Human After All / B2B eCommerce Agency Rebranding 💼
Marion Morales
The Challenge
Despite their technical expertise and impressive client results, Human After All's brand presence didn't match their capabilities. The project required:
Creating a distinctive brand identity in a crowded market of Shopify agencies
Designing a responsive WordPress website that demonstrates B2B expertise
Developing a cohesive system that could flex between B2B and B2C communications
Establishing trust signals for enterprise-level prospects
Research & Strategy
Competitive Analysis
I conducted an extensive analysis of leading Shopify Plus partners and B2B eCommerce agencies, identifying:
Common positioning strategies and differentiation tactics
Visual design patterns and messaging approaches
Content structures and UX patterns
Trust-building elements for enterprise clients
Key findings revealed opportunities to stand out by:
Emphasising human connections in the B2B space (aligning with their name)
Showcasing technical expertise without overwhelming jargon
Creating a more sophisticated visual identity than competitors
Implementing more precise service explanations and client pathways
User Research
Through interviews with the agency's existing clients and target prospects, I uncovered:
Decision-makers valued clear explanations of technical capabilities
Case studies with specific metrics were critical evaluation tools
Enterprise clients sought evidence of strategic thinking beyond implementation
User experiences that demonstrated B2B expertise were more compelling than generic claims
Design Process
Brand Identity Development
Starting with the core brand concept of "Human-Centered Technical Excellence," I created:
A modernized logo balancing technical precision with approachability
A refined color palette using deep blues and warm accent colors to signal trust and innovation
Custom typography pairing a geometric sans-serif with a readable serif for contrast
Iconography system reflecting both technical and human elements
Illustration style emphasizing the connection between technology and business outcomes
Design System
To ensure consistency across all touchpoints, I developed a comprehensive UI kit including:
Component library with multiple states and responsive variations
Typography scale optimized for readability across devices
Spacing and layout systems for consistent rhythm
Interactive element specifications with accessibility guidelines
Animation principles for micro-interactions
Website Design
The website design prioritized:
Information Architecture
Clear service categorization based on client needs
Logical progression from problem understanding to solution presentation
Strategic placement of case studies at decision points
Progressive disclosure of technical details
User Interface
Clean, sophisticated layouts appropriate for enterprise audiences
Strategic use of white space to enhance readability
Visual hierarchy guiding users through conversion funnels
Interactive elements demonstrating technical capabilities
Content Strategy
Simplified explanations of complex B2B eCommerce concepts
Strategic storytelling highlighting client transformations
Clear differentiation between B2B and hybrid B2B/B2C capabilities
Evidence-based trust signals throughout the user journey
WordPress Considerations
Component-based design for flexible page building
Performance optimization for image-rich experience
Adaptable templates accommodating dynamic content
Admin-friendly content management systems
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Posted May 12, 2025
Rebranding and portfolio design for Human After All, a B2B eCommerce agency focused on Shopify and BigCommerce for wholesale distributors and retailers.
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Timeline
Mar 27, 2025 - Apr 30, 2025
Clients
Human after all
