Rebranding a change agency for the national stage
Polykala is a leading organisational culture consultancy that since 2014 has helped their clients navigate complex challenges, leading to meaningful growth and learning for thousands of people across hundreds of engagements throughout Australia.
The challenge
Despite their high-level expertise and an impressive client list, ranging from state governments to top-tier law firms, their digital presence had fallen behind. They approached us in 2023 to overhaul their brand and website, moving away from an outdated aesthetic toward a contemporary identity that felt as creative and thoughtful as the work they do.
Working with a range of clients and decision makers, the brand needed to speak in many ways to many people. From smaller creative companies to large corporate environments, where trust is important.
PROCESS & OUTCOME
The Strategy: Deep-Diving into the Culture of Culture Changers
To start the process we went through an extensive series of workshops with Polykala’s directors. Partially an exercise in aligning the vision for their future, it was also a deep dive into the business’s internal culture and the unique perspective they bring to their facilitation. This allowed for an understanding of the brand before starting the design process. We pulled apart their existing identity to understand how their practical approach coexists with their sense of play and heart. By exploring their own internal culture, we were able to identify the voice the new brand needed to project, one that is both intellectually serious and deeply human. Unafraid to push boundaries and step into new ways of thinking.
The Design: Balancing Two Worlds
Using the insights from our workshops, we developed a visual language that balances the art and the science of culture shift. While creating a dynamic brand that can talk in many ways. Language is heavily relied on too, to communicate the positioning of the brand and perspective of the directors. We focused on the concept of Polykala—a name rooted in the "many" and "culture” and introduced a bold, sophisticated color palette and clean, modern typography that provides immediate credibility. The website was then built to translate Polykala’s complex intellectual frameworks into intuitive structure and content. Taking a show don’t tell approach, and demonstrating their extensive experience in case studies.
Outcome
The result is a brand that can switch easily. It feels vibrant and imaginative enough for creative sectors, while maintaining the authority and professional polish demanded by the corporate world. Polykala now has a digital presence that matches its reputation, positioning them not just as facilitators, but as the go-to experts for the artful, necessary work of systemic change.
