After 14 years with a much-loved but ageing identity, Agecko was ready for a change. Operating in an industry being reshaped by tighter legislation and the UK’s 2050 net zero trajectory, they needed a brand that could credibly represent where they’re going: not simply as waste brokers, but as total waste stream consultants. A brand that helps organisations stay compliant, reduce impact and innovate across the full waste lifecycle — supporting circular economy goals. A brand no longer fit for a changing industry Agecko’s previous identity had two core challenges. First, the vertical logo lacked digital flexibility, making it difficult to use consistently across responsive touchpoints. Second, the visual language didn’t reflect the qualities at the heart of their offer: innovation, compliance expertise and sustainability leadership. The rebrand needed to speak clearly to multiple audiences and personas, including longstanding partners and new prospects – while sharpening Agecko’s position and making their value instantly understandable. From this, we defined two proposition lines to anchor the work: ‘Changing your waste, not you.’ and ‘Bringing innovation to total waste.’ Together, they communicate a practical promise: Agecko modernises waste operations without disrupting how customers work, while leading with smarter, future-ready solutions. A bolder identity built for trust, warmth and momentum The new visual direction was designed to feel human, trustworthy, driven, approachable and knowledgeable with an emphasis on people, family values and honest expertise. We evolved the palette into multiple shades of green, complemented by sky blue and earthier tones, to position Agecko as a sustainability-led partner while avoiding the cold, overly functional feel common in the waste sector. The result is more relatable, warmer, contemporary and distinct in a crowded market. A logo system designed to perform everywhere At the centre is a refreshed logo built for modern usage: clear at small sizes, adaptable across formats, and digitally responsive. The new system supports consistent use across web, print and social, strengthening recognition while retaining Agecko’s established equity. Bringing the gecko to life: a distinctive brand asset A key part of the brief was unlocking the potential of Agecko’s namesake. We evolved the gecko mascot from the previous brand, focusing on its most distinctive features — the tail and the footprint. The tail forms the descender of the ‘g’ in the wordmark, while the footprint forms the counter of the ‘o’ creating a recurring graphic device that echoes the idea of Agecko helping businesses reduce their carbon footprint, and the positive mark they aim to leave on the environment. Used across marketing materials, social content, brochures and documents, the mascot adds memorability and warmth, reinforcing Agecko’s role in the circular economy and ‘zero waste to landfill’ journeys. A website designed for clarity and scale With the identity established, we rebuilt Agecko’s website around a clearer, more intuitive experience – helping visitors quickly understand what Agecko does, who they help, and how to engage. The new structure foregrounds three core routes: Services & Products – Tailored solutions for complex or problematic waste streams, on-site handling and specialist products. Sectors – Deep experience in industries where compliance and waste challenges demand expert support. Locations – UK-wide coverage, reinforcing nationwide capability from Dundee to Southampton. The result is a cohesive, branded digital experience that supports both education and qualified lead generation. A consistent rollout across every touchpoint To ensure the rebrand landed in the real world, we extended the identity across all collateral — creating a consistent design system audiences can recognise instantly, whether on social media, during a site visit, or in a boardroom presentation. Results Since launch, Agecko has seen stronger engagement across audiences, with increased website interest and stronger demand from existing customers for tailored solutions. The refreshed brand has also attracted attention from better-aligned, values-driven prospects. Search visibility (June–Dec ’25): #1 keyword rankings increased from 1 to 12, and top 10 rankings increased from 7 to 20. Total keywords in the top 100 rose from 36 to 43, with 27 keywords improving. Quality of engagement: Events per active user increased from 9.12 to 16.72 (+83%). Organic Search became the dominant traffic source post-launch, accounting for ~78% of sessions and ~84% of new users. Conversions: Form submissions increased from 20 to 48 (+140%). Social impact: Facebook impressions increased from 12.7K to 36K (+183%), and LinkedIn page clicks increased by 105.6%. A future-ready brand with the same trusted partnership This wasn’t a visual refresh for its own sake — it was a strategic shift to help Agecko tell a clearer, bolder story about the impact they make. The outcome is a brand and website that feel authentically Agecko, expressed with the confidence, warmth and modernity needed for the future of waste management.