‘The best brands evolve alongside their businesses’: Claxon officially rebrands

BY Matthew Leong

February 7, 2025 3:42

‘The best brands evolve alongside their businesses’: Claxon officially rebrands

Claxon has rebranded itself to better reflect its ethos and position in the market.

The rebrand’s elements, such as new copywriting and visuals, were designed to symbolise the company’s identity as an agency that is provocative, bold and well equipped to help brands grow.

“When I took on the role of Creative Director, I saw an opportunity not just to refresh the brand, but to ensure it truly represented who Claxon is today and where we’re headed,” shared Phil Coulson – who steps into the position of creative director as Claxon enters the final stages of integrating with Embark – the creative agency it acquired in early April 2024.

“Claxon is about growth, not just for our clients but for ourselves. The best brands evolve alongside their businesses, and our new identity is an intentional step forward. We didn’t want a full reinvention, but rather an elevation – refining what makes Claxon unique and amplifying it.”

Coulson also spoke on the rebrand’s visuality, stating: “The homepage imagery, inspired by sound waves, represents how we disrupt traditional marketing approaches. The refined colour palette and contrasting typefaces are designed to enhance the brand’s sharp, dynamic presence.”

Claxon’s rebrand takes effect immediately, with the agency’s touchpoints being updated to reflect its new identity.

Credit: Claxon

“We’ve never been just another marketing agency. We see ourselves as a chainsaw among apples and oranges, and our new brand reflects that sharper edge,” said chief executive officer at Claxon, Daniel Willis.

“Claxon has always been a growth agency, but in the past that aspect of our brand that sat in the background – now, it’s front and centre where it belongs.

“If a business is only looking for a marketing partner, we’re probably not the right fit, but if they’re seeking commercial performance and sustainable growth, using marketing as the vehicle, then Claxon is the perfect partner,” he finished.

The rebrand and above mentioned Embark acquisition has also resulted in James Coulson being appointed as Claxon’s brand strategy director.

The company made headlines in late January 2025 after it announced it was implementing a four-day work week for its staff, off the back of a successful three month trial in 2024.

“This isn’t just about improving culture; it’s about enhancing productivity and performance,” Willis commented at the time.

“Claxon has a culture of a high-performance team, and one that runs at incredible pace with precision, and I wanted to see firsthand how an additional day of rest each week would enable our team to continue to perform long term at peak levels.

“The results exceeded our expectations, and I’m thrilled to report that not only did we maintain our high standards, the entire team flourished, and clients are also experiencing new and invigorated teams.”