MELBOURNE — Icon Agency has formalized its commitment to driving positive impact under the new tagline, “For people, with purpose.”

Coinciding with the agency’s 20th anniversary, the new brand proposition speaks to Icon’s model of doing work in a socially and environmentally responsible way, the firm said.

The new brand platform was developed through a comprehensive review of the agency’s purpose and goals. To undertake the research, Icon drew on the expertise of its own team, having previously designed brands for organisations like KMD Brands and JANA.

The independent agency, still owned by co-founders Joanne Painter and Chris Dodds, employs nearly 100 people in three cities.

“We’ve always had a great focus on our people; We started as a small family business and now we’re a business that treats all our people like family,” said Painter. “By focussing on what we truly wanted to achieve for the business, our clients, and the remarkable people that make us, we’ve crystallised our core beliefs into four words: for people, with purpose.”