Brand Naming & Identity Design

Designing for eCommerce requires more foresight than just making your typography pretty and getting your layouts finessed. As designers we need to plan the experience of our store experience as the business goes through the natural ebbs and flows of running an imperfect business. Designers love to design for the "ideal" state, but we often forget the states websites are in in the non ideal states. Planning for these page states can vastly improve our customers experience when they visit the store, inventory is not in the ideal state that we plan for. What if the product sells out? What if we're in a huge site-wide sale, or the business pivots their product offering?

So you’re starting your business, and you know one of the first things you need is an identity to stand behind. Something to stamp on a business card, put in the top left corner of your website and say “This is our name! We’re a real company! We’re legit!” So you type your name in your favourite typeface that feels ‘so you’, launch it to only hear…. Crickets.