Independent integrated agency Five by Five Global has unveiled its new identity, FbF.
In a press release the agency said “the refreshed identity brings a sharper, more contemporary expression to the agency’s longstanding proposition of being an independent agency built to launch big. Its bold visual language reflects FbF’s approach to solving creative challenges, cutting through complexity and communicating with strength and clarity.”
With offices in Sydney, London and Los Angeles, FbF brings together strategy, creative, branding, PR, social, influencer, digital and experiential capabilities to help brands launch, grow and connect with audiences.
The rebrand comes amid a period of strong momentum for the Australian business, including an expanded remit for Hydralyte following a competitive pitch, building on the agency’s established relationship with Care Pharmaceuticals.
Beyond Hydralyte, FbF’s ongoing partnership with Surf Life Saving Australia saw the agency develop and launch the inaugural national Red & Yellow Day campaign earlier this year. The campaign brought Australians together to recognise and support the volunteers who keep the country’s beaches safe through an integrated campaign spanning film, digital, social and community engagement.
Building on that partnership, FbF developed the creative concepts for Surf Life Saving Australia’s next national water safety campaign, set to launch ahead of summer, while also preparing for the imminent launch of a new skincare brand.
Recent senior appointments include ex-Thinkerbell Lead Thinker, Alex Guiseley, and Julia Read of Havas, both joining as senior account directors, bringing additional experience and capabilities to support the agency’s expanding client portfolio and growing pipeline of integrated work.
“We’re in the business of solving problems through creativity, helping brands cut through the noise and communicate with strength and clarity. We wanted our own identity to reflect that same thinking — something bold, confident and unmistakably clear,” said Mark Anderson, managing director of FbF Australia.
“Five by Five has a strong heritage, and the move to FbF isn’t about changing who we are. It’s about creating a sharper expression of the agency we’ve become and where we’re heading.”
