BRANDING
A Tech-Forward Rebrand That Reflects the Power Behind the Platform
CLIENT:
LEADPAGES
YEAR:
2025
ROLE:
DESIGN + CREATIVE DIRECTION + BRAND STRATEGY + UI&UX
about.
As Leadpages matured into a powerful, data-driven conversion platform, its original brand no longer reflected the sophistication of its offering or the expectations of its growing audience. I partnered with stakeholders to lead a full rebrand and reposition the company with a bold, tech-forward identity—one that aligned with our product evolution, resonated with upmarket marketers, and scaled consistently across every touchpoint.
opportunity.
Evolving the brand to match a more sophisticated platform and attract a tech-forward audience.
Our legacy brand, originally built for scrappy entrepreneurs, hadn’t kept pace with the product’s evolution or the demands of more sophisticated marketers. We needed to:
Signal our growth with a modern, product-centric identity;
Attract a tech-savvy, upmarket audience while retaining trust with our existing customers;
Build a flexible, scalable design system that worked across the entire marketing and product ecosystem;
Ensure unified implementation across web, product, paid media, support, and social.
my approach.
From insight to identity: building a brand that performs and scales.
We kicked the rebrand off by defining strategy and doing a bit of soul-searching—aligning with stakeholders to define what makes Leadpages tick, where we stand out, and where we could stand taller. We sharpened our mission, voice, and positioning to match the platform’s growth and speak directly to a more sophisticated, tech-forward audience.
We then explored a range of visual directions before landing on a bold, modular system. The final logo captures momentum and growth—just like our product. I kept our classic indigo (a nod to our roots) and injected a jolt of electric green to add energy. For type, I chose a quirky ink trap font that blends human warmth with a hint of nerdy charm.
From homepage to help desk, I led the rollout across every brand touchpoint—ensuring the new system could flex for daily use and scale for what’s next.
result.
Stronger identity. Smarter systems. Real results.
The rebrand repositioned Leadpages as a modern, product-driven platform while preserving brand equity with existing users. The new identity successfully aligned with our upmarket strategy—balancing bold visual differentiation with professional polish.
Our scalable design system streamlined creative production across teams and channels, while our unified look and feel strengthened Leadpages’ credibility in a crowded, competitive landscape. The rebrand has since served as a strategic foundation across all marketing and product initiatives, reinforcing both our vision and our value.
