Client 7DOTS

Rebranding a digital agency into a consultancy

B2P Brand identity Rebrand
A paper with a fractal circle pattern and the text Intelligent systems. Human outcomes. lies on a metal grid surface, reflecting a modern rebrand. The paper has a logo with 2018 in the top left corner.
Context

7DOTS work closely with ambitious teams to solve complex digital challenges through collaborative thinking, practical innovation and AI-driven solutions, helping considered-purchase brands close what they call the confidence gap and turn customer hesitation into action.

 

The visual identity hadn’t kept pace with the change in strategy they set. It needed the credibility of a strategic adviser and the clarity to make complexity feel simple, confident enough to be technical and human, precise and playful, all at once.

Before

Their old identity read more like a creative agency.

A collage featuring bold 7DOTS branding in neon yellow and blue, with social media designs, a sticker on a laptop, and a group photo with the tagline We build beautiful brand experiences—all capturing the energy of our latest rebrand.
After

The new identity now matches the strategy 7DOTS crafted: Intelligent systems. Human outcomes. A digital innovation partner that helps considered-purchase brands navigate complexity, set direction and create new ways to drive growth.

A brand board featuring the 7DOTS logo, circular icon designs, Inter Tight typeface, node illustration, greyscale spiral pattern, and a woman working on a laptop. Fractal graphics are also shown, highlighting a fresh rebrand with cohesive visual elements.

Overview of the core brand elements

Sam Page, Co-Founder & CEO

“The process felt genuinely collaborative. Feedback wasn’t simply applied it was tested against the strategy, so every refinement made the central narrative clearer and the identity system more useful.”

B2P in action

Nalla started by aligning on the brand strategy and audience personas 7DOTS had already set. That focused us on what the brand needed to do, not how it should look.

 

Senior buyers needed strategic value, fast. Evaluation teams needed structure and substance. The 7DOTS team needed something they recognised and were proud to use.

 

That gave us three human measures of success:

  • Do people understand what makes 7DOTS different?
  • Do the right prospects feel it’s for them?
  • Does the team feel represented?

 

This pointed to the space 7DOTS could own: mature enough for the boardroom, credible enough for complex transformation, warmer and more expressive than a typical consultancy.

A person stands outside a modern building, surrounded by bushes. Large white text overlays the image, reading a consultancy built for complexity—a nod to their innovative rebrand.
Black background with white text: We operate comfortably inside complexity. Because we recognise the patterns others miss—an essential perspective for any rebrand. An orange dot sits on a thin white line near the bottom right.
Complexity, structured

Fractal graphics represent the complex systems 7DOTS works within, making that complexity visible without making it feel chaotic.

Three panels: fractal circles with text We operate comfortably inside complexity, a large orange circle with Because we recognise the patterns others miss—reflecting the clarity of our rebrand—and a photo of a person by curved columns with Intelligent systems. Human outcomes.
Black text on the left reads Clarity, however complex—an apt message for a rebrand. On the right are large black outlined circles, each filled with smaller circles, forming a delicate, repeating geometric pattern on a white background.
Giving clarity to the complex

The same pattern then zooms in, revealing nodes and lines, drawing attention to a single decision. And a playful way to use illustration to simplify complex issues. Orange adds tonal highlights; white, warm grey and black carry the rest with authority.

A hand holding a tablet with a silver watch visible. The screen displays text and a curved line with a central orange dot on a light background, suggesting elements of a rebrand. The text is partially visible.
Impact

The resulting identity makes 7DOTS’ strategic evolution visible.

 

It presents the business as a consultancy built for complexity, while preserving the creativity, approachability and specialist depth that distinguish the agency. The relationship between fractals, nodes, typography, colour and imagery gives 7DOTS a recognisable way to communicate its thinking from a high-level proposition to a detailed client report.

A glowing cube sign with 7DOTS and a circle design reflects a fresh rebrand, positioned next to a close-up of an orange pencil labelled Intelligent Systems. Human outcomes.

Ed Gossage, Co-founder & COO

“We now have a brand that feels like 7DOTS at its best – smart, human and ready for bigger conversations. It gives us a clear way to tell our story and the flexibility to keep building on it.”

Person using a laptop at an orange table. The laptop screen displays a website with the text, Every important decision depends on confidence, highlighting the impact of a successful rebrand.

Website design and build by 7DOTS

A person holds a tablet displaying a presentation slide with a photo of a group, text blocks, and an abstract face drawing on a white background with orange highlights, illustrating the fresh look of their recent rebrand.

Special thanks to

  • Client: Strategy & Website team

    Sam Page
    Ed Gossage
    Missy Clements

  • Project Design team

    Vicki Young
    Harry Dipple
    Kirsty Tavendale
    Becky Dore