Iris Worldwide Unveils a Provocative, Transformational Rebrand
Georgia Wray Norsten — May 31, 2025 — Marketing
References: adage
Iris Worldwide has unveiled a striking rebrand featuring a new wild boar emblem and the Latin motto 'Participa Aut Peri' (Participate or Perish) as part of a comprehensive creative and strategic repositioning. The agency’s renewed identity underscores its resistance to a homogenized marketing industry dominated by automation, consolidation, and in-housing.
Spearheaded by global chief creative officer Menno Kluin, the rebrand positions Iris as a defiant creative force -- a 'global micro-network' that’s 'big enough to be dangerous, small enough to stay creatively agile.' Visually, the identity introduces bold typography, gritty illustrations, and a red-and-olive color palette, with a central seal-like logo of a horn-blowing figure riding a wild boar.
Amid shifting leadership, including new roles for Zoe Eagle, Jill Smith, and Eduardo Maruri, the agency is doubling down on boundary-pushing, culture-shaping work. 'In 2025, boldness isn’t optional -- it’s survival,' said Smith.
Image Credit: Iris Worldwide
Spearheaded by global chief creative officer Menno Kluin, the rebrand positions Iris as a defiant creative force -- a 'global micro-network' that’s 'big enough to be dangerous, small enough to stay creatively agile.' Visually, the identity introduces bold typography, gritty illustrations, and a red-and-olive color palette, with a central seal-like logo of a horn-blowing figure riding a wild boar.
Amid shifting leadership, including new roles for Zoe Eagle, Jill Smith, and Eduardo Maruri, the agency is doubling down on boundary-pushing, culture-shaping work. 'In 2025, boldness isn’t optional -- it’s survival,' said Smith.
Image Credit: Iris Worldwide
Trend Themes
1. Creative-agility - Agencies are emphasizing creative agility to stand out in a crowded market of homogeneous offerings dominated by automation and large-scale consolidation.
2. Bold-branding - Organizations are adopting bolder branding elements to challenge conventional industry norms and signal a distinct market position.
3. Cultural-resonance - Marketing strategies increasingly focus on culture-shaping and boundary-pushing to engage with audiences in more meaningful, impactful ways.
Industry Implications
1. Digital-marketing - The digital marketing industry provides a fertile ground for innovative agencies seeking to merge technology with creative storytelling.
2. Brand-design - Brand design is ripe for disruptive reinvention as companies seek unique visual identities that reflect their core values and aspirations.
3. Talent-management - Talent management in the marketing sector is evolving with a focus on diverse leadership to drive innovation and strategic transformation.
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