AiQuarium came to me as an AI agency and left with a brand people will trust, remember and gravitate towards.

They build tailored AI solutions for lead gen and customer support, drawing on the best tools available globally and configuring them around each client's business. The problem was that almost every brand in this space looks identical. Blue and white, sterile and interchangeable. For an agency whose entire value is bespoke thinking, that was working against them.

So I built the brand around the name. The aquarium is the business, the tools within it are the fish and coral and each client gets their own ecosystem assembled from resources gathered worldwide.

The mark came from the wordmark itself. I rotated the "Q" letterform 90°, let its natural typographic tail become a fish tail, added an eye - and taadaa, the letterform turned into a fish. I wanted it to be recognisable, playful and entirely their own.

For colour I moved away from the black and white category default - instead, I went for a luminous mint and light lavender for energy and intelligence, anchored by a deep teal green that reads as water, rather than tech cliché.

Full brand strategy, identity and website, designed and built in Framer.

They now look like the only agency doing what they do, rather than one of hundreds. In a category this crowded, that's usually a total game-changer.