Waste not, want not. A bold brand reposition and website built for consultancy leadership.

After 14 years with a much-loved but ageing identity, Agecko was ready for a change. Their world is shifting quickly. Tighter legislation, rising expectations around ESG reporting, and the UK’s 2050 net zero trajectory are pushing businesses to rethink waste as a strategic priority, not a “bin contract”.

Agecko needed a brand reposition that could credibly represent where they’re going next. Not simply as waste brokers, but as total waste stream consultants. A partner that helps organisations stay compliant, reduce impact and innovate across the full waste lifecycle, supporting circular economy goals along the way.

Agecko’s previous identity had two core issues.

First, the vertical logo lacked digital flexibility. It was difficult to use consistently across responsive touchpoints, and it didn’t give the brand enough presence in a crowded, visually similar market.

Second, the wider visual language didn’t reflect the strengths at the heart of Agecko’s offer. Innovation, compliance expertise and sustainability leadership were there in the service, but not in the brand.

The rebrand also had to speak clearly to multiple audiences and personas. Longstanding partners needed to feel reassured. New prospects needed to understand the value of consultancy, quickly. The repositioning had to be obvious in every touchpoint, not just in a set of guidelines.

We started by aligning the business and brand around one simple ambition: to help Agecko show up as a consultancy-led partner, with proof and personality.

From brand strategy and proposition through to identity, website and collateral, we built a design system that could flex across channels while staying recognisable. Bold enough to stand out. Clear enough for busy decision-makers. Human enough to feel like a real team you’d want to work with.

Brand strategy and messaging

A major part of the work was sharpening Agecko’s position in language people can grasp instantly. We defined two proposition lines to anchor the brand:

• ‘Changing your waste, not you.’
• ‘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. There’s an emphasis on people, family values and honest expertise. The brand needed to feel confident but never corporate for the sake of it.

We evolved the palette into multiple shades of green, complemented by sky blue and earthier tones. It positions Agecko as sustainability-led, without falling into the cold, functional look that dominates the category. The result is warmer, more contemporary and more distinctive.

A logo system designed to work everywhere

At the centre is a refreshed logo built for modern usage. It’s clear at small sizes, adaptable across formats, and designed to be digitally responsive. The system supports consistent use across web, print and social, strengthening recognition while retaining Agecko’s established equity.

Bringing the gecko to life

A key part of the brief was unlocking the potential of Agecko’s namesake. We evolved the gecko mascot from the previous brand and focused 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’. Together they create a recurring graphic device that nods to the idea of reducing carbon footprints, and the positive mark Agecko aims to leave on the environment.

Used across marketing materials, social content, brochures and documents, the mascot adds memorability and warmth. It gives Agecko a friendly, ownable asset that supports their 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. The goal was simple: help visitors understand what Agecko does, who they help, and how to engage.

The structure foregrounds three core routes:

• Services & Products – tailored solutions for complex or problematic waste streams, on-site handling and specialist products.
• Sectors – 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 designed to educate, build confidence and generate qualified leads.

Rolling the brand out properly

A rebrand only works when it shows up consistently. We extended the identity across collateral and templates, creating a design system audiences can recognise instantly. Whether someone meets Agecko on social media, at a site visit, or in a boardroom presentation, the experience now feels joined-up and unmistakably Agecko.

Since launch, Agecko has seen stronger engagement across audiences, increased website interest, and stronger demand from existing customers for tailored solutions. The refreshed brand has also attracted better-aligned, values-driven prospects.

Search performance improved significantly between June and December 2025:

• #1 keyword rankings increased from 1 to 12
• Top 10 rankings increased from 7 to 20
• Total keywords in the top 100 rose from 36 to 43, with 27 keywords improving

The quality of engagement also increased:

• Events per active user rose from 9.12 to 16.72 (+83%)
• Organic Search became the dominant source post-launch, delivering ~78% of sessions and ~84% of new users

And the website is converting more effectively:

• Form submissions increased from 20 to 48 (+140%)

Social performance rose alongside the new system:

• Facebook impressions increased from 12.7K to 36K (+183%)
• LinkedIn page clicks increased by 105.6%

A future-ready brand, built on the same strong partnership

This wasn’t a visual refresh for its own sake. It was a strategic shift that helps Agecko tell a clearer, bolder story about the impact they make. The outcome is a brand and website that feel authentically Agecko, now expressed with the confidence, warmth and modernity needed for the future of waste management.