When Orange Speaks: The Story Behind the KAYDEE Rebrand
For most of my career, I was the youngest person in the room.
Whether it was a boardroom, strategy session, or a leadership team - I showed up prepared, capable and often undervalued. After so many years of working to prove my credibility, that same determination carried into building my own company when the time came. For KAYDEE, that meant a brand that was hyper-professional, buttoned-up, and ultra-polished.
In other words: I built a brand image that said “you can trust me.”
But eventually, something about it stopped feeling right.
If you’ve met me in person, you know that “ultra-polished” and “buttoned-up” aren’t part of the vibe. I’ve always allowed exceptional work to make up for what I lack in corporate fluff. And while the original brand looked credible, it didn’t feel like me. And as time went on, it definitely didn’t feel like us. It simply lacked the energy and authenticity that we bring to every conversation and relationship.
Even knowing this, I was hesitant. I’d been toying with the idea of a rebrand for a while, but the process felt intimidating. It’s hard to undo something that has served you well.
COLOR Has Entered the Chat
Then, something unrelated nudged the rebrand into motion.
A friend told me about her experience getting a color consultation from a local House of Color rep. She raved about how it made getting dressed easier, more joyful, and more confident. I’ve always struggled with wardrobe choices - some days I looked vibrant, others I looked kind of… deceased. So when I heard her rave reviews (and saw her AMAZING new headshots) I booked a consult right away.
It was an amazing experience! On a personal level I learned a ton and it changed everything about how I shop and dress. But more unexpectedly, it got me thinking deeply about how I use color in my business & brand.
Embracing the Discomfort
Every time I had imagined the rebrand, one color kept jumping out at me: orange.
Unfortunately, I’ve always hated orange. It’s just SO bold. Hard to ignore. And even a little chaotic. But I couldn’t shake it. Something about it just felt right; it seemed to perfectly capture the energy, clarity, and bold partnership we bring to our work every day.
Once I fully embraced the feeling that it was time to make a change, I dug deep to recall everything I’ve learned about branding in my career. And I knew that I couldn’t start with color, or font, or taglines - I had to start with spirit.
What were the words that captured the spirit of KAYDEE? Ultimately, I landed on authentic, energetic, smart, and relatable. Then it was time to decide what those qualities look like. And, as you may have guessed, all roads led back to orange. Not the neon, traffic-cone kind. But a warm, bold orange paired with grounding neutrals. Colors that felt approachable, confident and unmistakably alive.
From there I chose friendlier fonts. Then I reworked the messaging on our website to provide clarity and align the tone with our authentic, smart and relatable spirit.
Finally, I scheduled a branding photoshoot with the incomparable Kara Krause of Kara Reese Photography. This time, I showed up in the clothes that actually felt like me rather than my perception of what a “business woman” was supposed to wear. No black. No gray. Nothing stiff. No forced polish. Just the real me, aligned with a brand that finally matched.
The final product is exactly what I was hoping for. It feels great to know that when people see our branding, they can correctly imagine the type of people they’ll be interacting with.
The Real Lesson
Rebranding isn’t a quick pivot. It’s not about chasing trends or likes; it’s about alignment. It’s about letting the true spirit of your business come through in every detail - from your copy & color palette to the way you present yourself in-person.
If you’re considering a rebrand, here are my key takeaways:
Take your time. The worst thing you can do is rush the process. More often than not, this leads to another rebrand in the near future.
Don’t start with visuals; start with values. Let the words and phrases that define your culture and spirit lead the process. And ensure that they
Find the words and phrases that capture the spirit of your company.
Build a brand that looks and feels like you and the people representing it.
And honestly, if orange is calling to you - you just might need to embrace it!
At KAYDEE Management Solutions, we specialize in tailored operations support that helps small business owners reclaim their time and sanity. From streamlining your administrative tasks to setting up systems that keep your business running smoothly, we’re here to take the busy work off your plate so you can focus on what matters most: growing your business without burning out.
Because sustainable success isn’t about doing everything yourself; it’s about having the right team and systems behind you. Ready to build momentum that lasts? Let’s chat.
