A bi-annual collection of product updates across all of Shopify. Here’s how we make product the centre of Shopify’s story.
Example of the content hierarchy and content design of Shopify Editions. Take note of content elements such as the "bullet point" value propositions, the copy on the back of the product package illustration, and the order of the products on the side menu. Client
Shopify
Year
2022
Role
Content Designer
Problem
It’s been awhile since Shopify shipped out an Editions, so this one has to make a splash. How do we promote brand awareness in a big way by showing off the amazing feats Shopify has achieved in the last few years?
Example of the creative concept and creative identity of Shopify Editions. We wanted to evoke a sense of playfulness with the gradient colours, for example. Goal
Create a digestible—yet impressive—online catalogue of the 100+ updates across Shopify for a merchant, partner, + developer audiences.
The YouTube highlight reel introducing Shopify Editions. 5 minutes, 51 seconds
average time on page at launch.
Results
1 minute, 14 seconds
average time on page as of winter 2022.
Shopify Editions targeted two specific audiences: merchants and developers. Here's the header of the developer mode—notice that it starts with an introductory paragraph and hero video to welcome the developer audience. Responsibilities
Deliver creative direction + design system of overall campaign—driving a cohesive concept narrative across the full user experience. Brand Kit includes creative concept + theme, campaign messaging, design foundations, application of assets, voice + tone, + logo lockup.
Inform content strategy for the developer audience site—including how the creative concept applies to the flow of the site, content hierarchy of products + chapter narrative, + what the transition from mass to developer mode (with UX in mind) looks like.
Create content design across the end-to-end user experience—including the website, paid digital ads, product names + descriptions, + video assets.
Produce work in agile sprints—including weekly update presentations, + reviews with the CEO + executive leadership.
Work closely with members in cross-functional disciplines such as developers, designers, + product managers.
Exampe of the Shopify Editions paid digital ads. Our team covered the end-to-end user experience of the campaign: starting from creative concept, to design system, and then to all the assets needed.