Kits that Click
How SendKits rebranded to win trust, ditch the “salesy,” and become a rep’s best friend.
Welcome to On-brand by Brandfetch—the weekly scoop on the most intriguing rebrands, brand evolutions, and fresh identities shaping your favorite products.
📶 How Sendkits Found Its Signal
When Ricky Houck and his co-founders first spun up the idea for SendKits, it was just another bullet in a Google Doc. But unlike most startup sparks, this one didn’t fizzle—it found fire.
Originally named SalesKits, their product helped reps bundle all their client-facing materials into a single, shareable link. Practical? Yes. Polished? Not quite. Even Ricky admits, “The brand felt like a founder’s project in beta—something not quite ready.”
But reps don’t sell in beta. They need tools that work, and brands that signal trust. That’s when SalesKits evolved into SendKits—a rebrand born not from a moodboard, but from real user feedback, strategic clarity, and a night of ChatGPT-fueled logo ideation.
“We weren’t trying to be clever—we just wanted something reps could send that wouldn’t scream ‘you’re being sold to.”
— Ricky Houck, Co-Founder of SendKits
🌱 When the brand grew up
Let’s be honest: SalesKits.io in someone’s inbox doesn’t exactly scream click me. As Ricky puts it, “It felt a little too salesy.” So they went neutral, cleaner, more human. SendKits felt like a tool—not a pitch.
Another reason? Nobody actually called it a “sales kit.” In user interviews, people used phrases like client kit, brand kit, or sales room. The team took the hint and let users lead the language.
But the rebrand wasn’t just about a new name—it was a credibility upgrade.
“We wanted the brand to reflect value for the actual end user. That meant focusing on simplicity and trust.”
So they cleaned up the design, refined the message, and made the brand feel, well, grown up. The result? Prospects who visit the new site get it—and want in.
✌🏼 Enter Brandfetch
Here’s where we come in (brief cameo, promise). Ricky first came across Brandfetch at a previous company, where it was a go-to for manually grabbing logos and brand colors for decks. Useful—but tedious.
With Brandfetch’s marketplace now integrated into SendKits, that manual work is gone. Sales reps simply type in a company name, and the kit auto-populates with the customer’s logo, brand colors, and visuals.
“It’s one of our biggest ‘aha’ moments in demos. Even for small auto dealers, Brandfetch usually has a logo. That makes a big difference.”
A smoother, more branded experience—for everyone.
📊 Beyond the kit: a mindset shift
SendKits is now eyeing its next evolution—AI-powered prep. Sales reps often juggle 30–60 accounts and spend hours researching before a call. That’s time lost.
SendKits’ new prototype generates detailed customer reports, surfaces key insights, and even drafts kits and follow-ups—all before the meeting ends.
Because in sales, the best pitch is the one that writes itself.
But perhaps the biggest shift isn’t just technological—it’s personal.
“The biggest shift for me was moving from building the product for ourselves… to building it for customers. That changed everything.”
What began as a side project with a few friends is now a real business with paying customers, a growing roadmap, and a clear mission: help sales reps move smarter, faster, and more confidently.
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See you next week!
From your friends at Brandfetch 👋