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A New Brand for a New Direction: AGR’s Move to SaaS

We reimagined AGR’s brand to reflect their purpose, create a stronger market presence and lay the foundations for long-term growth in a competitive space.

Client
AGR
Date
March 2023
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Measurable impact of digital transformation

A bold, digital-first visual identity
Clear brand purpose and values
A full brand book for global rollout

The Challenge

AGR is a supply chain optimisation company with global reach and a strong reputation—but their brand hadn’t kept pace with the business. The company was growing, their tech was evolving, and their offer was more relevant than ever, but the brand felt dated and disconnected. They needed a new identity that captured their mission, stood out in a competitive market, and matched the simplicity and power of their product. More than just a logo refresh, this was about defining what AGR stands for and building a brand system that could scale with them, across every touchpoint.

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The Solution

We kicked off with a deep dive into AGR’s mission, values and customer experience to uncover what made them unique. From there, we developed a new brand strategy focused on clarity, dynamism and simplicity—core principles that echo throughout their platform. We then designed a bold new visual identity, including logo, colour palette, typography and iconography, paired with tone of voice guidance and brand messaging. Everything was pulled together into a practical brand book that the team could roll out across digital, print and internal use. The result is a brand that looks and feels like the AGR of today.

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The Result

AGR now has a clear, confident identity that matches the strength of their product and people. The new brand brings together bold digital design with clear messaging, built around key themes like flexibility, optimisation and simplicity. Internally, the team has a shared understanding of their purpose and how to communicate it. Externally, the brand creates a consistent, high-impact presence across marketing, sales and product. With the visual system and brand book in place, AGR is set up to scale their presence globally with confidence—supported by an identity that actually reflects who they are and where they’re heading.

“The new brand captures exactly who we are and what we do. It’s bold, it’s modern and it gives us the tools to grow.”

Dagmar Lóa Hilmarsdóttir
Chief Marketing Officer

“The new brand captures exactly who we are and what we do. It’s bold, it’s modern and it gives us the tools to grow.”

Dagmar Lóa Hilmarsdóttir
Chief Marketing Officer

“The new brand captures exactly who we are and what we do. It’s bold, it’s modern and it gives us the tools to grow.”

Dagmar Lóa Hilmarsdóttir
Chief Marketing Officer

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