Brand Identity Design for Leaky Paywall

Brand Strategy | Visual Identity | Design System | Website Design | Motion Design

Leaky Paywall helps publishers grow by offering flexible subscription solutions, turning casual readers into loyal subscribers without forcing an all-or-nothing paywall. By 2022, the digital publishing landscape was in crisis: ad revenue was falling, social algorithms limited reach, and subscription fatigue made audiences hesitant.

Leaky Paywall had a sophisticated solution, but their brand didn’t reflect it. They needed an identity that communicated flexibility, sophistication, and trust, while showing how readers, publishers, and the platform connect seamlessly.

We repositioned Leaky Paywall from a simple paywall plugin to a subscription ecosystem, a platform that empowers publishers to grow by building relationships, not restrictions.

From: “A paywall tool for WordPress publishers.”

To: “A flexible subscription platform that turns readers into loyal subscribers.”

This mindset shift reframed Leaky Paywall as essential publishing infrastructure, a brand that enables sustainable growth through connection, accessibility, and long-term audience trust.

Visual system inspired by the ecosystem – highlighting the three layers: reader, publisher, platform.

Typography and colour – approachable yet professional, signaling credibility and sophistication.

Motion graphics & interactions – showing flow and connection rather than barriers.

Brand assets – icons, layouts, and guidelines scalable across product, marketing, and partnerships.

Website design – intuitive, clear, and visually engaging, presenting the platform’s benefits to publishers and users alike.

Strengthened market authority, positioning Leaky Paywall as the premium choice for flexible subscriptions.

Improved clarity: publishers quickly understand the platform’s value and ecosystem approach.

Cohesive visual and brand system supporting product, marketing, and partnership communications.