• by Larissa Faw , March 13, 2020

WPP’s Wavemaker is unveiling a new logo and brand design under what the agency is calling “The New Wavemaker” to introduce a simpler, stronger positioning. 

Wavemaker was previously defined as “Future Makers” to better help “clients translate audience behaviors and insights into smart decisions today, for a prosperous tomorrow.”

As part of the overhaul, the media agency is invoking “Positive Provocation” selected to reflect what agency leaders call a brave and daring approach.

“Exceptional growth now requires uncomfortable change,” explains Toby Jenner, Global CEO, Wavemaker. “This change demands courage, from our clients and from our people. Wavemaker understands this. We must live up to our name which reflects a provocative, even fearless attitude.”

The new Identity includes a new logo that reflects an orange ball disrupting rows of white lines against a black backdrop as well as refreshed social media channels.

Internally these changes are reflected with a new global communications system and modular planning process to better connect the global workforce. Employees can now virtually access all Wavemaker news, information, tools and sources via one platform as well as connect with other employees.

Still, agency leaders hesitated to pursue this rollout during the on-going COVID-19 crisis. However, they say employees have been “eagerly awaiting” this update and that helped sway them to go ahead with the global launch. Plus, the agency launched the new branding and positioning via a global video town hall which allowed staffers to watch from the comfort of their homes, or in small groups if in the office.