Second Shift — Case Study
The Goal
The goal of this project was to redefine the brand identity for Second Shift and explore how a clearer, more intentional visual direction could translate into a confident Shopify homepage.
The project aimed to:
- Create a brand identity that feels strong yet approachable
- Better reflect the “after hours” positioning of the brand
- Establish a visual foundation that could scale across digital touchpoints
- Design a homepage that feels calm, confident, and story-led
The Design
Brand identity redesign
The original branding lacked clarity and consistency, making it difficult to communicate the brand’s purpose and personality.
The redesigned identity focuses on balance — strength without aggression, and confidence without excess. A refined word mark and abstract symbol inspired by movement create a more versatile and considered brand foundation.
Visual direction
A muted, warm colour palette and restrained typography were introduced to soften the brand while maintaining a sense of strength. The overall direction feels wearable, calm, and confident rather than trend-driven.
Homepage concept
With the new identity in place, the homepage design explores how the branding could translate into a clear, engaging Shopify experience. The layout prioritises strong imagery, clear hierarchy, and intentional spacing to support both storytelling and shopping.
The Build
This project focused on branding and homepage design rather than a full website build.
The homepage concept was designed with Shopify best practices in mind, including:
- Clear content hierarchy and flow
- Strong visual consistency with the new brand identity
- Considered use of imagery and whitespace
- A structure that could easily be expanded into a full site
The result is a homepage concept that feels cohesive, confident, and aligned with the brand’s values.