Iris rebrands globally and announces APAC Starbucks win

The new logo will be based on the ‘I’ of Iris and represents a visual representation of its new proposition of ‘For the Forward’

Creative agency Iris has announced it will undergo a rebranding exercise which will see it sport a new logo and a new agency proposition in 2018.

In the same announcement, Iris also revealed that the agency has been appointed as the creative agency-of-record for digital and social for Starbucks in Asia Pacific, with new work for the account expected to launch in the second quarter of 2018.

The new logo will be based on the ‘I’ of Iris and represents a visual representation of its new proposition of ‘For the Forward’, which is to focus on streamlining and strengthening its multi-specialist network offering for its clients.

The new tagline is a statement that reflects the agency’s skill sets and what it delivers for clients, which is the reality of how to approach and benefit from disruption. It wants to portray a commitment to taking ‘bold leaps’ rather than playing it safe.

All offices within the Iris network will work with the new branding, existing brands will be streamlined to offer more clarity of service to clients and acquired companies within its network will rebrand to fully sit within the agency’s ecosystem.

“We asked ourselves, how can we be the most valued and valuable partners our clients can have? Networks are struggling to grow; consultancies are coming in, insourcing is growing,” said Ian Millner, founder and chief executive of Iris.

“For the Forward is representative of our belief that in these unstable and disruptive times the last thing a client should do is play it safe. Our promise to clients is that we will move their business forward and navigate this new landscape. The ability to evolve and move forward is one necessary for survival, and it is something we share with the clients we work with.”

“We couldn’t have asked for a better way to end 2017 on a high. We are thrilled to have found such smart, passionate, ambitious creative partners in Starbucks,” said Sorcha John, managing director of Iris Singapore.

“For the pitch, Starbucks asked us to ‘make the team sweat’ with our ideas and ideals for the brand, and that’s what we did. We’ve got a fantastic year ahead of us working together with the regional & local market teams to shape one of the world’s most recognisable brands in digital & social. Time to get to work.”

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