Plus Company’s multicultural agency, Koo, has rebranded and updated its visual identity.

Now called Visionnaire, the agency has made the shift “to better illustrate our ambition to become the best diversity consultancy in our market,” says Jessica Borges, VP and business lead, who joined the agency last year and will remain in that role with the freshly rebranded entity.

“The name Visionnaire better resonates with both our clients and consumers,” she elaborates, adding that it “is deeply rooted in positive change for a better future. To put it simply, happy consumers mean positive returns for all.”

The visual refresh is key to that process, as well, Borges explains: “Our new look and colours are vibrant, energetic and bold, to represent the amazing vibrancy of the diversity space. We believe it is only natural that we use our branding as a tool to support our clients in their journey to interact with diverse consumers, and do it the right way.”

Over its past 40 years as Koo, the agency has “accumulated experience in 26 different languages,” says Borges, working on clients that include Google, PepsiCo, Egg Farmers of Canada, Walmart, BC Lottery and Coast Capital – all of which will remain on the roster of the rebranded agency.

Though the agency had previously been considered a practice within Cossette, the rebrand formalizes its standalone nature, according to Melanie Dunn, president of Plus Company Canada.

“Visionnaire’s expertise will unquestionably enhance the services provided by all agencies to guide not just meaningful brands in recognizing diverse consumers, but our network of creators as well,” she says. “Visionnaire has its own list of clients, but as part of the Plus Company team, it can also seamlessly and transparently pool its resources with other agencies when there is a shared client. The goal is less bureaucracy in our interactions, no administrative overlap, and a promise of excellence and integration.”