Objectives

In June, Linktree announced a rebrand that pushed the brand beyond the link-in-bio category they created to form an entire ecosystem including new tools and features to help creators showcase their entire digital footprint – whatever they are across the internet

The “Link everything you are” rebrand objective was Linktree’s transition from being seen as just a 'link in bio' tool to being a brand that encourages self-expression, discovery, connection, and community, as the business reimagined the category starting with an entirely new brand identity. 

The rebrand followed key business milestones - $110m funding and a $1.3B valuation, the 2022 Creator Report, and new Web3 features - showcasing Linktree is gaining momentum beyond the creator ecosystem.

Strategy and Execution

The first part in the strategy was to recreate a look and feel, tone of voice, and identity which put creators at the forefront, starting with this typeface as inspiration. When Co-Founder and Creative Director Nick Humphreys came across Link Sans, a typeface designed for optimal accessibility across languages, it seemed fitting for Linktree’s inclusivity mission. In rebranding, Linktree wanted to show creators that they were opening up doors for them, putting them first, and understanding their desire for aesthetics.

Next, the brand announced the release of a whole suite of new tools and features set to be available to the market over the coming months, including innovative new ways to share content, build deeper connections with audiences and monetize passions. 

This included launching a mobile app, marketplace for ecommerce, a subscribe button as the “antidote” to algorithms, podcast and book links, and partnerships such as Payment Lock with Visa and Profile Kit with TikTok.

With a maximalist visual language and color palette, the new brand identity prioritizes global accessibility and deepening connection - something which is critical with 1.2bn monthly views of Linktrees worldwide.

Results

From a PR perspective, the rebrand earned a feature in Tubefilter the day of the announcement, as well as coverage in notable design outlets.

We saw metrics such as:

• A 13% increase in Twitter followers following rebrand.
• During week of launch, Instagram and Twitter post engagement rates over-indexed 60 day channel averages by at least 116%.
• Our first BAU Instagram post (following rebrand launch) in the rebranded look outperformed over content by at least 45%, signaling the importance of finding a balance between our new look and social-first content formats.

Media