Shopify

Shopify Enterprise Visual Identity System

Brand Visual Identity

After years of being known as the go-to commerce platform for small-to-medium-sized businesses, Shopify was finally recognized by industry experts as a leader in enterprise commerce – their biggest accolade ever. They came to Instrument with an ask to give their brand the enterprise treatment, bringing a level of polish and sophistication that would resonate with their new B2B audience.

At the heart of the design concept was the idea of infinite transformation—reflecting how enterprise businesses, having already scaled, now seek to continually evolve. We built a visual language that felt sophisticated yet idiosyncratic—signaling limitless possibility through elegance and fluidity. Photography and graphic treatments expressed transformation in multiple dimensions: through action, focus, and refraction. The result is a brand system that is sophisticated, premium, and dynamic, meeting enterprise customers at a higher altitude while embodying Shopify’s spirit of constant innovation.

A polished
new look

We delivered an elevated expression for Shopify’s new enterprise context, while still maintaining key elements of their core brand. The final identity not only gave Shopify the ability to articulate its enterprise offering clearly for the first time, but also opened up new ways for the brand to come to life. In doing so, the rebrand repositioned Shopify Enterprise from an identity once indistinguishable from the core brand to a sophisticated expression tailored to new business contexts—establishing a clear, elevated voice in the enterprise market.