Carrspace rebrands as Neonormal, pushes focus on strategy
Brand experience agency Carrspace, which faced backlash for its Anzac Day campaign for Woolworths, has re-branded to Neonormal after a six-month process.
Carrspace has re-branded to Neonormal, seven years after the agency was founded
The agency, which has been in business since 2010 and has offices in Melbourne and Sydney has realigned its offer based on the team’s diverse backgrounds with brand experience.
Carrspace received attention in 2015 when its client Woolworths faced consumer backlash for its for Anzac Day campaign, which was said to exploit the events of Gallipoli for profit.
Madeleine Preece, director of Neonormal said the re-branded agency would move beyond “consumer-facing activations.”
“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.”
“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,” Preece said.
“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,” she added.
Tyson Carr, design director for Neonormal described the re-brand as a “transformation”, with the word ‘neo’, from the Greek word ‘neos’ meaning new.
“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,” Carr said.
He added while the agency has always had a strategic approach, it was time for the Carrspace brand to catch up with its team’s efforts.
“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,” Carr said.
“Now it’s time for our brand to catch up with us.”
Neonormal’s current clients include Renault, Infiniti, Bentley, Mecca, Bupa Dental, Coopers, Sapporo, City of Melbourne and Puma.
