Pentagram

As well as operating as a unified firm, Pentagram represents a collective of 23 independent partners, each shaping distinct portfolios under a shared identity.

Our initial website redesign introduced structured pathways, organizing projects by industry and client type to make Pentagram’s portfolio more navigable. However, the homepage was less effective, limiting how work was surfaced and explored. The latest evolution resolves this by transforming the homepage into an interactive entry point that dynamically highlights key work and clients. By anchoring navigation to the ethos “We design everything for everyone,” the redesign clarifies how independently-led projects contribute to a broader collective identity.

Pentagram needed digital infrastructure that could support its growing portfolio and the autonomy of its 24 partners. We replatformed their website to our open-source Twill CMS toolkit, equipping them with a scalable infrastructure that continues to evolve with them.

Everything we've done since has built on this foundation. To streamline asset management, we developed a bespoke digital asset management (DAM) system. This centralizes and catalogues Pentagram's design work, allowing designers to easily tag, manage, and retrieve assets. Beyond serving as a collaborative workspace, the DAM supports ongoing digitisation, ensuring Pentagram's work remains accessible as a resource to inform and inspire future projects.

As an extension of the DAM, we co-created Archive: an AI-powered search experience that expands access to Pentagram’s archive, making decades of work more discoverable and meaningfully linked.

Archive applies image recognition and natural language processing to tag visual assets and make projects more intuitively searchable. Instead of relying on fixed keywords, designers can explore projects by describing ideas, aesthetics, or historical movements, helping them uncover relationships that conventional search might overlook. Archive reflects Pentagram’s ethos of creative exchange, offering its industry-leading work as an open resource for research and inspiration.