After 25 years of building brands and even stronger client friendships, the full-service, independently owned advertising agency is excited to chart a course under a new name: Bosun.

The change marks a meaningful milestone in the award-winning agency’s quarter-century journey. What began as a founder-led firm has evolved into a fully crew-powered agency, driven by courage, conviction, and a commitment to helping clients communicate clearly and effectively.

“We need a name that represents our whole crew,” says Bill Swanston, founder and executive creative director. “Bosun reflects not just where we’ve been, but who we’ve become and our role for our clients.” 

A personal piece of naval history inspired the new name and brand. 

Swanston’s grandfather, William Alexander Swanston, captained the USS Pelias, a submarine tender in World War II. As a child, Swanston was given his grandfather’s bosun whistle. In the Navy, a bosun (short for boatswain) is the officer who ensures clear communication, alignment, and efficiency among the crew, even in the roughest seas. 

“That whistle sat on a shelf in my office for years,” says Swanston. “It made sense when we started reflecting on who we are today. A bosun’s role is built on trust, voice, and remaining calm under pressure. That’s us. We help clients cut through the sea of noise to connect with people on an authentic, emotional level.”

The new brand identity draws inspiration from the sea, seamlessly blending subtle wave elements in the logo, nautical-themed graphics, and ocean sunset colors to establish a distinctive and compelling brand voice. The agency also unveiled the new tagline: Every bold client needs a brave crew. 

The new name reinforces the agency’s long-standing belief that impactful work results from strong, collaborative teams. Many of Bosun’s clients have worked with the agency through multiple chapters and remain with it today. 

Signature work includes leading the campaign that helped transition Bassett Furniture from a 100-year-old manufacturer to a modern retail, establishing the brand identity for the city of Alpharetta, Georgia, and revising the bygone tradition of airing the National Anthem with Gray TV, playing in markets every day across the country. The agency is well-known in healthcare for its award-winning work with systems and providers from Yuma, Arizona, to New York City, along with notable brands and organizations across real estate, fintech, hospitality, and more. 

This news comes as the agency celebrates its 25th anniversary and was once again ranked among Atlanta’s top 20 largest advertising and marketing agencies by the Atlanta Business Chronicle for the seventeenth consecutive year. 

Alongside the rebrand, co-founder Scott Frederick, who has played a pivotal role in shaping the agency since day one, has transitioned into an advisory role, continuing to provide mentorship, strategic guidance, and vision.

To learn more, visit BosunCrew.com