Agency Announces Internal Rebrand, Chooses New Name Via Office Blender Ballot System
In a bold move to disrupt their internal inefficiencies, Auckland-based creative agency Gleam & Sons & Daughters (formerly JumpPixel formerly Giraffe Studios formerly Karen’s Garage) has officially rebranded itself as ‘Toaster™’. The new name, chosen via a democracy-inspired process involving a Nutribullet blender, 38 Post-it notes and two slightly-too-competitive junior creatives, was unveiled on Friday over flat whites and almond danishes.
“We felt the old name didn’t represent our vibe,” said managing partner Alyx (with a Y) Taylor. “We wanted something evocative, crunchy and warm. 'Toaster' encapsulates how we take cold briefs and make them sizzly.”
The name change is part of a broader cultural reclamation within the agency, which last quarter introduced ‘Mindful Mondays’ (no meetings before 11am, or after 11:10am) and removed all doors from meeting rooms “to promote radical openness and extended eye contact.” The agency also replaced its core values with a single laminated A4 sheet reading: ‘Don’t Be A Dick.’
In a press email sent out via an extremely outdated Mailchimp template from 2016, Toaster™ claims revenue has increased 0.7% since the announcement, although this may be due to accidentally charging a client twice for a coffee run. Plans are now underway for a refreshed brand identity, involving lowercase Helvetica, a slow-motion drone video of someone walking on Muriwai Beach, and a mysterious Instagram with no posts and 9,000 followers.
“We felt the old name didn’t represent our vibe,” said managing partner Alyx (with a Y) Taylor. “We wanted something evocative, crunchy and warm. 'Toaster' encapsulates how we take cold briefs and make them sizzly.”
The name change is part of a broader cultural reclamation within the agency, which last quarter introduced ‘Mindful Mondays’ (no meetings before 11am, or after 11:10am) and removed all doors from meeting rooms “to promote radical openness and extended eye contact.” The agency also replaced its core values with a single laminated A4 sheet reading: ‘Don’t Be A Dick.’
In a press email sent out via an extremely outdated Mailchimp template from 2016, Toaster™ claims revenue has increased 0.7% since the announcement, although this may be due to accidentally charging a client twice for a coffee run. Plans are now underway for a refreshed brand identity, involving lowercase Helvetica, a slow-motion drone video of someone walking on Muriwai Beach, and a mysterious Instagram with no posts and 9,000 followers.