Where Every Piece Stands Out: Mosaic Rebrand Reflects a Paradigm Shift and a New Chapter After a Year of Growth and Momentum
Following a year of growth, new clients, and internal transformation, Mosaic unveils its most ambitious evolution yet — moving from an experiential agency to a brand experience agency.
With continued momentum across experiential marketing, B2B corporate events, field sales, and integrated commerce, Mosaic has unveiled a new brand identity and new digital presence. The rebrand marks the next chapter in the North American agency’s evolution, bringing all four pillars of the business together, united by the mandate that everything they do must stand out.
Mosaic’s “Where Every Piece Stands Out” ethos nods to the name, the people at the agency, and the work they want to do moving forward. While most mosaics are defined by pieces that fit seamlessly together, this Mosaic is built differently — each piece is designed to stand out on its own.
Jef Moore, Executive Creative Director at Mosaic, describes the positioning as a reflection of today’s industry realities. “The industry has gotten more cluttered and competitive. Good is not good enough. We’re an agency of people who don’t quite fit in, in an industry where we don’t quite fit in. So, we turned it into an agency-wide mandate to work that will stand out.”
An Agency Built by People, Now Branded by People
Led by Mosaic’s in-house creative team, the rebrand introduces a new visual identity centred on humanity. The refreshed logo features a variable “M,” created from handwritten versions drawn by employees from across the agency—a reflection of the individuality and creativity that define Mosaic.
“We’ve always been an agency built by people,” said Jef Moore, Executive Creative Director at Mosaic. “Now, we’re a brand built by people. In a world dominated by algorithms, the best way to stand out is to return to humanity, build real relationships, and create emotional connections. That’s how we work with each other, and it’s how we work with our clients.”
Moore describes Mosaic’s evolution as a shift from an experiential agency to a brand experience agency, operating across channels to create moments that make people feel something. “If we can spark emotion,” he said, “then we’ve done our job.”
“Our refreshed brand reflects how Mosaic has evolved — not just in the work we do, but in how we think about the impact of experience,” added Todd London, President, Mosaic North America. “Every moment of engagement is an opportunity to build both brand and business.”
Introduced internally earlier in the year, the rebrand has already delivered results. Last year, Mosaic added 29 new clients and achieved double-digit growth across its core disciplines, driven by new business in new categories and expanded client relationships.
Recent wins include being named Agency of Record for the Buffalo Bills, along with new assignments for Bell, Red Bull, BASF, Dialogue and Silk & Snow. Mosaic has also expanded its work with Campbell’s, Samsung and Intel, adding new experiential and PR activations to long-standing relationships.
BASF: Executed a year-long trade show program marking its entrance into the agricultural industry.
Silk & Snow: Launched a sensory-driven art activation in October 2025.
Campbell’s: Expanded the remit with work on a new activation celebrating the Goldfish x Vancouver WNBA launch.
Buffalo Bills: Supporting the team’s partnership with MLSE and expanding the fan base into Southwestern Ontario.
Best Buy: Renewed Tier One Status in July.
Dairy Farmers of Canada: Launched a new national campaign in September.
Red Bull: Rolled out an October campaign featuring the giveaway of limited-edition custom sneakers.
Virtusa and Jobber: Set to kick off new work this year.
“This rebrand represents a unifying moment for our agency,” added Paul Curtin, Senior Vice President, Canada. “Clients today want partners who can bridge creativity and commerce, and our integrated model delivers that. Whether it’s a national activation, an assisted selling program, or a fully integrated campaign, our teams are built to solve business challenges across every channel.”
The agency’s repositioning follows a period of internal evolution, including the appointment of Curtin and London, completing a refreshed senior leadership team. Together, they are focused on driving growth, creativity, and operational excellence across Mosaic’s North American network.
See the rebrand and learn more at www.mosaic.com.
Current Mosaic clients include: Dairy Farmers of Canada, CCM, Princess Margaret Cancer Foundation, Samsung, Loblaw, Labatt, Google, Mondelez, LEGO, Tim Hortons, Manulife, Clio, Intel, and Keurig Dr Pepper.
Comments