Agencetek
Positioning a young tech agency outside the usual agency mould, through art direction.
- 3
- Expertises
- Resend
- Contact form
- Next.js
- Framework
- Live
- Status
The context
Agencetek is a digital and AI agency founded by developers. It offers three areas of expertise: web and mobile development, automation, and artificial intelligence.
Aboubacar Soumah's brief was to translate that positioning online. The starting point was not a list of pages to produce, but an intention: not to look like the usual agencies.
I worked alone on this project, from design through to launch.
The problem
Agency websites all look alike. Light backgrounds, vector illustrations, interchangeable promises about support and digital transformation. An agency founded by developers that adopts those codes ends up indistinguishable from the rest.
There was also a clarity problem: three very different areas of expertise, from websites to AI by way of automation, had to read as a coherent whole rather than an unconnected list of services.
Finally, a young agency has to inspire trust without years of references to lean on. The site had to carry that credibility on its own.
My technical choices
The defining decision was a dark art direction, with a palette tightened around red. The dark background sets a technical, serious register; the red brings the presence and conviction that neutral agency sites lack.
That is the choice that answers the positioning problem: before reading a single line, a visitor understands this is not a generalist communications agency.
Next.js, React and TypeScript underneath, with Framer Motion for the animations. On a project like this, a modern stack is not just a technical argument: it opens the creative room needed to build an identity that departs from the expected template.
For the contact form, I integrated Resend rather than an off-the-shelf form service. Enquiries land directly by email, in the professional channel the agency already uses with its clients.
The challenge
Finding the right art direction was the real constraint on this project. Breaking the mould is easy to state and hard to translate visually: you have to stand out without becoming unreadable, and commit to a stance without losing the credibility an agency is expected to project.
The work happened through iterations, testing each proposal against the positioning the client wanted to hold. That took the most time, and it is also what made the project valuable.
What the client took from that phase, according to his feedback, was receiving proposals rather than seeing his requests carried out as-is.
The result
The site is live and running. The agency's three areas of expertise are presented as a whole, with a visual identity that sets it apart from conventional agency sites at a glance.
Aboubacar Soumah's feedback speaks to both original goals: a positioning around digital and AI properly conveyed, and areas of expertise presented clearly.
What this project taught me
- 01On a positioning site, art direction is not a finishing layer: it is the answer to the problem.
- 02A brief that starts with what the client does not want is a good brief. It gives a more useful direction than a feature list.
- 03Proposing rather than executing means accepting back-and-forth, but that is what separates a contractor from a partner.