For one of the Polish manufacturers of children’s furniture, Entelo, we carried out a branding project and implementation documentation for a new eCommerce platform dedicated to the educational sector. The goal was to create a marketplace-style tool integrated with Comarch XL, offering over 100,000 products essential for the operation of any educational institution (kindergartens, schools, universities).
Multimy
Branding and design of a marketplace platform for the educational sector
About Multimy and our mission
Brand strategy and identity for the new brand
We always begin the branding process with a thorough strategic phase. As part of our work on the new marketplace platform, we conducted a multi-stage process that later informed both the brand design and the development of platform documentation.
Stage 1 – Analysis of the vision and development goals for the brand/platform (including planned geographical reach, sales objectives, and the nature and volume of products)
Stage 2 – Competitor segmentation and analysis focusing on brand communication (including review of messaging and visual style to identify strategic advantages and differentiators)
Stage 3 – User persona analysis based on their informational needs and purchasing decision factors (conducted through in-depth interviews)
Stage 4 – Development of brand identity and creative concept frameworks for the brand
Name, Logotype and Key Visual of the platform
Based on the strategic foundations and brand identity, we developed two creative concepts for the new brand.
In the first concept, we used the name Sellic in the logotype. A modern, minimalist graphic mark emphasizes successful shopping. The symbolism includes a direct reference to shopping (a basket) and the idea of “doubling” the satisfaction from a purchase.
In the second concept, we proposed the name Multimy. Its central element is a four-leaf clover as a symbol of luck. Thanks to its multicolored design, it evokes carefree childhood, and finding it is a good sign. The clover is formed from two letter M’s, representing the words “multi” and “my.”
The brand’s key visual — the visual style in both variants — was intended to be very youthful and colorful, using soft, rounded shapes and iconography based on the structure of the logotype.
Brand Book
For the chosen brand concept, Multimy, we developed a brand book including elements showcasing the distinctive graphic features of the brand’s style.
Iconography and illustrated elements
While working on the visual identifiers of the Multimy brand, we decided that illustrated iconography and shapes would be a great element defining the brand’s uniqueness.
When designing a brand, we always look for a set of features that will distinguish it in the market and help the brand’s customers remember it.
Promotional materials of the platform
For the Multimy brand, we developed a full set of materials used in daily communication (business cards, letterhead, and mugs), presentation materials (portable trade show booths, a .ppt presentation template, and a ready-to-send presentation for Suppliers), as well as the visual style for posts and identity elements on social media.
Platform functional assumptions and user flow
Due to the high expected system load and integration with multiple external systems, Magento 2.0 was chosen as the framework.
As part of the integration analysis, the following were planned: integration with ERP Comarch XL, integration with supplier systems (product databases), payment system integrations, and verification of entity addresses in the Ministry of Education databases.
Frontend selected features:
- Supplier panel with product database, bulk product import, order preview and control, shipment handling, customer communication module, platform settlement overview
- Advanced eCommerce front with customer panel, a very wide product catalog, multiple filtering types (different for various product types such as furniture or paper goods)
- “Skarbonka” module, a form of loyalty program with automated calculation of due benefits
Backend selected features
- Control of processes between Supplier and Buyer, including returns and complaints management
- Control of product publication on the platform – verification of supplier offers, checking description accuracy
- Product tagging management for search engine exposure
- Conversation module for Customer Service (with alert system, automated responses)
- Advanced platform performance reporting modules
Low-fidelity wireframes
We mapped the platform processes from the perspective of different user groups. After describing them, we translated them into so-called low-fidelity views, illustrating the platform’s functions and operations.
Group A – buyers representing educational entities (kindergartens, schools, universities) – over 58,700 entities in total
Group B – B2B buyers, basically anyone with offices and running a business (a secondary target customer group for the platform)
Group C – suppliers, i.e., manufacturers listing their products on the platform
Group D – the support team working on the Multimy platform side (Customer Service, Marketing, Product Owner managing the product offer, Manager overseeing operations)
Graphic concept of the platform’s homepage
While developing the platform’s visual concept, we combined branding assumptions with functional requirements derived from the low-fidelity wireframes. The proposed visual solutions made Multimy simply memorable.
High-fidelity view designs
Based on Figma wireframes, we developed over 200 views and graphic layouts, designing the user frontend, supplier frontend, and backend for the Multimy team. A similar number of views were created in the mobile version.
Our goal is always to prepare pixel-perfect screens ready for implementation, serving as guidelines for developers and easing their work.
Pre-implementation documentation and deployment support
The final stage before implementation is always gathering and verifying documentation. For Multimy, we developed:
Clickable low-fidelity wireframes – illustrating all platform processes along with algorithms essential for developers
Static graphic views – over 400 views ready for implementation (desktop and mobile)
Content specification – supplementary documentation defining technical parameters for text containers, images, and videos
Integration specifications and methods – describing roles and methods of integration with external systems, including Comarch XL
We also offer support during the implementation process. From experience, UX consultations are needed about every two weeks, and about 2-5% of views require additional design as they emerge during implementation.
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