GLOBAL REBRANDING & DESIGN SYSTEM OVERHAUL
A complete transformation of Agorapulse’s visual identity, design system, and marketing website; from early creative exploration to a scalable brand used across all teams and channels.
As Head of Design at Agorapulse, I led a complete transformation of the company’s brand identity.
This included rebuilding the entire visual identity, designing a new system for product and marketing teams, modernizing the website, creating a new visual language, crafting 3D illustrations, producing hundreds of brand assets, and supervising designers worldwide.
The result: a unified, premium SaaS identity; and a +164% increase in subscriptions six weeks after the launch of the new website.
CONTEXT & CHALLENGE
Before the redesign, Agorapulse suffered from:
→ An outdated, generic marketing website
→ Weak visual identity and limited brand recognition
→ No unified design system
→ Inconsistent visuals across product, marketing, and social channels
→ Fragmented typography, colours, icons, and illustrations
→ A perception gap compared to competitors
The mission was clear: rebuild the brand from the ground up, create a scalable visual system, modernize the UI, and deliver a premium website capable of telling the story of a sophisticated SaaS platform.
EARLY RESEARCH & CONCEPT EXPLORATION
To reinterpret how to tell Agorapulse’s story visually, I explored multiple metaphorical directions. The goal was to express the product’s core value: centralizing and simplifying social media management, through intuitive, memorable visual concepts.
I developed numerous metaphor sketches, including:
A pool where social networks swim in a water full of messages
Agora is at the center: it pick messages from social networks and bring them to the inside of it
A grue or articulated arm is moving some blocks to form at the end a pie chart or a graph
A pool where social networks swim in a water full of messages
Agora is at the center: it pick messages from social networks and bring them to the inside of it
A grue or articulated arm is moving some blocks to form at the end a pie chart or a graph
This exploratory phase helped identify the strongest narrative structures and informed what would later become a key storytelling device for the website.
FEATURE METAPHORS: DESIGNING FOUR CHARACTERS
Agorapulse revolves around four core product features:
→ Publishing
→ Inbox
→ Reporting
→ Listening
To make these features clearer and more relatable, I created four characters, each embodying one feature.
These characters emerged naturally from the explorations:
→ Four features
→ Four colours
→ Four metaphors
→ Four characters
CREATIVE DEVELOPMENT
→ Storyboards detailing how each feature behaves
→ Shape research, silhouette exploration
→ Colour alignment with product hierarchy
→ Early 3D tests to validate feasibility
→ Light, form, and personality exploration
Each character became a friendly, memorable metaphor explaining a complex SaaS capability in a visually simple way.
3D MODELLING & ANIMATION DEVELOPMENT
With the characters defined, we moved to 3D modelling and animation.
This required multiple rounds of iteration:
→ Low-fidelity 3D mockups
→ Animation blocking to define personality and rhythm
→ Motion refinements
→ Final rendering and export for website integration
From...
To...
To...
These animations were used in key areas of the marketing website:
→ Homepage hero
→ Feature pages
→ Section transitions
→ Product storytelling moments
They contributed to a more engaging, premium, modern experience.
WEBSITE REDESIGN - APPLYING THE NEW IDENTITY
Once the visual direction and metaphors were established, I redesigned the entire marketing website.
Objectives
→ Increase perceived quality
→ Showcase the product more effectively
→ Improve clarity of features
→ Modernize layout and interface
→ Apply the new brand identity consistently
→ Make page transitions and animations smoother
→ Create a premium SaaS experience
Key Improvements
→ New visual hierarchy
→ Updated typography and layout rules
→ Modernized UI components
→ Integration of 3D illustrations and characters
→ Clear product-first positioning
→ Improved message clarity and structure
→ Stronger emotional engagement through motion
The redesigned site became the reference point for the company’s new visual identity.
The Homepage
Click on the video to see the animation + new layout
Publishing Feature page
Click on the video to see the animation + new layout
Inbox Feature page
Click on the video to see the animation + new layout
Reports Feature page
Click on the video to see the animation + new layout
Listening Feature page
Click on the video to see the animation + new layout
GLOBAL BRAND IDENTITY OVERHAUL
In parallel to the website work, I executed a full brand redesign, going far beyond the metaphor characters.
→ Brand Foundations
→ Refreshed logo
→ New, more robust typographic system
→ A redesigned colour palette
→ Iconography rules
→ Layout grids and spacing system
→ Updated illustration direction
→ Scalable 3D visual language
→ Clean, modern brand components
EXPANDED VISUAL LANGUAGE (BEYOND CHARACTERS)
I created a broader 3D illustration system used for:
→ Blog graphics
→ Ads
→ Feature announcements
→ Internal presentations
→ Email campaigns
→ Social content
These visuals complemented the website characters but served many additional use cases across the company.
BRANDING ASSETS: SCALING THE IDENTITY ACROSS ALL CHANNELS
I redesigned every asset used throughout Agorapulse, ensuring full consistency:
→ Social media templates
→ Podcast thumbnails
→ Webinar and event graphics
→ YouTube covers
→ Blog post headers
→ Ads & sponsored visuals
→ Product loaders
→ UI elements
→ Print materials
→ Presentation decks
→ Internal communication visuals
→ Feature icons and badges
Hundreds of assets were produced and organized into a shared library for the brand and marketing teams.
BRAND & WEB GUIDELINES + DESIGN SYSTEM
To ensure consistency and scalability, I created:
→ Complete brand guidelines
→ Web guidelines for layout, spacing, structure, and component usage
→ Motion principles and animation rules
→ Templates for marketing campaigns
→ A reusable asset library
→ Processes for distributed designers across the world
This system enabled the team to create on-brand content efficiently and confidently, without losing coherence over time.
RESULTS & IMPACT
+164% subscriptions after website launch
→ A substantial increase in conversion within six weeks.
Awards
→ Awwwards - Mobile Excellence
→ Awwwards - Honorable Mention
Long-term impact
→ Stronger brand recognition
→ A scalable visual identity used by all teams
→ Faster production thanks to template libraries
→ Improved internal collaboration
→ A premium positioning in the competitive SaaS landscape
WHAT THEY THOUGHT ABOUT MY WORK
"I had the chance to work with Lucas at Agorapulse, and his impact was truly decisive.
As Head of Design, he strengthened our structure, elevated the brand, and significantly improved the quality and coherence of our work.
His natural leadership, kindness, and ability to bring out the best in his team are remarkable.
I wholeheartedly recommend him."
Fabien Finet
Brand Designer @Agorapulse
Lucas doesn’t just create beautiful design; he builds visual systems that are durable and high-performing.
The full rebranding he led at Agorapulse was a true turning point: nearly 5 years later, the foundations he created are still in use and continue to carry the brand.
His work was essential in strengthening our credibility in Europe and supporting our strong growth in the United States.
For a marketing director, having a partner who combines creative vision with a deep understanding of international business challenges is invaluable.”
Yoann Fondelot
Director of Marketing & Business Development Europe @Agorapulse
The new website and branding are making a huge difference. On my last call, I asked a prospect why he decided to look into Agorapulse. He said: ‘I was comparing tools and your website stood out to me. It looked so professional.’
Just last week, someone else told me they booked a demo specifically because they loved our new branding and the little characters on the site. He said the website and the overall feel made Agorapulse look like a cool, modern company.
I’ve never had people tell me that before. Incredible work from the whole design and website team."
Jarrett Stevenson
Enterprise Account Executive @Agorapulse
READY TO LEVEL UP YOUR BRANDING GAME? LET'S TALK
Lucas Lengagne | Senior / Lead Product Designer (Freelance)
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