Uprise Digital has a whole new look and feel, and name. The agency has rebranded as Reason – launching their new brand to market this week.
Founded 13 years ago in 2009 by Tim Pointer (CEO) and Matt Rowe (MD Auckland), The independent full-service agency has a team of 45 people with offices in Auckland and Wellington.
In 2021, the business acquired Data & Analytics agency, Absolute Analytics, making Reason one of the largest independent marketing agencies in New Zealand. With the company now competing on the global stage, going head to head with global network agencies, founders Pointer and Rowe wanted a brand that reflected the evolution of the agency and the clients they work with.
“We landed on Reason because we never stop asking why and we are obsessed with finding the reason behind what’s generating performance and what isn’t. We believe the times have well and truly changed; clients don’t want an agency to sit back and take briefs then clip the ticket on media spend, there’s little value there. We constantly hear that there isn’t enough proactiveness and enough challenge to truly understand their business. We’ve evolved to meet this need, and we think we’re bloody good at it,” Pointer explains.
This rebrand comes off the back of a raft of new business wins over the last year including global giant DoorDash for their Australia and APAC performance campaigns, the agency of record for the global and local work for THL (Tourism Holdings Limited), Countdown supermarkets and most recently the SEO work for Briscoes & Rebel sport.
Reason worked closely with Ocean Design, a long-standing partner, to develop the new name and brand identity.
“We wanted to push the boat out for our identity and to fully avoid the stuffy, mono-tone madmen vibes. We’ve gone for a big bold look. The backwards ‘Ǝ’ has a story too. Technically speaking, Ǝ mathematically means “there exists”. For us, we think it represents the logic and reasoning behind everything we do,” says Pointer.