Nick Humphreys had a vision for Linktree’s redesign: it had to contain moments of delight.
“We wanted there to be moments where you are in awe visually, but also moments where you can tell a very simple story using light, shade and color,” he says.
Humphreys is one of the co-founders of Linktree and led our shiny new redesign, working alongside design agency Collins (and “every inch” of the Linktree team). Together, they created the exciting new-look Linktree. The one you’re seeing right now!
A lot of things guided the redesign. As well as being visually arresting, it needed to put the creativity and talent of Linktree users front and center. It had to work for a global audience. And, Humphreys and team wanted a visual feeling that could be dialled up, down and sideways based on the needs of the user.
To bring the new Linktree to life, Linktree and Collins made some big design decisions. Here’s a look beneath the bonnet.
A kaleidoscope of color
Creating the new Linktree began with nailing the color palette.
The starting point for building the color palette was the Canopy green of the original Linktree logo. Humphreys wanted to retain the legacy of the hue, but then expand it to add in a kaleidoscope of other colors: purples, yellows, oranges and beyond.
“We wanted to have a color palette that’s a little bit confronting,” Humphreys says. “Within the color palette, there are moments of tension. That was deliberate, because humans are messy. We wanted it to evoke an emotional response.”
The palette they landed on is “almost a rainbow” that orbits around the original Linktree green – adding vibrancy, light, shade and contrast.
But there was one other factor underpinning all their color choices: accessibility. It was crucial that Linktree would be a platform that could be used by anyone, including those with vision impairment.
“Accessibility was absolutely the core brief,” Humphreys says. “We worked at length with Collins to arrive at color pairings that maintain accessibility but also stand out in feed.”
Another goal of the redesign was to help represent the incredible breadth of creators on Linktree. Everyone from Playboy to the Royal Family uses our platform – so its look and feel needed to feel like home to creators of all stripes.
The idea was to create a “hyper-flexible” design that could be as eye-catching or as straightforward as the user wanted.
“There’s no singular house style photography. There’s no singular house style of illustration,” Humphreys explains. “Because we have such a broad and unique user base, we wanted the brand to be able to have anyone contribute to it.”
The brand allows for the Linktree design team to put our spin on any image, in any style. It’s a unique approach that will ensure any creator’s photography can easily be a part of, and represent,the platform. That design choice means anyone can be at home on Linktree.
“Say Pharrell gives us his press image – we can actually adapt it to feel distinctly Linktree, instead of just slapping an old image on and putting our logo on there,” Humphreys says. “We can have your local pizza shop or a politician be seamlessly involved, welcomed and represented by Linktree in equal measure,” Humphreys says.
Motion and emotion
Many Linktree users have multiple gigs on the go – like the artist who sells her crafts but also creates special effects make-up tutorial videos. That’s why Humphreys and team wanted a design that would show off all of the elements of what our creators do.
“Behind every individual creator, there’s a whole world of their content or the things that they’re doing,” Humphreys says.
To honor that, they built a design around the idea of a visual collage that could represent all the pieces of what every creator does. That involved motion and a “visual symphony” of abstract layers. Images flip and move around the screen when you hover over them, expanding and coming back together.
“We have moments where there’s a really high level of abstraction, visual clutter and collage, which represents the digital universe of these creators,” Humphreys says.
But on the flip side, the design also needed to represent the ease and functionality of Linktree as a tool: “So there are also moments of business, and moments of really deliberate simplicity”.
Humphreys is chuffed with how the new look Linktree turned out.
“It’s just a bit more vibrant and fun,” he says. “It has an opinion, and hopefully people dig it.”