If you're a Dungeons & Dragons fan, you may have recognised elements and language borrowed and sprinkled throughout our branding. For the uninitiated, D&D is a role-playing tabletop game with storytelling at its core.

We love the storytelling parallels between D&D and branded ecommerce experiences, so we adopted parts of it into our core identity.

Big Scary Monster is a metaphor for the enormous challenge, adventure and victory when creating legendary customer experiences.