Brand experience agency Carrspace has undergone a rebrand and will now be known as Neonormal.

The agency, which employs more than 20 staff, has offices in Melbourne and Sydney with a client list including Renault, Infiniti, Bentley, Mecca, Bupa Dental, Coopers, Sapporo, City of Melbourne and Puma among others.

While Carrspace has built a reputation for innovative experiential marketing, the business has expanded into a full-service brand experience agency in the past three years catering to audiences beyond consumers. The new brand – and name – speaks to this broader, strategically-led offering.

Director Madeleine Preece said:

“Everything a brand does is a brand experience not just what consumers see. We have been working with brands for some time to engage multiple audiences and are now responding to a growing demand from our clients as they start to think beyond consumer-facing activations.”

Neonormal’s realigned offer is built on its team’s diverse background of inside-out brand experience with Preece adding: “Be it employee engagement events, trade partner product launches, shareholder relations, media launches or internal communications campaigns, successful brands must ensure consistent brand experiences through every facet of their business. We are well placed to deliver on this as our team has first-hand experience across all of these areas.”

Tyson Carr, the agency’s design director, said: “We are keen to partner with authentic and ambitious brands that are interested in doing things differently. We love transforming everyday brand encounters into rewarding brand experiences.”

The values of the Neonormal brand put thinking and problem solving first with the agency’s trusted ability to deliver second. Carr added: “We have always been strategic in our approach and have continually invested in creative and strategic leadership to lift and broaden our expertise in our team and offer. Now it’s time for our brand to catch up with us.”

Inside the rebrand

Freelance environment designer Carr founded the eponymous agency in 2010 before he and Preece joined forces under the Carrspace banner with foundation client L’Oreal Paris. After winning work for automotive brand Renault, the agency quickly expanded and has continued to grow.

Preece describes the rebrand as a “transformation” as opposed to a complete overhaul and signals a ‘new’ phase for the business alluded to in the agency’s title with the word Neo coming from the Greek ‘neos’ meaning new. Although Preece is quick to point out the agency isn’t claiming to be the ‘new normal’.

She said: “The new normal is a state of being, a constantly changing dynamic that’s felt acutely in the marketing space, and more broadly in the world today. As brands, businesses, agencies and humans generally try to keep up with technology, shifting habits and behaviours, in this new world, there is no longer a ’normal’. This constant state of change is the new normal.”

More than a new name

The Neonormal identity was produced and led by Carr and has been six months in the making. “Often brands seek out a new identity to update an old, tired logo but in our case, we have a new purpose, a new name and something to say about the shifting landscape of brand experience which made this an exciting project,” said Carr.

Preece added: “Neonormal is about so much more than a new name and logo. It’s a new way of operating, an approach that takes the best of what we already do and adds to it a new way of thinking.”

The Melbourne office has also relocated to a new space on Islington Street in Collingwood that better reflects the brand positioning and allows for further growth.