Experience design agency, Imagination, today announced the appointment of Lee Liversedge to the newly created position of Head of Brand Australia. Liversedge joins from independent brand and design agency LiversedgeWeir, which he co-founded in 2014.

Liversedge joins Imagination following several high profile creative positions in Australia and the UK including AU MD of design agency Fabric, part of the global Ogilvy network. Liversedge will report directly into Imagination’s executive creative director Michelle Schuberg, effective immediately.

The appointment marks the beginning of an exciting new chapter for Imagination as they integrate branding disciplines further into their award-winning experience design offering.

Liversedge said prior to accepting the role he had been meeting and talking with top creative agencies across Australia. “Whilst all were fantastic within quite a narrow and niche design offering, none of them had capabilities or expertise around brand experience. The ability to activate and amplify, to live, to work and to play with brand as an emotional and physical expression sets Imagination apart.

“Agencies are now talking up their tech and experience offerings, but still heavily rely on external partners to bring this vision to life. Imagination has been pioneering and innovating within this space for over 45 years, and with in-house innovation labs in both Sydney & Melbourne, is right at the forefront of the most exciting new technology platforms.”

Imagination’s executive creative director Michelle Schuberg said she was thrilled about Liversedge’s appointment. “At Imagination we believe the days where brand design stops at a logo, colour palette and image/language guidelines are long gone. So we are exceptionally excited to have a creative brand expert of Lee’s calibre within the team.

“Brands are tactile, tangible things that engage us daily and should be designed that way. Imagination’s vision considers how people will engage at every touch point across the communication spectrum, not just within the confines of the screen and page, and Lee will be a crucial part of that philosophy going forward.”