Iris undergoes massive global rebrand

Iris has unveiled a new logo and proposition, with the logo based around the "I" of iris (pictured left), signifying a bold visual representation of moving forward and away from its existing identity. Its new proposition, "For the Forward", focuses on streamlining and strengthening its multi-specialist network offering for clients.

The new tagline reflects the network's skill set and how it advises clients to approach and benefit from disruption. It also shows iris' commitment to taking "bold leaps" rather than playing it safe. All offices within the iris network will be rebranded, and existing brands will be streamlined to offer more clarity of service to clients. Acquired companies within the network will also be rebranded to fully sit within the iris ecosystem.

The network currently comprises iris, which serves as the integrated creative shop; Iris Concise, which offers management consultancy, data analytics and CRM; and Iris Culture, which specialises in sports marketing, brand experience and entertainment. The announcement follows the agency's expansion into Bangkok in May this year, led by Graham van der Westhuizen, as well as senior hires in its in-house content production unit and client servicing teams. In January this year, iris Singapore also appointed Sorcha John as its new MD and simultaneously promoted Craig Mapleston to the role of chief growth officer in Asia Pacific.

Iris saw a growth of 13% year-on-year since 2015 and predicts it will generate over £100 million worth of revenue for the first time in 2018. In a statement to Marketing, John said the rebranding move was prompted by the fact that iris was coming of age.

"Iris is almost 20 years old now, and through that time, we have added significant depth of expertise both organically and through multiple strategic acquisitions. We have all watched the consumer and brand landscape evolve drastically in the last five years, so it is time to reassert our commitment to partnering with clients who understand that need to take bold leaps forward," John said.

She added that the network will be going back to "brutal simplicity and deep insight" when pitching clients and conceptualising and executing ideas. John added that there will also be new hires in both the creative and culture and client service teams in the first quarter of 2018.

“'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," Ian Millner, founder and CEO of iris, said.

“We all know that it’s been a tough couple of years for the entire industry, so it’s more important than ever that we are clear on who we are, and why we exist. Iris has always been a home for those with an adventurous spirit – clients and talent alike. ‘For the Forward’ is our promise to put that adventurous spirit to good use, to evolve and grow the brands and businesses we work with in a significant way," John added.

Additionally, the agency has also been appointed by Starbucks Asia Pacific to manage the company's creative, digital and social duties across 15 markets. The appointment follows a pitch, with the new work expected to launch in the second quarter of 2018.

"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 and local market teams to shape one of the world’s most recognisable brands in digital and social," John said.

The appointment comes a month after Hugo Boss, Kerry Foods and Jägermeister tap iris Singapore for various brand and creative duties. iris was picked for creative duties for Hugo Boss in Singapore, supporting Jägermeister with its Asia Pacific brand strategy and leading innovation for Kerry Foods.

In 2014, South Korean advertising network Cheil Worldwide signed a deal to acquire a significant piece of iris Worldwide, with a view to increase its stake to 100% over the next five years. While Cheil’s initial investment was not disclosed, the company said it was significant.

(Read also: Behind Cheil Worldwide's investment in iris)