• by Fern Siegel , Yesterday

Los Angeles-based Boundary has rebranded as Almost Always. The new name is reflective of our times. As creative relies more on automation and AI, the agency believes human judgment makes a critical difference.

The rebrand arrives as tech transforms the ad industry.

Adobe reported in 2025 that 96% of marketers have seen content demand increase over the last two years, with 71% expecting demand to grow more than fivefold by 2027.

“Almost Always is a name about how we think,” said George Renfro, co-founder/creative director at Almost Always. “The value of a creative partner isn’t just execution — it’s knowing when to question the brief, trust intuition and make the unexpected call.”

Founded in 2017 by Tyler Leonard and George Renfro, the creative agency specializes in branding, digital experiences, product design and site development. 

“What stood out when working with Almost Always was how much senior-level thinking we got from such a small team,” said Shane Heath, MUD\WTR, CEO. “They know when something feels generic, when an idea has real potential, or when to push for a stronger direction. And that kind of instinct is hard to find.”

Almost Always's roster includes Red Bull, MUD\WTR, KAST, Whalar, Remedy Place and Noble 33.