In the heart of Tangier, Morocco, a creative agency was born from crisis but built on resilience. Brandegree, founded by Mohamed Ben Yessef during the COVID-19 pandemic, began as a response to personal and global uncertainty. Rather than viewing job loss as defeat, Mohamed used it as fuel to create something meaningful from the ground up. Today, Brandegree is a growing creative agency known for clarity, craftsmanship, and a deeply human approach to design.

Brandegree stands out for its principle-led process, where passion isn’t just encouraged, it’s essential. The agency’s growth is rooted in consistency, collaboration, and a selective project approach that favours creativity over convenience. In this spotlight, we dive into the story behind Brandegree’s evolution, its vision for scaling up, and how it continues to deliver high-impact branding solutions while staying true to its core values.

How was your company born and where are you based?

Brandegree was born in 2021 during the COVID‑19 period, after I lost my previous job when the company I worked for went bankrupt in 2019–2020. Instead of giving up, I decided to start from scratch and build something of my own, entirely in‑house. Since then, we have grown step by step into a creative agency. We are proudly based in Tangier, Morocco.

What was the biggest challenge to the growth of your company?

Starting from zero in a difficult economic period was a real challenge. Building trust, delivering consistent high‑quality work, and staying motivated despite limited resources required discipline and resilience. Maintaining consistency in service and output has been an ongoing challenge, but it shaped our DNA.

Which was the first huge success that you can remember?

For us, the very act of creating Brandegree was already a success. Every project we deliver and every client’s satisfaction feels like a huge milestone. One of our most memorable successes is seeing clients return and recommend us because they feel truly understood and well served.

What’s the biggest opportunity for you and your company in the next year?

We are aiming to scale two to three times our current size. We’ve built a solid base, and now the opportunity is to grow our impact, expand our services, and strengthen our position in the market.

Can you explain your team’s creative process? What makes it unique?

Our process is built on clarity and structure. We begin by researching and documenting thoroughly, then we brainstorm, ask critical questions, and validate ideas step by step. We work as a team, sharing feedback and refining until the final result. What makes us unique is that we work from passion and principles, creating is a necessity for us, not just a business.

How does your team remain inspired and motivated?

We constantly challenge ourselves and each other. Each team member is encouraged to solve problems independently, learn from them, and feel proud of their contribution. This sense of progress and ownership keeps us inspired and motivated every day.

How has COVID-19 affected your company?

COVID‑19 is the reason we exist. Losing a previous job during that time forced me to create Brandegree, and in many ways, the pandemic became the defining moment that shaped our identity and direction.

Which agencies do you gain inspiration from? Do you have any heroes in the industry?

We don’t follow a particular agency, but we find inspiration from people like Chris Do, who shares invaluable insights about design, branding, and business.

What is one tip that you would give to other agencies looking to grow?

Focus on what you do best and stay consistent. Don’t try to do everything; master your core strengths first. Be disciplined, trust the process, and set achievable steps rather than aiming for instant growth.

How do you go about finding new clients/business? (Pitching, work with retainers, etc.)

We rely on the quality of our work and the trust we build. Satisfied clients often become ambassadors, bringing us referrals. We also use online platforms and social media to connect with a global audience while nurturing local contacts.

What’s your one big hope for the future of the industry?

That the industry continues to value genuine creativity and human‑centered design, even as technology evolves.

Can you share a defining moment in your company's journey that shaped its identity or direction?

The defining moment was the COVID‑19 crisis itself. Without it, Brandegree would not exist. Starting in that period shaped our resilience, our focus on quality, and our belief in building something meaningful from nothing.

How do you foster a culture of innovation and experimentation within your team?

We encourage open sharing of ideas and spontaneous experimentation. Culture can’t be forced; it grows naturally when everyone is passionate and aligned in values. We challenge each other and try new methods rather than sticking to what feels comfortable.

What measures do you take to ensure diversity and inclusion are prioritised within your company?

We focus on skills, mindset, and passion rather than background. This approach naturally fosters diversity and creates an inclusive environment where every idea can thrive.

Can you describe a project that challenged your team creatively and how you overcame any obstacles?

It’s not one specific project; our biggest challenges come from exploring new disciplines. We approach them with a mindset that nothing is impossible, invest time in learning, and find solutions step by step.

How do you balance maintaining your company's unique creative voice while meeting the diverse needs of clients?

We’re selective. Sometimes a project with a small budget but great creative potential is worth more than a high‑budget project with no creative alignment. We choose projects that allow us to express our creative identity while delivering value to the client.

What strategies do you employ to adapt to changes and trends in the industry while staying true to your company's values?

We see trends and new tools as opportunities, not threats. We integrate what enhances our work while keeping our principles and quality standards at the core.

Can you share a memorable client success story that exemplifies your company's approach and impact?

Every time a client expresses deep satisfaction and returns with referrals, it reaffirms our approach. Delivering beyond expectations despite budget limitations has turned many clients into long‑term partners.

In what ways do you invest in the professional development and growth of your team members?

We challenge them with complex tasks, encourage independent problem‑solving, and create an environment where they learn by doing, share knowledge, and grow naturally.

How do you approach sustainability and ethical practices within your company's operations and projects?

We align projects with ethical values and aim to optimize resources, avoiding waste. We also prioritize lasting, meaningful designs rather than quick, disposable solutions.

Can you discuss a time when your company had to pivot or innovate in response to unforeseen challenges, and what lessons did you learn from that experience?

The introduction of AI tools was a turning point. Instead of seeing it as a threat, we embraced it as a way to work smarter and create better results, while remembering that tools don’t replace the human touch.