A flexible visual system for a flexible design agency

While working at Metrik, a design and strategy agency based in Portrero Hill, San Francisco, one of my projects was to create graphics and a central tagline for a new update to Metrik's website.

ClientMetrik LLC
Tools UsedIllustrator, After Effects, Photoshop, Sketch, Webflow
Category, , ,

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Craft a tagline and series of illustrations for Metrik’s future website that complements the agency’s core competencies

In order to craft an effective written and visual message for the future trajectory of Metrik,
I had to examine and understand Metrik’s journey so far.

After looking through previous Metrik websites and published articles, I asked myself the following questions:

∙ How has Metrik defined themselves over the years?
∙ What has remained consistent through Metrik’s evolution?
∙ Does Metrik’s history reveal a clear direction for the future?


Although it’s a small agency, Metrik has been around for over 18 years. Over time, they’ve steadily broadened the scope of their work – going from being designers “for mobile and web” to designers “of narrative and vision”.

What has remained consistent is their interest in in combining visual design with technical design, balancing business needs with user needs and placing a priority on thoughtful dialogue and collaborative process with their clients.

These learnings were the roots I used to craft a newer message.


A new slogan: Designing strategies, systems and solutions that scale.”

Metrik’s current tagline is clear about the service they provide: designing vision. However, the term for their target audience – “industries of meaningful change” – is more vague, and might deter potential customers who don’t identify themselves with that term.

The new slogan “Designing strategies, systems and solutions that scale” is briefer, but expands on the agency’s services and their core competency for potential clients – thoughtful, flexible solutions that work in the long term.

A unique visual system

The final graphics I created for Metrik’s upcoming website are a series of line contours on a 6x6x6 isometric grid.

This shapes in this system have an interesting set of contrasts and tension. For example, although the shapes are relatively simple their isometric nature creates a strong sense of depth and volume. The open ended nature of the lines can help activate the space of the composition, while also hinting at infinite paths, possibilities and transformations – an apt visual metaphor for Metrik’s expertise.