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Australia-based Icon Agency celebrates 20th year with new brand platform

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Melbourne, Australia – To celebrate Icon Agency’s 20th anniversary, the Australia-based integrated communications agency has launched its new brand platform, ‘For people, with purpose’. The philosophy encompasses the agency’s commitment to creating a positive impact on people’s lives in a socially and environmentally responsible way.

Joanne Painter, Icon Agency’s co-founder and managing director, shared that the phrase encapsulates a belief system underpinning Icon’s operations.

“We’ve always had a great focus on our people; we started as a small family business and now we’re a business that treats all our people like family. By focusing on what we truly wanted to achieve for the business, our clients, and the remarkable people that make us, we’ve crystallised our core beliefs into four words: for people, with purpose,” said Painter.

The new brand platform was developed through a comprehensive review of the agency’s purpose and goals. To undertake the research, Icon drew on the expertise of its own team, having previously designed brands for organisations like KMD Brands and JANA.

Painter noted, “We’re really proud of the agency Icon has become: values-driven, purpose-led and focused on projects and clients that make the world a better place. But none of that would be possible without the hundreds of people who’ve built Icon together with us over the years.”

Icon Agency’s 20th birthday caps a remarkable two years with the agency more than doubling its revenue and size. It also has opened a new creative production hub in Melbourne, The Content Garden.

Chris Dodds, founder and managing director of digital at Icon Agency, said that since Icon’s inception, they’ve been driven by intense curiosity and continual learning, which has kept them relevant and open to continual change.

“We’re always looking for new technology that will improve the way we operate. AI tools, automation, and the Metaverse are rapidly evolving and it’s our responsibility to understand how we can harness these innovations to provide the best possible service for our clients. Ultimately, we want to give our people a platform to do their very best work,” said Dodds.

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