Brand Experience Agency Carrspace Rebrands As Neonormal

Brand Experience Agency Carrspace Rebrands As Neonormal
SHARE
THIS



Brand experience agency Carrspace has undergone a rebrand and will now be known as Neonormal.

The agency, which employs more than 20 staff, has offices in Melbourne and Sydney with a client list including Renault, Infiniti, Bentley, Mecca, Bupa Dental, Coopers, Sapporo, City of Melbourne and Puma among others.

While Carrspace has built a reputation for innovative experiential marketing, the business has expanded into a full-service brand experience agency in the past three years catering to audiences beyond consumers. The new brand – and name – speaks to this broader, strategically-led offering.

Director Madeleine Preece said: “Everything a brand does is a brand experience not just what consumers see. We have been working with brands for some time to engage multiple audiences and are now responding to a growing demand from our clients as they start to think beyond consumer-facing activations.”

Neonormal’s realigned offer is built on its team’s diverse background of inside-out brand experience with Preece adding: “Be it employee engagement events, trade partner product launches, shareholder relations, media launches or internal communications campaigns, successful brands must ensure consistent brand experiences through every facet of their business. We are well placed to deliver on this as our team has first-hand experience across all of these areas.”

Tyson Carr, the agency’s design director, said: “We are keen to partner with authentic and ambitious brands that are interested in doing things differently. We love transforming everyday brand encounters into rewarding brand experiences.”

The values of the Neonormal brand put thinking and problem solving first with the agency’s trusted ability to deliver second. Carr added: “We have always been strategic in our approach and have continually invested in creative and strategic leadership to lift and broaden our expertise in our team and offer. Now it’s time for our brand to catch up with us.”

Inside the rebrand

Freelance environment designer Carr founded the eponymous agency in 2010 before he and Preece joined forces under the Carrspace banner with foundation client L’Oreal Paris. After winning work for automotive brand Renault, the agency quickly expanded and has continued to grow.

Preece describes the rebrand as a “transformation” as opposed to a complete overhaul and signals a ‘new’ phase for the business alluded to in the agency’s title with the word Neo coming from the Greek ‘neos’ meaning new. Although Preece is quick to point out the agency isn’t claiming to be the ‘new normal’. She said: “The new normal is a state of being, a constantly changing dynamic that’s felt acutely in the marketing space, and more broadly in the world today. As brands, businesses, agencies and humans generally try to keep up with technology, shifting habits and behaviours, in this new world, there is no longer a ’normal’. This constant state of change is the new normal.”

The Neonormal identity was produced and led by Carr and has been six months in the making. “Often brands seek out a new identity to update an old, tired logo but in our case, we have a new purpose, a new name and something to say about the shifting landscape of brand experience which made this an exciting project,” said Carr.

Preece added: “Neonormal is about so much more than a new name and logo. It’s a new way of operating, an approach that takes the best of what we already do and adds to it a new way of thinking.”

The Melbourne office has also relocated to a new space on Islington Street in Collingwood that better reflects the brand positioning and allows for further growth.

Please login with linkedin to comment

Latest News

Why The “No” Campaign Is Just One Long Slippery Slope
  • Opinion

Why The “No” Campaign Is Just One Long Slippery Slope

Not exactly your typical marketing/media piece, but here playwright Ron Elisha (pictured below) explains the damage done by the “No” campaign and the now infamous skywriting on a recent blue-sky Sydney Sunday… My daughter is crying. It’s not that she’s fallen over and barked her knee. Nor is it the trauma of immunization, or the […]

Opinion

by B&T Magazine

B&T Magazine
QMS Goes West With ‘The Leeder’
  • Advertising
  • Media

QMS Goes West With ‘The Leeder’

QMS Media continues to expand its digital portfolio across Western Australia, switching on an iconic billboard in the heart of Perth. Following the launch of two new digital billboards in the major WA regional centres of Bunbury and Kalgoorlie in recent months, ‘The Leeder’ further delivers on QMS’ digital expansion strategy out west. Positioned at […]

PR Firm Text100 Wins NetApp Account For APAC
  • Marketing

PR Firm Text100 Wins NetApp Account For APAC

Global marketing communications agency Text100 has announced it been appointed by data management company NetApp to drive its brand transformation effort across the Asia-Pacific (APAC) region. Following local competitive pitches conducted across the region, Text100 has been appointed as the APAC lead agency out of Singapore, and as the local agency of record in Australia, […]

MFA Awards 2017 Winners Revealed!
  • Advertising
  • Marketing
  • Media

MFA Awards 2017 Winners Revealed!

B&T once again donned the tux, applied the Brut, and primed the liver for last night's MFA Awards in Sydney.

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant
  • Media
  • Technology

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant

Digital publisher Concrete Playground has unveiled a new app that helps Millennials plan their night out using voice control – the first of its kind to become available in Australia. Concrete Playground’s Guide to Tonight now works with Google Assistant, making it available on a range of Google devices and helping people to decide what […]

Digital Agency Inlight Secures Two Key Client Wins
  • Marketing
  • Technology

Digital Agency Inlight Secures Two Key Client Wins

Independent agency Inlight has announced it has won the digital account for Benetas, a not-for-profit aged care provider in Victoria. Following a competitive pitch process, Inlight was chosen to handle Benetas’ new website design, build and ongoing optimisation. Richard Barker, marketing manager at Benetas, said: “We wanted an agency that could be our true digital […]

AMI Awards 2017 Winners Revealed!
  • Marketing

AMI Awards 2017 Winners Revealed!

With almost 30 awards handed out, B&T predicts plenty of numb bottoms at last night's AMI Awards in Melbourne.

Clems Sydney CEO Andy Pontin Quits
  • Advertising

Clems Sydney CEO Andy Pontin Quits

Sure, B&T flashed the news of Andy Pontin quitting this morning. White lies aside, he's actually still got six months.

by B&T Magazine

B&T Magazine
Adobe MAXes Most Creatives In A Room Record
  • Advertising
  • Media

Adobe MAXes Most Creatives In A Room Record

B&T's journo is reporting live from the annual Adobe Summit in Vegas. Although, "reporting" is somewhat of a stretch.

Opinion

by David Hovenden

David Hovenden
Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses
  • Marketing

Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses

The Australian College of Marketing is collaborating with the Digital Women’s Network to bring new short courses aimed to provide the latest skills across all aspects of the Digital landscape, kicking off in Melbourne and Sydney in 2018. Course content will focus around various topics related to the digital marketing landscape. All courses will run […]

Man working at office desk, looking at computer and scratching head
  • Technology

Where Are Digital & Tech Skills & Salaries Headed?

The rapid pace of technological change in the digital sector is seeing demand for those with the right skill sets outstrip availability, both locally and globally. The individuals who have kept their skills up to date are being well-rewarded financially. Now, Digital + Technology Collective’s expanded annual Skills and Salary Survey will put some numbers and context […]

Disney & ESPN Unify Sales & Partnerships Teams
  • Advertising
  • Marketing
  • Media

Disney & ESPN Unify Sales & Partnerships Teams

Disney and ESPN have formed an even closer bond, announcing a new alignment of the two properties through their media sales and partnerships teams. Instead of entering through three doors, Disney ESPN Media Sales & Partnerships will give media buyers and marketers a refined, singular point of entry for Disney, ESPN Digital and Maker. Nik […]

by B&T Magazine

B&T Magazine
Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends
  • Advertising
  • Marketing

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends

Sydney-based adtech start-up Muzaara has announced a new strategic partnership with performance marketing platform Commission Factory. Together, Muzaara and Commision Factory are providing SMEs with a secret weapon to skyrocket their online brand visibility and effectively manage and maximise their online advertising campaigns. This partnership will allow both online marketing companies and their impressive roster […]

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]