Aussie digital agency Get Started has marked the start of its 20th year of operation with a new name: Luminary.

The name change has been accompanied by a complete brand overhaul and new website.

The agency has been trading as Get Started since 1999 and remains one of Australia’s longest-standing independent digital agencies.

Its clients include Crown Casino, Melbourne Airport, Clipsal by Schneider Electric, Metricon, the Fred Hollows Foundation, and Save the Children.

The Luminary brand was revealed to the agency’s clients last week and was officially launched on Friday.

The rebrand comes hot on the heels of a number of new client wins for the agency, including beyondblue, Bakers Delight, the William Angliss Institute, and Melbourne Business School.

Luminary CEO Marty Drill said: “With nearly two decades of history behind the name Get Started, the decision to rename the agency was not taken lightly.

“But the reality is the name Get Started no longer represents who we are. The time has come to have a name that reflects our current position in the market.”

CTO and Kentico MVP Andy Thompson added: “Back in 1999, the kinds of people we were generally working with were trying to get their first website going, or exploring the idea of e-commerce, so the name Get Started made a lot of sense.

“Now our typical client has already been on the internet for a long time – they’re not getting started anymore.”

Over the last three years, Get Started expanded from a single office in Melbourne to include offices in Sydney, Brisbane, Adelaide, Albury-Wodonga, and Bali. There are now more than 45 people working across the six offices.

Managing director Adam Griffith said hundreds of names were considered as part of the rebranding process.

“It was the dual meaning of Luminary – ‘expert knowledge’ and ‘bright’ – that really made it stand out for us,” he said.

“To be luminary is to deliver something that’s bright, impactful and makes the human experience brighter.”