Flow’s New Look: Behind the scenes of our new brand and visual identity

May 5, 2021

If you’ve visited our website recently, you’ve likely noticed that we look a little different. Gone are the blue waves and bold, primary colors that have been long associated with our brand. We are proud to unveil Flow’s new visual identity.

Our new look includes a new color story, typeset and visual elements that we believe together reflect Flow’s position as the leading provider of flexible, frictionless cross-border e-commerce experiences. We remove the complexity so cross-border e-commerce retailers can simply go global. 

We at Flow spent 2020 helping our international e-commerce clients continue to thrive in a challenging year filled with disruption and numerous pivots. We have shared story after story of brands that turned to us to help them get organized, test new markets, and seamlessly sell to consumers around the globe. And now, we’ve taken time to focus on our own brand’s growth journey. 

Flow with the Changes

Our mission has always been to remove the barriers that interfere with successful cross-border retail and help brands with global aspirations to market, sell and ship their products to consumers everywhere. And we do this by making it easy for online retailers to create local shopping experiences for global customers.  While our mission is unchanged, nearly everything about cross-border e-commerce has gone through rapid transition over the last year. 

Consumer shopping habits have changed due to the COVID-19 pandemic. These new habits of international consumers are now a major factor in the growth of e-commerce over the last year. Pandemic-related increases in e-commerce resulted in an additional $174.87 billion in revenue in 2020, according to Digital Commerce 360. In 2021, over 2.14 billion people worldwide are expected to buy goods and services online, up from 1.66 billion global digital buyers in 2016. And in 2022, cross-border e-commerce is projected to account for 22 percent of all e-commerce shipments of physical products. 

In the face of all this massive growth potential, the reality is that many online retailers still struggle with localizing their e-commerce sites to enable successful cross-border selling. Necessary elements of a cross-border e-commerce website, such as local currency displays, taxes and duties calculations, local payment methods, direct international shipping, and returns, often interrupt the customer experience. Flow has mastered these complex requirements, helping brands to enter new global markets in a matter of weeks and achieve a significant return on investment.

Simply Go Global

Flow’s new brand identity is a visual rendering of our growth story. The new look embodies the company’s passion and expertise for solving some of the most pressing challenges faced by cross-border e-commerce clients. It also reflects how our customer base has changed over time. Today, Flow partners with some of the most forward-thinking brands, including Ulla Johnson, Citizens of Humanity, Universal Standard and Made In Cookware

Given the many changes the retail industry experienced over the last year, the time was right to innovate and embrace a more modern brand identity that captures who we are today. We invite you to take a few minutes to explore our new website, particularly our Resources page. We hope you’ll see how the new brand identity reflects Flow’s core values and unwavering commitment to our online merchants in a way that is modern and relevant.