# Flowhub

> A new identity for Flowhub, the commerce platform for specialty retailers, designed as one system across the website, the product UI and the screen at the counter.

**Published:** 2026-11-06 | **Updated:** 2026-11-10 | **Client:** Flowhub | **Services:** Brand, Website design, Product design
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Flowhub runs point of sale, payments, ecommerce, marketing and reporting for specialty retailers across the US, from cannabis dispensaries to liquor stores and CBD shops. More than $4B in sales goes through it every year. We replaced its purple identity with a system built on one mark, Helvetica Now and a single bright green, then carried it into the website and the product UI, so the homepage, the dashboard and the payment screen at the counter are made from the same parts. Flowhub's own team built the new site from our designs.

Most of every surface is Pearly White and Rich Black, with Pearl for panels. Neon Moss is the brand color and appears sparingly, usually on the one action that matters on a screen, so it reads as a signal when it shows up. Shady Canopy, a green so dark it reads as black, carries the brand on dark surfaces, and Sunburst orange is kept for anything that needs attention. Depth comes from two materials: liquid chrome for the mark and frosted glass for interface panels.

The homepage shows the product instead of describing it. Under the headline, a strip of retailer logos leads into Flowhub's hardware and apps (Maui OS, ecommerce, kiosk and delivery), each shown as the actual screen. Further down, the case for growing a store sits next to a photo with a live deal card over it, so the claim and the feature it depends on are on screen together.

The product screens use the same parts as the brand: frosted glass panels, large plain numbers and one green action per screen. The Intelligence dashboard opens on what needs attention today, with sales, margin and stock value at the top. Max, the assistant in these designs, drafts work for a person to approve: a reorder before a bestseller runs out, a weekend bundle built from what shoppers buy together, an adjustment when a shelf count doesn't match the state report. Compliance checks such as ID verification and purchase limits show as small confirmations rather than blocking screens.

Security certification and investors usually end up in a strip of gray logos near the footer. We designed them with the materials used everywhere else: the one-platform stack (POS, payments, ecommerce and Max) as layered glass, SOC 2 Type II as a chrome shield, and the company's backers on a chrome map of the US.

The image direction is warm light, close crops and people in the middle of running a shop: packing an order, scanning a box, passing a bag through a car window. The stores look like the independents Flowhub sells to, with wood shelving, plants and a POS on the counter. The mark appears only where a retailer would put it, on a paper bag or a staff jacket, so the pictures don't read as ads.

Two concepts test the system away from a screen you scroll. At the counter, the payment screen turns fully Neon Moss with one word, Paid, large enough to read from the customer's side. At a bus stop, a poster carries the brand line and a cropped mark that still reads at walking pace. Both use the website's type, color and mark, with no new rules added.

## Frequently asked questions

### What did the Flowhub project include?

A new identity (mark, typeface, color and materials), the design of the new flowhub.com, product UI designs for the Intelligence dashboard, the assistant and handheld check-in, an image direction, and concepts for the counter and outdoor advertising. Flowhub's in-house team built the website from our designs.

### Can you hand designs over to our own developers?

Yes, that is how this project ran. We designed flowhub.com and Flowhub's team built it on their own stack. When we build the site as well, we do it in Next.js and Sanity, and the brand ships as design tokens and components rather than a handoff file.

### How do you design product UI for regulated retail?

Compliance has to be visible without taking over the screen. In the Flowhub designs, checks like ID verification, purchase limits and Metrc manifest syncing appear as small confirmations inside a sale. Anything that needs a person, like a shelf count that doesn't match what was reported to the state, is flagged in orange next to a drafted fix.

### Why one accent color across the whole system?

So it works as a signal. Nearly every surface is off-white or near-black, which leaves Neon Moss for the one action on a screen, the payment confirmation at the counter and the brand on a poster. Used everywhere, it would stop meaning anything.