A new identity for a digital agency that isn't obsessed with digital for its own sake.
As we prepare to celebrate 25 years of Numiko, we've reflected on what we've built, why we built it, and how we want to show up for the next 25. The result is a new visual identity that's stripped back, purposeful, and grounded in one of the oldest digital languages: Morse code.
We didn't choose Morse code because it looks interesting (although it does). We chose it because it means something. It's the earliest form of digital communication — a system of dots and dashes that carried messages across continents long before fibre optics or Wi-Fi. More importantly, it still works. It communicates with clarity, simplicity, and intent.
That's what we're aiming to do too.
In an industry that often speaks in jargon and obsesses over trends, we've chosen to speak plainly. We don't believe in being cryptic — not in our design, language, or how we work with clients. Our use of Morse code is a visual reminder of that principle. It's a signal, not just a symbol.
This refresh is more than aesthetic. It's part of a wider shift to communicate who we really are: a digital agency that isn't obsessed with digital for its own sake. We care about what digital can do — how it can make the world better, fairer, more accessible.
That's always been at the heart of our work, and it's what motivates us to partner with organisations that give more than they take.
We know most agencies say similar things. That's part of the problem. When everyone promises the same capabilities — strategy, UX, tech — clients compare marginal differences or, worse, price. But what we've learned over 25 years is that those marginal differences aren't where trust is built.
Trust is built in how you behave. In how you communicate. In how easy you are to work with when deadlines are tight and the stakes are high. It's built in the human stuff — the clarity of your thinking, the integrity of your actions, the quality of your relationships.
So our identity reflects that. It's simple, honest, and intentional. It doesn't shout. It signals.
We're proud of what we've created — not just the look, but the thinking behind it. Morse code may be 180 years old, but its lessons remain relevant: say only what matters, and say it in a way people understand.
That's the kind of digital we want to keep building. That's the kind of agency we want to be.