20 Years of Command C:
Our Rebrand Story

Hello! Sara here. This year, Command C turns 20. Two decades ago, in 2004, I was 24 years old, filled with ambition and ideas but with no clear-cut direction. Back then, Command C was a little bit of everything for a wide range of businesses. In a way, we were figuring out who we were by doing. Today, things look very different. We’ve undergone a complete rebrand—not just for the sake of change but to reflect who we’ve become, the clarity we’ve gained, and what it means to be Command C at our core. This rebrand isn’t just about a new logo; it’s the culmination of 20 years of refinement, growth, and self-awareness.

Where We Started: The Early Days of Experimentation

The world looked different when Command C was born. It was 2004, and I envisioned starting a traditional graphic design and print shop—a space that made sense for the time. Back then, print design was relevant, tactile, and essential. So, I started Command C with that in mind. The name, “Command C,” quite literally refers to the keyboard shortcut for “copy,” a nod to the print and design work I thought we’d focus on. But as the digital landscape began evolving, so did we.

In those early years, we experimented—a lot. We weren’t just designing business cards or creating HTML site; we were figuring out what resonated with us and what didn’t. And as our clients’ needs changed, so did our focus. We tried on different roles, worked with a variety of businesses, and explored where we could provide the most value. Web design and development was the clear stand out from early on. I built my first ecommerce website on Miva Merchant in 2005 (mind you, I am not a web developer). 

Retail In My Roots

In hindsight, it makes sense that Command C found its home in ecommerce because retail has always been in my roots. My parents owned a retail operation, and I grew up in their store, Sweetheart Gallery. From a young age, I was drawn to every aspect of the business. I was always eager to jump behind the register, calculate sales and taxes, take payments, and make change. I became fascinated with how wholesale and retail pricing worked, and I loved reimagining how to display merchandise to draw people in.

That early exposure to retail shaped me more than I realized at the time. It gave me a deep understanding of what it means to sell, connect with customers, and manage a business. I didn’t just witness retail—I lived it. And when I eventually discovered retail’s new frontier online, I knew immediately that it was the right direction for Command C. Ecommerce became a natural extension of what had always been inside me, a way to blend my roots with technology and strategy.

Shifting Toward Clarity and Purpose

Over time, we began to notice patterns. The projects that excited us most weren’t just about beautiful design or delivering products—they were about solving complex problems. Our most successful engagements went beyond visuals. They demanded strategy, structure, and strong communication. And as the ecommerce world exploded, we found our niche at the intersection of technology and commerce.

That’s when we started to see ourselves less as a design shop and more as a Command Center for our clients—a trusted partner helping businesses move forward in a dynamic digital landscape. This idea became the heart of Command C: We’re the people who merchants turn to when they need to get unstuck. Whether it’s an outdated platform, inefficient systems, or technology holding them back, we help them find a way forward.

With that realization, our approach solidified. We moved toward a leaner, more defined model, focused exclusively on helping ecommerce businesses grow and evolve. The clients we work with today come to us because they value our strategic insight and technical expertise, not just because we can “design something pretty.”

The Journey to a New Brand Identity

When we decided to rebrand this year for our 20th anniversary, we knew we needed more than just a visual refresh. The brand had to communicate who we are today and the evolution we’ve undergone over the years. It had to reflect the clarity we now have—how we’ve grown from figuring out who we are to knowing exactly who we are and how we serve our clients.

Our new brand centers around a few key ideas that define Command C today:

• Command Center: At our core, we’re still “Command C,” but the meaning has shifted from “copy” to Command. We act as a central hub for our clients, guiding them through the complex ecommerce landscape with confidence and clarity.
• Forward Momentum: Our logo and branding reflect how we help businesses move forward. Whether it’s through technical upgrades, strategic decisions, or operational improvements, our work is always aimed at helping our clients make progress.
• Dynamic and Agile: Just as technology and commerce are always evolving, so are we. Our team embraces change, thrives on challenges, and approaches every project with a mindset of curiosity and problem-solving.
• Greater Than the Sum of Our Parts: One of the key concepts I wanted the logo to embody is that each member of Command C is an expert, strong in their individual craft. But when we come together, we create something far greater than any one of us could achieve alone. We are the definition of synergy—our collective work is truly more than the sum of its parts. The rebrand needed to reflect this dynamic unity. It had to show that while each of us brings something unique, together we forge a new identity—one that is powerful, agile, and greater than anything we could achieve individually.

This rebrand is about more than a new look—it’s about telling the world who we’ve become after 20 years of refinement.

Lessons Learned Along the Way

Looking back, the biggest lesson I’ve learned is that clarity takes time. When I started Command C at 24, I didn’t know exactly what we would become. I just knew I wanted to build something meaningful. The journey has been about embracing uncertainty, learning from every experience, and slowly gaining clarity over time.

It’s also been about recognizing that evolution is a strength, not a weakness. What started as a graphic design shop is now a tech-savvy ecommerce development agency—something I couldn’t have imagined 20 years ago. But every twist along the way has shaped who we are today.

Moving Forward: A Future Rooted in Purpose

As we move into our next chapter, the goal isn’t to change who we are but to continue refining and deepening our purpose. We’re not just about keeping up with the latest trends in ecommerce or technology—we’re about helping our clients succeed in an increasingly complex world.

Our commitment to strong communication, high emotional intelligence, and clear processes remains at the heart of what we do. These values have been with us since the beginning, and they’ve only grown stronger over time.

This rebrand marks the start of a new chapter for Command C, but it’s also a celebration of everything we’ve learned along the way. It’s a reflection of who we’ve become, the clarity we’ve gained, and the dynamic team we’ve built over the past 20 years.

Here’s to the Next 20 Years

Twenty years ago, I was 24, unsure of what the future held but excited to build something. Today, I’m older, wiser, and clearer than ever about what Command C stands for. Our rebrand is a reflection of that journey—a story of growth, refinement, and knowing who we are.

I’m excited for what the next 20 years will bring. Whatever challenges or opportunities come our way, I know we’ll face them with the same curiosity, agility, and sense of purpose that have carried us this far.

Here’s to the next chapter of Command C—and to all the people, clients, and partners who have been part of the journey so far. Thank you for believing in us, growing with us, and trusting us to help you move forward.

Let’s keep commanding forward—together.