Cin7 makes it cheaper, faster and easier for businesses all over the world to get their products into their customer’s hands
Every year, over 125 million sales orders flow through the Cin7 platform
Over 8,000 customers globally use Cin7 products
Cin7 products support over $35 billion in gross merchandise value
Cin7's existing brand was indistinguishable from the competition. That was a key driver in the direction of my work. I created a vibrant brand identity inspired by the velocity of product delivery.
My role leading the brand redesign involved supporting the rollout to employees, partners, and customers. I developed an online brand toolkit, created extensive marketing collateral, and ran a large website design project.
Online ad templates demonstrate the finalized look of the brand in many variations. The contrast between transit yellow and blue was successful in creating strong, vibrant calls to action on each colorway.
To add depth and texture, I developed a series of repeatable patterns that mirror the line work of the logo. To create a sense of movement, I drew shapes and masks angled to match the edges of the heptagon shape. This came together as a cohesive collection of motifs that could be interchanged across various templates.
I was given creative liberty to envision how the brand would translate in previously unexplored contexts. The examples below show my work creating a partnership announcement treatment, as well as internal projects for office signage, employee swag, and D&I groups.
I designed and developed an online brand toolkit in Webflow that enabled employees and external partners to access the latest assets. With the guidelines being in Webflow, users can always access the latest version, and specific assets can be password protected.
Housed in the brand toolkit are several templates and assets I created for employees to use as a starting point for their work. Below you can see a collection of slides from this library of assets.
Defining the core identity
The team at Cin7 asked me to ideate an evolution of the existing logo mark as well as a completely new direction. The original logo had a unique heptagonal shape, but lacked balance and typographic finesse.
You can see below some of the draft concepts presented for the project. In the end, the team chose the evolved heptagon concept, because of its clever integration of the ‘7’ from the company name.
Building on the existing use of vibrant blue, I introduced 'transit yellow' as a secondary accent. Yellow's association with transportation and delivery created an opportunity for an exciting color combination.