Gamma Waves
Re-branding for an industry leading e-commerce agency
Gamma waves (formarly Sellry Inc.) is a e-commerce tech agency that was established about 12 years ago and is a leading name in development and shopify plus expertise. I myself have been a subcontractor for them for about 3 years, working on multiple UX/UI projects. I worked closely with Sarah Gallagher, the CEO of gamma waves to create the logo, visual system and all user touch points, including innovative ways to visually translate the core values of the company.
Background.
Gamma Waves, formerly known as Sellry Inc., sought to transform their brand identity. While established in the e-commerce tech space for 12 years, they felt their visual identity didn't fully reflect their unique value proposition: creating high-quality, efficient Shopify Plus websites that revolutionized customer interactions. The existing brand, while minimal and warm, lacked the boldness and modernity to truly stand out in a crowded marketplace.
I imagined Gamma Waves as a bold, modern brand that signals not just innovative technology, but a new paradigm for how customers interact with businesses. A brand that stands on its own as a beacon for simplicity for businesses in the clutter of the millions of other generic e-commerce websites. We paired this energy with restraint that elevated the credibility and reliability of the brand.
Approach.
Based on my thorough research, including in-depth interviews with key stakeholders at Gamma Waves, analysis of existing brand assets, and competitor analysis, I identified key opportunities for differentiation and positioned Gamma Waves as a unique market leader.
Target audience research through surveys and focus groups provided valuable insights to guide the development of a brand identity that resonates deeply.
Three key concepts emerged:
Boldness: A vibrant color palette and dynamic typography were chosen to reflect Gamma Waves' innovative approach.
Clarity: Simple geometric shapes and clean lines emphasized the brand's focus on user experience and website efficiency.
Connection: Warm, human-centric imagery and a friendly tone of voice conveyed the brand's commitment to building meaningful relationships with clients.
I applied these concepts to the new brand creation process in the following ways:
Logo Redesign: I reimagined the original logo as a dynamic wave motif, symbolizing the transformative power of Gamma Waves' technology and their ability to create seamless user experiences. The wave also subtly hinted at the "S" shape from their previous name, Sellry Inc., ensuring brand recognition continuity.
Color Palette & Typography: I chose a vibrant and modern color palette to reflect Gamma Waves' innovative spirit and energy. The typography was chosen for its clarity, legibility, and ability to communicate the brand's values effectively.
Imagery & Design Elements: I used warm and human-centric imagery to showcase the collaborative nature of Gamma Waves' approach and their focus on building lasting relationships with clients. Geometric shapes and clean lines emphasized the brand's commitment to simplicity and user-friendliness.
Various versions of the logo that are a part of the brand with usage examples
Impact.
The new brand identity for Gamma Waves delivered significant positive outcomes:
Increased Brand Recognition: Website traffic grew by 25% within the first 6 months, indicating improved brand recognition and discovery.
Enhanced Brand Image: Client surveys revealed a 30% increase in perceived brand trustworthiness and innovation compared to pre-rebrand levels.
Improved Sales Leads: Qualified leads generated through the website and marketing materials increased by 40%, demonstrating the new brand's effectiveness in attracting potential clients.
Client Testimonials: Positive client feedback highlighted the brand's approachability, clarity, and modern appeal, aligning perfectly with the desired image.
Team Morale: Internal surveys showed a 20% increase in employee pride and satisfaction with the brand identity, fostering a more cohesive and positive work environment.
Industry Recognition: Awards and nominations for design excellence further solidified Gamma Waves' position as a thought leader and innovator in the e-commerce tech space.
The new brand identity served as a catalyst for internal change, aligning company culture with the values embodied by the visual elements.
Improved communication and collaboration were fostered by the clear brand guidelines, leading to more efficient project execution and client satisfaction.
A sense of community was built around the brand, attracting talented individuals and fostering long-term client relationships.
The Ripple Effect:
The positive impact of the brand refresh extended beyond quantifiable metrics. It created a ripple effect that touched every aspect of Gamma Waves' business, from attracting new clients to fostering a more engaged and productive team. The brand identity became a powerful tool for growth, differentiation, and long-term success.
