A Moment, Not a Module: Reimagining Global E-Commerce Onboarding
Design Case Study | #commerce
Context & challenges
A global e-commerce and distribution giant wanted to reimagine its onboarding journey. Their goal was simple but ambitious: to create an experience that felt consistent, inspiring, and unmistakably theirs from day one.
The existing process did the job but lacked connection. New hires across regions had very different first impressions, and the emotional spark wasn’t quite there. Our client asked us to help build something more cohesive. Something that would help new joiners feel inspired, energised, and ready to lead.
Solution
This was a rare opportunity to build something new. We created a fresh visual identity just for onboarding, a look and feel that seamlessly fit alongside their existing branded assets, yet was distinct from the corporate brand.
Every detail was crafted with purpose. The motion design, colour palette, and typography worked together to capture the energy of a first day while keeping the tone warm and human. The digital learning and welcome kit carried this identity across every stage of the new hire journey, creating a cohesive and elevated experience.
The result felt fresh, personal, and proud, a standalone brand within a brand, designed to welcome people into the organisation.
We set out to design an onboarding experience that went beyond information. We wanted it to reflect who they are: fast, bold, and full of purpose.
Our studio brought the journey to life through three creative touchpoints
Preboarding animation
A lively introduction to the organisation’s story, culture, and values. Designed to make new hires feel part of something big before they even start.
eLearning module
A series of seven interactive, story-led eLearning modules exploring what great leadership looks like at a fast-paced industry leader. Grounded in real behaviour, each visual module brings two related leadership principles to life.
Welcome kit
A set of tactile, beautifully branded items, from stickers to merchandise, that carried that same tone and personality into the physical world.
The Results
The new onboarding suite transformed how new hires experience their new workplace, and our client’s culture, from the very beginning. The creative approach quickly became a new internal benchmark for learning design. People described feeling “welcomed and excited” even before joining. It created a consistent, engaging experience across regions, strengthening connection and belonging.
More than that, it turned onboarding into a story worth remembering. When design, motion, and learning work together, information becomes emotion—and that emotion builds belonging faster than any slide deck ever could.
For our studio, it was a project that fused learning science and visual storytelling in the best possible way. From the first storyboard sketch to the final animation, every element was tailored to make onboarding feel like a moment, not a module.
