In 2022, I had the opportunity to work on a rebranding project for Leaky Paywall. Their team reached out because they felt their identity no longer reflected their industry leadership or set them apart from competitors. Leaky Paywall has become the go-to solution for WordPress publishers who need a smarter, more flexible paywall system. They wanted an identity refresh that communicated their value and leadership, and that’s where I came in. Working alongside Japhet Onojie, we collaborated closely with the LP team to bring their new brand to life.

Understanding the Vision

Leaky Paywall came prepared. Before contacting me, they had undergone an intense strategy session that clearly detailed their brand’s core values, offerings, and goals. This level of preparedness was refreshing. Pete’s (Leaky Paywall’s founder) approach made it easy to build trust, especially since I came highly recommended from a previous project. He trusted my expertise from the start, which set a strong foundation for the project.

After our initial discovery call, I dove into their strategy document. Before this project, I didn’t even realise businesses existed that created paywalls. I’d assumed publishers handled that themselves. This is one reason I love being a brand designer. It constantly exposes me to new knowledge and industries I might otherwise overlook.

Leaky Paywall’s innovative solution had reshaped how publishers interacted with their readers. Rather than forcing publishers to label articles as “free” or “premium,” LP introduced a metered paywall where readers could choose which articles to access within their free monthly allowance. This created a seamless reading experience while giving publishers first-party data for targeted ads and subscription strategies. It was clear LP wasn’t just solving a problem, they were revolutionising the game.

Building the Brand Idea

As I immersed myself in LP’s world, one thing became evident: readers had no idea a company like Leaky Paywall existed, yet it was central to their reading experience. They were the invisible middlemen, working behind the scenes to help publishers generate revenue and keep readers happy. The perfect analogy came to mind: LP was like Jarvis to Iron Man, essential, but unseen.

To develop the brand’s identity, I created a word map that highlighted LP’s role as the bridge between publishers and readers. I envisioned the identity built around “stacks” or “layers,” representing the three key parties in every interaction: publishers, LP as the facilitator, and readers. This concept became the foundation for the entire brand.

Designing the Logo

With the brand idea locked down, I explored how to represent the “stacks” concept in the logo. My initial sketches included ideas around walls and padlocks, but I ultimately presented two key directions. One was a literal interpretation of stacks, while the other was more subtle.

The LP team liked the subtle concept but remained sceptical. They asked me to explore the concept further, though I believed in the strength of the subtle concept. I decided to further refine the logo and explore additional concepts, knowing we would ultimately return to it. After revisiting the other options, Pete and his team came back to the initial selected logo. They’d grown to love it, interpreting it as a propeller or a flower, symbolising growth, a core part of their mission to help publishers grow their revenue and subscribers. The logo was animated with help from Kilani Ibrahim and Tunbosun Tobiloba.

Building the Visual System

To support the new identity, I developed a robust visual system. We retained LP’s signature orange but reduced its saturation for a more sturdy look. I introduced 10 secondary colours, each with five tints and shades, creating a versatile palette that worked across digital and print.

For typography, I suggested two paid and one free typeface. Degular Display, a paid typeface that aligned perfectly with LP’s brand personality, was selected. Pete immediately purchased the font after the meeting. Moments like that, working with a client who values your input, are what every designer hopes for. I was like “Osalobua, this is the kind of client I’ve always prayed for”

The visual direction focused on three elements: blurred-out imagery, stacks and patterns based on the “stacks” concept. Initially, the blurred visuals had sharp backgrounds and blurred content boxes to mimic the idea of hidden paywall content. Pete suggested flipping this approach; blurring the background while keeping the content clear—to better communicate LP’s mission of helping publishers prioritise their audience. This strengthened the final output.

The patterns were dynamic, featuring extruded squares stacked together in various brand colours. These patterns were scalable, creating endless variations and adding flexibility to the identity.

Documenting the Brand

To ensure consistency, I created a 100-page brand guideline documenting every asset, from colours to patterns to typography usage. I made navigation easy by using linked pages for quick jumps to specific sections. I also exported shorter PDFs for specialised sections, making the materials more digestible for specific needs. This detailed documentation ensured LP’s team could implement the brand seamlessly across all touchpoints.

Podcast System

Leaky Paywall’s podcast was another significant aspect of the rebrand. I designed a system for generating podcast visuals that aligned with the brand identity. Using the extensive colour palette, I created three base designs for different content types. Each design was adapted into multiple colour variations, giving LP an endless supply of fresh podcast visuals.

Website Redesign

Japhet Onojie led the website redesign, while I ensured every element stayed on-brand. We used the stacks, patterns, and other visual assets to create a cohesive experience. The result was a website that felt like a natural extension of the brand rather than a standalone touchpoint. The LP team loved the outcome and felt it captured their new identity perfectly.

Key Takeaways

1. Trust Unleashes Creativity
LP’s trust in my expertise removed creative barriers. Even when they provided feedback, it was collaborative rather than dismissive, allowing the project to flourish.

2. Collaboration is Crucial
The seamless collaboration between LP’s team, Japhet, and I ensured we met every project goal. Open communication and mutual respect were key.

3. Always Listen to Clients
Designers don’t always know best. LP’s insights into their audience and business were invaluable, shaping the outcome in ways I couldn’t have achieved alone.

Final Thoughts

Working with Leaky Paywall was a rewarding experience. The project challenged me to think differently and taught me the value of collaboration and trust. Seeing their identity come to life and knowing it aligns with their goals was the ultimate payoff.