Creative Studio Fluoro® Leads Rebrand of ‘Affectv’ to ‘Hybrid Theory’

London-based creative studio rebrands international AdTech company based on frustrations of the industry 

London: Creative Studio Fluoro® has completed the rebrand of international AdTech company Affectv, who will now be known as Hybrid Theory

Hybrid Theory came to Fluoro® to lead the project – looking to change their persona to reflect their frustrations of the industry, which were heightened after a recent ISBA and PwC report into the advertising ecosystem highlighted the complexity and lack of accountability, with more than a seventh (15%) of advertising dollars going into an unknown delta.

From this, Fluoro® and Hybrid Theory have created a new brand based on four key pillars that they see as the most important aspects of the ideal advertising world – technology, talent, transparency and trust. To drive positive change, the rebrand included announcing a manifesto through an open letter. Hybrid Theory aims to break down the silos between vendors, fuel collaboration between suppliers and partners, and in doing so ensure greater transparency in campaign and audience reporting. It’s a standard the company believes should be applied to the entire industry and is calling for others to change with it.

Hybrid Theory are a digital services partner that offer consultancy and programmatic media execution. The new name stems from the company’s belief in a ‘hybrid’ approach to enable deeper, data-driven advertising using learnings and insights across the entire customer journey, not limited to one specific channel, medium, supplier or vendor. Founded in 2011, the award-winning ad tech company has presence in the UK, US, Australia, Singapore and HK. 

Fluoro® created the new brand identity, executed the change, and designed a suite of accompanying visual assets. 

Tim Smith, Founder of Fluoro®, commented: “Hybrid Theory came to us with a juicy brief – to give them a new identity that reflects what their industry could be, rather than the negative aspects they see in it now. We worked with them to guide their new name, brand pillars, visual identity, and manifesto – a journey we’ve thoroughly enjoyed taking alongside them.”

Ray Jenkins, CEO North America, Hybrid Theory said: “At Hybrid Theory we are rapidly growing and expanding throughout North America, and our new brand is the next step in our journey. We have a new agile way of working at Hybrid Theory which is essential to our clients’ success. In such an often overly complex industry, it is key to have open effective communication that will lead to true partnerships and that is exactly what we do, through a hybrid approach.”

To find out more visit: and to read Hybrid Theory’s open letter to the industry visit:

About Fluoro®

Fluoro® is a London-based design studio that creates experimental design, replacing the formulaic signifiers of luxury and glamour with intrigue and attitude. 

Founded by Tim Smith in 2016, Fluoro® places huge value on the culture of collaboration, working as a close extension of its clients. 

Fluoro®’s clean, minimal and bold design helps elevate businesses in a world of fast-moving contemporary culture. The company never looks to the past to validate future thinking or let format dictate its solutions. Fluoro® believes in always starting afresh.

From high fashion brands and leading sports apparel to the world’s finest arts institutions, Fluoro® partners with brands that are risk-takers to create design that influences the way people feel and think.

About Hybrid Theory 

Hybrid Theory is a digital services partner for brands and agencies, offering flexible consulting, hands-on support and independently managed programmatic media execution. It harnesses the best combinations of proprietary data, technology and talent to power smarter, data-driven advertising across the full customer journey. Founded in 2011, Hybrid Theory has expanded internationally with presence in UK, US, Australia, Singapore and Hong Kong. Hybrid Theory was the first company to receive third party verification of anti-fraud good practise principles from JICWEBS. It has won several awards for its work and unique, user-centric and holistic approach to finding new customers.