Mr Mumbles Takes On Major Rebrand Of The APSMA

Mr Mumbles Takes On Major Rebrand Of The APSMA

Independent creative agency Mr Mumbles has played a hand in developing a new brand identity for the Australasian Professional Services Marketing Association (APSMA) to reflect a more future-focused and progressive organisation.

The APSMA has rebranded to the Influence, Collaboration and Opportunity Network (ICON).

Created by Mr Mumbles, the new brand strategy, renaming, and refreshed brand identity includes an updated logo design and new set of brand guidelines to create a blueprint for change to maintain relevance for current members and broaden the member base across disciplines in the B2B professional services market.

In order to evolve the brand and to drive a unified sense of purpose, Mr Mumbles worked closely with the client through a major strategic process that included in-depth research, stakeholder interviews, internal workshops and member surveys.

Mr Mumbles creative partner Laurie Ingram said: “It was challenging, but also incredibly inspiring to work with the leading CMOs in professional services across the APAC region on this major rebranding project.

“To be able to rename and create a new visual identity for such a prestigious association was a great honour.”

Creative partner Andrew Town added: “We’re extremely proud of what we were able to deliver for ICON. Our design and strategy team did an amazing job, but congratulations must go to ICON for really committing to the process.

“When the strategic assessment confirmed strong change was required, the executive board went all in.”

ICON president Alex Grell said the rebrand marks a new and exciting chapter in the history of the association.

“With a new strategic direction, name and brand, we look forward to being more visible and more relevant to all B2B sales, business development, marketing and communications professionals throughout the Asia-Pacific region,” Grell said.

Michelle Prior, general manager of ICON, added: “We are thrilled with feedback from our members on the new brand.

“The result is testament to the leadership shown by our board, the hard work of the Steering Group and the in-depth strategic process we were guided through by our partner, Mr Mumbles, that led to such outstanding creative work.”


Client: ICON

General manager – Michelle Prior

President – Alex Grell

Creative agency: Mr Mumbles

Creative partners – Andrew Town and Laurie Ingram

Strategy director – Eryl Thomas

Client service – Lisa Milner

Senior designer – Daniel Matthews


Please login with linkedin to comment

APSMA Australasian Professional Services Marketing Association dubai icon Influence Collaboration and Opportunity Network

Latest News

Bankwest Unveils New Work Via Its Bespoke WPP Agency Union
  • Campaigns

Bankwest Unveils New Work Via Its Bespoke WPP Agency Union

Union, WPP AUNZ’s bespoke national group model created to service Bankwest, has launched a new national brand campaign for the visual-style terms and conditions the financial institution developed with the University of WA in a bid to make T&Cs more engaging for customers. Bankwest has rolled out visual terms and conditions for its Bankwest Easy […]

TikTok To Launch Web Series Supported By Screen Australia And Film Victoria
  • Media

TikTok To Launch Web Series Supported By Screen Australia And Film Victoria

The first ever web series to be funded by both Screen Australia and Film Victoria for TikTok, will launch on May 17. Produced by Hayley Adams and Michelle Melky, and directed by Logan Mucha, Scattered is a new queer drama comprised of 38 x 1-minute daily eps. It follows three best friends, Jules, Sami and […]

Schwartz Media To Launch Osman Faruqi’s The Culture Podcast
  • Media

Schwartz Media To Launch Osman Faruqi’s The Culture Podcast

Schwartz Media will extend its audio offering with a new culture podcast. Building on the success of its flagship daily news podcast 7am, and it’s growing arts and culture coverage, Schwartz Media is launching new podcast The Culture at the end of the month. Award-winning journalist, editor of 7am and pop-culture obsessive Osman Faruqi will […]

Attracting Customers With Horseshoe Magnet
  • Advertising
  • Opinion

How To Nurture Your Online Customers And Turn Them Into ‘Brand Evangelists’

Building a connection with existing customers is just as integral to any marketing strategy as winning new ones, but how do we turn customers into spokespeople for our brands? By Peggy de Lange, VP of international expansion at Fiverr It’s a well-known rule of thumb that it costs 5-times more to get a new customer […]

by B&T Magazine

B&T Magazine
Tooheys, 72andSunny, Vice And Gocsy Collaborate On ‘Proudly Ordinary’
  • Campaigns

Tooheys, 72andSunny, Vice And Gocsy Collaborate On ‘Proudly Ordinary’

In the next instalment of the ‘Proudly Ordinary’ campaign for Tooheys Extra Dry, Lion and 72andSunny continue their partnership with work from Vice and Aaron Gocs (Gocsy). Gocsy is a beloved icon of Australian outsider comedy who creates content for Vice and his own broadcast channels. As part of the highly successful ‘Proudly Ordinary’ brand […]

Have You Seen Trevor?
  • Marketing

Have You Seen Trevor?

Love an opinion piece with a mystery headline? You'll love this. Even more so if you're stuffing your gob with cake.


by Kathleen Farmilo

Kathleen Farmilo