Today, we're unveiling a new brand identity. New logo. New colors. New voice. Refined focus. A complete reimagining of how we show up for our customers. If you've spent any time on our website, our socials, or even in our product today, you've already noticed the difference.
We won't pretend this was a small undertaking. Rebrands are high-stakes, high-visibility decisions, and they carry real risk. We know this because we work with brands navigating reputational choices every day. So when it came time to evolve our own brand, we held ourselves to the same standard we set for our customers: be intentional, be bold, and make it impossible to ignore.
Here is who we are today: Later is the world's most intelligent influencer marketing company, helping brands such as Southwest Airlines, Unilever, Wayfair, Nike, and many more create unforgettable campaigns with confidence. We combine powerful technology built on over a decade of proprietary data, millions of creators with a thriving affiliate creator marketplace of 180K+ creators through Mavely, and expert guidance that removes the guesswork at every stage. Real creators, real insight, real results. That's the company this rebrand needed to reflect.
This is the story of how we got here.
Table of Contents
The gap we needed to close
Later has spent the last decade building one of the most comprehensive platforms in influencer marketing. We combine cutting-edge AI technology (powered by over ten years of proprietary data), millions of creators with a thriving affiliate creator marketplace of 180K+ creators through Mavely, and expert-led campaign services. We help brands find the right creators, launch campaigns with confidence, and measure results down to the SKU level.
The problem was that our brand didn't tell that story. The market still associated us only with social media scheduling, a capability that represents a fraction of what we actually do. There was a meaningful gap between the company we had become and the way the world perceived us.
I heard about the success that our customers were having working with Later, from the amazing campaigns of big enterprise brands, through to the creators partnering with us throughout the full funnel from engagement to commerce. But we recognized that our brand identity didn't reflect what we were actually doing with our customers. We needed to be bigger, bolder, and more fearless in the way that we go to market with the supporting brand.
For our team, closing that gap wasn't just a design exercise. It was a strategic imperative. We were already earning the trust of enterprise marketing leaders and working with some of the world's biggest brands. The disconnect was that our marketing didn't reflect what we were actually doing with our customers. We needed a brand that matched our reality.
Here's what made our rebrand uniquely challenging and exciting, and how it all connects to Later's mission to create unforgettable campaigns.
What this means for the people we serve
For brands: This rebrand is a signal. We're doubling down on being the partner that helps enterprise marketing teams create unforgettable campaigns backed by real intelligence. The brand you see today reflects the partner you'll work with: bold, data-driven, and built for results. We're here to help you find the right creators, launch with confidence, and prove impact in ways that matter to your CEO.
For creators: This rebrand reinforces our commitment to helping creators in our network build sustainable businesses through authentic brand partnerships. The platform, the tools, and the community are all designed around one goal: helping real people earn real income by doing what they do best.
For social media managers: Later was built on the belief that great content deserves to be seen. That hasn't changed. Our scheduling and publishing tools remain the foundation that thousands of social media professionals and small businesses rely on every day to plan, create, and publish content that connects. This rebrand reflects the full scope of what Later has become, and the tools you count on are only getting better.
For our team: A brand is a promise you make to the outside world, and it's also a reflection of the culture inside. This rebrand captures who we already are: a team that believes in bold ideas, honest conversation, and the conviction that creator marketing is reshaping how the world discovers and buys.
When brands and creators see the new Later brand identity, I hope they notice the big, bold, and fearless shift we’re making. Ultimately, I want them to think: this is the partner I want to work with.
Building a brand with guts
Once the decision was made, the creative challenge became clear: how do you build a brand that feels internet-native and culturally fluent while still commanding the credibility that enterprise buyers expect? It's a real tension, and it shaped every creative decision the team made.
Betsy Field, Executive Creative Director at Later, shares the team's primary rebrand goals and the consideration that went into creating our new brand identity.
The result is a visual identity that is designed to stand out in a category full of safe, interchangeable brands. The color palette is built around four intentional choices: Grid Glow, a warm cream that gives everything room to breathe; Viral Crush, a deep purple that anchors the brand; Offline, a grounding black that keeps it all sharp; and Hot Take, a high-energy orange that demands attention. The primary typeface, SuperX Sans Display, was chosen for headlines that demand attention.
The shape system, iconography, and illustration style all reinforce the same message: Later takes creative risks, and we think you should too.
The design system itself was a collaboration between Later's in-house creative team and international creative agency Koto, who partnered on the logo and shape system. The rest was built internally.
"The result is the most beautiful design system that's super flexible and very expressive," says Betsy. "It's adaptable—it can be pared back into something very sophisticated, or elevated into something expressive and fun. That's what we set out to do: have something that could adapt to different circumstances, different surfaces, and meet our audience where they are."
Every element was pressure-tested against a simple question: would this make someone stop and look? If the answer was no, the team went back to the drawing board.
Finding a voice that sounds like us
A rebrand isn't just what you look like. It’s how you sound. Sarah Johnson, Later's Senior Copywriter, led the development of an entirely new voice and tone framework built around five traits: Visionary, Brazen, Genuine, Opinionated, and Empowering.
“Before the rebrand, our voice was more built for scrappy social teams and small businesses, so you saw traits like ‘resourceful,’ which made sense at the time for that audience," she reflects. "Some of our previous voice traits—clear, helpful, friendly—those are great writing principles, but they aren't a personality. So once we did the brand strategy work, it became clear we had outgrown our voice and we just needed a new voice with conviction, which was lacking before.”
The guidelines push Later toward direct, confident language that respects the audience's intelligence. No hedge words. No corporate jargon. No generic cheerleading. The goal is to sound like the sharpest person at the table who also happens to be the most approachable.
Hear Sarah's take on balancing conversational tone with enterprise credibility.
A brand the whole team believes in
A rebrand only works if the people behind it feel it. From the earliest internal previews, the reaction across Later told us something important: this brand had landed.
"One of the things I'm really proud of is the early internal reaction to the rebrand," Betsy notes. "There's incredible enthusiasm across the whole company. When you're able to build community around a brand, when you're able to create momentum, when people actually want it and adopt it, that's the biggest win."
That energy is what turns a rebrand from a marketing moment into a company-wide shift. Every team at Later has poured their creativity, expertise, and conviction into bringing this identity to life, and the excitement you see today, and for many months to come, is a reflection of how deeply this team believes in what we've built. And ultimately, this is the excitement we put into every single customer interaction, to drive campaign and creator success each and every day.
Our own advice, taken
We tell brands every day to take swings. To stop blending in and start standing out. We strategize, create, and execute creative campaigns for some of the world’s largest brands. Creativity is at our core. With this rebrand, we are putting that belief into practice.
If there's one point I want marketing leaders to take away from this, it's to think big. Don't play it safe. We're in an environment that is so fast-moving and everyone is constantly competing for attention. Challenge yourself, your team, to be creatively fearless in every aspect of the work that you put out to your audiences.
The new Later isn't a different company. It's the same team, the same platform, the same services, and the same commitment to our customers, now with a brand that tells the full story. We're proud of the work that went into this, and we are even more excited about what it unlocks.
Welcome to the new Later. We know you're going to like what you see.
You think this is exciting? We're just getting started.
This rebrand is the first move in our mission to prove a point: that the best marketing makes it impossible to look away. Stay tuned.
TL;DR
Later is unveiling a completely new brand identity, from visual design to voice, built to match the ambition of the platform, the creators, and the brands we serve.
We chose to rebrand because Later had evolved far beyond what our brand reflected, and we wanted the world to see it.
The new identity was designed to feel internet-native, culturally fluent, and bold enough to stand out in a crowded category.
This is the story of how it happened, told by the team that made it.
