Activating purpose to drive positive change in business

AG Impact is a communications agency that partners with organisations driving social and environmental change. Formerly known as AG Comms, the team recognised that their name and digital presence no longer reflected the full scope of their work.

The brief was initially to design a new sustainable and accessible website, but quickly evolved into a deeper brand repositioning that would support AG Impact’s next phase of growth.

We partnered with AG Impact to deliver a new brand identity and website that put their purpose and proposition front and centre – with sustainability and accessibility at the heart of the final product.

A clear, purpose-led proposition

Our work began with a strategic phase rooted in our Impact Experience (IX) design process, specifically focusing on the Mission and Proposition pillars of our Positive Impact Website framework. Through audience research and stakeholder workshops, we helped the AG Impact team articulate their positioning and messaging to reflect their evolving service offering and purpose. This informed the site architecture and content strategy, resulting in a homepage and navigation structure that presents their services and mission with clarity, confidence, and focus.

A human-centred and emotionally engaging experience

Drawing on the human-centred aspect of our IX process, we supported AG Impact in developing a visual identity and tone of voice that truly captured the essence of who they are. We defined the emotional qualities the brand should evoke, and translated these into the digital experience – from warm, accessible design to inclusive, authentic storytelling. The result is a brand that feels alive, authentic, and aligned with the people behind it.

Built to be responsible by design

Sustainability and accessibility were key priorities throughout. We applied low-carbon design principles to reduce load time and energy use, ensured AA-level WCAG compliance across the build, and created a content strategy with integrity. These principles were embedded from the start, leading to external recognition – with AG Impact’s website ranked among the top 30 most sustainable sites worldwide by Digital Carbon Online.

The new AG Impact website is a confident, future-ready platform that sets a strong foundation for their continued growth and impact. It clearly communicates the organisation’s purpose, engages visitors with humanity and honesty, and delivers a responsible user experience that reflects their values at every level.