The new visual identity is reflected in the logo: a wild boar charging into the unknown and the Latin motto: Participa Aut Peri, which means Participate or Perish.

In addition to the logo, the rebrand includes a simplified strategic framework and a new descriptor as a “global creative micro-network.” A new website, updated credentials, case studies, social presence and branded office environments are also in the mix.

The rebrand follows Iris' leadership changes in the past nine months. Zoe Eagle became UK CEO, Menno Kluin, Global CCO, Eduardo Maruri, Chief Global Creative Chair, and Katy Hopkins UK ECD. Jill Smith was also upped to CEO of the Americas.

“In a market where brands are buying their marketing like they buy broadband — cheap, functional, and forgettable — we’re standing up for creativity,” said Ian Millner, founder-chairman of Iris. “The agencies that thrive will be the ones that give clients something they can’t get anywhere else: original ideas, creative courage and the power to participate visibly and vibrantly in people’s lives.”

Part of that mission is the idea of being a “global creative micro-network.” Large enough to be a force in the industry, yet small enough to remain creatively flexible.

“Clients aren’t coming to us for what they can get from their in-house teams or corporate networks,” added Menno Kluin, Global Chief Creative Officer at Iris. “They’re looking for something that’s impossible for them to do themselves — and that’s where we come in.”

Agency clients include Samsung, Bentley, Samsonite and Pizza Hut.