CX Lavender marks 25th anniversary with rebrand
As a mark of its 25th anniversary, CX Lavender has rebranded to tackle modern CX challenges.
The announcement:
Full-service customer experience agency CX Lavender has today announced a refreshed brand and positioning to tackle modern CX challenges, and help its clients unlock the customer growth opportunity.
The announcement marks the agency’s 25th anniversary, and is born from a quarter of a century of understanding that putting people first grows business. Its repositioning reflects a simple ethos: We Make Stuff for People.
CXL CEO Adam Washington said: “These days, the potential of great customer experience is well understood, but too often it eludes even the biggest brands. And the reason can be surprisingly simple: focus on the wrong kind of value.”
“In a world of KPIs click-through rates, many businesses have become fixated on gathering value, not creating it, putting short-term dollars above long-term growth. By making stuff for people, we take a different approach, addressing latent customer needs and creating moments of joy, ease and exceptional service that don’t begin only with marketing metrics in mind.”
CXL chief strategy officer Craig Page continued: “In essence, a business is a collection of stable, mutually beneficial value exchanges. Optimising those exchanges for a positive commercial return requires you to understand three things; what really matters to the people you serve, what your brand stands for and can be remembered for, and the technology that can be harnessed to serve more value, more efficiently. Our capability is designed to bring these three forms of knowledge together to deliver distinctive value.”
“When you genuinely place the interests of people first, you profit alongside them.”
Throughout 2022, CXL strengthened its leadership team with the key appointments of Adam Washington as CEO and Craig Page as chief strategy officer, and with ECD Ryan Stubna becoming partner, alongside head of technology Clint Bauer and founder Will Lavender. Georgina Thomas and KaLing Ng also joined the leadership team following their promotion to joint client services directors.
In 2023, CXL’s commitment to putting people first will extend to its internal employee value program, and client engagement models, as it scales for growth. Discussing the agency’s redesigned brand and visual identity, executive creative director Ryan Stubna added: “Today marks the start of our new journey, and a renewed commitment to customer value, which also extends to our client relationships. Our new brand identity has been designed to celebrate our client partners, and the creative work that powers their businesses.”
The agency is also deepening its planning capabilities – already spanning brand, digital, loyalty and comms – with the expansion of in house qual, quant and ethnographic research to bring customer insights closer to execution.
CXL continues to provide end-to-end services via its 70+ Sydney-based team, offering research, creative and digital strategy, creative, product design, technical development and data-lead optimisation. Its current clients include Westpac, National Broadband Network, Stockland, Audi, GameStop, Headspace, St. George, and RAA and American Express.
Source: CX Lavender
