TREYNA GROUP UNVEILS NEW IDENTITY ROOTED IN THE FILIPINO FLAG AS IT NEARS 48 YEARS

Approaching its 48th year, TREYNA Group’s new visual identity inspired by the Philippine flag — signals a sharpened challenger mindset driven by curiosity, courage, and playfulness, as the agency expands into PR and embraces AI experimentation.

Against the backdrop of the Omnicom-IPG merger reshaping the advertising landscape, TREYNA Group has responded not with a quiet pivot but a confident declaration. Unveiled to MARKETECH APAC on March 27, the agency’s new brand identity draws from the imagery of the Philippine flag — rendered in halftone patterns and polka dots inspired by 1970s Filipino comics — embodying its new tagline: Curiosity, Courage, and Culit (playfulness).

Leigh Reyes, Creative Chair at TREYNA, said, “Our culture evolved from populist creativity into what we call the challenger culture — never take the status quo as is.”

CCO Abi Aquino described the rebrand as arriving “in panic, but clothed in a palpable want,” noting the agency’s existing behaviour already mirrored the values the new identity formalises. TREYNA’s internal culture thrives on contradiction — being “matulis na mababaw, mabait na gagi” (sharp but shallow, kind troublemaker) — and Aquino insists consistency lives in people and work, not just logos.

The rebrand arrives alongside the formal relaunch of TREYNA PR — the group’s biggest growth driver, representing 40% of revenue now coming from services that did not exist eight years ago. CEO Mike Trillana credits a fragmented, social-first media landscape for making PR indispensable. On AI, the agency is experimenting broadly but firmly: “We don’t see AI as a reason to downsize,” said Aquino. As TREYNA eyes its 50th anniversary in 2028, the message is clear — evolution, not legacy, leads the way.