Combined Impact

    Create a new brand strategy, name and brand identity for APSMA – the Australasian Professional Services Marketing Association for use across APAC. The association needed to find its own credible voice and for members to look to APSMA as the hub of career guidance and thought leadership.


    The Association is currently seen more like a professional services business rather than a living breathing body that represents people. The membership base has also grown beyond marketing services within professional services firms so it needed a new name that reflected this broader positioning.


    We renamed them ICON – the Innovation, Collaboration, and Opportunity Network. We linked this with a new tagline of For B2B Professionals; which spoke to a broader target audience.

    This new name led to a vibrant, engaging new brand identity utilising the ‘i’ of Icon as a visual device to amplify the feeling the pillars of Innovation, Collaboration, Opportunity and Network.

    The complete look and feel dynamically evolves the current institutional authority into a fluid and conversational group that delivers on their new purpose of ‘connecting the experience of our community to generate impact’.


    The re-brand was officially unveiled on June 1 and has received tremendous support from the membership base.

    According to ICON president Alex Grell, the rebrand marks a new and exciting chapter in the history of the association: “With a new strategic direction, name and brand, we look forward to being more visible and more relevant to all B2B sales, business development, marketing and communications professionals throughout the Asia Pacific region.”

    General Manager of ICON, Michelle Prior adds: “We are thrilled with the feedback from our members on the new brand. The result is testament to the leadership shown by our board, the hard work of the Steering Group and the outstanding creative work by our partner, Mr Mumbles.”