Etail Systems provides powerful back-end eCommerce solutions for growing retail businesses—but their existing brand no longer reflected the clarity or capability of their offering. The identity felt outdated and disconnected from the expectations of modern eCommerce clients, particularly in comparison to the more polished service brands dominating the space.

CEO Matt and his team recognised the need to elevate their visual presence—to modernise how the business was perceived, build credibility, and align the brand with where the company is heading.

I worked closely with Matt and the Etail Systems team to develop a refreshed identity that feels modern, professional, and built for today’s eCommerce landscape.

The new logo introduces clean geometry and refined spacing, improving scalability and performance across all touchpoints. It maintains a subtle nod to the company’s technical roots while positioning the brand as a more elevated, service-oriented partner.

Supporting design elements, including typography, colour, and layout systems, were chosen to communicate clarity, confidence, and digital-first professionalism. The brand system was built to scale across web, sales materials, and internal tools—giving the team the flexibility and consistency they needed to communicate with clients at every stage of the buyer journey.

Since launch, the refreshed identity has played a central role in repositioning Etail Systems as a credible, strategic eCommerce partner—not just a tech provider.

Art Direction
Brand Identity
Logo Design
Brand Guidelines
Landing Page
Proposal Deck