The brief
Waste management consultancy Agecko had been using the same branding for 14 years. It wasn’t bad, but everyone felt that it was time for a change. Sustainability isn’t what it was when they first started, and their brand needed to reflect the world they operate in now. With the UK aiming to reach net zero by 2050, a stronger repositioning could ensure Agecko is seen as a reliable partner for organisations looking to rethink their waste strategy.
Agecko also needed to convey that they’re more than waste brokers. They’re total waste stream consultants, a partner that helps organisations stay compliant, reduce their environmental impact, and innovate in how they manage their waste.
The challenge
Two issues stood out in Agecko’s previous identity.
First, the vertical logo wasn’t flexible enough. 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 are all key to their work — but none of that came through in the brand itself.
The rebrand also had to speak clearly to different business sectors. Existing clients needed reassurance that Agecko would continue delivering the same reliable service they trusted. New audiences needed to understand the value immediately. And the benefits of the repositioning had to be felt across every touchpoint — not just in brand guidelines.
Our approach
By aligning the business and brand around a single, simple ambition, we made it clear that Agecko is a reliable, consultancy-led partner. We also brought forward evidence of their continued success, supported by a friendly personality that would resonate with audiences.
From strategy and proposition through to identity, website and collateral, we built a design system that could flex from one channel to another. It had to stand out, be clear enough for busy decision-makers to understand quickly, and still feel friendly and human — building trust as well as recognition.
Brand strategy and messaging
A key part of the work was sharpening Agecko’s position using language people can easily grasp. Two lines became anchor points for 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. We focused on the people behind the brand, their sustainable values, and their up-front expertise. The brand needed to feel confident — but never corporate for the sake of it.
We expanded the colour palette, introducing multiple shades of green complemented by lighter sky blues and earthy tones. It clearly signals sustainability, without falling into the cold, functional clichés so many brands default to.
A logo system designed to work everywhere
The new logo pulls the whole identity together. It has personality, feels contemporary, and stays clear even at small sizes. Its versatility makes it easier to use across a wide range of applications. The system supports consistent use across web, print and social — helping Agecko become more recognisable while retaining the equity they’d built over time.
Bringing the gecko to life
A key part of the brief was unlocking the potential in Agecko’s name. We evolved the gecko mascot from the previous brand, using its tail and footprint as a springboard for creative opportunity.
On the logo’s ‘g’, the descender takes the shape of the gecko’s tail. On the ‘o’, the counter takes the shape of the footprint. Together, they form a graphic device inspired by the idea of a ‘carbon footprint’ — and Agecko’s goal of leaving a positive mark on the environment.
The gecko now appears across marketing materials, social content, brochures and documents, adding character to designs and helping audiences remember the brand. It also gives Agecko an ownable asset to support their role in the circular economy and ‘zero waste to landfill’ journeys.
A website designed for clarity and scale
With Agecko’s identity established, we rebuilt their website, improving the user experience while making full use of the new brand system and design assets. The mission was to help visitors quickly understand what Agecko does, how they help, and how to engage.
The structure foregrounds three core routes:
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 system audiences can recognise instantly. Whether someone meets Agecko on social media, during a site visit, or in a boardroom presentation, the experience now feels connected and unmistakably Agecko.
The results
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.