BONFIRE scratches its seven year itch with a new website, fresh tagline and a clearer focus

Digital agency Bonfire, racked up seven laps around the sun recently, and unveiled a new website to celebrate.

The bold new site, built by their close industry friends at Humaan, features an animated digital jellyfish, beckoning the user to discover more.

CEO Clay Cook said the discovery for visitors is more than just a new look and feel.

“After seven years under the Bonfire brand, we took the opportunity to review our position. The aim being to further distill our brand promise.”

The agency, which launched into the market with a bold brand, cheeky ads, and clever, sometimes controversial creative, is best known for its SEO work with some of Australia’s most iconic brands. Seven years down the track, Cook said WA’s leading Google Premier Partner has grown up, a bit.

The first hint of some subtle changes under the hood is in the agency’s new tagline – “Performance Digital”.

“We’ve been on a data and technology journey for some time,” said Cook. “Ultimately building an intelligent analytical and optimisation layer that enhances the performance and accountability of the work we do.”

“With everyone in the industry talking about “growth”, we just wanted to ensure we were leading the way on that promise and quantifying it for clients. And it was time to ensure it was reflected in our brand.”

The website is only one manifestation of the agency’s newly refined brand. Expect to see further tweaks emerging over the coming months.

That said, Cook assures us that while the brand has matured a little, there will still be plenty of the wit and cheekiness that has become synonymous with Bonfire’s advertising and billboards.