As the lead designer on this project, I worked closely with the AJ Marketing Director through a series of collaborative sessions to define a refreshed creative direction. I designed and prototyped the new website in Figma, implemented it in Squarespace, and developed a complete branding pack, covering report templates, presentation decks, a services brochure, and event and social media visuals, all anchored in a refined colour system that shifted the brand toward charcoal and away from violet.

Before anything was designed, the direction needed to be agreed on. A series of Figma prototype sessions shaped the website direction, with each iteration tightening the visual language and pushing the design closer to something the team could get genuinely excited about. The colour shift was central to everything: charcoal as the anchor, violet as the accent rather than the hero.

The refresh touched every corner of the brand. The website was prototyped in Figma, refined through team discussions, and then built and implemented directly in Squarespace, keeping the handoff clean and the final product true to the design. The branding pack went further than a logo update: new templates for reports and presentations gave the team polished, on-brand assets they could use immediately. A book-style brochure was designed to showcase their services. Event and social media visuals were developed alongside everything else, giving AJ Marketing a consistent presence.

Did the agency end up with a brand that matched their work? That was always the goal. AJ Marketing came away with a refreshed identity, a live Squarespace website, and a full suite of brand assets