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.”

CREDITS

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