MarketLeap is the AI powered growth platform for D2C brands, supporting companies in building their marketplace presence, optimising their sales strategies and growing their organisation.

Year
2025
Industry
SAAS | e-commerce | AI
Website
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Getting MarketLeap’s story straight:

Founders Mamoun and Mekki had worked diligently on MarketLeap since departing ecom stalwarts Amazon and Rocket Internet. They’d built a great ecommerce tool that was gaining traction, but they were missing the brand, tone of voice and messaging they needed to reach their target audiences in the US.

Cohesion Labs supported MarketLeap in honing their positioning, expanding the brand’s existing language - full of excitement and optimism -  to include their ambition and talent for delivering tangible results. 

MarketLeap Logo
MarketLeap Logo
MarketLeap Logo
MarketLeap Logo

Exciting times, excited brand.

Our positioning work and tone of voice design required an in-depth look at the audience; we needed to ensure that whatever these users might be looking for, they’d receive when they went with MarketLeap: 1. Managing marketplaces easily. 2. Scaling their sales across multiple territories. Get those two messages across, and they’re in a winning position.

Growing D2C brands are under pressure on all sides, and our insights revealed a desire to feel positive about growth and opportunity, over the doom and gloom that littered their media landscape. So, our Tone of Voice was direct, focused on concrete benefits, and full of optimism - without being fluffy or ornate.

Open brand guideline booklet spread displaying the ‘03 Colours Gradients’ section. The left page showcases typography samples in various font weights, set against a teal background. The right page highlights gradient swatches in teal and green-blue tones, branded as ‘MarketLeap’. Soft shadows of leaves are cast across the spread, enhancing the aesthetic.
Open brand guideline booklet spread displaying the ‘03 Colours Gradients’ section. The left page showcases typography samples in various font weights, set against a teal background. The right page highlights gradient swatches in teal and green-blue tones, branded as ‘MarketLeap’. Soft shadows of leaves are cast across the spread, enhancing the aesthetic.
Open brand guideline booklet spread displaying the ‘03 Colours Gradients’ section. The left page showcases typography samples in various font weights, set against a teal background. The right page highlights gradient swatches in teal and green-blue tones, branded as ‘MarketLeap’. Soft shadows of leaves are cast across the spread, enhancing the aesthetic.
Open brand guideline booklet featuring ‘03 Colour Proportions’ on the left page and ‘Colour Values’ on the right. The left page presents a large vertical bar chart demonstrating the proportional use of colours, while the right page contains swatches with HEX and CMYK values for each brand colour, including teals, greys, and black.
Open brand guideline booklet featuring ‘03 Colour Proportions’ on the left page and ‘Colour Values’ on the right. The left page presents a large vertical bar chart demonstrating the proportional use of colours, while the right page contains swatches with HEX and CMYK values for each brand colour, including teals, greys, and black.
Open brand guideline booklet featuring ‘03 Colour Proportions’ on the left page and ‘Colour Values’ on the right. The left page presents a large vertical bar chart demonstrating the proportional use of colours, while the right page contains swatches with HEX and CMYK values for each brand colour, including teals, greys, and black.
Open brand guideline booklet spread showing a page titled ‘05 Design Language Leaping Line’ on the right, and a diagram on the left combining abstract shapes including circles and lines in a layered style. The spread features visual elements in teal and dark blue, with minimal paragraph text. The section illustrates brand-specific design motifs
Open brand guideline booklet spread showing a page titled ‘05 Design Language Leaping Line’ on the right, and a diagram on the left combining abstract shapes including circles and lines in a layered style. The spread features visual elements in teal and dark blue, with minimal paragraph text. The section illustrates brand-specific design motifs
Open brand guideline booklet spread showing a page titled ‘05 Design Language Leaping Line’ on the right, and a diagram on the left combining abstract shapes including circles and lines in a layered style. The spread features visual elements in teal and dark blue, with minimal paragraph text. The section illustrates brand-specific design motifs

Our creative approach:

For MarketLeap's new visual identity, we focused on the symbolic potential of leaping. As brands make the jump from their owned ecommerce channels to offering their products in global marketplaces, they need something they could trust and feel connected to: something to support them through that crucial leap.

We wanted to create an environment that would guide viewers through the process, and give MarketLeap something to hang their platform on in a mascot that can sit consistently on their merch, their website and throughout their platform UI.

The colour story is based on the tones and lines of water. Flowing lines and transparent iconography support gradient work and a neat interplay of sans serif fonts complement the design language and content, making this identity cohesive and unexpected in the category. 

This clear direction elevates the brand materials and makes MarketLeap instantly recognisable in the e-commerce platform space.

Making, and meeting Marley

As well as the obvious choice of a leaping animal for the MarketLeap mascot, Marley the frog adds an extra spark of life to the flowing lines and colours of the brand’s design identity, and completes the visual representation of the energy, purpose and value of what MarketLeap offer: the steadfast hope of soft, flowing gradients, with the purposeful movement and adaptability of dynamic graphic executions. 

Abstract 3D logo resembling a leaping figure composed of overlapping translucent dark blue shapes. The figure has a rounded head and curved body parts, creating a stylised, forward-leaning posture. The background is a soft gradient transitioning from turquoise to pale grey.
Abstract 3D logo resembling a leaping figure composed of overlapping translucent dark blue shapes. The figure has a rounded head and curved body parts, creating a stylised, forward-leaning posture. The background is a soft gradient transitioning from turquoise to pale grey.
Abstract 3D logo resembling a leaping figure composed of overlapping translucent dark blue shapes. The figure has a rounded head and curved body parts, creating a stylised, forward-leaning posture. The background is a soft gradient transitioning from turquoise to pale grey.
Stylised illustration of a figure in mid-leap, composed of translucent, segmented green-blue shapes. The figure is angled to the right and features fin-like limbs and a circular head. To the right of the figure is the word ‘MarketLeap’ in a clean sans-serif font, with a gradient colour shift from white to aqua. The background is a dark teal colour.
Stylised illustration of a figure in mid-leap, composed of translucent, segmented green-blue shapes. The figure is angled to the right and features fin-like limbs and a circular head. To the right of the figure is the word ‘MarketLeap’ in a clean sans-serif font, with a gradient colour shift from white to aqua. The background is a dark teal colour.
Stylised illustration of a figure in mid-leap, composed of translucent, segmented green-blue shapes. The figure is angled to the right and features fin-like limbs and a circular head. To the right of the figure is the word ‘MarketLeap’ in a clean sans-serif font, with a gradient colour shift from white to aqua. The background is a dark teal colour.
Sequence of abstract figures arranged in an arc, showing stages of a leaping motion from left to right. Each figure is composed of overlapping blue segments, progressing from a crouched pose to mid-air and landing again. The background is a smooth gradient from light aqua to white, evoking motion and lightness.
Sequence of abstract figures arranged in an arc, showing stages of a leaping motion from left to right. Each figure is composed of overlapping blue segments, progressing from a crouched pose to mid-air and landing again. The background is a smooth gradient from light aqua to white, evoking motion and lightness.
Sequence of abstract figures arranged in an arc, showing stages of a leaping motion from left to right. Each figure is composed of overlapping blue segments, progressing from a crouched pose to mid-air and landing again. The background is a smooth gradient from light aqua to white, evoking motion and lightness.

The result:

The brand DNA balances creative freedom with conscientious rigour: a sense of calm in the visuals, alongside the sense of bouncy urgency that resides in the language. Special attention was given to typography for digital interfaces, ensuring clarity and usability. This approach helps MarketLeap communicate its bold yet approachable personality across all touchpoints.

Collage of MarketLeap-branded merchandise featuring a model and various items. The left column shows a person from behind wearing a white sweatshirt with stylised abstract figures in a leaping motion printed in dark blue on the back. The centre top image displays a similar sweatshirt with the MarketLeap logo and a wavy line pattern on the back. The centre bottom shows another sweatshirt variant with a single abstract figure crouched in a leaping position printed in green tones. Top right image: A hand holding a white takeaway coffee cup printed with a green abstract leaping figure from the MarketLeap design system. Bottom right image: A close-up of a white fabric lanyard featuring the same wavy line motif in blue.
BetaGlue website on a laptop
Collage of MarketLeap-branded merchandise featuring a model and various items. The left column shows a person from behind wearing a white sweatshirt with stylised abstract figures in a leaping motion printed in dark blue on the back. The centre top image displays a similar sweatshirt with the MarketLeap logo and a wavy line pattern on the back. The centre bottom shows another sweatshirt variant with a single abstract figure crouched in a leaping position printed in green tones. Top right image: A hand holding a white takeaway coffee cup printed with a green abstract leaping figure from the MarketLeap design system. Bottom right image: A close-up of a white fabric lanyard featuring the same wavy line motif in blue.
“Desktop monitor on a wooden desk displaying the MarketLeap website homepage. The website headline reads ‘Your all-in-one ecommerce solution’. A photo on the screen shows a woman using a laptop surrounded by data visualisations, including purchase values of ‘$300k’ and ‘$150k’. The workspace is homely and creative, featuring a pegboard wall, books, drinks, and a yellow jacket draped over the chair.”
“Desktop monitor on a wooden desk displaying the MarketLeap website homepage. The website headline reads ‘Your all-in-one ecommerce solution’. A photo on the screen shows a woman using a laptop surrounded by data visualisations, including purchase values of ‘$300k’ and ‘$150k’. The workspace is homely and creative, featuring a pegboard wall, books, drinks, and a yellow jacket draped over the chair.”
“Desktop monitor on a wooden desk displaying the MarketLeap website homepage. The website headline reads ‘Your all-in-one ecommerce solution’. A photo on the screen shows a woman using a laptop surrounded by data visualisations, including purchase values of ‘$300k’ and ‘$150k’. The workspace is homely and creative, featuring a pegboard wall, books, drinks, and a yellow jacket draped over the chair.”
A person holding a smartphone displaying the MarketLeap mobile website. The screen shows the MarketLeap logo and a tagline reading ‘Scale up with simplified, powerful marketplace ops’. A UI card highlights a purchase order value of ‘$300k’, with comparison stats of ‘$75k’ and ‘+300%’. The person is sitting casually, wearing dark clothing, and using the phone with both hands.
Finster website on a laptop
A person holding a smartphone displaying the MarketLeap mobile website. The screen shows the MarketLeap logo and a tagline reading ‘Scale up with simplified, powerful marketplace ops’. A UI card highlights a purchase order value of ‘$300k’, with comparison stats of ‘$75k’ and ‘+300%’. The person is sitting casually, wearing dark clothing, and using the phone with both hands.

What they said

Working with Cohesion Labs was fantastic. They instantly got what we were about and the difference we can make for D2C brands. They took the parts of us that are excited about our product and managed to weave that into our tone, our logo, our colours, and through to our website, case studies and everything else we do.

We absolutely love Marley, who is now a permanent part of who we are! 

We’ve got something we can build on now and with plenty more to work together on it’s just the start of our journey.

Mamoun Benikrane
CEO & Co-Founder @ MarketLeap

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