A cohesive launch package
Lowering the barrier to branding
I led the experience end-to-end. The design problem was really a confidence problem: how do you make someone who's never thought about brand identity feel like they can make a good decision? The flow needed to be short enough to not lose people, structured enough to guide them, and visual enough that results felt real. I built the UI system and visual language from scratch, giving Logomaker its own personality inside Shopify's broader world. Every interaction was tested against one question: does this feel like a step forward?
An intuitive logo-building experience
A step-by-step flow: business details, visual style, generated options. Each stage designed to feel like progress rather than homework. The interface stays out of the way. Strong visuals, minimal friction, clear next steps. The supporting assets I created, logos on business cards, packaging, storefronts, were there to do something specific: help someone see their idea in the world before it exists. That imaginative leap is what gets people to commit.
Empowering early-stage entrepreneurs
26% of people who used the tool went on to start a free trial. For a top-of-funnel entry point, that's a meaningful number. But the one I find more interesting is harder to measure: how many people felt ready to call themselves a business owner because they had something that looked like one. We are currently updating the backend to a generative AI model to improve editing and reduce time to final logo. More on that coming soon!