we wanted to convey this idea also in the imagery. We established rules for the implementation of photographs on the brand touchpoints, making sure that there is a balance between humans and branded elements like circles in the brand colors. When possible, one or more elements in photographs can be modified to match OneShop's colors.
Visual representing crucial elements of Oneshops visual identity: color matches between pictures and decorative elements, rounded corners, circles.