Ideas with direction
We had two options: a refresh or a full redesign. This is the redesign, the bold, original approach I led.
Their brand looked like a tech company, but they are actually a marketing agency. That mismatch was the main issue.
Gain already had a strong foundation: the color green, an upward arrow, and a feeling of momentum. However, the way these elements were used made the brand feel outdated and too close to the tech industry, which did not match their real work. In the redesign, I kept their core elements but refined them.
The result kept the same identity, but with a more sophisticated look, ready for their future rather than their past.
The team was genuinely energized by the redesign, calling it out-of-the-box, ambitious, and exactly the kind of bold move they'd imagined. But when it came to launch, they chose the safer refresh. Their reaction to the concept said everything about its impact, and about my ability to push brands further than they thought possible.
Client: Gain
Year: 2023
Agency: Fable
Role: Concepted, art directed, and designed the full redesign route. Logo and visual identity.
The Thinking
A marketing agency should not look like the tech companies it competes with. This idea guided every decision I made.
I kept the upward arrow and the green because those elements already worked for them. Then I redesigned everything else with more confidence, using sharper typography, a cleaner color palette, and a logo that would look right both in the boardroom and on a pitch deck.
The redesign went beyond what the brief required. I saw it as a chance to show what Gain could become if they fully embraced their evolving identity.
