Rebrand Design System
Big Cartel
2025
- Role
- Principal Designer
- Team
- Me, 2 engineers
Context
Big Cartel rebranded in 2025. I worked on the internal design direction, partnering with our art director and the external agency How&How. Rebranding the platform itself wasn’t a priority until later in the year — when it became one, I did the design and implementation with two engineers in two weeks.
Highlights
- No adverse effects on metrics
- Colors use the Tailwind scale but with different values — derived from brand colors, math, and hand-tuned by me
- Leveraging the brand purple as the interaction color allowed it to be used systematically across the product
- Typography maintains brand personality through headlines, using Geist in the UI for legibility and harmony with Replan (thanks to some stylistic alternates)
- Rounded geometry provides brand continuity
- Square corners for data and inputs provide contrast and affordance
