Infusionsoft had 17 years of history, 200,000+ users worldwide, and over $100 million in revenue. I led the successful rename and rebrand to Keap with our partner, Pentagram.

Changing the name of a company—especially one that has 17 years of history, 200,000+ users worldwide, and over $100 million in revenue—is not a light decision. Over the years, renaming Infusionsoft had been discussed but the timing was never right, nor the reasons compelling enough. Behind the idea was a desire to become simpler both to use and to work with, and to expand our purpose to help small businesses succeed.

The time had come

Over two years, multiple teams invested heavily in market and customer research to understand and define what challenges small businesses face in today’s world. We employed numerous quantitative and qualitative methods, including surveys, interviews, focus groups, diaries, and ethnographic studies.

The small business experience is chaotic. We learned that customers expect more now more than ever. Small businesses work with multiple systems, relying on their memory, sticky notes, spreadsheets, and more to keep tabs on their customers. They have to be flexible, switching between follow-up and admin duties, doing the work for clients, and getting new business. Each day presents lots of interesting challenges.

Specifically, we learned that small businesses want more help getting organized for a very important purpose—to provide better service to their customers.

These findings led us to embark on a project to accomplish three things:

• Make our product easier to use, and provide a great experience for both SBs and their clients
• Make it simpler to work with us
• Expand our ability to help more small businesses succeed

Keap became our signal to the world that we’re on a mission to simplify growth for millions of small businesses. The new name and brand is a nod to the grit and perseverance of small business owners and encompasses everything we know to be true when it comes to success in today’s world: keep going, keep serving, and keep growing.

My role:

Executive creative direction and brand strategy (executive wrangling)

My team:

Stephanie Haworth, Art Direction

Craig Grant, Creative Producer

Brandon Clute, Designer

John Blades, Designer

Kevin Lynch, Copywriter

Devin Pitcher, web developer

Jimmy Wilson, Web developer

Pentagram

Gold Front

La Tigre

Letters from Sweden

A cast of thousands