Today, We. Communications revealed a comprehensive brand refresh designed to help businesses communicate through complexity in today’s ever-changing world.
“The ability to communicate through uncertainty and shifting landscapes is a differentiator for companies looking to lead in complex times,” said Melissa Waggener Zorkin, global CEO of We. “Whether unveiling a new drug discovery or responding to a global crisis, organizations that can articulate their purpose, engage the right stakeholders and make sense of nuanced challenges will be the ones to thrive.”
For more than 40 years, We. has worked at the intersection of technology and humanity, helping clients bridge the gap between what businesses create and how people experience those creations.
As the agency has grown, its expertise has broadened across industries — from health to technology to consumer goods and services and beyond. Through it all, we’ve helped clients navigate change and connect with the audiences that matter most. This experience is the heart of the agency’s brand refresh.
The New We. Communications — humanizing complexity to realize progress
We.’s refreshed brand is rooted in helping companies communicate through complexity by uncovering the most meaningful truths that connect with people. Whether it’s making AI relatable or green energy breakthroughs accessible, it’s about translating innovations in ways that unlock understanding, progress and impact.
“We’ve learned that beneath even the most unruly or unpredictable situations, lies a human need. That could be for connection, credibility, joy or a sense of fulfillment. But it’s always there,” said Waggener Zorkin. “It’s by pushing to uncover and speak to those truths that we can shape how people think, feel and ultimately act.”
Core components of the rebrand include:
“Our new brand better reflects the agency we are today,” said Dawn Beauparlant, CEO of North America. “Pulling from our deep expertise navigating complexity and our willingness to run toward the hard stuff, challenge assumptions and dig deeper in a world where the answers aren’t always clear.”
The refreshed brand will roll out globally, with some We. companies moving to the new branding later in 2025.
“This refresh reinforces our commitment to turning big challenges into powerful opportunities for connection, impact and growth,” said Kass Sells, CEO of International. “It’s about ensuring our clients can confidently navigate change, tell their stories in meaningful ways, and drive real progress in the world.”
About We. Communications
We. is a global communications agency helping brands navigate an ever-changing world. We’ve spent decades at the intersection of technology and humanity, translating new innovations into meaningful experiences that connect with people. As change accelerates and expectations evolve, we use our expertise to help brands communicate through complexity to drive connection, understanding and progress. We offer a range of solutions with this in mind, across diverse industries, audiences and stakeholders.
