Campaign Agency rebrand
Advertiser Innocean, USA

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PostedFebruary 2024
Business SectorSubscribers Only
Media Type Corporate/Brand Identity


We got our start in 2009. At the time it would have been fair to ask, “Does the world need another advertising agency?” And the answer would have been a resounding NO.
But we were built to service Hyundai. As Hyundai grew in the US, they needed a marketing partner that could grow and evolve with them.
While we’ve since expanded our focus to more clients and industries beyond automotive, the notion of purpose-built has stayed with us and we apply this spirit to all our marketing partners, building resources around your specific needs.
Whether it is helping you launch your brand in the US, fine-tuning your brand identity, establishing new media audiences, generating engaging social media content, or creating an experiential strategy—or all of the above—we will strategically tailor our services to get you to your next chapter.

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Dive into INNOCEAN USA’s New Visual Identity and Philosophy

If you were to ask someone in the industry or an INNOCEAN employee, “What does INNOCEAN stand for?” the answer would probably vary from person to person, department to department, and from region to region. 

While a 14-year veteran in the industry, INNOCEAN lacked a strong personal identity or guiding principles, which made it harder to attract top talent, win new business and establish themselves as a known competitor in the industry. To change that, the agency went on a journey of self-discovery and found that they are explorers, tapping into their new philosophy: “We are Explorers.” 

“This is more than a redesign with a new logo and updated letterheads,” said Steve Jun, CEO of INNOCEAN USA. “As we examined our goals and all the hard work we’ve done over the last 14-years, we found that we have a reinvigorated hunger to continue not just creating solutions for our clients, but to push the boundaries of what is expected from an agency. And that is what this new rallying cry is all about.”

In addition to introducing a new visual identity, the agency also created a set of beliefs that guide and unite the whole INNOCEAN team — no matter what level, department or region they call home. They now have principles that define what they believe is most important as an agency.

“Creatively, the diver is an iconic symbol that embodies our adventurous spirit, creative mindset, and unique thinking,” stated Jason Sperling, chief creative officer at INNOCEAN USA. “But more importantly, we’re excited to showcase the agency’s evolution, our curiosity for the unknown and the relentless pursuit of doing things that haven’t been done before. We’ve embarked on this daring journey to embrace innovative ideas and bring to life our guiding principle, ‘the further you go the more you find.’”
Driven by the belief that “the further you go, the more you find,” INNOCEAN has broken down the Explorers Code into eight pillars, each one foundational to the agency’s explorer spirit: 
  • Make Things That Make Noise: The most effective media is shared, not bought. Create the project so killer you’ll overhear strangers, say, “Did you see this?”

  • Never Not Doing: Opportunity is out there, and it doesn’t need a brief. Proactivity is the mark of gifted makers, and success is the result for our clients.

  • Think Big, Act Small: No matter how big we grow, in our hearts we stay small, scrappy and embrace the hustle.

  • Creative Focused, Science Informed: When our ideas are backed by data, research, AI and insight, they resonate and become more effective. 

  • Fear Now, Fame Later: Though it may be scary at first, inspire clients to think bravely and behave boldly. The initial discomfort of a big idea will soon be eclipsed by the overwhelming success of it. 

  • Brave Every Wave: Challenges and obstacles come in like tides. When we brave them together, we find our rhythm in discovering unique growth and innovation opportunities for our clients and team.

  • Care The Most: We operate well as a team but operate even better as individuals who all feel responsible for the team’s success.

  • Kindness At Our Core: We support the success of everyone through mentorship, opportunity, investment and diversity efforts. We are good citizens that strive for a positive impact in our many global communities.

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