Floodlight Content rebrands as Floodlight and sends toilet paper to clients

After a short but controlled identity crisis, creative agency Floodlight has settled on the fact, that they are indeed a creative agency.

Starting as Floodlight Media in 2015, the agency renamed to Floodlight Content in 2021.

“We renamed from Media to Content to better reflect the market we served but also to move away from connotations around DVD players,” says Justin Counihan, Managing Director.

“We naturally now spend so much time consulting on brand and communications, and have the capability to create just about anything from YouTube advertising to websites — we even just finished a full-blown game for high school students. So nothing really captures everything we do, but ‘agency’ is vague enough while also being generally accepted as a thing that does creative things. So we are now Floodlight Agency, but that all said, we’re still likely just going to be known as Floodlight.”

With offices in Adelaide and Melbourne, Floodlight services a roster of clients such as Weber Barbeques, Tesla, and Australia’s largest independent renewable energy developer, Neoen.

In December 2023, Floodlight appointed Lisa Park as Design Director, bolstering its design and brand capability that also has 2D motion design, film and 3D animation at its core.

Central to the rebrand, Floodlight’s new brand position is about providing ‘Clarity Through Creativity’.

“We work with some pretty technical and complex industries that need creative simplicity to convey technical and complex messaging. It’s something we really hang our hat on. Understand, then think, then act”, says Counihan.

To celebrate the rebrand, Floodlight sent out branded Clarity Kits, care packages containing toilet paper, shower gel and a gym towel — a cheeky reminder to clients to find their own moments of clarity when and where they can.

“I find my best ideas come when I have those moments to myself, and I’m sure our clients do to.” says Counihan, “We all know it’s hard to get mental share of mind, so If our clients think of us when on the toilet, at least they are thinking of us – I’ll take it.”

Floodlight recently picked up several awards including being named in Campaign Brief’s 2024 The Work, a finalist at the Asia Pacific Shots Awards and named in The Australian’s Best Places to Work.