A Reputation,
Redrawn
Challenge
A content-led PR agency had quietly built real creative capability — but its brand hadn't caught up. The website, pitch decks, proposals, and social all looked like a different, smaller company than the work coming out of the building. The brand was underselling the firm.
Its single biggest differentiator — its content — was buried across five disconnected blogs that were slow to load and hard to navigate. The challenge wasn't just a new website; it was repositioning the entire external face of the agency to signal the creative thinking the team could actually deliver.
Approach
I led the full brand system from strategy through execution: brand identity standards, the rep-ink.com redesign, proposals and presentations, social templates, and experiential. Rather than design one-off assets, I built a modular design system — templates that keep the brand consistent and polished while staying easy to maintain and update.
A core move was consolidating what were effectively five blogs — blog, podcast, case studies, news, and newsletter — into a single, filterable Knowledge Center, turning the firm's best differentiator into something prospects could actually use.
Outcome
A brand presence that finally matches the capability. In the first year after launch, the redesigned rep-ink.com saw a 23% increase in active users, a 28% lift in pageviews, and a 7% increase in average engagement time — measured against the prior site, same period.
The new brand is now winning creative-first clients — and leadership credits the new brand with making new business easier to win. It also helped diversify the revenue base: single-client concentration dropped from 84% to 65% of billable design hours — roughly 20% revenue diversification — with design billables up 17% year over year.
Experience Live on rep-ink.com →
