Uniplan launches global rebrand, focuses on brand experience

Brand experience agency Uniplan recently announced a global rebrand, signaling a shift from live communications to brand experience. The rebrand comes at a time when multi-discipline agencies are fighting for their share of the market, compelling Uniplan to focus on brand experience.

The agency also revised its corporate strategy with the addition of experts from ATL and digital spaces to crate brand experiences with brands such as UBS, Volvo and Hang Lung Properties.

“Live communications has evolved and is only one part of the total brand experience,” said Sarah Zimmermann, chief strategy officer, Uniplan. “It will continue to change in the coming years and will always be the basis of our identity. And with the new rebrand, Uniplan will focus on the overall spectrum of brand experience which includes both online and offline aspects.”

Sarah Zimmermann, chief strategy officer, Uniplan.

In line with the rebrand, the agency’s website sports a new “atomic design”, what Zimmermann described as “a defined design framework composed of individual design elements that are freely and playfully combined”.

Darren Chuckry, managing director at Uniplan Hong Kong, said that the rebrand will also mean more creative strategies, O2O experiences, and digital engagements across the Asia-Pacific region.

“Additionally, we are now in pre-production for a major show for NuSkin, attracting 16,000 guests from around the region for a three-day extravaganza,” he said.

“We have also recently launched Jaguar Land Rover’s next generation of electric vehicles as well as Volvo’s new brand gallery in Beijing and currently in the planning stage for several more Volvo Experience centres across China after the opening of the most recent Volvo Daqing Visitor Centre.”

The agency is also working closely with Google on several projects this year.