Claxon has revealed its rebrand as the agency finalises its integration of creative and brand agency Embark, after it was acquired last year.
As part of the final phase, James Coulson steps into the role of brand strategy director, while Claxon’s creative arm is bolstered with the appointment of Phil Coulson as creative director.
Phil Coulson led the rebrand to reflect the Gold Coast-based agency’s identity as a “bold, provocative growth agency that cuts through the noise”.
“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,” Phil Coulson said.
“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,” he explained.
“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,” Coulson added.
Left to right: Phil Coulson, James Coulson, Daniel Willis and Danny Molyneux
The agency’s CEO Daniel Willis, the rebrand is a bold declaration of what Claxon stands for. He said: “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.”
“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.”
Claxon experienced plenty of growth and momentum in 2024 with the addition of Eckersley, Phizz and Sisu Clinics to its client roster, appointments to its senior leadership team, strategy and creative arms, garnering Deloitte Tech Fast 50 status for the third consecutive year and in recent weeks its 4-day week for all employees.
The rebrand is effective immediately, with the new identity currently rolling out across all Claxon touchpoints.