Boutique live events and experiential agency, Bee, part of Omnicom’s Cosine Group, has kicked off 2018 with a complete rebrand – introducing a new name, logo and brand identity.

Bee will be known as Hyphen. The new name reflects its “vibrant, creative proposition – to create connections for brands that cut-through the noise”.

The Hyphen team is led by Luci Beaufort-Dysart, who joined Cosine Group in May 2017 from Madame Tussaud’s, where she was senior global brand manager. Before that, she was business development and brand director at TRO.

Beaufort-Dysart, head of live events and experiential at Hyphen, said: “Hyphen is all about creating moments that connect. Because when someone encounters your brand in person, they’re 90 per cent more likely to remember it. At Hyphen, we turn these encounters into connections.”

In 2018, Hyphen plans to develop both existing and new client relationships, and deliver some best-in-class experiences.

Beaufort-Dysart continued: “We see a real opportunity in the market for growth. Our ambitions for 2019 and beyond include further developing the team, being listed in the Top 20 Brand Experience Agencies League Table, and winning awards for our clients.”

Nick Jones, CEO of Cosine Group, added: “The Cosine Group offers a flexible, integrated service for our clients, with experienced specialists, working together in whatever configuration suits their needs. With Hyphen, we offer brands the opportunity to connect directly with their audiences through creative and engaging campaigns.”

Hyphen’s roster of clients includes Bumble, Mars Wrigley, LG, Shell and Nestle.