Agiloft.

Leveling up the category leader—and the category itself.

We helped reshape a category with a brand bold enough to lead the way.

Services

Brand Strategy
Visual Identity
Positioning
Messaging Platform
Corporate Narrative
Copywriting
Naming
Brand Guidelines

Agiloft is a leading contract lifecycle management company transforming contracts from operational necessities into strategic drivers of growth. By combining its core CLM platform with a new AI-native intelligence offering, Agiloft brings together deep expertise in contract data, workflows, and AI to give teams confidence across the entire contracting process.

Agiloft partnered with us to elevate the brand to match their expanded ambition and leadership in the category. We developed a refreshed positioning, messaging, and visual identity to reflect this new AI-led era for them, along with a clear brand architecture and naming strategy for Astra, the new AI offering.

The result is a powerful, elevated brand that reinforces Agiloft’s role as a forward-looking category leader—bringing together its experience, data, and intelligence into a fresh, compelling and cohesive story.

What We Learned Along the Way

Experience is the advantage.

Agiloft aimed to move beyond the perception that decades of evolution might overshadow its forward momentum. We reframed the narrative to highlight their experience as a key strength: the combination of world-class expertise and the most advanced intelligence that makes it a trustworthy brand in a sea of new entrants.

Routine things can have hidden powers.

Most people see contracts as simply formal agreements. But Agiloft is committed to helping companies unlock the full potential of great contracting. We built the brand around the idea that Agiloft believes contracts can be powerful drivers of business growth and success, and they’re determined to make sure the world sees them that way too.

AI is no longer unique on its own.

The technology landscape is evolving rapidly. Not long ago, AI was a differentiator—something that set brands apart. Now, it’s quickly become table stakes for high-growth companies. We made sure Agiloft’s best-in-class AI capabilities were woven into how they operate, not just what they offer.

One of the most amazing processes that we went through with Emotive was documenting who we really are as a company, where are we really going and what do we really want to be in the market. This is the critical crux of how you build your North Star and ultimately your brand. We literally locked down our executives from various functional areas in a room with Emotive who led us through that process. I don't think we would have gotten that body of work done had it not been for the stellar guidance, direction and shepherding of the Emotive team.”

Nicole Milstead, CMO, Agiloft

Leveling Up

A modern, kinetic, and purposeful graphic language was designed to bring momentum and clarity to a new Agiloft brand that consistently signals their core belief that contracts drive progress. Horizontal bars that evoke data and agreements, upward movement that signals growth, and disciplined composition that reflects rigor and confidence.

Full Speed Ahead

Orange leads the way as the beacon and signifier of the new Agiloft brand. Graphic patterns and technical storytelling are visual shorthand for growth, elevation and upward momentum—the inherent energy behind the new brand system.

Customer voices really matter.

Knowing that Agiloft is a deeply customer-focused company, we knew it was imperative to bring customers into the learning phase. 1:1 customer conversations helped us understand their unique needs in order to shape a strong brand foundation.

Turn decision-making into something visual.

In this age of remote work, being together can still be incredibly valuable. When it came to designing an optimal brand architecture, we were able to put things up on the wall to see scenarios come to life and make the best decision.

Dig into the company culture.

One of the most special things about the Agiloft team is how they support each other and their customers. We found it incredibly valuable to really get to know them as people and infuse this emotion and energy into the brand as much possible.

Learn from other brands (even outside of the category).

By bringing brand analogs to the team to help illustrate or explain various insights and implications, we were able to not only learn from other brands’ successes and challenges, but find fresh inspiration outside of the contracting and technology landscape as well.