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Case study: AgeInc

Crafting a Brand to Challenge Age Discrimination

Photo of mature woman spinning pottery for AgeInc.
We created a new brand, website and HubSpot Sales system to help AgeInc build its presence and tackle age discrimination.
Client
AgeInc
Services
Branding, Website Development, HubSpot Sales Implementation
Industry
Employment Advocacy

We partnered with AgeInc to build their foundation from the ground up — delivering branding, website development (HubSpot CMS), and HubSpot Sales implementation. Together, we created a brand identity and digital system designed to carry more than a business. It needed to carry a movement.

The Challenge

AgeInc set out to tackle one of Australia’s most overlooked biases: age discrimination in employment. Despite legislation, unconscious and conscious ageism remain prevalent, sidelining a workforce of over six million Australians aged 50+.

The team behind AgeInc wanted to flip that narrative by creating an endorsement brand — a mark employers could proudly display to signal their commitment to age inclusivity and empower workers 50+ to thrive.

What they needed was more than a logo. They needed a brand identity, digital platform, and sales system that could carry the weight of this movement: clear, compelling, and scalable.

Photo of Age Inc digital signage in train station small.

The Solution

  • Branding consultation
  • Branding development
  • Asset roll-out
  • Website design and development
  • CRM implementation
AgeInc Hoarding Design.

Our Approach: Identity Meets Infrastructure

AgeInc Burgundy Logo.

Endless Opportunities

The AgeInc identity was designed to do more than look polished. It needed to act as a rallying symbol for inclusivity, something that employers could adopt proudly and employees could trust instantly. We began with the logo—an infinity loop built seamlessly into the “g.” This subtle but powerful detail became a visual shorthand for endless opportunity, the unbroken value of mature workers, and the ongoing cycle of contribution that age brings to the workforce.

AgeInc Poster.
AgeInc Poster 2.
AgeInc Poster 3.

A Palette with Purpose

From there, the visual system grew. The colour palette balanced deep burgundy with sage, teal, and navy—tones that feel professional, trustworthy, and human. Burgundy conveyed wisdom and experience, sage introduced growth and renewal, teal bridged the two with contemporary freshness, and navy grounded the brand in authority. Together, these colours created a visual language that could flex: serious enough to sit alongside government and corporate partners, but inviting enough to speak to everyday Australians

AgeInc Colour Palette.
AgeInc Stationery and Letterhead Design.
AgeInc Photography smaller.

Authentic Voices

Typography and imagery were equally intentional. Montserrat was chosen for its clarity and geometric confidence, ensuring the brand always communicates with precision. Photography leaned into candid, reportage-inspired shots, often in black and white. The goal was authenticity—capturing people in real moments rather than staged, corporate stock scenes. In every detail, the system reinforced AgeInc’s values of equality, inclusion, curiosity, and fun.

AgeInc Typographic System 1.
AgeInc Typographic System 2.

Built for Partnership

But this wasn’t just a static identity. We engineered it to scale seamlessly across partnerships, with a co-branding system that allows AgeInc’s endorsement badge to sit comfortably alongside employer logos. The result is a flexible visual ecosystem: strong enough to stand on its own, adaptable enough to integrate into diverse corporate environments.

partner ageinc
Partner AgeInc 2.

From Story to System

To bring the brand to life digitally, we developed a new website on HubSpot CMS. Here, the identity system evolved into an experience. The site was designed to be simple, modern, and purposeful—guiding HR and DEI leaders through the story of AgeInc while providing a clear path to endorsement. Every page was structured to balance education with action, offering clarity without overloading detail. Behind the scenes, HubSpot gave the team fingertip control over content and campaigns, ensuring the platform could evolve as the movement grows.

AgeInc Social Media Design smaller.
AgeInc Web Homepage.-1

Turning Awareness into Action

Finally, we equipped AgeInc with a full sales engine inside HubSpot. From branded email templates and automated follow-ups to custom forms and domain configuration, we turned intent into action. Training sessions empowered the team to take ownership, while the technical setup ensured reliability and scale. Together, these systems transformed AgeInc from a concept into a living, scalable movement—with the brand identity, website, and sales tools working in unison to drive growth and impact.

Sales Hub Logo.
CMS Hub Logo.
  • From The Client
"Working with T&H Digital has been a breath of fresh air. Their communication is exceptional — I never had to chase them for updates, and they always kept me informed. What stood out most was their ability to push back constructively on my ideas, providing thoughtful alternatives that made the final product stronger. It’s rare to find a team that combines deep expertise with a genuine partnership approach."
- Richard Spencer, Founder

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Etikette Candles: Klaviyo Automations, Brand Consistency & Growth Etikette Candles: Klaviyo Automations, Brand Consistency & Growth Etikette Candles: Klaviyo Automations, Brand Consistency & Growth Etikette Candles: Klaviyo Automations, Brand Consistency & Growth Etikette Candles: Klaviyo Automations, Brand Consistency & Growth Etikette Candles: Klaviyo Automations, Brand Consistency & Growth Etikette Candles: Klaviyo Automations, Brand Consistency & Growth Etikette Candles: Klaviyo Automations, Brand Consistency & Growth
Photo of Etikette Candle in Sand.
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allgoods hp
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A complex HubSpot implementation recognised for technical depth and commercial impact. Custom properties, advanced workflow logic, reporting infrastructure and full team enablement built from the ground up.
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Photo of Solar Panels Backlit by Sun.

Ready to Build a Brand That Drives Change? Let’s talk.

If your vision is bold but your brand and digital presence don’t yet reflect it, we can help. We design identities that inspire trust, build websites that scale, and engineer sales systems that turn awareness into action.

With us, you don’t work with junior account managers. You work directly with senior specialists who craft the brand experience, design the website, and optimise every touchpoint for measurable growth.

From identity to infrastructure, we create brands and websites that don’t just look good — they move people, and movements, forward.