CASE STUDY: REBRAND & KAJABI PLATFORM WEBSITE REDESIGN
From Overwhelm to a Fully Branded Online Platform
Playful Loving is an intimacy and embodiment coaching practice whose online presence no longer reflects the depth or maturity of the work it delivers. While the business had evolved, both the visual identity and the Kajabi website felt heavy, fragmented, and difficult to manage. The objective of this project was to realign the brand visually and structurally, and rebuild the Kajabi platform so it felt cohesive, calm, and ready to scale.
Overview
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The brand and platform had fallen out of alignment with the business.
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Kajabi setup felt overwhelming and inefficient.
- Needed clarity, cohesion, and a future-proof foundation
Logo Redesign
The existing logo — a heart-shaped “V” — carried meaningful symbolism but had become visually dated. Heavy forms, dark tones, and metallic effects created a closed-in feel that conflicted with the openness, embodiment, and calm authority central to the brand.
The redesign focused on elegant simplification. Rather than replacing the symbol, the heart-V was refined to allow more light, space, and breath. Lines were softened, visual weight was reduced, and balance was restored. A custom wordmark was introduced to create a unified, polished brand mark that works across digital and print. The updated colour palette — gold, crimson, and silver — supports themes of authority, intimacy, and clarity without visual noise.
Logo redesign recap
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Preserved the symbolic heart-V while modernizing its execution
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Removed heavy forms and dated metallic effects
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Introduced a refined, contemporary wordmark
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Aligned the logo with the brand’s emotional and energetic tone
Kajabi Website Redesign
With the brand foundation clarified, the website was rebuilt entirely in Kajabi, focusing on turning an overwhelming system into a clear, reliable business tool. Rather than forcing a generic website structure onto Kajabi, the platform was intentionally designed around Viktoria's coaching, sessions, and future courses.
The first step was reorganizing the Kajabi backend. Pages, offers, products, and email flows were restructured into a clean, logical system, making the platform easier to navigate and maintain. This eliminated confusion and reduced the friction that had previously slowed down launches and updates.
From there, the front-end experience was redesigned to feel calm, elegant, and grounded. Typography, layout systems, colour usage, hero imagery, and custom illustrations were unified across all pages, ensuring the visual experience matched the brand's emotional tone. All components were optimized specifically for Kajabi’s section-based editor to ensure consistency and performance across devices.
Automations, offers, modules, and email settings were then configured so Kajabi actively supports the business — handling delivery, communication, and user flow — without creating extra manual work.
Kajabi redesign recap
- Rebuilt the site intentionally for Kajabi, not against it
- Simplified the Kajabi backend for clarity and ease of use
- Designed a cohesive front-end optimized for Kajabi sections
- Configured offers, products, automations, and email flows
- Created a scalable foundation for future courses and funnels
Results
Playful Loving now has a cohesive brand and Kajabi platform that feels aligned, professional, and easy to manage. The logo reflects the brand’s evolution, the website communicates depth and trust, and the backend is structured for growth. Future courses, funnels, and offers can now be added without needing to rethink the foundation.
Final outcome
- Clear, confident brand presentation
- Streamlined Kajabi management
- Platform built to scale without rework
- Visual and technical alignment with the business mission
Viktoria Kalenteris, Playful Loving
After hitting a roadblock of overwhelm while navigating my new Kajabi website platform, I sent out a call for help. Andre answered with a calm, respectful steadiness and clarity that immediately settled my website chaos and my request for an energetically lighter new logo. He captured all the details of my vision while offering insight I didn’t even know I needed.
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