Former Saatchi & Saatchi Melbourne group creative director Leon Wilson is joining forces with branding and design agency Red Robyn’s founder Robyn Brazenall to evolve the agency’s offering.

Red Robyn have been creating and supporting some of Australia’s most recognised brands for over 15 years. The new agency, Robyn&Leon, is restructuring around three verticals… branding and design, advertising, and brand purpose.

The restructure comes alongside a shift into new premises in William Street, Balaclava.

Wilson said, “This three-pronged structure allows us to work with clients in the way that benefits them the most. Sometimes this may involve a consumer facing design solution or advertising campaign. Other times it may involve backing up a bit to establish what the actual purpose of the brand is and then communicating that internally to everybody in the company. Having a clear sense of purpose is the most important thing any individual can have, and with brands it’s the same. When an organisation understands its purpose and can communicate it in an inspirational way, they not only attract the best talent but tend to outperform their competitors as a result.”

Wilson has worked at some of the world’s most revered advertising agencies including Colenso BBDO, Mother London, and Fallon Minneapolis.

“The best agencies I’ve worked at have all had a strong sense of purpose, with everyone knowing why they’re there, where they’re going, and what it takes to get them there. Likewise, in helping brands and clients succeed you have to look beyond their marketing.”

Brazenall and Wilson will be joint directors of the agency, and share creative and managerial responsibilities.

Brazenall said, “From the very outset of founding Red Robyn 15 years ago I’ve endeavoured to create an environment that champions creativity and has purpose driven design at the heart of everything we do. One of the benefits of being an independent agency is that we’re able to stay completely true to who we are, so these principles have never changed.

Working across a range of clients spanning different industries keeps our thinking fresh and original and keeps us curious. Sometimes you need to challenge the question to get to the right answer. We’ve found that the best work comes from relationships that are built on honesty and respect as they allow and encourage this to happen.”

“Robyn has created an agency with impressive branding and design credentials, as well as a strong culture. This new evolution will add to that rather than change it. We both believe that the way an idea is communicated is as important as the idea itself, so an emphasis on craft and design through to final execution will always be in our DNA”, said Wilson.

Brazenall added, “I’m very proud of what I’ve achieved to date, and couldn’t be more excited about this next evolution of the agency.”