Press Releases Winners Excel Statues/Logos Purchase Awards

Bronze
Digital
Visual Design

Click a thumbnail to change media.


Previous Entry

Back to Results
Entrant: MullenLowe U.S., New York
Brand: MullenLowe Global
Title: "MullenLowe Global Rebrand"
Corporate Name of Client: MullenLowe Global
Agency: MullenLowe U.S.
Executive Creative Director: Ricard Valero
Agency Head of Design: João Paz
Agency Producer: Katie Frank
Agency Digital Producer: Jamie Templeton
Agency Design Director: Marcio Doti
Agency Design and Motion Graphics: Christian Meissner
Agency Director of Integrated Studio: Dan Howell
Agency Executive Director of Integrated Production: Lisa Setten
Agency Head of Brand and Communications: Lu Borges
Agency Director of Operations: Paige Arrington
3D Artist: Sergio Paulo
Animator: Sebastian Pfeifer

Description:
MullenLowe grappled with an inconsistent visual identity problem with different network regions using their own logo versions. One thing remained consistent: the octopus was a unifying symbol of the network.

The brief was to distinguish ourselves from other agencies – it was not just a desire, but a necessity. Our new identity had to be simple enough to resonate globally yet nuanced enough for every region.

With this brief, we saw a significant opportunity to showcase our conceptual and executional capabilities. We revamped the visual identity around the octopus icon. It pays homage to the octopus' fluidity and adaptability, focusing on its essence rather than physical form.

The logo is designed to evolve without losing its iconic nature and crafted to show personalization at scale. Every campaign element makes a bold statement in terms of both thinking and craftsmanship, all while reinforcing the concept of the octopus' fluidity and adaptability.