Portfolio highlight
Vesper for kajabi
Kajabi came to us with a specific ask: create a
concept website that truly showcased what the
platform can do.
Kajabi Reimagined The Roadmap Ecosystem The Build Live Event Art Direction
More than a website,
they wanted a place.
An ecosystem. A space where people could imagine and build their own vision of success.
We felt a deep sense of excitement when Kajabi gave us full creative freedom for this project. From the very beginning, grounded in our experience, one thing was clear: this site shouldn’t simply be seen—it should be felt.
That idea became Vesper.
Creative Direction, Strategy
Afton Negrea
Branding, Graphic Design, Illustrations
Carolina González + Sebastian Kayle
UI Design
Afton Negrea + Sebastian Kayle
Kajabi Development
Afton Negrea + Neerav Dobaria
Kajabi Reimagined
Our challenge wasn’t just to create something beautiful, it was to subtly shift perception. That meant building a cohesive concept brand and multi-product ecosystem: courses, coaching, community, newsletter, podcast, and commerce that felt intentional, not stitched together; elevating the aesthetic without alienating everyday creators; and showcasing Kajabi’s full capabilities without turning the site into a feature tour.
Mapping the Journey
We mapped and visioned the entire customer experience from the inside out: Discovery → Exploration → Commitment → Experience. Each Kajabi product became a narrative beat in that journey. Not a tool to be explained, but a chapter to be experienced.
Community wasn’t “access.”
It was belonging.
Courses weren’t just “courses.”
They were invitations.
Coaching wasn’t just support.
It was direction.
Thinking in ecosystems,
not pages
Instead of approaching Vesper as a collection of standalone pages, we treated it as a living brand environment—one with multiple entry points, paths, and moments of discovery.
The Build
We built the Vesper design system around the concept of "active stillness." By balancing expansive white space with purposeful movement, we created a path that feels intuitive to explore. These interactions aren't meant to dazzle; they are there to help users compare and understand their options. It’s movement with a mission, a gentle signal that you’re headed the right way.
We curated a color story inspired by the natural world where warm, earthy tones meet the soft light of twilight. The result feels modern, yet carries a timeless, lived-in warmth
We established a type hierarchy that speaks clearly whether it’s whispering in a footer or shouting joyfully on a sales page.
Using CSS and strategic JavaScript integration, we created components that feel native but aren't available out of the box:
- Slider modules with custom easing and transition timing
- Toggle switches with state management for complex pricing matrices
- Animated section reveals with scroll-based triggers
- Responsive layouts that adapt fluidly across breakpoints
Live Experiences
To enhance Vesper’s full ecosystem, we brought The Axis Forum to life; an online event that serves as a nexus for leaders and thinkers driving human-centered transformation. Inspired by the concept of an axis as a point of intersection and expansion, we designed a visionary live event experience that reflects this energy
AI as a Creative Accelerant
Here's what most people don't see: every image, every video, every piece of visual content on Vesper was generated using AI. No photoshoots. No stock libraries. No creative delays.
We art-directed an entire visual universe—atmospheric, cohesive, purposeful—and brought it to life in a fraction of the time traditional content creation would require. This wasn't about shortcuts; it was about control. We could iterate on mood, composition, and narrative instantly. Using images in collaterals as well, such as newsletters, pdf’s,etc
A Concept Website
for Kajabi's New Era
Vesper became the website that Kajabi now uses to illustrate platform potential. It's shown to prospects across industries—wellness, education, coaching, creative services—as proof of what's possible.
But beyond utility, it proved a point: You can do anything with Kajabi.
