Shopify / Collabs
A Brand for
Every Creator
Brand Strategy
Illustration
Identity Systems
The creator economy has matured far beyond its influencer roots. Today, creators of every size—from fashion tastemakers and beauty experts to niche hobbyists and educators—are building businesses around their audiences. Yet many of the tools designed to support them still cater to a narrow vision of what a creator looks like.
Shopify Collabs is an affiliate marketing platform that helps creators discover brands, promote products, earn commissions, and manage partnerships—all in one place. As the platform grew, its audience expanded far beyond the creators the original identity was designed for. Shopify partnered with Instrument to reimagine the Collabs brand with two goals in mind: create a stronger connection to Shopify's broader ecosystem while building a flexible identity system capable of supporting an increasingly diverse creator community.
The result is a playful, minimalist visual language that puts creators—not the platform—at the center of the story.
Shopify Collabs is an affiliate marketing platform that helps creators discover brands, promote products, earn commissions, and manage partnerships—all in one place. As the platform grew, its audience expanded far beyond the creators the original identity was designed for. Shopify partnered with Instrument to reimagine the Collabs brand with two goals in mind: create a stronger connection to Shopify's broader ecosystem while building a flexible identity system capable of supporting an increasingly diverse creator community.
The result is a playful, minimalist visual language that puts creators—not the platform—at the center of the story.
Credits
Agency
Instrument
Role
Associate Design Director
Creative Direction
John Conroy
Design
Brandon Marshall
Illustration
Todd Quackenbush
Motion Design
Greg Browe
Strategy
Catherine Kim