Enigma launches new brand and proposition; invests in talent and capabilities

Independent creative, design and media agency Enigma has relaunched nationally with a new brand proposition, coinciding with bolstered capabilities in data, tech and performance.

The investment across the business sees the brand evolve to offer expanded performance capability in SEO, CX, CRM, audience analytics, technology, and measurement, plus build a content hub specifically for digital and social creative.

The agency also unveils a new brand architecture including new logo, colour palate and brand voice, as it further integrates its services to deliver a seamless output across the full customer journey.

John Gutteridge

John Gutteridge, who was appointed national CEO earlier this year, said: “Enigma already has an iconic reputation across regional Australia and has built strong foundations to begin this next chapter.

“We’ve set ourselves some exciting goals with a clear roadmap in place, making the necessary investment in capabilities and talent, along with a re-structure of how we operate to ensure a seamless integration of all the new and existing services. The new brand identity and proposition effortlessly emerged from the work we’ve done and the discussions we’ve had as a group,” he explained.

As part of its business transformation, Enigma commissioned independent research in consultation with renowned scientist Dr Shane Moon and global neuroscientist group, Neurons, to learn more about the relationship between people and brands, specifically chemistry between people and brands. The results inspired and informed the brand’s new proposition whilst reinforcing the plans to expand specific skills and capabilities that in turn will help generate growth for clients.

Gutteridge continued: “Enigma is quite unique. Having grown up in Regional Australia for 30 years, and now with a significant presence in metro areas, the business genuinely understands how to connect with Australians nationwide. Specifically, we’re now fascinated to understand the triggers when it comes to creating chemistry between people and brands. We’re fully committed to evolving this thinking each year as world events continue to surprise, disrupt and influence how businesses build brand loyalty”.

Enigma founder and director, Lisa Sutton Gardner said: “Working alongside John to refresh the brand’s offering is exactly where we need to be to meet our ambitious growth plans.

“Our new proposition supports our mandate to be able to learn, flex and adapt our output to help our client’s growth ambitions and become an agency built for the immediate future and beyond.

“In this past year, we have bolstered our Australian footprint opening a Brisbane office and expanding the Sydney team, this compliments our Newcastle team – which includes a 40-strong media team – plus making strategic investments and adding specialist capabilities focussed on our data, tech and performance offerings,” she concluded.

Brad Stevens, creative director brand, Enigma said: “With the work we are doing to relaunch our proposition, it is the right time to refresh our brand, making it consistent, contemporary, dynamic and most importantly, communicating clearly what we offer to our customers.

“The new logo creation is part of a bigger brand identity change and strategy transformation, with ‘chemistry’ at its heart. We then leverage our other brand assets– typography, photography and colour – giving the new brand some serious clout.”

Enigma has offices in Sydney, Newcastle and Brisbane with approximately 100 staff. Its client roster includes CUB, Kennards, Newcastle Permanent, SunRice, Sydney Airport, NXT Property Group, Red Energy and NSW Govt.


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