Brand Identity


Framing a new future for a boldly ambitious agency.


What drives Propellernet really is different. For over 20 years, this brilliant digital marketing agency has put people and the planet first, whether that’s creating award-winning campaigns for purpose-led clients or building a team culture that raises the bar for their industry. With plans to grow, strengthen and clarify their offer, there was a clear need to revisit Propellernet’s brand identity to better reflect their expertise and ambitions.

Nicola Cosens Managing Partner​​ Propellernet
The whole team at Baxter & Bailey are an absolute joy to work with. From the initial meeting they were insightful and creative, gaining our trust straight off with a clear understanding of our vision from both a product and values point of view. They took our essence and elevated it, bringing it to life through a creative and fun process. I couldn’t recommend them enough.


Through workshops, interviews and research, we developed a new brand strategy and used this to inform a flexible new identity. At the heart of the identity is a simple wordmark, replacing the double L of Propellernet with bespoke square brackets, often used to denote focus and clarity. These brackets were then used as a dynamic device to frame content: a simple visual metaphor for Propellernet’s laser-focussed approach.


As well as an identity toolkit and guidelines, we also designed and built an engaging and accessible new website, highlighting both their award-winning work and their open-hearted work culture. A flexible [and focussed] solution for a sector-leading agency.



Transform Awards Bronze 2023

Special Thanks

We always love helping out our Brighton neighbours, especially when the project is propelling positive change. Big thanks to the Propellernet team, particularly Nicola Cosens, Sam Zindel, James Sandford, Sophie Coley and Georgie Monaghan for inviting us to design such a refreshing visual identity. Here’s to another 20 years!

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