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Case study · Marcel Digital

Marcel Digital

A rebrand and a results-led website for Marcel Digital, a Chicago B2B digital marketing and web development agency founded in 2003.

Year
2025
The white marcel wordmark and We are marcel. line on Velocity blue beside the Marcel icon inside an orange ring

01 — Context

Twenty years in, ready for what's next

Marcel Digital is a Chicago B2B digital marketing and web development agency, founded in 2003. Its teams cover SEO, paid media, web development, analytics, content and conversion rate optimization, and they work as one integrated group rather than a row of silos.

After two decades of growth, the brand still looked like the agency Marcel used to be. Marcel asked us to rethink the identity from the ground up and then rebuild the website around the work it's proudest of. We took the identity through four rounds of concepts in spring 2025, then carried the chosen direction into a new site.

Marcel Digital homepage in a browser on a deep blue gradient, headlined We accelerate your end-to-end B2B sales cycle, with an orange ring framing a team photo
We accelerate your end-to-end B2B sales cycle.

02 — The mark

A legacy, rewired

Marcel already had a shield-style icon with real equity, so the strongest move was to evolve it instead of starting over. We redrew the mark with cleaner lines and a sharper M that rises like a growth chart inside an open circle, bold enough to work as a social avatar or favicon on its own.

Paired with a confident, rounded sans, the system flexes: the full marcel digital lockup when clarity matters, or simply marcel, which lets the brand speak with the confidence of a name people already know. Around it sits the line that sums up the agency: We are Marcel. The period is deliberate. Marcel is the full sentence.

Marcel logo family on four panels: the blue horizontal lockup on cream, the white stacked lockup on a navy gradient, the white icon on Velocity blue and the white lockup on Ignite orange
Primary, stacked and icon, across the palette.
The Marcel icon, a rising M inside an open circle, in Velocity blue on Aero blue, framed by an orange ring and fine concentric lines
The icon on its own.
Marcel Digital palette of Velocity blue, Ignite orange, Aero, Heritage and supporting colours with four gradients, beside a Plus Jakarta Sans specimen reading No fluff. Just results.
Energetic and high-impact: Velocity, Ignite and four signature gradients.

03 — Colour and type

Blue with a spark in it

Velocity, an electric blue, carries the brand and gives Marcel instant presence in a crowded, saturated digital space. Ignite, a blood-orange, is the spark: buttons, highlights and the orange ring that frames photography across the site. Heritage, a near-black navy, grounds everything, while Aero, Drift and Pioneer bring lighter, warmer moments.

Gradients like Flow and Revolution add movement without clutter. For type we chose a single family, Plus Jakarta Sans, which is precise enough for dashboards and case-study data but has rounded, human details. Light and extra-bold weights side by side give Marcel its voice: No fluff. Just results.

04 — In the world

Candid, direct and unmistakably Marcel

We put the identity to work on a social system built around Marcel's straight-talk messaging: You want a partner, not a vendor. We get it. Each post signs off with the same line, and the icon and orange ring do the rest.

The same language scales up to out-of-home and down to a favicon without losing its character. It's a good example of why a cohesive brand matters: every touchpoint sounds like the same confident team.

A backlit poster on a Chicago elevated train platform at sunset reading You want a partner, not a vendor. We get it. We are marcel.
Brand messaging at city scale (concept mockup).
Three Marcel Digital social posts: You want a partner, not a vendor; No silos. No egos. Just results. with a portrait; and We don't just work together, we think together
Social templates built on the brand voice.

05 — The website

A site that leads with results

For a B2B agency, the work is the pitch. The homepage opens with a clear promise (We accelerate your end-to-end B2B sales cycle) and moves straight into impact cards that pair client logos with hard numbers. Partner badges, testimonials, a full-funnel services story, insights and Marcel's community work follow, ending with a simple contact form.

Behind it we designed the Services page and a single-service template, a filterable case study archive, and a case study template with a library of modules (challenge, solution, results and conclusion) so the team can build rich stories without starting from scratch. It's UX design that turns proof into a page structure.

The full Marcel Digital homepage, from the hero and partner badges through impact cards, testimonials, services, insights, community work and the contact form
Four Marcel Digital page designs on dark navy: the homepage, Services, the case study archive and the Medius case study
Home, services, the case study archive and a single case study.

06 — Case studies

A template built for proof

Each case study follows the same story arc a sales team would tell in a meeting: who the client is, the challenge, the solution and the results. Big headlines mix light and bold weights, solution steps sit in bold blue cards, and the results land as plain, scannable outcomes.

The module library means Marcel can publish new stories quickly and keep them consistent, which matters when storytelling is what turns scrolls into sales.

Marcel Digital case study page in a browser with a floating panel titled The Solution: Precision-Driven Optimization with three blue solution cards
Challenge, solution, results.
A desktop monitor in a brick-walled agency office showing the Marcel Digital Services page
The Services page, at home in the office.

07 — The result

We are Marcel.

Marcel now has an identity that honours its history and finally sounds like the agency it is today: candid, energetic and confident about results. The website puts that work front and centre, with templates the team can grow into.

For more on how a brand and a site support each other, read why branding and web design should happen together, or see another agency rebrand in our True Interactive case study. More professional services work is here.

What we delivered

  1. 01Brand identityFour rounds of concepts, then a refined icon, lockups and the We are Marcel. line.
  2. 02Brand sheetLogo, colour and type rules on a single page.
  3. 03Colour and type systemVelocity, Ignite, supporting colours, four gradients and Plus Jakarta Sans.
  4. 04Social templatesFeed and story posts built on Marcel's voice.
  5. 05Website designHomepage, services, service template, case study archive and single.
  6. 06Case study module libraryReusable challenge, solution, results and conclusion modules.

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