blog post | creative + ux | news + business

Announcing the evolution of the WebMechanix brand

What is a brand? Is it a look? A feel? A tone of voice?

A brand is all of those things. And our own brand has entered a radical phase of evolution as we’ve expanded as a business. At WebMechanix, we’ve grown exponentially in the last few years, but unfortunately, much like the “cobbler’s kids”, our own external identity did not.

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One of the first things a digital agency is judged on is the look and usability of the site. Even with the best sales team, a bad visual identity can sink an otherwise promising engagement. Or, as one famous art director put it:

“Design is the silent ambassador of your brand.”


Brands are tricky things. They’re so much more than your logo, wordmark, or palette of colors. It’s a reflection of who you are but shaped and promoted by what you do as a business. Two ways to consider brands in this way are summed up below:

“Branding is the art of aligning what you want people to think about your company with what people actually do think about your company. And vice-versa.”


“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.”


A brand is everything; the face of your business, your visual design, your promise, your tone, and your customer’s perception of you. Branding is how you are remembered, recognized, and talked about. A distinct brand can change the world.

Don’t believe me? Google, why does Santa wear a red suit in the US when he traditionally is in blue attire everywhere else. (Spoiler alert: It was Coca-Cola) So it’s imperative that you treat a rebrand or brand evolution very seriously.

“Your brand is the single most important investment you can make in your business.”


So with that, we present our new WebMechanix brand. As we’ve grown and continue to do so, we’ve expanded our services. Founded as an SEO/PPC agency in 2009, we’ve evolved to add full-service digital media buying, analytics, creative, U/X, and development to our offerings. In short, we’ve grown up and grown strong.

– – – – – – – – – – – – – – – – –

As we began our rebranding exercises, we delved into what made us who we are. As an agency, we actually do live our culture and values. In short, these represent a commitment to data, continued improvement, and deep care for the successes of our clients.

With this, our tone of voice evolved; less playful and more committed. We still have our sense of humor, but it’s more experienced and represents our maturity as a business. It’s become more inclusive, confident, and open, and less reliant on following what other marketers are saying.

Our brand promise is to unlock potential: in our clients’ businesses, in partnership to educate and support marketers, and to grow the skills of our own staff. Our market position is to use the power of digital marketing and advertising to acquire customers for our clients at scale. To effectively tell this story, we needed to look as competitive as we truly are.

Visually, our new brand has also matured, with a color palette representing a more professional side. Competitive, but not stuffy; sophisticated but not overly serious. Our secondary and tertiary colors represent the youthfulness and energy that still exists in our agency, but we’ve wrangled that chaos into something more purposeful. Something as simple as a gradient is still in our palette but is limited to specific elements to ensure it has the proper impact.

Design elements are also key in representing our brand. Among them are a number of “data flows”, representing our understanding of the myriad ways customers engage with data, but you’ll notice that we’ve contained them into a directional surge to show how we can manage and train algorithms. Other elements include tight, subtle grids, hailing back to our web design roots, and our commitment to ordered design.

To further emphasize inclusiveness and growth, our typography has shifted to Proxima Nova, a highly usable and readable font, with enough weights to allow our message to be represented as boldly or lightly as needed. It’s clean, modern, and has even been described as “friendly”, but most importantly, it’s a font that works immensely well for screens.

With all these changes, we’re still WebMechanix: the friendly, knowledgeable, committed agency you may have worked with already. But we hope these changes help you and future clients better understand that we’re world-class competitors, ready to unlock your potential too.

About the writer
Bart Heird
Bart Heird
Bart Heird is a creative director for WebMechanix. He loves dungeons and dragons.

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