ClickFunnels

With an intuitive product and buzzing community, ClickFunnels grew and grew. However, the brand grew too, organically and unchecked. The website felt like one brand and social channels another, full of competing visual styles. Also, in touting the power of sales, ClickFunnels had begun to feel sales-y itself. Exclamation points, a lack of visual hierarchy, and repetitive CTAs contributed to the perception problem.

ClickFunnels succeeded in spite of these issues because of their founders, technology, people, company, and community. It’s a full system of CRM, fulfillment, blog, analytics, reporting, and sales — everything an entrepreneur could need in one place. It was time to leverage these strengths and bring ClickFunnels to a new class of future entrepreneurs.

The Creator archetype proved to be the key, the bridge between ClickFunnels and their customers. This archetype pushes the boundaries of what’s possible, driven by a clear vision and a core desire to encourage the creation of something new and enduring. It was important to emphasize that emotional connection with ClickFunnels’ prospective customers, helping them feel less alone in their entrepreneurial journey.

ClickFunnels could stand out as a welcoming, motivating place for customers to test, try, learn, meet others, and strategize on their way to creating a business. The undercurrent of energy throughout the ClickFunnels community proves that being an entrepreneur doesn’t have to be lonely, and that there’s more than one way to succeed in this business.

ClickFunnels’ messaging jumped straight into sales-mode, missing the opportunity to connect with audiences on their deeper needs, motivations, and desires. The brand voice leaned overly masculine and sales-y with lots of exclamation points. Since ClickFunnels is bigger than one co-founder and represents thousands of customers whose lives have been changed through entrepreneurship, the voice had to reflect that. We traded ‘pushy’ for ‘confident,’ softening the hype in favor of a self-assured boldness. (The cheekiness got to stay though!)

The shift in messaging from features and sales to customer outcomes is well-illustrated in ClickFunnel’s new homepage copy, written by their team. “Struggling to get a constant flow of customers? Meet ClickFunnels” became “You’re one funnel away from financial freedom.” The cheekiness comes in when “financial freedom” changes to dozens of other options: “traveling the world,” “avocado toast,” “getting a llama,” “getting two llamas.”

Reimagined core messages and core values gave the ClickFunnels team powerful ideas to rally behind. Who wouldn’t be excited to get to work when your purpose is to “Free dreamers to become doers by removing the barriers to entrepreneurship?”

The ClickFunnels mark won us over from round one. It’s an evolution that feels fresh, while honoring what was. The gears from the original logo are retained as a singular, united cog with the clever addition of a mouse cursor becoming the focal point. The cursor provides us the opportunity to retain the original red and blue split in the flanking parts of the gear, and it ties into both the brand name and the product itself. The original logo was beloved by many within the community it served, and the new logo succeeds in retaining that passion while rallying the audience even more.

The visual identity captures the boldness and curiosity of the Creator archetype from our strategy work.

ClickFunnels’ red and blue carried a lot of equity, so we didn’t deviate too far. Though updated to feel a little more modern, the red and blue still carry the same energy: bright, bold, and recognizable. The saturated primary colors feel lighthearted and motivating, and the more muted tones give us a sense of opinion and maturity.

The Rooftop typeface with its squared letterforms was an early favorite because it pairs phenomenally with the logo. The tops of the t’s reflect the shapes found in the teeth of the mark, and it’s equal parts sharp and soft. Fun yet sophisticated.

In support of the Creator archetype and Lighthearted attribute, we introduced a gradient system that is bold and completely open-ended. The result is a distinct departure from the simple linear gradient style that is seen everywhere. Some edges are hard, some are soft. They extend in different directions. They’re fluid, and truly free to flex — an homage to the product that empowers users to dive in and build their business without fear. A simple halftone pattern overlay adds a technical and tactile feel, which creates an even stronger distinction from the pack, and increases the brand’s recognizability.

The gradients are used in a container shape to highlight key words. The shape has chopped off the corners to mirror the shape language found in both the logo and typography. It also adds to the ownability and memorability of the visual system overall. We then tipped the shapes and added some gravity; letters tumbling down slopes illustrate the power of funnels.

We reimagined the ClickFunnels homepage to bring everything together: new messaging, new visual identity, new strategy. A funnel suggests movement, which we began to explore in the visual identity. For the website, we were able to take this a step further with bouncing social icons in the footer. Small interactive moments make a site so much more engaging and dynamic, perfect for a brand with all the energy of ClickFunnels.