Event production agency Connect Live has rebranded as Vyra as it seeks a new chapter of growth.
The agency is known for its work with brands such as Lotus, Bentley, BYD, Aston Martin, Zenvo and Pirelli.
Managing director Joe Duffield said: “The agency is incredibly proud of its heritage and the relationships built along the way. This is not just a new name, it reflects our evolution and ambition.”
Duffield added that Vyra will combine creative and technical design to deliver “seamless blends of physical and virtual worlds”, supported by new investment in content and production capabilities.
Client services director Belinda Hynes said: “Having worked closely with our clients for over 15 years, I’ve seen firsthand how lasting partnerships are built on trust, understanding, and shared ambition. The transition from Connect Live to Vyra is an exciting evolution that strengthens our ability to deliver precisely what our clients need – innovative, influential moments that truly resonate.”
As part of its expansion, Vyra has appointed James Davies as head of global projects. Davies brings more than ten years of experience in international productions, concert touring and corporate events. He will oversee strategy and delivery across global projects and deepen relationships with key clients.
Recent projects include the virtual launch of the Aston Martin DBX707, which drew over 500,000 global views, and the MG IM 5 and IM 6 automotive reveals using a 9m-high anamorphic LED cube. The agency also produced the Bentley Pavilion at Goodwood Festival of Speed 2025, following a five-year partnership with the car manufacturer.
Vyra has also delivered full technical production for cultural events such as the Attitude Pride Awards and the Rolling Stone UK Awards at Camden’s Roundhouse, where it serves as both sponsor and supplier.
Looking ahead, Vyra said it will focus on expanding its global project delivery and integrating sustainable event practices. The agency plans continued investment in talent and innovation.