Bookmark billboard


Creating a brand strategy and identity system for the Ai-powered website builder that empowers small business owners

Scope of work

Brand Refresh
Brand Strategy
Brand Identity
Email Templates
Website Design
Marketing & Social Assets
Brand Guidelines




Bookmark is an AI-powered website builder that empowers small business owners without any technical experience to create a personal website in a matter of minutes. With the assistance of an Artificial Intelligence Design Assistant (AIDA), Bookmark removes technical complexity and delivers a fully functional website for any small business.


Over the past five years, Bookmark spent a lot of time focusing on the product. Now that they feel confident in their product development, it was clear that the brand strategy and identity were an afterthought. The goal was to refocus the brand strategy and refresh the identity to help Bookmark reach the next level of growth – positioning them as leaders in their industry.


The solution started with an audit of the brand and its competition. From that, I refined the brand strategy centred around what makes Bookmark unique: automation (AiDA), empowerment, and accessibility. Once the brand strategy was concrete, I refined the symbol, introduced a more distinctive color palette, a new typeface, and graphic elements.

Read more about this project
Bookmark logo animation
Bookmark logo before vs after
Bookmark symbol refresh animation
Old Bookmark symbol vs new Bookmark symbol
Bookmark social media profiles
Bookmark street posters
Bookmark tote bags
Bookmark street posters
Bookmark container graphic element
Bookmark business cards
Bookmark bus poster
Bookmark stationary
Bookmark email templates
Bookmark instagram posts

“Working with Kaejon is inspiring and uplifting. He is very professional and direct in his approach to tackling your brand and developing designs and strategies. Essentially, he has a knack for cutting through the noise and he doesn't waste time. Most importantly, he is committed and plugged in. Conversations were fluid and the work exceeded expectations.”

— David Kosmayer, CEO at Bookmark

Bookmark brand guidelines

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