Canoa Branding
role
Visual Designer
Scope
Campaigns
Visual Design
Art Direction
Company
Canoa
Year & Location
2023
The Shop is Canoa's end-to-end digital marketplace, built to bring designers, dealers, furniture brands, and tenants together in one place to browse, customize, and purchase.
role
Visual Designer
Scope
Campaigns
Visual Design
Art Direction
Company
Canoa
Year & Location
2023
The Shop is Canoa's end-to-end digital marketplace, built to bring designers, dealers, furniture brands, and tenants together in one place to browse, customize, and purchase.
Goals
Primary — Establish The Shop as the only end-to-end design platform in its category, driving adoption across designers, dealers, furniture brands, and tenants. Explorations Creative direction centered on simplicity and joy throughout the purchasing flow. Converge The final campaign combined motion pieces, product visuals, and platform UI to position The Shop as a unified marketplace for the design trade.
Goals
Primary — Establish The Shop as the only end-to-end design platform in its category, driving adoption across designers, dealers, furniture brands, and tenants. Explorations Creative direction centered on simplicity and joy throughout the purchasing flow. Converge The final campaign combined motion pieces, product visuals, and platform UI to position The Shop as a unified marketplace for the design trade.
Exploration
I mapped the full user journey from discovery to customization to checkout, then built the visual system underneath it. The iconography, color, and motion language that would carry through the whole new experience. The intent of this digital experience was to ensure that users of the platform understood the technology behind it, how it manages SKUs, products, shipping and even AI assisted layout design. The AI system that was put into motion allowed
Exploration
I mapped the full user journey from discovery to customization to checkout, then built the visual system underneath it. The iconography, color, and motion language that would carry through the whole new experience. The intent of this digital experience was to ensure that users of the platform understood the technology behind it, how it manages SKUs, products, shipping and even AI assisted layout design. The AI system that was put into motion allowed
Context
The Shop was Canoa's first big launch, the goal was to build the only true end-to-end design platform out there, something that could actually bridge designers, dealers, furniture brands, and tenants in one place instead of everyone bouncing between five different tools. The hard part wasn't just building it, it was making a genuinely complex workflow, browsing, customizing, and actually purchasing feel simple and even a little joyful, while still feeling like something you could trust with real money. I led creative direction, collaborated with product teams on UX/UI design, and motion visuals, and made sure the digital experience actually felt like it belonged to Canoa's world instead of just another SaaS interface added onto the brand.
Context
The Shop was Canoa's first big launch, the goal was to build the only true end-to-end design platform out there, something that could actually bridge designers, dealers, furniture brands, and tenants in one place instead of everyone bouncing between five different tools. The hard part wasn't just building it, it was making a genuinely complex workflow, browsing, customizing, and actually purchasing feel simple and even a little joyful, while still feeling like something you could trust with real money. I led creative direction, collaborated with product teams on UX/UI design, and motion visuals, and made sure the digital experience actually felt like it belonged to Canoa's world instead of just another SaaS interface added onto the brand.
