The Ethical Agency

What The Ethical Agency does

The Ethical Agency is a B Corp certified design and digital marketing agency founded in 2017, headquartered in Cape Town, South Africa with a satellite office in London. The firm operates a professional services model delivering five core service lines: graphic design, brand design and development, report and publication design, web design and development, and digital marketing, supplemented by video production and animation. Its underlying technology is WordPress-based website development paired with 100% renewable-energy hosting infrastructure, which positions it as the only organization in Africa recognized by the Green Web Foundation for renewable-powered hosting. The agency has designed over 400 reports across 25 countries and currently maintains more than 50 client websites, with a team of six full-time in-house designers holding 125+ years of combined experience.

The business model combines project-based professional services with recurring revenue streams. Project work includes branding packages priced from R20,000 to R56,250, report design from R30,000 to R175,000, and bespoke publication design, with a 50% non-refundable deposit required to commence work. Recurring revenue derives from website hosting, maintenance contracts, and retainer-based digital marketing services. The go-to-market is direct enterprise sales targeting mission-led organizations, NGOs, governments, and sustainability-focused corporations, supported by a content marketing strategy featuring case studies, Google reviews (69+ at five stars), and active LinkedIn presence. The agency holds a B Corp impact score of 111.7, more than double the global median, reinforcing its positioning as an ethical alternative to mainstream creative agencies.

The company is privately held and founder-led by Brett Jefferson (CEO), with no disclosed institutional funding, parent entity, or public listing. Notable clients include the World Bank, WWF SASSI, GIZ, Greenpeace, UNDP, the Presidency of South Africa, Lancet Laboratories, and the University of Cape Town. The firm maintains strategic partnerships with B Lab Africa, Green Web Foundation, Alliance for Climate Action, Clean Creatives, and ICLEI Africa, reinforcing its mission-aligned positioning in the sustainability communications market.

Name

The Ethical Agency

Legal name

The Ethical Agency (Pty) Ltd

Website

https://ethical-agency.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Cape Town-based B Corp certified design and digital marketing agency serving mission-led organisations, NGOs, governments, and sustainability-focused businesses across 25 countries with graphic design, branding, report design, web development, and digital marketing services.

Ownership category

akta.pro rank

Product category

Design and Digital Marketing Services

NAICS

Advertising Agencies (541810)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Cause/Sustainability & Purpose-Driven Creative Agencies (MPAAAAAL)

Keywords

• Sustainable design services
• Brand identity design
• Report publication design
• Ethical web development
• Digital marketing agency

Headquarters

HQ city

Cape Town

HQ country

South Africa

HQ region

Africa

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Professional Design Services: Project-based professional services including brand design, graphic design, report design, publication design, website design and development, digital marketing, and video production. Pricing is quote-based with tiered packages for specific services like branding.
2. Website Hosting & Maintenance: Recurring hosting services powered by renewable energy, along with ongoing website maintenance contracts for over 50 client websites.
3. Digital Marketing Services: Ongoing digital marketing services including SEO, social media management, paid media, email marketing, and content creation. May be project-based or retainer arrangements.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

The Ethical Agency is a B Corp certified design and digital marketing agency that delivers brand design, graphic design, report and publication design, WordPress-based website design and development, 100% renewable-energy-powered website hosting, digital marketing services, and video and animation production. It serves mission-led organisations, NGOs, governments, universities, and purpose-driven corporates across approximately 25 countries, with a track record of over 400 designed reports and 50+ actively maintained client websites.

Product overview

The Ethical Agency is a B Corp certified design and digital marketing agency offering a suite of professional services. The core portfolio consists of five primary service lines: Graphic Design Services (covering brand identity, logo design, marketing collateral, social media graphics, infographics, UX/UI design, packaging, posters, newsletters, and presentation design); Brand Design & Development (strategic branding, rebranding, and brand strategy); Report & Publication Design (annual reports, ESG/sustainability reports, impact reports, research publications, brochures, and catalogues); Web Design & Development (WordPress-based website design, development, and green hosting); Digital Marketing Services (social media, SEO, Google Ads, email marketing, content creation, and analytics); and Video & Animation Production (filming, motion graphics, 2D/3D animation, and post-production). These core services are supported by add-on modules including Green Website Hosting (100% renewable energy-powered hosting recognised by the Green Web Foundation) and WordPress Website Maintenance. Sub-service offerings include specialised Social Media Post Design, Infographic Design, Packaging Design, Newsletter Design, Poster Design, Impact Report Design, and Annual Report Design. The agency operates from Cape Town and London, serving clients across 25 countries.

Differentiator

Problem solved

Functional benefit

Products and services

• Graphic Design Services In-house graphic design covering brand identity, logo design, marketing collateral, social media graphics, infographics, UX/UI design, packaging, posters, newsletters, and presentation design for organisations across sectors.
• Brand Design and Development Strategic brand identity development including logo design, brand guidelines, stationery, rebranding, and brand strategy for organisations across sectors, offered in tiered Standard, Professional, and Premium packages.
• Report and Publication Design Award-winning design for annual reports, impact reports, ESG and sustainability reports, research publications, brochures, catalogues, and company profiles. Inclusive of stock image library access and priced per page count (24-page, 48-page, 100-page tiers).
• Web Design and Development WordPress-based website design and development including scoping, wireframing, UX/UI design, development, renewable-energy-powered hosting, and ongoing maintenance. Websites are optimised for SEO, performance, and accessibility.
• Green Website Hosting Website hosting powered by 100% renewable energy with no offsets, sold as a recurring service to clients seeking verifiable green IT infrastructure.
• Digital Marketing Services Full-service digital marketing including digital strategy, social media management and advertising, SEO, Google Ads, email marketing, influencer marketing, copywriting, content creation, paid media, and analytics reporting.
• Video and Animation Production Full-service video production including concept development, scripting, filming, motion graphics, 2D and 3D animation, aerial footage, editing, and sound design for social media, documentaries, and explainer videos.
• WordPress Website Maintenance Ongoing technical and content support for WordPress websites including security updates, backups, SEO monitoring, performance reporting, and CRM/email integrations, sold as a recurring retainer.
• Annual Report Design Service Professional annual report design service for corporate entities, covering financial performance reports, ESG disclosures, and integrated reporting aligned with GRI, SASB, TCFD, ISSB/IFRS S1 and S2, and UN SDG frameworks.
• Impact Report Design Service Specialised impact report design for non-profits and social enterprises, transforming complex data and metrics into visually engaging and accessible documents optimised for digital and print formats.

Quantifiable outcome

• B Corp impact score of 111.7 - more than double the global median of 50.9
• +3 more outcomes

Named customers15 records

Segments7 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Green Web FoundationcoreStrategic or Co-development PartnerThe only organisation in Africa recognised by the Green Web Foundation for 100% renewable-powered website hosting. This recognition validates the agency's commitment to sustainable digital infrastructure.
• B Lab AfricacoreStrategic or Co-development PartnerB Corp certified agency holding 111.7 impact score. Works with B Lab Africa on B Corp movement communications and has designed interactive annual report for Africa's B Corp Movement.
• Alliance for Climate ActionminorStrategic or Co-development PartnerMember of Alliance for Climate Action, South Africa's multi-stakeholder climate action coalition.
• Clean CreativesminorStrategic or Co-development PartnerMember of Clean Creatives - a network of agencies committed to not working with fossil fuel companies.
• SortlistminorChannel Partner/ Reseller/ DistributorListed on Sortlist agency directory for agency discovery and referrals.
• Cape Chamber of CommerceminorStrategic or Co-development PartnerMember of Cape Chamber of Commerce for business networking and local business community engagement.
• ICLEI AfricaminorStrategic or Co-development PartnerPartner with ICLEI (Local Governments for Sustainability) Africa for sustainable urban development communications.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Regional players

• FoxP2: FoxP2 is a Cape Town-based creative and brand agency that has won multiple South African creative awards. It is a credible South African peer to TEA, competing for brand and design work with a stronger mainstream advertising focus and less sustainability specialisation.
• Joe Public United: Joe Public United is one of South Africa's largest independent creative agency groups, offering brand, advertising and digital services. It competes with TEA for South African clients and talent but operates at much greater scale and serves mainstream commercial brands.

Broad incumbents

• B-Reel: B-Reel is a global creative and digital agency producing brand experiences, digital products and content. It overlaps with TEA on digital and creative production for purpose-led brands, but at significantly larger scale and broader scope.
• Wieden+Kennedy: Wieden+Kennedy is a major global creative agency known for brand and campaign work. It competes for creative talent and brand assignments but serves large commercial clients rather than the mission-led niche TEA focuses on.
• Pentagram: Pentagram is a leading global design partnership offering brand identity, editorial and digital design. It overlaps with TEA on brand, report and publication design but operates as a broad incumbent without an ethical/sustainability specialisation.
• Mother: Mother is a globally recognised independent creative agency offering brand, digital and campaign work for a wide range of clients. It competes with TEA on creative quality and brand work but is far larger and serves a much broader client base without a sustainability niche.

Direct peers

• Futerra: Futerra is a sustainability-focused communications and creative agency that helps brands and NGOs communicate on environmental and social issues. It is one of the most direct global comparables to TEA's mission-led creative agency positioning.
• Blue State: Blue State is a mission-driven digital agency serving nonprofits, campaigns and purpose-led brands with strategy, creative and digital marketing. Its values-led positioning and integrated service mix closely mirror TEA's offering to NGOs and impact organisations.
• Made Thought: Made Thought is a London-based purpose-driven design and brand agency working with cultural, social and sustainability-focused organisations. Its brand, digital and sustainability-reporting work is highly comparable to TEA's core service lines.
• Purpose: Purpose is a global agency that builds and supports movements, campaigns and brands addressing social and environmental challenges. It overlaps directly with TEA's work for NGOs, multilaterals and impact organisations across digital, brand and campaign execution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@TheEthicalAgency
• LinkedInlinkedin.com/company/the-ethical-agency

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Ethical Agency