‘Clarity through creativity’: Floodlight Agency rebrands and strengthens positioning
Indie agency Floodlight has rebranded to solidify its presence as a creative agency, with a new brand position of ‘clarity through creativity’.
The agency launched in 2015 as Floodlight Media, and in 2021 rebranded to Floodlight Content to better reflect the market it served.
But according to managing director Justin Counihan, the name was still not quite right.
“We naturally now spend so much time consulting on brand and communications, and have the capability to create just about anything from YouTube advertising to websites – we even just finished a full-blown game for high school students. So nothing really captures everything we do, but ‘agency’ is vague enough while also being generally accepted as a thing that does creative things,” he explained.
“So we are now Floodlight Agency, but that all said, we’re still likely just going to be known as Floodlight.”
The agency – which has offices in Adelaide and Melbourne – boasts a client roster including Weber Barbeques, Tesla, and Australia’s largest independent renewable energy developer Neoen. And late last year it strengthened its design and brand capability with the appointment of Lisa Park as design director.
Central to the rebrand is Floodlight’s new positioning: ‘Clarity through creativity’.
Counihan said: “We work with some pretty technical and complex industries that need creative simplicity to convey technical and complex messaging. It’s something we really hang our hat on. Understand, then think, then act.”
To celebrate the rebrand, Floodlight sent out branded ‘Clarity Kits’ – care packages with shower gel, a gym towel, and toilet paper – as a cheeky reminder to clients to find their own moments of clarity.
“I find my best ideas come when I have those moments to myself, and I’m sure our clients do to,” he said.
“We all know it’s hard to get mental share of mind, so If our clients think of us when on the toilet, at least they are thinking of us – I’ll take it.”
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