HoneyBook’s new identity—client-flow distilled into a confident wordmark and watermark, ready for the platform’s next chapter.
Independent business owners handle everything from proposal to payment. By mid-2023 HoneyBook’s friendly script mark felt misaligned with a product processing billions in transactions. A refined, digital-first identity now signals trust at scale, captures seamless flow, and keeps the creator-friendly warmth intact.
Strategic Opportunity
Transform “client-flow” into a visual asset that clearly separates HoneyBook from look-alike SaaS competitors and future-proofs the brand for broader product expansion.
Brand Creation
A custom sans-serif wordmark traces an unbroken path from H to k, mirroring a smooth project journey. A circular watermark abstracts that motion into a versatile icon. A pared-back monochrome palette with a warm honey accent and a modern grotesk type system unify product and marketing.
First major evolution released May 2023
Custom wordmark & watermark engineered for crisp legibility across screens
Refined palette introduces a signature honey accent on neutral tones
Identity coverage featured on Brand New and multiple global design publications
Flexible asset kit enables phased roll-out without over-specification
Reinforced trust for 100 k+ independent businesses worldwide
"Working with Joel has been an outstanding experience from start to finish. We engaged him to help shape the brand identity and pitch deck for our startup, and the results exceeded every expectation."
Daniel Benor
Head of Design
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We acknowledge the Traditional Owners of the Country on which we work, the Gadigal people of the Eora nation, and recognise their continuing connection to land, waters and culture. We pay our respects to their Elders past, present and emerging.
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