Integrated communications firm, Icon Agency, has launched a new brand platform, "For people, with purpose", to coincide with the agency’s twentieth anniversary. The philosophy encompasses the firm’s commitment to creating positive impact on people’s lives in a socially and environmentally responsible way.

With nearly one hundred people across three cities, Icon Agency remains independent and family owned, led by its two original founders, Joanne Painter and Chris Dodds. Joanne said independence is a cornerstone of Icon’s history: "Independence is about more than ownership structure and shareholdings: it’s a state of mind that opens the agency to new possibilities and unshackles it from the constraints of larger companies.

“It’s incredible to remember the small space above a Richmond shop that Chris and I started in twenty years ago and compare that with the team and four offices we have now.”

Joanne said the new "For people, with purpose" brand platform was developed through a comprehensive review of the agency’s purpose and goals: "By turning our own brand and behaviour change methodologies inwards, and consulting widely with our team, we doubled down on our true calling - to make a positive impact on people’s lives, wherever they’re at on their journey, and to minimise harm to the planet."

The agency’s twentieth birthday caps a successful two years in which Icon won three Agency of the Year awards and more than doubled its revenue and size. The agency also opened a new creative production hub in Melbourne, The Content Garden.

Chris Dodds said the agency is driven by continual improvement: "We closed out our first two decades with explosive growth, but we know how important it is to keep one eye on the horizon. Since Icon’s inception we’ve been driven by intense curiosity and continual learning, which has kept us relevant and open to continual change.

"We’re always looking for new technology that will improve the way we operate. AI tools, automation, and the Metaverse are rapidly evolving and it’s our responsibility to understand how we can harness these innovations to provide the best possible service for our clients. Ultimately, we want to give our people a platform to do their very best work."