The Reeder Got a Brand New Look 👀

Here's the strategy behind my new site and logo.

Devin Reed

Yo! I'm putting together a casual happy hour for San Diego marketers at my favorite bar in the city, The Lafayette Hotel. It's happening on Thursday, December 12th, at 6 p.m. There's no agenda, just good drinks and good people. If you can make it, hit reply and LMK 🤙🏻

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Together with Goldcast ​ I've been on the content hamster wheel. It's exhausting. ​ It's easy to get stuck constantly creating new content while "old" content gathers dust. ​ For 2025, I set a big goal: double my newsletter list without burning out. So I'm using Goldcast's Content Lab to create high-quality lead magnets from my existing podcasts, events, and video files. ​ Here's how I made one in under 5 minutes: ​ With a few clicks, I searched my content vault, pulled key insights from multiple sources, and turned them into fresh blog posts, lead magnets, and social promos—faster than I thought possible. ​ Now you can do the same. ​ ​👉 Open your free account today and turn your published content into brand-new assets your audience loves. ​ Start repurposing — it's free →

The Reeder just got a brand new look 👀

New website.
New logo.
New confidence.
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You can take a look 👉🏻 thereeder.co

Annnnd the new and improved logo:

I couldn’t be happier.
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It’s bold. It’s memorable. It reflects me and where I’m taking my business.
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Today, I’m taking you behind-the-scenes-site to share:

• Why I rebranded
• My goals
• Web strategy
• Early results
• Lessons learned
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But first, a shout-out to my design partner, Algert. ​
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I’m beyond grateful that I got to work with him. He gave The Reeder a proper brand refresh, designed and developed the site, and created my logo.
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He was behind Drift’s visual brand with Dave Gerhardt, so I was stoked to work with him and let him cook. And cook he did.

I’m a two-person company. So why rebrand?

When I quit my job at Clari in June, The Reeder went from a side hustle to a full-time business.
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And that business needed a brand that looked as reputable as my work for my clients.
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Plus, when you're a marketer marketing to marketers... you gotta come correct.
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So I decided to rewrite every single page, redo the homepage messaging, and hire Algert to take the visual brand to the next level.
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Three Goals for the Refresh

The entire project focused on elevating my brand and giving The Reeder a memorable visual identity.

1. Build a million-dollar brand identity.

Will The Reeder become a $1M/year business? Maybe.
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But I want it to look like a million-dollar business now—not just for ego but because I want CMOs to feel comfortable spending five figures with me. And I know first impressions — even if digital — matter.

2. Optimize for inbound pipeline.

My website is my most valuable digital asset. But my old site was more of a Frankenstein of messaging and offers, and I needed a high-performing site that fuels growth.
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Now I have a strong page for my biggest revenue stream, consulting, and my second most lucrative revenue stream, brand deals. Plus my new flagship offer is front and center on the homepage.

3. Build a content hub

I have 100+ podcasts, newsletters, templates, etc. scattered across the internet, my Google Drive and my email inbox. Now I’m aggregating the best stuff and making it easily accessible on the website.
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I’m moving the best newsletters to my blog, and my templates under “free guides.” I’m just getting started, and I’ll add more every month.
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This will help my audience—my raving fans specifically—who want to dive deep into my content and have easy access to it.

It’s been live for 1 week, and inbound lead flow jumped 45% (!)

And that’s with the less web traffic because of Thanksgiving, plus I took a week off LinkedIn.
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It’s a great feeling to know that my website is “working for me” and bringing in a lead almost every day. And when I pick up my marketing output next week, it’ll continue to rise.
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Wild what great design and messaging can do to create demand.

New logo, who dis?

Funny enough, I shared three logo options on LinkedIn, and this one wasn’t the favorite. It wasn’t even the runner-up.

But I picked it anyway.
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Why?
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Because it fits my vibe and vision. It’s bold, clean, and feels like the future of The Reeder.
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Plus it’s going to look funky fresh on merch (coming in Q1. Stay tuned… 👀)

Lessons From the Process

If you’re rebranding your company or updating your LinkedIn profile for 2025 (which I’ll be doing soon, too), these will make the process smoother.
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1. Aim for greatness, not perfection.

There’s always room to improve. At some point, you have to ship and update later. Better to build momentum than get stuck in Figma for another two months.
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2. Invest in your vision.

I don’t see brand as a “spend”. It’s an investment that pays you back for years to come. A strong brand makes every interaction more memorable and that’s good for business.
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3. Don’t internalize feedback.

This is a tough one. Listening to others is valuable, but at the end of the day, trust your instincts and your vision. If it’s your brand, you know best. Collect input, but don’t let it knock you off track.
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​4. Hire great designers, then trust them.

Partnering with Algert was a game-changer. His track record with brands like Drift gave me the confidence to let him lead—and he delivered. It doesn’t make sense to hire great creatives then block them from going big.
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Phew! That’s a wrap for today.
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If you’ve checked out the new site, I’d love to hear from you.
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👉🏻 You can share your thoughts here. ​
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See you letter,
Devin

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PS: I know the homepage messaging played a huge role in increasing lead flow—and I have Fletch PMM to thank for helping me refine it. Next week, I’ll break down the key changes. Stay tuned!