Leaky Paywall
Shaping the Future of Paid Content
2022 marked a crisis point for digital publishers. Traditional advertising revenue was in freefall, social media algorithms were strangling organic reach, and readers had grown accustomed to free content. Yet subscription fatigue was real. Audiences were reluctant to commit to yet another monthly payment.
In this challenging landscape, Leaky Paywall had quietly built something different: a subscription platform that didn't force publishers to choose between free content and paid subscriptions. Instead, it created a "leaky" experience, strategic free access that converted casual browsers into committed subscribers.
But their brand didn't reflect this sophisticated approach. We helped them communicate what made them essential.
Visual Identity, Animation, Deck Design, Website Design, Brand Guidelines
The idea
Building connections with casual readers
The breakthrough insight: successful subscription models aren't about restricting access, they're about creating connection. Leaky Paywall doesn't build walls between publishers and readers; it builds bridges. The platform helps publishers demonstrate value before asking for commitment, transforming casual browsers into engaged community members.
This approach recognizes that today's most successful publishers aren't just selling content, they're building relationships. Leaky Paywall becomes the infrastructure that makes these relationships possible, helping publishers thrive by putting their content in front of readers who will genuinely value it.
The brand
Visual Focus and Clarity
We have developed a sophisticated colour and typography system that adapts to various contexts and content types. The palette scales from podcast branding to partnership materials while maintaining consistency. Each color serves a strategic purpose: distinguishing content types, highlighting calls-to-action, and creating visual hierarchy across complex publishing environments. Every typographic choice reinforces Leaky Paywall's position as an infrastructure that publishers can depend on.
The system
An identity built on stacks
The three-layer concept became literal in the visual system. Stacked elements, layered photography, and overlapping design patterns reinforce Leaky Paywall's role as the connecting layer between publishers and readers. This system creates immediate visual recognition while communicating the platform's core value proposition.
The brand's visual treatment reflects how paywalls actually work: bringing valuable content into sharp focus. Blurred backgrounds and clear foreground elements mirror the reader's experience, and content becomes accessible and valuable upon engagement. This metaphor runs through every touchpoint, from website design to marketing materials.
We love our new brand identity and website! Paul Kelly completely revamped our look, injecting it with fresh energy. We're excited to explore what he's created. From the start, Paul understood our needs and impressed us with his expertise. He made branding fun and collaborative. A pleasure to work with – responsive, committed, and personable – Paul delivered on all our requests.
Pete
Founder, Leaky Paywall
Digital Systems
Extending the brand to digital platforms
The website positions Leaky Paywall as essential infrastructure for publishers serious about subscription revenue. Clear information architecture helps prospects understand both the platform's capabilities and its strategic value. The design emphasizes results over features, showing how the platform enables publishers to build sustainable businesses.
The company podcast extends the brand into content marketing, positioning Leaky Paywall's leadership as thought leaders in the subscription economy. Consistent visual treatment reinforces the brand while providing valuable insights to the publisher community.
Overview
A comprehensive rebrand for the subscription platform that's redefining how publishers balance accessibility with profitability. From strategic positioning to visual identity, we created a system that celebrates the interconnected relationship between readers, publishers, and platforms.
The strategic challenge
Beyond binary thinking
Most paywall solutions force publishers into an all-or-nothing approach: content is either free or paid, readers are either subscribers or they're not. Leaky Paywall recognized this creates unnecessary friction. Publishers need flexibility, readers need value demonstration, and both need a platform that understands the complexity of digital content consumption.
The brief
The goal was to rebrand Leaky Paywall around its unique position in the subscription ecosystem, creating an identity that could communicate sophistication to publishers while remaining accessible to readers.
We also needed to build a flexible visual system that could scale across the product, marketing, and future partnership opportunities as the brand grew.
Our approach
Three layers, one ecosystem
We approached the rebrand by visualizing Leaky Paywall's unique role in the publishing ecosystem. The solution centered on "three layers"—the reader, the publisher, and Leaky Paywall itself—each essential to the subscription relationship. This wasn't just conceptual; it became the literal foundation for every visual decision.
The strategy was to show interconnection rather than separation. While competitors emphasize barriers and gates, we emphasized flow and connection. The visual system needed to feel organic and accessible while maintaining the credibility publishers require when choosing subscription infrastructure.
Impact
The rebrand established Leaky Paywall as more than a subscription tool; it's now positioned as essential infrastructure for publishers navigating the post-advertising economy.
Market clarity: Publishers immediately understand Leaky Paywall's unique approach to subscription monetization and its competitive advantages over rigid paywall solutions.
Platform authority: The sophisticated visual system positions Leaky Paywall as the premium choice for mid-market publishers seeking flexible, WordPress-native subscription solutions.
Ecosystem thinking: The three-layer visual language helps stakeholders understand the interconnected nature of successful subscription publishing.
The result: A brand that doesn't just sell subscription software; it represents a philosophy of sustainable publishing that puts reader relationships at the center of revenue strategy.
Creative Direction, Brand & Motion Design
Paul Obayagbona
Typography
Degular Display by Oh no Type
View more projects
