Australian Mentoring Services appoints Claxon to lead brand transformation

Disability support services organisation Australian Mentoring Services has appointed independent growth agency Claxon as its digital and creative agency of record.

The partnership will see Claxon lead AMS’s brand transformation, including a new brand strategy, visual identity and website design, as the company prepares for its next stage of growth.

Jade Axford (pictured), chief growth officer at Claxon, said the agency’s goal is to position AMS as a leader in the disability support sector while maintaining its unique heritage.

“Our brief is to reposition AMS as a leader in disability support ensuring the rebrand and its new visual identity truly reflects AMS’s expertise, values and impact,” Axford said.

“AMS is on the cusp of scale-up and growth and the brand identity created when they were in the start-up phase no longer reflects their expertise and commitment. AMS needs to be repositioned as a clear industry leader alongside the biggest players in the industry while maintaining its proud and unique heritage.”

Tyronne Baena, director at AMS, said the partnership with Claxon aligns with the organisation’s goal of reinforcing its position in the disability services sector.

“Claxon immediately grasped our objective to reposition ourselves as a leader in the disability services sector by recommending a new, modern visual identity that symbolises inclusivity, support and personalised care, and clearly reinforces AMS’s commitment to empowering our clients. We are excited to work with the team and launch our new brand and positioning to market soon.”

Claxon’s rebrand strategy will refine AMS’s brand positioning, value proposition, and messaging to better connect with its audience. James Coulson, brand strategy director at Claxon, said the transformation will strike a balance between professionalism and warmth.

“Our comprehensive rebrand strategy will transform AMS’s visual identity, messaging, and digital presence and will create a sophisticated, professional brand that balances warmth, trust, and credibility.

“Our solution will include refining AMS’s brand positioning, value proposition, and messaging to better communicate their expertise to their clients. We will also develop a new visual identity, evolving their colour palette to be more accessible and legible while maintaining a connection to their original brand.

“A key part of our solution will be to design and develop a modern, user-friendly website that speaks directly to AMS’s target audience helping them connect with more people in need of their services while strengthening their reputation in the industry.”

The new brand identity is expected to launch in Q2, with the updated website and creative assets rolling out in the months ahead.

Claxon’s appointment to AMS adds to its growing client portfolio, which includes Binance, Michelin, Oroton, and Dymocks.