After five years the agency had outgrown its identity, but that identity had also become genuinely recognisable, so the answer was a refresh rather than a fresh start. I updated the logo and gave it the graphic symbol it had always lacked. Then I built a visual system around a serif detail that stays the same size on every element, from the logotype to the icons, so anything the agency makes reads as its own instantly.

From there came the rest of the kit. A colour palette reworked for legibility and matched to Pantone for print, and a coordinated pattern system replacing the one each designer used to improvise, plus illustrations, social media templates and a long run of print and merch pieces.

The other half of the work was process. I documented the system and set up how the team works with it, so design stays consistent across everyone's hands and every material carries the same brand voice without anyone having to think about it.

Made in collaboration wit Excited team.