mut.agency

mut.agency, a creative agency based in Innsbruck where I currently work, has long been recognized for its high-quality design work. In response to evolving market demands and a shift in client expectations, the agency underwent a strategic transformation, expanding its core offering to include brand and business strategy consulting in addition to design. The repositioning aimed to fill a noticeable gap in the DACH market and offer a more holistic, forward-thinking approach.

The Challenge
With the growing complexity of market dynamics and customer needs, design alone was no longer sufficient to create meaningful differentiation. Businesses were increasingly seeking deeper strategic guidance, something traditional design-focused agencies were not structured to deliver. The agency identified a white space in the market: strategy-first branding services that combine the clarity of business thinking with creative execution, inspired by methodologies used by leading US-based strategy companies.

Strategic Approach
The agency developed and introduced a new service model anchored in intensive, three-day client workshops. These workshops were designed to uncover each client’s unique market positioning, identify opportunities for differentiation, and lay a strategic foundation before any creative work began. The process merged brand strategy, market insight and practical implementation frameworks, aligning internal teams and creating clarity at every level of the business.

Implementation
To reflect this shift, the agency’s website was completely redesigned. The new site clearly communicates the agency’s repositioning and emphasizes its strategy-first methodology. Visuals, structure, and messaging were all adapted to support the new direction. Alongside the website, a targeted outreach and communication campaign was launched to attract clients looking for deeper collaboration and long-term business impact.

Brand archetypes played a key role in shaping the new identity. Positioned as a blend of Rebel and Sage, the agency's brand reflects both a bold, disruptive spirit and deep strategic insight. This duality is visually expressed through the use of spray paint as a core branding element, symbolizing raw creativity and defiant energy. As part of the rebrand, a custom spray-paint-inspired typeface was developed, further reinforcing the agency's distinctive voice and visual identity.