Brand evolution and an AI assisted design system
I led the evolution of Sana Commerce’s brand around Connection, turning a complex B2B proposition into one clear story across product, marketing, reports and events. The familiar logo evolved into two apostrophes, reinforcing dialogue between buyers and sellers. A modular identity and a simple narrative framework (Challenge, Connection, Solution) made complexity easier to understand and apply. AI assisted workflows helped teams create faster, more consistent work without losing clarity or quality.
Sana Commerce sells complex B2B commerce. Its brand had to make that feel clear, human and trustworthy at every touchpoint between buyer and seller, across product, marketing, reports and events.
Led identity evolution and relaunch
Modular, AI assisted design system
Challenge, Connection, Solution framework
+19% engagement rate after the brand relaunch
+288% whitepaper downloads, +43% newsletter signups
