VP of Brand & Creative
Kajabi Rebrand
Branding
Strategy
Background
For Kajabi, its creators have always been the heart of its brand. So we created a bold, new brand identity directly inspired by its community of creators—fully reflecting their passion, creativity, and ambition.
Kajabi had an amazing product and passionate customer base but lacked awareness and memorability. The brand needed to stand out from the sea of hundreds of other creator economy companies. It also needed to balance showcasing a consistent brand while also featuring a diverse group of creators across different verticals. They needed a consistent but flexible system that reflected the same qualities and creativity of its audience.
Strategy & Idea
Strategy & Idea
We shifted Kajabi's purpose and positioning from a digital courses platform for educators to a commerce platform that helps ambitious creators become successful entrepreneurs. And from our new strategy, our new brand platform was born: Blazing New Trails.
The path to building, scaling, and growing a business is never a straight line. Kajabi empowers creators and entrepreneurs of all stripes to blaze new trails where none existed before and supports them along their unique journey. With each step forward, new horizons present themselves, new opportunities open up, and new targets are set further than ever before. Every element of Kajabi's brand—from its distinct character and voice to its dynamic visual system—is informed by this new platform.
Logo
Logo
Kajabi's new logo is inspired by the often non-linear path, full of ups and downs, every creator takes to build a business.
The flowing path mimics this winding journey and captures the momentum of continuous growth while at the same time forming the silhouette of a “K” representing the support that it gives creators every step along the way. Finally, the path ends with a slight upward flick to symbolize the optimism ambitious creators embrace. The new logo is also paired with a new wordmark that’s more approachable and contains the subtle curves and path from the logo running through it.
Visual Identity
Visual Identity
The core visual expression of Kajabi's new brand platform is brought to life by a blazing path that starts with a brilliant leading trail followed by a vibrant afterglow, symbolizing progress, momentum, and growth.
We shifted Kajabi's brand color from a basic blue to its new color—Mercury Orange—evoking the warmth and optimism of a new horizon. The extended color palette incorporated gradients to evoke movement even in static expressions. When Kajabi's new primary and secondary typefaces are paired in different combinations, utilizing the wide range of weights and widths in each family, we’re able to create a variety of unique identities to showcase the diversity of creators and personalities within the Kajabi community. Finally, the new photography is rooted in authenticity and captures creators at their best—creating and building.
Verbal Identity
Verbal Identity
If Kajabi's brand were a person, it would be the world's most passionate coach. It's relentless in its pursuit to help creators monetize, build their businesses, and blaze new trails.
We use Kajab's voice to lift creators up and push them forward because they don’t just help creators reach their goals, they help them dream up the next big one and the one after that. As a complement, Kajabi's tonal attributes evoke a combination of inspiration to help creators imagine new possibilities, playfulness to add an element of surprise and delight, motivation to help creators push through the grind, and insightfulness to infuse confidence and create better outcomes.
More Work
More Work
VP of Brand & Creative
Kajabi Rebrand
Branding
Strategy
Background
For Kajabi, its creators have always been the heart of its brand. So we created a bold, new brand identity directly inspired by its community of creators—fully reflecting their passion, creativity, and ambition.
Kajabi had an amazing product and passionate customer base but lacked awareness and memorability. The brand needed to stand out from the sea of hundreds of other creator economy companies. It also needed to balance showcasing a consistent brand while also featuring a diverse group of creators across different verticals. They needed a consistent but flexible system that reflected the same qualities and creativity of its audience.
Strategy & Idea
We shifted Kajabi's purpose and positioning from a digital courses platform for educators to a commerce platform that helps ambitious creators become successful entrepreneurs. And from our new strategy, our new brand platform was born: Blazing New Trails.
The path to building, scaling, and growing a business is never a straight line. Kajabi empowers creators and entrepreneurs of all stripes to blaze new trails where none existed before and supports them along their unique journey. With each step forward, new horizons present themselves, new opportunities open up, and new targets are set further than ever before. Every element of Kajabi's brand—from its distinct character and voice to its dynamic visual system—is informed by this new platform.
Logo
Kajabi's new logo is inspired by the often non-linear path, full of ups and downs, every creator takes to build a business.
The flowing path mimics this winding journey and captures the momentum of continuous growth while at the same time forming the silhouette of a “K” representing the support that it gives creators every step along the way. Finally, the path ends with a slight upward flick to symbolize the optimism ambitious creators embrace. The new logo is also paired with a new wordmark that’s more approachable and contains the subtle curves and path from the logo running through it.
Visual Identity
The core visual expression of Kajabi's new brand platform is brought to life by a blazing path that starts with a brilliant leading trail followed by a vibrant afterglow, symbolizing progress, momentum, and growth.
We shifted Kajabi's brand color from a basic blue to its new color—Mercury Orange—evoking the warmth and optimism of a new horizon. The extended color palette incorporated gradients to evoke movement even in static expressions. When Kajabi's new primary and secondary typefaces are paired in different combinations, utilizing the wide range of weights and widths in each family, we’re able to create a variety of unique identities to showcase the diversity of creators and personalities within the Kajabi community. Finally, the new photography is rooted in authenticity and captures creators at their best—creating and building.
Verbal Identity
If Kajabi's brand were a person, it would be the world's most passionate coach. It's relentless in its pursuit to help creators monetize, build their businesses, and blaze new trails.
We use Kajab's voice to lift creators up and push them forward because they don’t just help creators reach their goals, they help them dream up the next big one and the one after that. As a complement, Kajabi's tonal attributes evoke a combination of inspiration to help creators imagine new possibilities, playfulness to add an element of surprise and delight, motivation to help creators push through the grind, and insightfulness to infuse confidence and create better outcomes.
More Work
VP of Brand & Creative
Kajabi Rebrand
Branding
Strategy
Background
For Kajabi, its creators have always been the heart of its brand. So we created a bold, new brand identity directly inspired by its community of creators—fully reflecting their passion, creativity, and ambition.
Kajabi had an amazing product and passionate customer base but lacked awareness and memorability. The brand needed to stand out from the sea of hundreds of other creator economy companies. It also needed to balance showcasing a consistent brand while also featuring a diverse group of creators across different verticals. They needed a consistent but flexible system that reflected the same qualities and creativity of its audience.
Strategy & Idea
We shifted Kajabi's purpose and positioning from a digital courses platform for educators to a commerce platform that helps ambitious creators become successful entrepreneurs. And from our new strategy, our new brand platform was born: Blazing New Trails.
The path to building, scaling, and growing a business is never a straight line. Kajabi empowers creators and entrepreneurs of all stripes to blaze new trails where none existed before and supports them along their unique journey. With each step forward, new horizons present themselves, new opportunities open up, and new targets are set further than ever before. Every element of Kajabi's brand—from its distinct character and voice to its dynamic visual system—is informed by this new platform.
Logo
Kajabi's new logo is inspired by the often non-linear path, full of ups and downs, every creator takes to build a business.
The flowing path mimics this winding journey and captures the momentum of continuous growth while at the same time forming the silhouette of a “K” representing the support that it gives creators every step along the way. Finally, the path ends with a slight upward flick to symbolize the optimism ambitious creators embrace. The new logo is also paired with a new wordmark that’s more approachable and contains the subtle curves and path from the logo running through it.
Visual Identity
The core visual expression of Kajabi's new brand platform is brought to life by a blazing path that starts with a brilliant leading trail followed by a vibrant afterglow, symbolizing progress, momentum, and growth.
We shifted Kajabi's brand color from a basic blue to its new color—Mercury Orange—evoking the warmth and optimism of a new horizon. The extended color palette incorporated gradients to evoke movement even in static expressions. When Kajabi's new primary and secondary typefaces are paired in different combinations, utilizing the wide range of weights and widths in each family, we’re able to create a variety of unique identities to showcase the diversity of creators and personalities within the Kajabi community. Finally, the new photography is rooted in authenticity and captures creators at their best—creating and building.
Verbal Identity
If Kajabi's brand were a person, it would be the world's most passionate coach. It's relentless in its pursuit to help creators monetize, build their businesses, and blaze new trails.
We use Kajab's voice to lift creators up and push them forward because they don’t just help creators reach their goals, they help them dream up the next big one and the one after that. As a complement, Kajabi's tonal attributes evoke a combination of inspiration to help creators imagine new possibilities, playfulness to add an element of surprise and delight, motivation to help creators push through the grind, and insightfulness to infuse confidence and create better outcomes.
More Work