ABPilot Visual Identity

ABPilot is a premium A/B testing service built specifically for Shopify stores. It helps businesses quickly identify the most effective solutions by testing various hypotheses — from visual tweaks to functional changes. Our task was to translate the technical nature of A/B testing into a simple, distinctive, and scalable visual language — one that resonates with both store owners and their teams. At the core of the visual system lies the metaphor of multiple possible paths leading to a single — optimal — result. We envisioned A/B testing as a sequence of trials, errors, and discoveries, visualized through dynamic lines and bars that resemble a graph. The ABPilot logo points to the final point on that graph — the ideal outcome. It features a simplified pie chart form embedded within a system of lines, emphasizing how the service helps users identify the winning solution among many tested variations. The visual language easily adapts across both digital and physical environments. We applied the system of lines and graphs not only on the landing page, but also in animations, UI elements, and marketing assets. As a result, ABPilot’s visual identity remains cohesive, recognizable, and effortlessly scalable across all levels of communication.