Big Cartel

Big Cartel. The name rings a bell, right? Chiming with some deep stream of consciousness in the back of your hippocampus. Of course, when we remind you it’s the original e-commerce platform—a bookmark of any half-serious 00s internet entrepreneur—you’ll proudly proclaim “I knew that”. And chances are, this time you actually did.

Because Big Cartel has, and always will, mean business. Since 2005, hordes of creatives have used it to launch themselves to the world. Woodcutters have sharpened their teeth, jewelers have struck gold and a raft of niche medieval tapestry artists have tapped into a niche medieval tapestry market. The $2.5B sales invoice for the collective work says it all.

But it hasn’t always been smooth selling. In a bustling bazaar of online portfolios, resale sites and handmade event stationery, this shop’s got a little busy. That’s why we were brought on board to re-centre the focus, helping Big Cartel do the one thing Big Cartel helps others do: sell itself.

The Was

There’s a great fallacy in business that all you need is 'a plan'. A plan will see you through, dissolving any fear in your path and paving the way to untold glory. A plan will see you succeed. Well, after two decades in the game, Big Cartel has realized the truth is anything but. And it’s why, with a growing selection of affordable plans and intuitive tools, it’s giving founders a running start rather than a run for their money. All it needed next was a brand capable of convincing people it really is that simple.

The How

More than a new look, we provided Big Cartel with a new lease of life. By breaking down the barriers to getting started, we positioned it as the go-to for entrepreneurs taking the leap. Now, no dream will ever be deemed too weird, too wild, too big or too small to work—and the brand backs that up.

The identity itself is a real scrapper. The central illustration style—inspired by the ideas entrepreneurs scribble into notebooks—hits that bang on the nose, establishing a free-spirited tone the rest of the elements aspire to. Whether it’s the punchy voice that motivates members to market their wares or the headline style that cuts through any doubt. The risograph textures which speak to the indie roots of Big Cartel or the rich bank of colors which herald its new point of difference.

Every piece comes together in a world as self-made as those it represents. And the cherry on top? A rabble-rousing, re-thought logo that carries 20 years of noughties goodwill into today, and proves that you don’t have to be picture-perfect to get your creation on the internet. So, go on, what’s holding you back?

Stop dreaming. Start doing. Goodbye, caution!