Shopify Plus Gated Assets
Year
2018
Client
Shopify Plus
Type of work
In-house
Brand building
Editorial
As part of the Shopify Plus brand rollout I was tasked with updating the gated asset library. These assets account for the majority of Shopify Plus qualified leads and are a key driver in revenue. These PDFs are now outsourced and built using the style guide and template I built.
B2B funnel fillers
These documents are the workhorse of Shopify Plus marketing. These always-on tactics drive engagement across all levels of the funnel and are one of the highest lead-generating tactics in use.
New cover design and illustration style
One of the limitations of the early Shopify Plus brand was easy differentiation. To address this issue I developed an expanded illustration style built with our data visualization colours. Because these documents are data it made sense to incorporate the colour pallet into the cover design.
Flexible InDesign templates
The templates used for these assets are built to allow for a range of writing styles while still adhering to the core Shopify Plus brand. Building out a robust but thoughtful set of paragraph, character, table, and object styles allowed our team to outsource the production of these assets and focus on larger-scale problem-solving.
The Results
These documents continue to be one of Shopify’s (yes all of Shopify) biggest revenue drivers. They generate the majority of Shopify Plus qualified leads and are now one of the lightest loads on the Marketing UX team with the bulk of the work being outsourced to freelancers.