Identity refresh and internal enablement.
I was hired as a Senior Designer within Aginic, focusing on, along with external client work, uplifting branded communications and design capabilities. This was also an opportunity to work behind the scenes, supporting internal processes as a strategic enabler across the business.
Years
2022-2023
Client
Challenge
Evolve current brand and consulting foundations.
Aginic was already well structured in its culture, people, and unique delivery mindset. And like many fast growing companies, some of its branded communications needed an uplift to reflect its evolving ambitions and connect further with new strategic audiences.
We weren’t starting from scratch, but from something already strong and beloved. That meant the task wasn’t to disrupt, but to carefully evolve. Alongside that, internal tools like pitch decks, templates, and visual systems needed alignment to support scalable consistency.
Process
Incremental innovation of brand identity.
We made an intentional choice not to pursue a disruptive rebrand. The cultural artefacts were already doing heavy lifting. Language, rituals, and in-jokes all carried deep meaning, ripping that out would risk breaking something beautiful.
Instead, we took an incremental, respectful approach. One that honoured the existing spirit while gently nudging the brand forward. It was less about changing how Aginic looked, and more about aligning how it showed up, visually, verbally, and strategically, with the business it had become.
Solution
Refreshing brand touchpoints and supporting internal capability.
We refreshed the company’s brand, offerings and website, giving it a clearer structure and more corporate tone without stripping away its human charm. We also reworked how core service offerings were communicated, bringing a cohesion to the narrative while keeping things simple and accessible.
We designed new guidelines, design system, visual components and key templates, tidied up award and tender submission kits, created animated headshots, and branded internal events in ways that celebrate the evolution of Aginic.
Beyond the outputs, I facilitated a few upskilling sessions for the design team, sharing methods and insights on branding, marketing, and the psychology behind design decisions. And in parallel, I also supported team resourcing plans and project budgeting frameworks, learning the valuable know-how of backstage operations in technology consulting business.
Results
Uplifting a brand without breaking its legacy.
By the project’s end, Aginic had a refreshed presence, more structured and corporate, yet still authentic and warm. Designers also gained a versatile toolkit of updated visual elements to maintain consistency across projects. The business benefited from clearer communications, new pitch materials, and internal resources that supported scalability and alignment.
Beyond leading those visual upgrades direction, I also worked with internal processes for resourcing, budgeting and tenders. Together, these outcomes helped positioning Aginic to confidently present an evolved service offerings and culture to clients and teams alike, without losing the unique spirit that made it so special.
Takeaways
Mindful designing to respectful rebranding.
The decision to evolve rather than disrupt the brand gave us permission to focus on what truly mattered: its narrative clarity, and momentum. The work landed well internally because it didn’t try to overwrite culture, but to increment it.
Sometimes, the best approach is one of quiet stewardship, developing what already works to brand it better, more clearly, and more confidently.
Also, being involved across commercial and operational tasks boosted my knowledge of consulting as a discipline, not just as a designer, but as a business partner.