A matter of death and life: The Radix rebrand

2024 was transformational for Radix, and not always in ways that we wanted. We entered 2025 with new clients, new services, and new momentum, but also with a significantly smaller team.

Even as we tried to roll with the punches and learn all the lessons – agency friends, please don’t underestimate how many obstacles an acquisition can put between your favourite clients and their ability to give you work – we were pushing forward with a long overdue project:

Refreshing the Radix brand.

Living both these stories at the same time has often been a jarring experience.

Workshops. Font shops. Pulling out the stops.

Taken in isolation, everything about the rebrand was a joy.

We asked the amazing Laura Stripp to shepherd us towards a new visual identity. We imagined ourselves as hummingbirds, corkscrews, and Frank Lloyd Wright’s marvel of organic architecture, Falling Water. We shopped for the perfect typeface.

Lewis Davis then developed a completely new, much more elegantly appointed website, designed by Laura to bring her vision for our brand identity to life – and to the public.

The simple need for new copy also drove us to reconsider our core proposition. We found we could voice, more clearly than ever, what the brilliant B2B marketers in the technology companies and agencies we support really value about our copywriting and content strategy services.

It was thrilling to see Radix’s future rapidly coming to life.

The dissonance creeps in

But when I stepped out of our visual identity workshops and looked at the emails in my inbox, I found myself suddenly back in that other narrative: the story of a company making incredibly difficult decisions to weather unusually challenging times.

It’s hard to explain how those of us who led the rebrand felt, and the dissonance of striving to rearticulate our business’s identity, even as we lost some of the people who had, for a long time, helped to make Radix, Radix.

While we knew we were doing genuinely vital work, devoting our energy to a project that wouldn’t bear fruit for many months sometimes felt like a luxury. There was just so much that needed our attention in the here and now.

Branding as a matter of death and life

Today, almost halfway through 2025, my feelings have changed.

For me, and I believe, for the rest of our team, the challenges we had to overcome last year have made this rebrand much more meaningful.

So often, overhauling your visual identity and web presence is about giving a fresh lick of paint to a decades-old machine. For us, it became about giving the correct shape to something genuinely exciting and new.

Radix, reincarnated, is much closer to the Radix we imagined in our branding workshops.

We’re more agile and industrious. More perfectly designed to perform our explicit function. More seamlessly and sustainably attuned to our surroundings.

We’re a hummingbird, carrying a corkscrew, through a modern woodland home.

USPs? Oh, let us tell you about our USPs…

New Radix is even more endlessly tried-and-tested than the much-loved pair of hiking boots that were mentioned in our branding workshops.

Right now, all but one of our writers have over eight years’ B2B tech writing experience. The other has almost four, and frankly, can go toe-to-toe with the industry’s best. It’s a powerhouse writing team that still offers the capacity, flexibility, and industry expertise to help our clients achieve their content ambitions.

The freedom to shape our destiny

There’s one other thing I need to mention.

We’ve been able to choose the kind of business we are – one that prioritises sustainability, provides progressive benefits, and focuses on excellence – because we’re employee-owned. I believe the fact that we all have a say in our agency’s future allows us to respond to challenging times and bounce back even stronger, like few other companies can.

If you’re reading this and want to know more about what employee ownership means, reach out. I’m always happy to evangelize.

Radix is dead. Long live Radix.

Thanks for reading. If you want to see what a lovely job Laura and Lewis have done, have a look around. And if you want to create amazing B2B tech marketing content – just get in touch.