Loyalty Lion
E-commerce loyalty platform for brands on Shopify
Loyalty Lion is an AI data driven loyalty and engagement platform that empowers e-commerce merchants on Shopify and Shopify Plus to increase customer retention and drive repeat revenue.
The problem
Loyalty Lion’s new brand had been developed by another agency, but it lacked authority and a clear creative direction. Aside from the main logo, which the team was happy with, there were no cohesive brand guidelines or digital assets in place.
This absence of structure made it difficult for internal teams to maintain consistency, slowing down progress and creating challenges in preparing for launch.
The challenge
The task was to reposition Loyalty Lion as a bold and confident leader in the loyalty space while creating a brand that could scale effectively across digital platforms. This required establishing a strong visual identity and a clear creative framework that the team could consistently apply.
Another key challenge was to develop comprehensive brand guidelines and a suite of digital assets that would enable the team to move faster while maintaining consistency across every touchpoint.
Original look (before)
The original visual style lacked the clarity and authority expected of a leading e-commerce platform. While functional, the design relied heavily on generic layouts and inconsistent visual elements, which diluted the brand’s impact and made it feel less distinctive in a competitive market.
Brand direction options
To secure client sign off, exploration of a range of brand directions expressed Loyalty Lion’s positioning in a distinct but strategic way. The original logo, created by another agency, was well received by the client and remained an important foundation for the brand. Rather than redesigning it, we built upon it ensuring each direction extended its character and strengthened its presence across a broader visual system.
Option 1
A confident and modern visual identity built on strong typography that floods the canvas and demands attention. The design uses a predominantly white backdrop to create clarity and focus, while the bold primary purple serves as a striking accent that reinforces brand recognition.
Option 2
A bold and characterful direction that uses a quirky serif typeface to convey charm, confidence and a distinct point of difference within the marketplace. This typographic choice brings warmth and individuality to the brand, balancing professionalism with personality. The design is supported by the use of bold, rounded shapes that add playfulness to the visual identity. These shapes provide flexibility for layered compositions, motion and animation, allowing the brand to feel dynamic and engaging.
Option 3
This direction features bold, dynamic typography that reinforces the strength and confidence of the core brand identity. The lion icon mark plays a central role, used creatively to layer over hero imagery and campaign assets, adding depth and recognisability. The combination of impactful human imagery and layered graphic elements creates a versatile visual system. One that offers a wide range of creative opportunities across campaigns and brand touch points.
Chosen direction
Option 3 was selected as the final direction, as it most effectively captured the bold and confident positioning the client was aiming for. Its use of vibrant colour, clear messaging and dynamic layouts helped establish Loyalty Lion as a leader in the loyalty space, with a strong and recognisable visual identity.
While this direction formed the foundation, the client also responded positively to the lighter, more open feel explored in Option 1. This influenced the evolution of the design, introducing more white space and a cleaner balance to the overall aesthetic.
As the direction developed further, the focus shifted towards showcasing the platform itself as the primary visual asset, rather than relying on people led imagery. Greater emphasis was placed on product UI, data visualisations and performance driven graphics to more clearly communicate the platform’s value and impact.
Wireframes
A series of key wireframes to explore content structure, hierarchy, and user flow across the core pages. This allowed us to define how messaging, product features, and supporting content should be organised to guide users clearly through the platform’s value proposition.
By focusing on layout before visual design, we were able to test different approaches to storytelling, ensuring the balance between marketing content and product information. These wireframes also helped align stakeholders early, providing a clear foundation for how the final design would scale across the site.
UI system for scale
Building on the wireframes, the user interface was designed to bring clarity, consistency and impact to every interaction. The system focused on a clean, modern aesthetic, balancing bold typography with generous white space to create a more confident and accessible experience.
A flexible component based approach was developed to ensure consistency across pages while allowing for scalability as the platform evolved. Key UI elements such as navigation, cards and data modules were designed to clearly present information and support user understanding without adding unnecessary complexity.
Digital guidelines
To ensure long term consistency and scalability, a comprehensive set of brand guidelines were developed that clearly defined how the identity should be applied across all touch points. These guidelines provided direction on typography, colour, layout, imagery and UI components, creating a cohesive system that the team could easily adopt and build from.
Final result
The final result is a bold, confident brand that clearly positions Loyalty Lion as a leader in the loyalty space. The refreshed identity brings together a strong visual system, a scalable UI, and a clear content structure to create a cohesive and impactful digital experience.
By placing greater emphasis on the platform itself, the brand now communicates its value more effectively, showcasing product capabilities through data led visuals and performance driven design.
With comprehensive guidelines and a flexible design system in place, the Loyalty Lion team is now equipped to move faster, maintain consistency and confidently evolve the brand as the business continues to grow.
