Sydney based brand experience agency BEcause has unveiled a new brand identity and website as it puts ‘Brand Love’ at the heart of its proposition.

As well as giving the agency a fresh, distinctive positioning – “Be Live. Be Loved.” – the new identity is also designed to better reflect BEcause’s growing range of work across experiential marketing, communications, digital and social media and live creative technology.

“Brand love, not brand awareness, is what creates real brand desire, loyalty and advocacy,” said Meredith Cranmer, managing partner of BEcause Australia. “Live brand experiences are a fantastic way to kick start love affairs between consumers and brands, and turn them into lasting relationships.”

The new identity uses heart-shaped icons, which double as play-shaped buttons and arrows, to create a flexible set of brand assets representing brand love and brand action.

As part of the rebrand, BEcause has unveiled a distinctive new website, full of useful guides, downloadable ebooks, and other content for clients interested in brand experience.

“Clients are constantly looking for new ways to create magical, memorable and meaningful live brand experiences, and live creative technology is a rapidly growing area of our business,” said Cranmer. “As an agency, we’re at the forefront of this space and it’s a key focus for us moving forward.”