Independent agency Archibald Williams has taken on the name AW as part of a new rebrand that represents the agency's new positioning 'Small. But Big'.

It follows the departure of the agency's co-founder Stuart Archibald, leaving Bram Williams at the helm. AW will continue to service a mix of new and long-term clients, including the NBA, Mastercard, News Corp, and Cancer Council.

"In an industry weighed down by toxic cultures and work that gets sucked into the void, our approach is distinctly different to the norm. We are championing an environment where enjoyment is integral, mavericks and misfits are celebrated, and innovative ideas are tested with real-world relevance - often with a team BBQ as a backdrop," said Williams.

The rebranding is more than just a name change; it's a reflection of a renewed vision. AW is introducing changes that include a new agency positioning and branding, new hires, client wins, and a renovated office space in Surrey Hills. The agency's new positioning, 'Small. But Big', encapsulates their people-first approach to work, client collaboration, and team dynamics.

It encompasses the agency's ability to build bespoke teams when needed, operating off a core team consisting of dedicated individuals from diverse backgrounds and interests, who aren’t afraid to get their hands dirty, and operate with a judgement-free approach.'

AW's updated branding and renovated office environment signal their commitment to a culture of open communication and creativity. Since its inception in 2012, AW has positioned itself as a small creative agency that isn't afraid to punch above its weight.

"Our mission is to speak clearly, take a common sense approach, and deliver results for our clients, driven by a dogged and fearless team. In this industry, I’d call that gutsy," said Williams.