Timesquare Re-Energised for 2008

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 – 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 fuelled 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, to create Timesquare: the great urban experience.

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.

“As an agency, we are passionate about urban life and everything that it entails – from the brands that define it, to the media channels that fill it, and the people that live it. The ‘great urban experience’ encapsulates our new focus – it includes our existing clients, but also gives us scope to continue expanding our business to work in new sectors and with new brands that also play a role in this urban experience,” says Millar.

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.

In keeping with the theme of energy in motion, the team at REX has provided Timesquare with a template for their new brand identity, but nothing that is set in stone. The agency is free to choose from a palate of colours, allowing the team to play with the new energy and, if they desire, to separately brand the various sectors of the ‘great urban experience’.

Says Millar: “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.”

She concludes: “We are committed to creating brands that contribute to The Great Urban Experience, and communication that speaks to the people living it. We are also passionate about enriching the experience, through strategic thinking and creative executions. And we are fanatical about being relevant to the people living it, through targeted communications and specific messaging.

“Crucially, we believe that, through our work, we can enhance urban life and add to the energy that lies at its heart.”


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