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.

Our Approach: Identity Meets Infrastructure

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.

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

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.

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.

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.