Since eComms is an umbrella brand of BTB, they aim to establish a distinct identity to avoid looking or sounding the same. While BTB is focused on business-to-business interactions, eComms is directed towards direct, customer-facing engagement. To achieve this, their goal was to move away from a corporate aesthetic and adopt a more approachable, consumer-friendly brand style.

Unlike BTB Australia’s corporate aesthetic, eComms uses lively illustrations, including astronauts, to create a playful, approachable brand that embodies exploration and innovation. With bright, accessible colours, eComms offers a fresh, modern look that contrasts with BTB Australia’s more traditional style. The simplified logo enhances accessibility and flexibility, making it adaptable and consumer-friendly.

As a result of these design strategies, eComms consistently creates a compelling user experience across multiple applications, from digital platforms to print materials. This approach enhances understanding of its products and services while fostering trust and engagement with its audience, ultimately leading to a more informed and confident customer base.