MullenLowe - Global Rebrand
MullenLowe U.S. sought to rebrand its global identity, reflecting its dynamic nature and generating significant industry buzz. The agency aimed to deeply engage its 4,000+ employees and attract new business opportunities, solidifying its position as an innovative leader.
Creative Idea
MullenLowe let 4,000+ employees design their own fluid octopus logos using a generative app.
MullenLowe reimagined its iconic octopus logo into a fluid, ever-changing symbol, empowering over 4,000 employees to design their own unique versions via a generative app, fostering internal ownership and generating massive external buzz and new business opportunities.
Creative Strategy Deconstructed
Company
MullenLowe possessed an iconic octopus logo and a visionary head of design, João Paz, capable of leading a bold, internal-facing rebrand.
Category
The advertising agency category often relies on external perception, with rebrands typically presented as finished products, not collaborative processes.
Customer
Employees desired genuine involvement and ownership in the brand's evolution, while the industry craved authentic, innovative expressions of agency identity.
Culture
A prevailing cultural trend emphasized transparency, co-creation, and employee empowerment, making internal engagement a powerful external statement.
Company
MullenLowe possessed an iconic octopus logo and a visionary head of design, João Paz, capable of leading a bold, internal-facing rebrand.
Category
The advertising agency category often relies on external perception, with rebrands typically presented as finished products, not collaborative processes.
Strategy:
Empower internal stakeholders to co-create brand identity, transforming rebrand into an authentic, engaging collective movement.
Customer
Employees desired genuine involvement and ownership in the brand's evolution, while the industry craved authentic, innovative expressions of agency identity.
Culture
A prevailing cultural trend emphasized transparency, co-creation, and employee empowerment, making internal engagement a powerful external statement.
Strategy:
Empower internal stakeholders to co-create brand identity, transforming rebrand into an authentic, engaging collective movement.
Results
+300% Brand Surge on Google, +1.3 Million Earned Media Value, 155 Media Impressions, 98.3% Positive Sentiment, "The most talked about agency rebrand in 2023" (Meltwater)
+300%
brand surge on Google
$1.3M
earned media value
98.3%
positive sentiment
Strategy Technique
Turn the Brand Into a Movement
By empowering 4,000+ employees to co-create the new logo, MullenLowe transformed its rebrand into a collective experience. This internal movement fostered immense pride and advocacy, generating widespread external buzz and business growth.
Explore Technique
Creative Technique
Customize and personalize
By allowing 4,000+ employees to design their own octopus logo, the campaign fostered deep personal connection and ownership. This personalization amplified internal pride and external engagement, driving significant earned media.
Explore Technique
Craft Breakdown
The MullenLowe rebrand showcases exceptional generative design and digital craft, creating a highly adaptable and personalized visual identity that resonated across diverse applications and garnered significant positive media attention.
The core concept of a fluid, generative octopus logo and typeface is highly innovative and executed with precision, allowing for endless unique variations while maintaining brand recognition.
The development of the "Make Your Own Logo" app and the "Octo Alphabet" demonstrates advanced digital design and generative art techniques, making the brand interactive and personalized.
The custom "Octo Alphabet" is a creative extension of the core logo concept, offering a distinctive and playful typographic system that is both functional and artistic.
The overall visual presentation, from the minimalist aesthetic to the dynamic animations and real-world applications, is cohesive and effectively communicates the brand's new, adaptable identity.
The synergy between generative design, digital craft, and typography is exceptional, allowing the core "fluid octopus" concept to manifest in a highly personalized and adaptable brand identity across all touchpoints, driving engagement and recognition.
