Kona AI Rebrand & Launch
Industry
Audit & Compliance
Client
Kona AI
Service
Rebrand
Date
2021 - 2023
Kona AI is a compliance and risk management platform that uses AI to help enterprises detect fraud, corruption, and financial risk. I joined the company in 2021 and initially supported marketing and social efforts. As the company grew, my role expanded into leading a full rebrand and website launch to better position the company in a competitive enterprise market.
The Problem
The company was originally named Spectrum, which created immediate brand and visibility issues. The name overlapped with a major cable provider, confusing search results, sales conversations, and general market recognition. As the product matured and the company began targeting larger enterprise clients, the brand no longer reflected the seriousness, credibility, or focus of the platform.
The challenge was not just visual. The company needed a name, identity, and website that communicated trust, security, and technical competence to executives, compliance officers, and enterprise buyers.
The Strategy
I worked closely with leadership to reposition the company around clarity and credibility. The rebrand centered on shifting away from a generic name toward Kona AI, tying the company more directly to its founder and establishing a distinct, defensible brand identity.
The strategy focused on three core goals:
Eliminate market confusion and improve discoverability
Create a brand system that felt enterprise-ready and trustworthy
Align messaging, visuals, and product positioning across web, events, and sales materials
My Role
I led the rebrand and launch across brand and web, collaborating directly with company leadership, product, and marketing.
Key contributions included:
Leading the transition from Spectrum to Kona AI
Designing the new brand identity and visual system
Designing and launching the new company website
Developing marketing and event collateral using the new brand
Creating presentation and sales materials for enterprise conversations
Supporting brand rollout across channels and touchpoints
This work expanded well beyond execution. I helped shape how the company presented itself to partners and customers at a critical growth stage.
Execution
The rebrand rolled out across the website, marketing materials, and event presence. The website was rebuilt to clearly explain the product’s value to enterprise audiences while reinforcing trust and professionalism through typography, layout, and visual hierarchy.
Marketing and event assets were designed to stay consistent with the new identity, ensuring a cohesive experience whether someone encountered Kona AI online, in a sales deck, or at an industry event.
Results
This was one of those rare projects where I could grow alongside the brand itself. I joined to manage social, but over time, worked hand-in-hand with leadership, marketing, and external teams to rebuild how the company presented itself to the world.
With a clear brand story, sharper messaging, and a stronger visual identity, we empowered the team to go after bigger opportunities. Helping scale the business from smaller partnerships into the multimillion-dollar space.
