At Kotae, we believe great design isn’t just about aesthetics—it’s about clarity, confidence, and connection. Our AI chatbot helps small and medium businesses automate their sales funnels, reduce manual work, and guide users toward taking action faster. But we knew that if we wanted our users to immediately get that value, our branding had to do a better job of telling that story.
Recently, we launched a full rebrand and redesign of kotae.ai—a project that spanned UX, UI, messaging, and visual identity. This wasn’t a quick polish. It was a complete rebuild, designed to bring our product experience and our brand into sharper alignment.
This article focuses on the process of redesigning our brand and website. To read about the redesign of our app, start with part 1 of our series here.
We heard it from users, and we felt it ourselves: our original site felt too plain, and didn’t create the kind of “aha” moment we wanted visitors to have. It wasn’t immediately clear what Kotae was, who it was for, or why it was different from any other AI tool out there.
While the product itself had become smarter, faster, and more intuitive over time, the branding lagged behind. We had a sharper understanding of our audience—SMBs across industries who care about speed, usability, and results—and we wanted a brand that reflected them. One that was instantly understandable, approachable across different levels of tech literacy, and strong enough to stand out in a crowded AI space.
Before any design work began, we aligned on a few key goals:
We also wanted a hint of playfulness—nothing over the top, but a bit of personality that felt confident and creative.
Two designers and our marketing team led the rebranding, starting with user and stakeholder interviews, competitive audits, and UX journey mapping. We used insights from real users to create personas, build moodboards, and test early ideas that would shape both visual and written identity.
It was a research-backed process, and the results reflect that.
Everything from the logo to the layouts was reimagined:
The design takes inspiration from what we call “hi-tech arts and crafts”—a mix of human creativity and AI precision that matches what Kotae is all about.
We also rolled out major product-side UX updates at the same time. You can learn more about those in this post.
We’re always building. Based on ongoing feedback, we’re refining features, improving usability, and working on exciting new updates (more on that soon). Users are already telling us that Kotae feels more intuitive and easier to set up—and we’re just getting started.
Ready to see the redesign in action?
Visit kotae.ai and explore the new experience.
If you're a business owner looking to automate user inquiries or convert more leads, you can try Kotae free for one month. It’s quick to set up, intuitive to use, and powerful enough to make a real impact.
Let your website do the talking—so you can focus on closing deals.
