Blog articles

The Philosophy Behind Cabinet's Rebrand

It feels surreal to even type this: 2025. Is Cabinet really over six years old? In many ways, it feels like we’re just getting started. Yet here we are, a little older, a little wiser, and more excited than ever about the journey ahead.

With time and experience comes both failure and growth. As we’ve evolved, we’ve learned some valuable lessons—lessons that have shaped not only what we do, but how we see ourselves as a company. One of the most profound realizations? We don’t have to be everything to everyone. And that’s okay. In fact, it’s something to celebrate.

Cabinet has found its purpose in serving a niche, underserved market—a market we don’t actually think is all that niche! An administrative role is filled with quiet strength and immense generosity. It’s a role for people who like to give, often putting others’ needs above their own. And we couldn’t be prouder to build innovative tools and resources for these incredible individuals who keep the world moving behind the scenes.

But as Cabinet has matured, we’ve noticed something: our brand hasn’t quite grown up with us. It felt too generic, too broad, and—dare we say it—too mainstream. The cold, hard truth is that more than 95% of administrators are women. That’s just the reality of the profession today. So why not embrace it? Why not lean into that fact and build something unapologetically for the women who make magic happen every single day?

And so, as we step into 2025, we’re doing just that. In the words of one of the best, Cyndi Lauper: “Girls Just Wanna Have Fun!”

That’s our mantra this year. Our new look and feel are inspired by the incredible women we serve—working administrators who are not just getting the job done but absolutely crushing it while having fun along the way. That means more bold, vibrant colors like pink, purple, and yellow. It means bringing in playful, relatable elements like post-it notes, plants, tea cups, and cats—the kinds of things that bring joy and warmth to a workspace. And yes, it means plenty of Dolly Parton references. Because why not? She’s the queen of working 9 to 5 while staying true to herself.

So here’s to 2025, a year of celebration, reinvention, and unapologetic fun. We’re here for it. We’re here for you. Let’s make this the best year yet!

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