Following a string of new hires, St. John’s-based Dray Media has rebranded as Plum Creative Works.
The new brand, launched Jan. 1, reflects the agency’s recently developed capacity for creative services such as app development and programming, according to executive director Patrick Martin.
The agency has recently brought on a new web developer, Xiaojie Song, previously a web developer at Pilot Communications, and Xiaoyu Cheng, a recent graduate of Memorial’s master of applied science in computer engineering program.
Plum has also appointed Darrell Edwards (previously creative director at Total Group in St. John’s) as creative director and former journalist Emilie Bourque Whittle in a new role that includes both client services and copywriting.
Prior to the rebrand, the agency had existed under the Dray Media banner for 16 years.
“With the recent hires, both the feel and direction of the company has changed,” Martin said in a release. “As a team, we decided to rebrand to better reflect who we are and who we are becoming. I believe growth is about evaluating and rethinking your business model, responding to the relationship dynamics of a team, and building on what has been achieved.”