Innocean Canada has introduced its “We are Explorers” branding, weeks after the new name and identity was introduced in the U.S.
The agency said the new branding will help it attract top talent, win new business, and establish the agency as a known competitor in the industry.
“To reflect our global agency as a whole, we’re adopting a unifying identity across North America in order to grow the brand,” Innocean’s marketing and communications manager Dylan Konecny told Campaign. After 15 years in operation, it was the right time to reconsider how Innocean is perceived in the market. “We’re updating our brand to reflect how we see ourselves as an agency and what we provide to our partners and potential new clients.”
Launched by Hyundai Motors as the lead strategy, communications and media agency for Hyundai, Kia and Genesis brands, Innocean’s the client list in Canada has grown to include marketers including like LG, Taylor Made, the Ontario government and Merrell.
"We’re very proud to have an amazing founding partner in Hyundai Motor Group, and to have accomplished so much together over the course of our organization’s history,” said Konecny. “As our client roster continues to grow, we are looking forward to creating similar relationships with client partners so they can benefit in the same way as Hyundai, Kia, and Genesis.”
“I’ve been very fortunate to have been with Innocean for over 20 years now and can say without reservation this is one of the most exciting evolutions for our business,” said June Hong, president and CEO of Innocean Canada.
The new branding includes a deep-sea diver logo and a set of guiding principles the agency calls the “Explorer Code” which represent an overarching philosophy: “The further we go, the more we find.”
“I have always believed that curiosity and an unwavering desire to discover and learn everything there is to know about our client’s business is the path to better creative,” added Ian MacKellar, executive creative director of Innocean Canada.
The “Explorers Code” is comprised of eight core pillars:
Make Things That Make Noise: The most effective media is shared, not bought.
Never Not Doing: Opportunity is out there, and it doesn’t need a brief. Proactivity is the mark of gifted makers.
Think Big, Act Small: No matter how big we grow, in our hearts we stay small, scrappy and embrace the hustle.
Creative Focused, Science Informed: When our ideas are backed by data, research, AI and insight, they resonate and become more effective.
Fear Now, Fame Later: Though it may be scary at first, inspire clients to think bravely and behave boldly. The initial discomfort of a big idea will soon be eclipsed by the overwhelming success of it.
Brave Every Wave: Challenges and obstacles come in like tides. When we brave them together, we find our rhythm in discovering unique growth and innovation opportunities for our clients and team.
Care The Most: We operate well as a team but operate even better as individuals who all feel responsible for the team’s success.
Kindness At Our Core: We support the success of everyone through mentorship, opportunity, investment, and diversity efforts
