Catalog

Catalog is the product data infrastructure for agentic commerce, making merchants' products intelligible, rankable, and discoverable by AI.

We built their brand strategy, identity, and launch website. It was one of the first projects through our hybrid generative + human sprint model.

Commerce is shifting from search to conversation. AI assistants are becoming the new storefront. But products can't show up in a world they weren't built to speak to.

Catalog is building the infrastructure layer that sits behind all of it, ingesting, enriching, and distributing product data so it's ready wherever AI and commerce intersect. On the merchant side: a data feed to AI shopping surfaces. On the developer side: a Product API for building the next generation of commerce experiences.

The founders, Hamish Gunasekara and Dylan Farrell, came to us pre-launch with a working product, a $3M pre-seed led by Acrew Capital, and a need to go from zero to credible brand, fast.

The challenge was layered; Catalog needed to speak to merchants who've never thought about AI distribution, and at the same time, developers who think in endpoints and latency. The brand had to signal technical depth without alienating non-technical buyers, and project the confidence of established infrastructure while being honest about its stage.

We also needed to build a design system, specifically documented for generative tool integration, a signal of where branding is headed.

Catalog was one of the first projects to go through our generative sprint, a compressed, AI-augmented creative process in which strategy, identity, and digital build occur in parallel rather than in sequence.

The sprint produced a full brand thesis, positioning framework, visual identity, and launch website in a fraction of the traditional timeline. Generative tools handled the processing of exploration, iteration, variation, while our team’s judgment handled decision making for editing, refining, and deciding.

The visual system draws from contemporary best in class software brands; functional first, while having beauty in the user experience’s thoughtfulness. The design principles for Catalog were to focus on invisible excellence, technical precision, and confident minimalism.

For the color palette we leaned into deep navy as the primary color to signal growth and reliability. Electric orange was a key accent for moments of energy. Lastly, we used warm gray to keep the technical parts still feeling human.

For typography, we employed Geometric sans for headlines, system fonts for speed, and JetBrains Mono for the developer-facing moments.

The compositional framework (8-point grid, asymmetric layouts, generous whitespace) was designed to be as readable by generative tools as by designers. This meant that every token is documented, and every spacing rule is systematic. This produced a design system that scales across screens and across AI-assisted workflows.

The website architecture routes four distinct audiences (merchants, developers, enterprise buyers, and SaaS platform builders) through a single, unified brand experience. Navigation as active segmentation: each persona finds their path without the others feeling excluded.

To communicate the above on the launch site, we led with clear product articulation, transparent pricing, and documentation access.

Catalog launched with a brand that matches the ambition of what they're building: the data layer for a new era of commerce.