One visual language, twelve months of campaigns

CommerceIQ is an AI-powered retail ecommerce platform. Brands use it to manage sales, ads and the digital shelf on Amazon, Walmart and other marketplaces. Its marketing team runs demand gen all year, and the work came to me through Effiqs.

A demand-gen calendar never slows down. In a single month CommerceIQ might promote Copilot, push digital shelf optimization, run a lead-gen offer and fill seats for a webinar, each one needing paid social and display in a long list of sizes. Designing every campaign from scratch would have been slow and would have looked like five different companies by March. The team needed one look that could absorb any message, any month, any format.

I designed the system once, then produced against it every month from January to December.

The system runs on a deep violet base with magenta and violet particles that drift across each frame. The particles do double duty: they read as data in motion, and they give every campaign a recognizable texture even when the message changes completely.

Each campaign type gets its own variation inside the same rules. Copilot leans on product UI, DSO on the shelf, webinars on speakers and dates, whitepapers on the cover. Because the grid and type are fixed, a new set goes from brief to every size quickly, and the motion versions reuse the same particles so static and animated ads feel like one family.

CommerceIQ kept a year-long campaign calendar on one visual language. Someone who saw a Copilot ad in February and a webinar ad in October saw the same brand.

The system also made the monthly rhythm lighter. New campaigns started from a kit, not a blank canvas, so the time went into the message instead of the layout.