The great urban experience
The lights might be out in Joburg, but the power is on at urban lifestyle marketing specialist Timesquare, which has kicked off the new year with a new focus, new energy and a brand new image to match.
Founded by Kim Millar in 1990, Timesquare began its life as a specialist communications agency in the pharmaceutical and health care arenas. With clients including Merck Pharmaceuticals, Reckitt Benckiser and Ranbaxy Laboratories (the world’s fifth largest supplier of generic pharmaceuticals), the agency has established itself as one of the top players in this sector. But over the years, it has spread its wings beyond the confines of the health sector to include clients ranging from the vehicle industry to the fashion realm, from FMCG brands to pet care ranges as well as the products that play an everyday role in our fast-moving urban lives.
“The time was ripe to redefine Timesquare, not only for our clients, but also for ourselves” comments Millar.
Design agency REX worked closely with Millar to hone the agency’s focus and capture the new spirit of the agency. Inspiration was found in the agency’s name. At the time of its inception, the name Timesquare was inspired by the energy that emanates from Times Square New York. Today, Timesquare is fueled by the passion of South Africa, its people and the brands that form part and parcel of our urban life.
The team combined the energy of the original Times Square with the expanded focus of the agency.
The result is a re-energised Timesquare, with a brand new corporate identity that positions the agency externally in terms of its new focus, and provides the agency internally with a clear vision for the future.
REX transferred this urban energy onto ‘paper’ in the form of light, the lights that are representative of the energy of Times Square New York, and so also representative of the energy of Timesquare South Africa.
“Light exists in multiple forms, it is always in motion, and it never ceases to exist. It is the perfect visual representation of the energy of Timesquare” says Botha.
“The team at REX has not only concretized our vision of ourselves with this re-brand, but they have also given us ownership of the identity by allowing us to custom-use it to suit our needs. This image is about more than a new look on paper, it has re-energised the agency for the new year, and for the years ahead.”, says Millar.
