We. Communications has revealed a brand refresh aimed at helping businesses communicate through complexity in today’s world. The firm believes its expertise has broadened across industries — from health to technology to consumer goods and services, and it has helped clients navigate change and connect with audiences. This experience is at the heart of its brand refresh exercise. With the global rebrand, Avian We. & Chase India have also undergone an identity refresh.
“The ability to communicate through uncertainty and shifting landscapes is a differentiator for companies looking to lead in complex times,” said Melissa Waggener Zorkin, global CEO of We. “Whether unveiling a new drug discovery or responding to a global crisis, organisations that can articulate their purpose, engage the right stakeholders and make sense of nuanced challenges will be the ones to thrive.”
We.’s refreshed brand aims to help companies communicate through complexity by uncovering the most meaningful truths that connect with people.
“We’ve learned that beneath even the most unruly or unpredictable situations, lies a human need. That could be for connection, credibility, joy or a sense of fulfilment. But it’s always there,” said Waggener Zorkin. “It’s by pushing to uncover and speak to those truths that we can shape how people think, feel and ultimately act.”
Core components of the rebrand include a new name, logo, website and a ‘Brands in Motion’ study.
“Our new brand better reflects the agency we are today,” said Dawn Beauparlant, CEO of North America. “Pulling from our deep expertise navigating complexity and our willingness to run toward the hard stuff, challenge assumptions and dig deeper in a world where the answers aren’t always clear.”
The refreshed brand will roll out globally, with some We. companies moving to the new branding later in 2025.
“This refresh reinforces our commitment to turning big challenges into powerful opportunities for connection, impact and growth,” said Kass Sells, CEO of International. “It’s about ensuring our clients can confidently navigate change, tell their stories in meaningful ways, and drive real progress in the world.”
