BigCommerce

BigCommerce needed a marketing site that could support enterprise buying decisions. Fragmented layouts and bespoke page builds made it difficult to present a coherent product story or reuse work across the site.

The brief covered two brands, Commerce and BigCommerce. I led design under shared creative direction with Marshall Foster and Tim Debrandt, developing a common system that supported distinct brand identities and could be recomposed in Makeswift.

The competitive review highlighted an opportunity to make dense product information easier to evaluate. I focused the page structure on buyer questions, proof points, and clear next steps, with patterns that could carry across both brands.

We explored the brands' shared personality before developing the visual language, establishing where the system should align and where it needed to flex.

One system, two brands

The system had to work for the marketers assembling pages after handoff. Modularity, hierarchy, and narrative became practical requirements for each component and template.

I replaced rotating homepage messages with a guided sequence from customer needs to product capabilities and proof. This made the page longer, but kept the core story visible without requiring visitors to interact with a carousel. Scroll-triggered reveals paced that sequence.

Components built for reuse

I built a shared library of semantic color tokens, responsive type scales, and recomposable templates, defining states, variants, and edge cases with engineering. Components needed enough flexibility to serve both brands without requiring a separate design and implementation for every page. Brand expression lived in how those parts were styled and combined.

Consistent behavior, distinct expression

I defined common motion patterns for backgrounds and smaller reveals, then tuned their treatment for each brand. This kept behavior consistent while allowing the two sites to retain their own visual character.

Adapting the story for mobile

I redesigned hero treatments and key layouts for mobile alongside desktop. That expanded the work for those sections, but let us preserve the hierarchy and product story within a smaller viewport.

Making the system usable after handoff

I documented grids, spacing, and component behavior, then walked the team through the system. The handoff made both the reusable rules and the intended variations explicit.