The Greatest Rebrand News Release in Human History
Aaron Perlut | Partner

In announcing our new brand, Elasticity SVP of Public Relations Jason Michael wrote what is perhaps the greatest rebrand news release in human history.



St. Louis-based integrated marketing firm expands core capabilities, comes up with new brand promise and logo that executives think are newsworthy

ST. LOUIS, June 13, 2022Elasticity, the award-winning, St. Louis-based marketing communications agency, today announced it is rebranding for the first time in company history to justify ordering a fresh batch of company hats, tank tops and coffee mugs. A premier full-service agency with offices in LA, Dallas, Denver, St. Louis, Washington, D.C, Orlando and Las Vegas – the rebrand coincides with the agency’s growing core capabilities and pressing need for the social media team to have something to share on LinkedIn.

“Nobody likes branded company T-shirts more than me, but Elasticity has been around since 2009 and we felt it was time to change up the wardrobe a little bit,” said Elasticity Managing Partner Brian Cross. “Plus, we’re growing at an absolutely insane clip and felt this new brand better exemplified our ability to stretch boundaries for clients all across the country. At the end of the day, it boils down to our creative team trying to avoid billable work and we thought the new logo would look great on a fitted mesh hat.” 

Though he will always remain a piece of the original fabric of the agency, Elasticity bid farewell to “Rowdy the Robot” and introduced a new brand mark – dubbed “Spring-E” – an elastic, spring-shaped form that reads as the letter “E” when paired in the Elasticity logotype. There’s no way you’ve read this far into a paragraph about what an “E” means. But if you have, like Elasticity’s work for clients, Spring-E can and will take many forms. Considered a living brand mark, it can be texturized or morph into any variety forms while maintaining its iconic spring shape.

Over the last few years, Elasticity has dramatically expanded its national footprint, launching a multicultural practice and adding new senior leadership across its paid media, public relations, brand and social media practices. As Elasticity has added clients across those markets and grown its footprint in those communities, it was beginning to run out of things to talk about. So a new logo just made too much sense. 

“We’ve worked with some of the biggest companies out there – Anheuser-Busch, Enterprise, Fireball, Rawlings, Mattress Firm, H&R Block and MasterCard – and while they all loved our team’s creativity, the impact we’ve made on their brands, and our ability to bring bold ideas to the table, they all agreed there’s no bigger news story in today’s media environment than a company rebrand,” said Nick Walden, SVP, Creative Director. “So here we are. New color palette and everything.”

Elasticity’s new Brand Promise “Stretching boundaries for the better” was ultimately selected because it fit on the back of a hoodie. It’s merely a coincidence that it also represents what Elasticity hopes to provide its clients and team across the country.  

For more information about Elasticity or to contact directly, visit Follow Elasticity on social media at @GoElastic.

About Elasticity

With offices in St. Louis, Denver, Dallas, Washington, Orlando, Las Vegas and Los Angeles, Elasticity is an award-winning integrated marketing communications and advertising agency delivering capabilities that span earned, owned and paid media channels. We excel in digital marketing, media relations, content marketing, managing search engine visibility, strategic paid media management, stakeholder and employee communications, and building visual branding elements for our clients.

More than anything, Elasticity helps organizations stand out by creating unique narratives that break through the clutter, engage the target audience, and build influence.

Driven by data, fueled by creativity, focused on disruption and obsessed with digital — that’s Elasticity, and we stretch boundaries.


Aaron Perlut
Aaron Perlut is a cofounding partner of Elasticity with some 30 years of diverse experience in journalism, public relations and digital marketing. He is a former senior reputation management counselor at Omnicom-company FleishmanHillard, as well as a communications executive for two of the nation's largest energy companies. Throughout his career, Perlut has counseled a range of organizations---Fortune 500s, state governments, professional sports franchises, economic development authorities, well-funded startups and large non-profits---helping manage reputation and market brands across diverse channels in an evolving media environment.
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