Sydney-based digital agency Adrenalin Media has dropped the ‘media’ from its name, rebranding as Adrenalin.

The name change comes as the agency – now in its 12th year – looks to better reflect the modern conversations being had with clients around customer engagement, brand advocacy and clever ideas; rather than anchoring a discussion on digital “media” as a channel per-se.

Bernie Johnson, director of Adrenalin said: “When Adrenalin started twelve years ago, the digital landscape was radically different and people talked about ‘digital media’ and ‘new media’. Now, with channel ubiquity and the blurring-of-lines in how customers and brands engage, the word ‘media’ is less relevant.

“It’s kind of like the Amber Heard & Johnny Depp split – the writing’s been on the wall for a while”.

In conjunction with its simplified name, Adrenalin has also undergone a rebrand that includes a new logo and website.

The name and brand refresh come in a year of growth for the 35-strong agency which has made five new hires and three senior promotions since the start of the year.

Rajeev Kumar, Adrenalin’s creative director explained: “Shortening the agency’s name was only the first step towards creating an entirely new brand experience; one that encompasses who we are, what we do, and carries with it our mantra of being bold, simple and progressive.

“The brand’s visual identity is led by a redesigned logo that strips away the over-styled complexities of the past. Utilising a classic typeface and a completely monochromatic colour palette, the new logo stands proudly on its own, and alongside the amazing work the agency produces.

“The modern aesthetics is carried through to the entire suite of brand assets, including the new Adrenalin website, where the brand is brought to life through timeless design and cutting-edge interactivity.”