Shopline, Asia’s leading e-commerce enabler with over 500,000 merchants, partnered with us to evolve from a regional player into a global challenger. While successful, the brand lacked the distinction and credibility to compete on the world stage. Our mission was to forge a new identity engineered for global conversion, transforming Shopline into a legitimate alternative to Shopify by humanizing its technology and creating a brand that could win in any market.
Shopline already had scale — over 500,000 merchants across Asia, but lacked brand distinction and global credibility. The challenge was to create a design system that could communicate in multiple languages and cultures while still feeling unified. We needed to humanize the technology, improve conversion across every touchpoint, and visually claim a brand world that Shopify couldn’t own.
We used Conversion-Centered Design to rebuild the brand for performance. We developed a proprietary blue and orange palette—the most conversion-optimized color pairing—and used arrow-based graphics to guide user action. Every component was A/B tested across Asian and Western markets to ensure cultural resonance and maximize conversion. This data-driven system created a cohesive, high-performing brand that now positions Shopline as Shopify’s primary competitor in Asia.
CUT THRU helped us become Shopify’s main competitor in Asia — now 500K+ merchants are on the platform, and the brand’s doing serious work.Karlie Taylor, Chief Marketing Officer, Shopline
We rebuilt the brand from the ground up using Conversion-Centred Design, focusing on psychology-backed systems proven to drive action. We developed a proprietary blue and orange palette—the most conversion-optimised colour pairing—and used arrow-based graphics to guide user action. This data-driven system was A/B tested across markets to create a cohesive, high-performing brand that now positions Shopline as Shopify’s primary global competitor.
