MullenLowe
Global
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Rebrand
A global brand identity that rethinks how agencies show up in the world, rolled out across 45 markets to unify the entire MullenLowe network. The logo doesn’t follow conventional rules of logic or industry standards. It breaks free from symmetry and rigidity, with no corners or endpoints. The octopus is alive. It has a will, a personality, and above all, it wants to move. With its endless twists and turns, it carries the freedom to reinvent itself infinitely. This fluidity extends into the broader system, where a bespoke serif wordmark grounds the identity, and a typographic language emerges from the tentacles themselves, forming letters and numbers. A generative approach allows the identity to continuously evolve, balancing individuality with a unified whole.
ECD: Ricard Valero | Head of Design: João Paz | Designers: João Paz, Márcio Doti, Christian Meissner | 3D: Sergio Paulo | Head of Motion: Christian Meissner | Cell Animation: Sebastien Pfeifer (Everfresh), Shotopop | Sound: The Diner Music | Typeface: Wolpe Pegasus by Monotype | Press: It’s Nice That, The Brand Identity, AdAge Top 5, Communication & Arts, Monotype, Type Trends Report, Page Mag, Muse by Clio, Adweek, Little Black Book, Zachary Winterton, AdAge
Role: HOD, Illustrator, Typographer, Designer
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