Knak Brand Evolution
Maturing a playful brand into an authoritative enterprise identity, helping support growth from $10M to $25M+ ARR.
Knak began as a no-code email and landing page builder, and its brand reflected that: fun and playful. As the company moved upmarket and repositioned as an agentic marketing production platform for enterprise teams, the brand needed to grow up, looking more mature and authoritative and sleek enough to signal an intelligent agentic layer.
As Creative Director, I led the evolution of the brand across every touchpoint. I kept the logo and the blue and green brand colours for continuity, then moved the whole system to a predominantly dark look. It was a deliberate choice to stand out from competitors, convey the authority of a category leader, and feel modern. A gradient glow and a lime accent add energy, and the overall look is clean and sophisticated.
The system now runs across the website, presentation templates, sales decks, social, ads, trade show booths, videos, email templates and marketing collateral, and it’s documented in a set of brand guidelines. I created the guidelines with AI, using Claude connected to Figma (through MCP) to build the document’s structure and generate layout variations. I directed the process, chose between the options and refined the result, which cut production time by at least five working days.
I led a team of designers and one web developer, stayed hands-on in the website, presentations, social and ads, directed the videos, and iterated on the homepage design over time.
Result: Since I joined Knak in January 2024, the company has grown 40% year over year, from $10M to $25M+ ARR, and pipeline has increased across the board. Paid ads influenced 80% of all inbound pipeline, with display ads reaching a 2.37% engagement rate and a 1.96% click-through rate. Web traffic reached 196K visitors and 416K pageviews per quarter. Knak was ranked on The Globe and Mail’s Report on Business list of Canada’s Top Growing Companies in 2024 (#123) and 2025 (#187), named to the Deloitte Technology Fast 50 in 2024 and Fast 500 in 2025, and recognized by G2 as a category leader.
Studio: Knak