After years of helping others evolve, we decided it was time to treat ourselves like a client and refresh the Tether identity to reflect the contemporary, global agency we had become. The brief was to embody minimal sophistication with a wink, and I was tapped to lead the charge.

We were drawn to a typographically driven concept supported by non-verbal storytelling, a direction that felt both refined and expressive, professional yet playful. It struck the right balance between the clarity we bring to our clients’ brands and the creative energy that defines our own.

The result is a clean, confident system anchored by a bold all-caps wordmark, an evolved “t” symbol, and a minimal color palette. Each mark includes a small dot, a nod to the registered and copyright symbols found on the brands we help build. It’s a quiet reminder that great ideas are worth protecting.

The new identity was extended across every touchpoint, from presentations and social channels to studio signage and the website, which now puts our work front and center. The refresh not only strengthened our visual presence but also led to increased engagement and a brand that finally felt true to the evolved agency we were.