AJ Marketing

What happens when a marketing agency's own brand stops reflecting the standard they hold their clients to? AJ Marketing is a Melbourne-based agency doing sharp, strategic work, but their visual identity and website had drifted out of step with where the business had grown. The brief was a refresh, not a reinvention. Pull the brand toward something more grounded and sophisticated, dial back the violet, lean into charcoal, and make sure everything from the website to the event collateral felt like it belonged to the same confident, cohesive system.

Before anything was designed, the direction needed to be agreed on. That meant getting into the room, or at least the call, with the team and working through what the brand should feel and say at this stage of the business. 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, something tangible and considered that reflected the quality of their offer. Event and social media visuals were developed alongside everything else, giving AJ Marketing a consistent presence across every touchpoint, online and off.

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