Innocean USA, looking to better differentiate itself in the market—and become known as more than the Hyundai agency—has unveiled a rebrand led by Jason Sperling, its new chief creative officer.

The rebrand is built around the idea of exploring and features a deep-sea diver as its main iconographic image. The agency is also using the lines “We are explorers” and “The further you go, the more you find” as part its new identity.

The rebrand includes the manifesto video below, which explains more about the explorer positioning.

In addition to the explorer theme, Innocean has identified eight pillars, or values, that will define the agency going forward—everything from “Make things that make noise” to “Kindness at the core.”

Sperling, who joined Innocean a year ago after more than two years at Meta Reality Labs, told Ad Age that the goal is twofold—to broaden perception of the agency beyond its Hyundai business, and to emphasize its differentiated thinking as a way of standing out in the market, including in pitches.

“When Innocean was created, the idea was ‘an ocean of innovation,’” he said. “But if you asked anyone in the agency, in any region, what our values were that made us who we are, or different from anyone else, you get a different answer from everyone. This is about trying to bring this place together under a unifying value—what unites us in what we do.”

The explorer theme, Sperling said, is about looking to the future—to new frontiers—in a business world that is changing rapidly.

“Every client right now is looking for what’s next—what’s next in terms of the market, in terms of innovation and how AI is going to affect that, in terms of the overall economy and chasing new customers,” he said. “Our mission aligns with our clients’ mission of figuring out what’s next and how that will translate to their business.” 

The line “The further you go, the more you find,” he added, “felt like we’re speaking to [our clients], and also to our own people, encouraging all of us to go a little further than we have before, and than anyone else is doing right now.”

Innocean previously did not have a logo. Its orange and white wordmark is now being rendered in black and white, matching the look of the other new additions to its brand portfolio.

Clients beyond Hyundai

Innocean is not directly owned by Hyundai Motor Company but is part of the Hyundai Group conglomerate. Innocean USA won the U.S. Hyundai business in 2008, and has struggled for years to be known for more than that account. Innocean USA’s other current clients include Wienerschnitzel, Hankook Tires, Pacific Life Insurance, Sea World, Manscaped, LG, TaylorMade and Jinro Soju.

Innocean is a global network with over 3,300 employees. The new branding has been adopted by Innocean USA and Innocean Canada. There is no global mandate for other regions to adopt it.

Along with the new explorers identity, Sperling has also been working with the agency’s leadership team on further articulating Innocean’s point of difference to create an ownable framework for its approach. Sperling pointed to TBWA\Chiat\Day’s pirate iconography and central theme of disruption as an example of a strong agency positioning, and something he would like to emulate at Innocean.

The agency has zeroed in on the phrase “irrational love” and how Innocean, at its best, helps brands future-proof themselves by becoming beloved regardless of new challengers and other changes in the market.