As it celebrates its 20th anniversary, Toronto-based experiential and sponsorship agency Desperado has taken on a new identity, rebranding as Lumency.

Founded in Toronto in 1996, Desperado’s focus on helping clients forge and activate partnerships and sponsorships in sports and entertainment has expanded over the years to include a broader range of experiential- and events-based services. The agency has also developed a series of proprietary tools to measure insights and ROI on events, working with clients including Tim Hortons, Toyota (as seen in the photo above), Lexus, Telus and Labatt.

It has also expanded its services to the U.S., with a recently-opened office in New York in addition to its space in Chicago.

“We want our name to reflect this exciting next phase as we continue to expand our offering in the U.S. and beyond, based on our reputation for exceptional work and unwavering commitment to our clients’ businesses,” said Ian Malcom, founder and president of the agency, in a press release.