Thoughts on a Simplero Rebrand

If you’ve been to simplero.com recently, you’ve probably noticed that it looks quite different.

To say that we’re all really excited about the new website would be an understatement. Let me explain why.

Not only is simplero.com now a proper Simplero website, built using the same website builder that most of you use and love. That means that anyone on our team can easily edit any page on the site, which will make it much easier to keep the site up to date as we add new features and experiment with new marketing ideas.

It also means we’re eating our own dogfood, as they say, which has led us to add some new features to the site builder, as we’re wont to do. We’ll also be releasing some new sections that we built that we think you’re going to find super valuable as well, for some very specific reasons. More on that later.

But even more than that, the new website is the outward manifestation of a bold new direction for the company, a change that started almost a year ago.

If I were to summarize the new direction in a single word, that word would be: Masculine.

Simplero was always founded on very feminine values. I liked to say it was your home on the internet. Our logo was a cursive Simplero with a sprouting tree. Our brand colors were coral and green. We cared deeply for serving and connecting with our customers. We talked a lot about intuition and following the flow. Indeed, we built the company and the product in a very feminine way, having a deep soul, clear values, and a powerful vision, but letting the day-to-day be dictated by what happened to be in front of us that day.

None of that is bad, and none of that is going away.

But Simplero was very lopsided. All feminine, no masculine. That’s not healthy for a human, or a relationship, and it’s certainly not healthy for a company. Simplero needed a healthy dose of masculine. So that’s what I set out to do.

We started out internally. We got much more clear about roles and responsibilities, expectations and goals. We got ourselves a marketing department for the first time. We started being much more structured about all of our processes, from hiring, to development, to compensation. We’ve grown four-fold this year, from 4 to 16 people. We’ve gotten a lot more clear about where we’re going, and what exact steps we’re taking to get there.

With the website and branding, we wanted to go all-in on the masculine. Red, white, and black. Not toned down, pastel colors, but full-on bold colors. The copy is direct and to the point. There’s a purpose and a reason behind every single element on that site. The lines are sharp and clear and bold.

We’re not forgetting the feminine side. For one thing, the majority of our team is still female. But when you’re looking to correct an imbalance, the most effective strategy is to overcorrect in the opposite direction, until you get super comfortable with the new. Then you’ll naturally find the equilibrium that’s right for you.

We’ve gotten feedback that the new website is so masculine it turns them away. In fact, that’s exactly what we were going for. The fierceness of a powerful masculine energy can be jarring, perhaps even triggering to some. That’s okay. It is a dramatic change.

But keep in mind all of the aspects of the masculine that we sometimes forget these days.

The healthy mature masculine provides and protects. It braves the fire to save the women and children. It holds the door, helps carry the shopping bags, fixes the broken window, and picks up the trash from your home. The masculine will fiercely protect its loved ones in the face of fear. The masculine knows where to go and gets you there.

We’re going for a massive dollop of healthy mature masculine in Simplero, and we couldn’t be more excited about going on this journey with you.