commercetools moved towards simple messaging with distinct call to actions. Their product has been perceived as complex by the market but they wished to change this perception.

Visuals using glass have been popularized in modern tech re-brands. commercetools opted for this familiar set of visuals. The glass aesthetic represents transparency and simplicity.

Building out glass in 3D has its challenges. Staying aligned to the brand colours can be an issue due to the physical properties of glass. By nature glass holds reflective and refractive properties. To overcome this challenges Redshift render engines is used to set up a stylized material that controls the falloff of the colors in the glass.

The visual exploration gave commercetools the opportunity to understand glass across different environments. The transparent nature of the glass led to colour mixing. If the teal, blue and orange panels are placed behind one another in a row, the colours would mix. These colours would be completely off brand. The different scenarios helped commercetools establish rules around 3D visuals could be used in their re-brand.