Independent brand experience agency GRAFFITI has launched a significant rebranding initiative as it celebrates its 21st anniversary. Founded in 2004 by Managing Director Kerrie Spaargaren, GRAFFITI has established itself as a female-owned and independent agency, providing comprehensive services in client management, strategy, creative solutions, and production both in Australia and internationally.
Expanding Horizons Beyond Experiential Marketing
This rebrand marks a pivotal shift for GRAFFITI, as the agency expands its focus beyond traditional experiential marketing. The new identity embraces a broader scope that includes creative strategy, integrated campaigns, content creation, and social media engagement. Spaargaren emphasized the agency’s commitment to enhancing brand experiences, stating, “We have always believed in the power of in-person interactions, and will continue to put activation at the heart of what we deliver. But in the pursuit of making deeper and more enduring connections with the people who matter most to our clients, we’ve reframed ‘brand experience’ as a more holistic, multi-channel approach to solving their business challenges.”
The agency’s client portfolio spans various sectors, including automotive, retail, government, insurance, and fast-moving consumer goods (FMCG). Recent projects have showcased GRAFFITI’s innovative approach, such as the Volvo sustainable tiny home tour, the activation at Melbourne Fashion Week, and a striking installation on the St Kilda foreshore for TAC that highlighted the dangers of car crashes. Additionally, GRAFFITI orchestrated the ‘Match in the Mall’ tennis stunt for Myer on Bourke Street, further demonstrating its creative capabilities.
Commitment to Measurement and Effectiveness
As GRAFFITI broadens its offerings, the agency remains dedicated to measuring success and return on investment (ROI) for its clients. Spaargaren noted, “We’re driven by the imperative that the most powerful work exists at the intersection of creativity and effectiveness.” This approach ensures that the agency not only delivers engaging and memorable experiences but also achieves tangible results for its clients.
With its refreshed identity and expanded service offerings, GRAFFITI is poised to continue its legacy of innovation and excellence in brand experience. As the agency moves forward, it aims to strengthen its impact on the marketing landscape both in Australia and abroad.
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