Case Study
Deksia’s Brand Overhaul: Practicing What We Preach
Deksia
Deksia is a full-service marketing agency with over 20 years in the industry. They build strategic marketing systems for businesses using brand archetypes, aligned creative, and clear metrics, spanning strategy, digital marketing, web development, branding, social media, design, copy, and photo and video.
Client: Deksia
Industry: Full-Service Marketing Agency
Location: Grand Rapids, MI and Des Moines, IA
Project Scope: Strategy workshop, brand framework development, archetype evolution, manifesto, brand guidelines, and website rebuild.
Solution Provided: Deksia ran its own strategy workshop on itself. Cross-functional working sessions with a representative cross-section of the team produced a new brand framework, updated guidelines, a manifesto, and a rebuilt website that accurately reflects who Deksia has become.
The Challenge
Deksia had been operating under a brand framework built for a company it no longer was.
For Deksia, that gap had been building for years. Over two decades of growth, acquisitions, and leadership change, the team had evolved in every meaningful way. What had once been an accurate picture of the agency had simply been outgrown. Describing Deksia’s difference as a facilitation methodology missed what actually made the agency different: a culture of accountability, relentless improvement, and genuine investment in client outcomes.
Deksia had the work, the culture, and the track record. A brand refresh would give all of it a voice.
The Solution
Strategy Workshop: Deksia assembled a cross-section of the organization: account management, strategy, administration, and creative, and ran the same participatory working sessions it runs with every client. Multiple sessions that craft an honest assessment of what the company does, who it serves, and what the marketing and sales picture actually looks like.
Brand Framework and Archetype: The new superpower named the culture rather than the methodology: a culture of strategy, innovation, and results, blending creativity with relentless improvement, accountability, and collaboration. The Magician archetype was retired. Deksia's team operates as the Compassionate Hero, with the wisdom of a Sage and the persistent concern of a Caretaker.
Manifesto and Brand Guidelines: The framework produced a manifesto built to align the team internally and communicate Deksia's philosophy externally, on client folders, as the script for a brand video, and as the foundation for community content. Brand guidelines codified voice standards, archetype documentation, and visual specifications across every touchpoint.
Website Rebuild: The site was rebuilt on HubSpot to match the quality of the work, with service pages built for depth, case studies built for specificity, and copy written to Deksia's documented voice throughout.
The Results
Lead flow and brand awareness increased noticeably. Existing clients expanded their engagements. The correlation between the brand and culture work and the retention number was noted directly by the team.
Internally, account management and sales gained shared language for what makes Deksia different. New hires orient to the brand faster. The manifesto gave the whole team a consistent answer to a question they had previously answered differently depending on who you asked.
"As companies grow and evolve, their brands must grow and evolve as well, Deksia is no exception to this rule."
— Adam Bird, Director of Strategy, Deksia
Related Case Studies
-1.jpg)
Let’s Talk About What’s Next.
Whether you need a full plan or a fresh perspective, we’ll meet you where you are—and move you forward with brand clarity, marketing strategy, and creative execution that works.
