LTK is the creator commerce platform formerly known as rewardStyle and LIKEtoKNOW.it. The company was founded in 2011 by Amber Venz Box and Baxter Box in Dallas, Texas, to help lifestyle creators monetize their content through shoppable product recommendations [1]. Today, the LTK brand unifies the company’s creator, brand, and shopper platforms under a single identity [2].
Design and History
LTK’s visual identity traces back to 2011, when Amber Venz Box hand-painted the original rewardStyle logo on the wall of her Dallas apartment, which served as the company’s first headquarters [3]. In 2014, the company launched its consumer shopping app under the name LIKEtoKNOW.it, which users quickly shortened to LTK [3].
By early 2021, the company faced a branding problem: it operated under multiple names, with rewardStyle serving as the corporate entity and LIKEtoKNOW.it as the consumer product. This caused confusion among creators, brands, and shoppers [3]. In June 2021, the company announced a strategic rebrand, unifying everything under the single name LTK [1]. The new name preserved the equity of the flagship LIKEtoKNOW.it product while signaling a new era for the company [3].
The rebrand was led by the company’s internal team, including newly hired creative director Maggie Collins, rather than outside consultants. The leadership team tested the new identity in video sessions with seven top creators and seven top brand partners before the public announcement [3]. In October 2021, the LTK shopping app rolled out its fresh look, with the new LTK logo replacing the former LIKEtoKNOW.it branding on the app icon [4].
Meaning and Symbolism
Based on feedback from creators and brand partners, the company decided to keep its heart and shutter icon but tie it to the new LTK name. The rebrand also shifted the color palette from pink-dominated to one heavy in black and white [3]. The heart icon had long served as a visual marker for the platform, appearing on shoppable images to signal that a photo was enabled for purchasing through the app [5].
Typography and Design
The rebrand introduced new typefaces alongside the new color scheme and name [3]. The company took an incremental approach to rolling out the new identity, updating products and external-facing materials first while leaving some office signage with the old branding in place [3]. The LTK logo is designed to work in black or white versions, allowing it to appear across the app, creator content, and marketing materials [6].
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