How do you reposition a platform that 10,000 customers love but the wrong customers keep finding?| Mad Magnet

Snapshot:

MemberSpace had 10,000+ customers and a product that genuinely worked. Creators, coaches, course builders, and community managers were building real businesses on top of it and staying.The problem was that the brand was attracting the wrong tier of customer at the wrong price.Visitors landed on the site, saw something that felt functional and affordable and made a buying decision based on that signal. The customers MemberSpace actually wanted, serious creators and business builders willing to pay for full control weren't seeing themselves in the brand.

Client

MemberSpace

Service

Design Rebrand

Industry

B2B SaaS

Year

2025

Services

Brand positioning & messaging

Visual identity system & art direction

Tone of voice & copy direction

Social media assets & web templates

The challenge:

MemberSpace's real differentiator had always been the same: full controlover your look, your feel, and your pricing without leaving your own website. That's a fundamentally different promisethan Kajabi, Teachable, or Circle. Those platforms own your experience. MemberSpace gives it back to you. But the brand wasn't saying that. The visual identity had grown organically over years, no consistent system, no clear hierarchy, no messaging architecturethat made the differentiation impossible to miss. The pricing page was structured for solo creators evaluating a free plan. It wasn't built for business owners evaluating whether to move their entire community infrastructure to a new platform. Both problems were losing MemberSpace the customers who would stay longest and pay most.

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What we did:

01 — Brand Audit & Discovery

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We mapped what the existing brand was communicating versus what MemberSpace's best customers were actually buying. The gap was significant and specific.

02 — Repositioning

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The brand was rebuilt around the frustration serious creators feel with platforms that limit their control and take a cut of their revenue. The new positioning: "The platform that puts you in control of your community and your income."

03 — Visual Identity Overhaul

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Complete rebrand, logo refresh, color architecture, typography system, and component library built for consistency across marketing, product, and social. Everything scalable. Everything documented.

04 — Pricing Page Strategy

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The pricing page was restructured to support MemberSpace's shift toward higher-value plans and business buyers. Plan architecture, copy direction, and CTA hierarchy rebuilt to reduce friction at the highest-value point in the funnel.

05 — Content & Messaging Framework

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Social media communication framework and content direction mapped to subscription growth and retention, not just acquisition.

Team on this project:

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Brand strategist, UI/UX designer, art director, and copywriter.
Weekly updates throughout, integrated in Slack.

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The result:

Positioning shifted from "membership tool" to "the platform that puts you in control of your community and your income." That distinction is not cosmetic. It speaks directly to the moment a serious creator decides whether to trust a platform with their entire business and it changed the quality of customers arriving through organic search and referral. The pricing page restructure gave enterprise and team buyers a clear evaluation path that hadn't existed before, reducing friction at the point where MemberSpace was previously losing its most valuable potential customers.

How do you reposition a platform that 10,000 customers love but the wrong customers keep finding?

What we did:

The result:

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