Modernizing a digital-first marketing agency's existing brand identity.

Digital Alchemy / Case study / Brand refresh

A brand refresh that kept what people knew and fixed everything around it

Digital Alchemy is a digital-first marketing agency with teams and clients around the world. Its logo was already well recognized. Designblue was brought in for a brand refresh that would give every team, in every market, one identity to work from.

The problem

Around the logo, things had drifted. Colors, patterns, templates and everyday materials were interpreted differently from one country to the next, and the overall brand presence had become fragmented. It no longer reflected the caliber of the company behind it.

That left two needs pulling against each other. The brand had to change enough to feel fresh and stay consistent everywhere. It also had to keep the recognition the existing identity had already earned with employees and clients. Change too much and that recognition is gone. Change too little and the drift continues.

Whatever we built also had to work for teams across many markets at once.

What we did

We kept the logo. Rather than starting over, we looked at what already resonated with employees and clients and built outward from there.

We shifted the identity towards a lighter, more colorful feel that suits a people-focused, technology-driven business. Then we took the core brand elements and amplified them into patterns, with clear guidelines, so any team can use them consistently and still adapt them for its own market.

What we built

A refreshed design system

The color palette is built on the recognizable Digital Alchemy yellow, with vibrant accents added for energy and flexibility. A new sans-serif headline typeface gives the brand more ownership of its look. A simplified icon set communicates ideas quickly.

Brand applications for everyday use

Everyday corporate identity often gets overlooked, so we refreshed it too: IDs, lanyards, business cards and envelopes. We also designed presentation and deck templates, event backdrops and materials for the in-person conferences Digital Alchemy runs regularly.

An online presence that matches

For a digital-first company, its online platforms matter as much as anything printed. The refreshed colors and design system were built to scale across them.

One brand manual for every team

We documented every element in a brand manual that covers what the brand is and how to apply it in everyday work. We wrote it to be easy to understand and reliable to reproduce at scale, so a team on the other side of the world gets the same result as the one next door.

The outcome

Digital Alchemy's teams around the world now work from a single source of truth for the brand. Its online presence feels more welcoming, and the brighter, younger look better reflects the company's personality and services.

The logo people already knew is still there. The colors, patterns and templates around it now come from one shared guide.

Refreshing a brand people already know?

If your teams have each drifted into their own version of your brand, we can bring them back to one without losing the recognition you've built. Tell us where your brand shows up today, and we'll show you where we'd start.