# Creative Network Rebrands Iris Worldwide Unveils a Provocative, Transformational Rebrand By Georgia Wray Norsten | Published 2025-05-30 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/iris-worldwide References: [adage](https://adage.com/creativity/creative-strategy-tactics/aa-iris-worldwide-rebrand/)  [Iris Worldwide](https://www.trendhunter.com/trends/first-flips) has unveiled a striking rebrand featuring a new wild boar emblem and the Latin motto 'Participa Aut Peri' (Participate or Perish) as part of a [comprehensive creative and strategic repositioning](https://www.trendhunter.com/trends/face-the-future-rebrands). The agency’s renewed identity underscores its resistance to a homogenized marketing industry dominated by automation, consolidation, and in-housing. Spearheaded by global chief creative officer Menno Kluin, the rebrand positions Iris as a defiant creative force -- a 'global micro-network' that’s 'big enough to be dangerous, small enough to stay creatively agile.' Visually, the identity introduces [bold typography, gritty illustrations](https://www.trendhunter.com/trends/corporate-identity), and a red-and-olive color palette, with a central seal-like logo of a horn-blowing figure riding a wild boar. Amid shifting leadership, including new roles for Zoe Eagle, Jill Smith, and Eduardo Maruri, the agency is doubling down on boundary-pushing, culture-shaping work. 'In 2025, boldness isn’t optional -- it’s survival,' said Smith. Image Credit: Iris Worldwide ## Trend Insights (Trend Hunter) - Score: 3.1/10 - Popularity: 24% | Activity: 27% | Freshness: 42% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Creative-agility:** Agencies are emphasizing creative agility to stand out in a crowded market of homogeneous offerings dominated by automation and large-scale consolidation. - **Bold-branding:** Organizations are adopting bolder branding elements to challenge conventional industry norms and signal a distinct market position. - **Cultural-resonance:** Marketing strategies increasingly focus on culture-shaping and boundary-pushing to engage with audiences in more meaningful, impactful ways. ### Who This Affects Most - **Digital-marketing:** The digital marketing industry provides a fertile ground for innovative agencies seeking to merge technology with creative storytelling. - **Brand-design:** Brand design is ripe for disruptive reinvention as companies seek unique visual identities that reflect their core values and aspirations. - **Talent-management:** Talent management in the marketing sector is evolving with a focus on diverse leadership to drive innovation and strategic transformation. ## Related on Trend Hunter - [Rebranded B2B Retail Services](https://www.trendhunter.com/trends/redesigned-website.md) - [Charity Organization Rebrands](https://www.trendhunter.com/trends/humane-world-for-animals.md) - [Alcohol Brand Rebrands](https://www.trendhunter.com/trends/edinburgh-gin-redesign.md) - [Bright Brand Identity Updates](https://www.trendhunter.com/trends/big-hug-1.md) - [Spontaneity-Inspired Liqueur Campaigns](https://www.trendhunter.com/trends/casa-redondo.md) - [Curated Discovery-Forward Rebranding Strategies](https://www.trendhunter.com/trends/curated-discovery.md) - [Bold-Colored Tequila Campaigns](https://www.trendhunter.com/trends/undomesticate-campaign.md) - [Italian Artful Brand Refreshes](https://www.trendhunter.com/trends/iittala.md) - [Travel-Focused Rebranding Initiatives](https://www.trendhunter.com/trends/travel-and-expense.md)