Nation

A store builder that does not look like every other SaaS

Shopify owns ecommerce infrastructure, Whop focuses on selling online, and newer players are exploring autonomous commerce. Nation's opportunity is to make launching and running an online store simpler with AI, while building a more distinctive brand than the typical SaaS platform.

The goal: communicate a clear business benefit through the product, and build recognition through the brand.

Warm, textured and editorial, built around an open doorway

We moved away from generic SaaS visuals (gradients, glowing orbs and predictable UI layouts) toward a warm, textured, editorial identity inspired by screenprinted posters and independent culture. Four themes guide every touchpoint: opportunity, making commerce more accessible; belonging, a brand for independent builders and sellers; trust, clear communication and a credible identity; and growth, helping businesses move from an idea to selling.

The symbol is an open doorway, standing for access, opportunity and the step into building a business. Paired with a serif wordmark, it balances a simple, recognizable mark with an editorial personality, and works on its own across the website, the app icon and brand materials. The palette pairs cream for warmth, forest green for trust, orange and yellow for energy, and an occasional pink accent, with grain and rough textures that give the brand a handmade quality.

The hero brings it back to the product: "Launch your store. Let AI help you run it." A prompt turns into a storefront, supported by small cards for product creation, orders and marketing tasks. The brand creates interest, and the product demonstration gives people a reason to choose Nation.