The Hormozis
The Weird & Unbelievable
Client
About
Imagine being the couple that flips the script on the traditional "American Dream." Alex and Leila Hormozi didn’t just climb the ladder of success—they built an entirely new one. From their humble beginnings to amassing a staggering fortune, their journey is equal parts inspiration and controversy. Alex, the "offers guy", turned an unassuming gym business into a profit-making machine by mastering the art of irresistible offers. But what truly sets him apart isn’t just the millions he’s made—it's his audacious, no-BS approach to business that’s left both admirers and critics buzzing. Leila, on the other hand, is the powerhouse you didn’t see coming. While Alex crafted the offers, Leila transformed operations into a seamless, scalable empire. Together, they’ve turned their entrepreneurial ventures into a dynasty—one that's earned them both the love of die-hard fans and the skepticism of industry purists
Mission
I dedicated an entire month to branding Alex and Leila Hormozi because of how much they've inspired me over the years. My first step was gathering as much information as possible about their journey as entrepreneurs and partners. The introduction highlights their background, including who they are, what they do, and where they’re from.
Vision
"The Goal Behind the Hormozis Rebrand: A Unified Vision for Impact and Legacy" When I began this project, I had five key aims guiding every decision, every design, and every moment of creative exploration. Let’s revisit those goals and how we tackled them to create a cohesive, impactful rebrand for Alex and Leila Hormozi. 1. Increase Perceived Value We achieved this by crafting a visual identity system that embodies their vision for the future of business education. By presenting them as consistent and polished, we amplified their credibility, positioning them as serious players in the eyes of mainstream media and aspiring entrepreneurs alike. 2. Position Them as the Go-To for Realistic, No-Bullshit Business Advice In the strategy phase, we used the X-to-Y Axis framework to clarify their unique value proposition: realistic, implementable strategies with no fluff. This clarity was embedded into every aspect of their presence, making their brand synonymous with actionable, honest guidance. By embracing both their strengths and weaknesses, we created a message that feels authentic and relatable. 3. Build a Unified Brand Identity That Stands Out Unity and individuality were the cornerstones of the visual identity. From a single, unified logo to distinct yet harmonious colors reflecting their personalities, every design choice was intentional. Together, these elements create a seamless system that mirrors their voices while ensuring each stands out in their own right. 4. Increase the Potential to Monetize Lifestyle Business Opportunities We proposed a new direction—dedicated spaces for lifestyle content and documentaries. This opens doors for the Hormozis to establish themselves not just as educators but as influencers in mainstream media, expanding their reach and growing their opportunities for monetization. 5. Create an Identity System to Align Their Brand Image with Their Vision Identity is who you are; image is how the world sees you. This rebrand ensures that the Hormozis can influence their narrative. Through a consistent set of visual elements and marketing collateral, they now have the tools to tell their story the way they want it told—aligned with their true selves, yet aspirational in its reach. The Result This rebrand isn’t just about a new logo or a fresh color palette—it’s about creating a legacy. It’s about ensuring that Alex and Leila Hormozi can stand tall as a unified force, while their individuality continues to inspire. Through strategy, design, and intentional storytelling, this rebrand marks the beginning of a new chapter—one where they are poised to leave an even greater impact on the world. “This is more than a rebrand—it’s a blueprint for the future.”
During the brand strategy stage, I hand-crafted their mission statements, drawing from over 1000 pieces of content they’ve created. After three days of research, I realized I needed even more insight, so I dove deep into their personal preferences, long-term goals, and unique viewpoints. Using my decade of experience, I developed a solid brand strategy for both Alex and Leila. For their visual identity, I chose orange as Alex’s primary color and blue for Leila. The gradient style represents their individuality coming together in a powerful, unified brand.
Their logo was inspired by the concept of two brilliant individuals coming together to build an empire. The logo consists of lines that curve and meet in the center, forming the letter "H," symbolizing connection. Rather than creating separate logos for Alex and Leila, I opted for a unified symbol to reflect their consistency as a couple and entrepreneurs. This approach simplifies their branding and enhances marketing efforts.
I also redesigned Acquisition.com’s logo to reflect the company’s new foundation and growth.
The typography is bold, similar to what they’ve used in their vlogs, capturing their fearless approach to business. To balance it out, I introduced a wide font for variety and a tall, professional font for body text.
For the pattern design, I used the logo itself as the foundation. I also provided different color variations—both solid and gradient—based on the brand colors.
I created stationery designs that reflect the couple’s boldness and sophistication. Each element was designed to embody the essence of their brand while remaining visually cohesive with their overall identity.
I took on the challenge of redesigning the covers for Alex Hormozi’s existing books and predicted the name of his upcoming book in the $100M series. Instead of making drastic changes, I used distinguishable colors for each book cover, ensuring people could easily tell them apart. This small but strategic change enhances their marketing appeal while staying true to Alex’s original design approach.
I redesigned Alex’s YouTube profile to align with the new branding. I added his primary logo, social profile names, and a unique color that reflects his personality. I also included a progress bar to engage his audience in the creation of his next book, fostering a sense of involvement.
For Leila, I mirrored a similar approach by designing her YouTube profile with her distinct brand colors, incorporating her logo, and emphasizing her personality. The background features a faded brand pattern to maintain authenticity and a clean aesthetic.
I created a mock advertisement for an imagined upcoming event, showcasing how I’d approach marketing and advertising for their brand. This included designing event posters, social media posts, and promotional materials that align with their bold, entrepreneurial image.
Finally, I redesigned and branded their Instagram pages, giving each a distinct color while keeping their brand language and tone consistent. I also created promotional posts for Alex’s latest book and a made-up event, demonstrating how their social media could be leveraged for future campaigns.
