Digital illustration and design are at the heart of MullenLowe's new identity. Digital craft is what makes this project stand out: from the logo itself to the use of dimensional typography, illustration, and an overall consistent and fluid design approach.

The new MullenLowe visual identity was crafted to celebrate the individuality of each of our four thousand employees, quite literally. The new ever-changing logo is designed to shift constantly and everyone is invited to make their own version. In fact we encouraged everyone to personalize it using an internal onboarding interactive platform, which was even extended to our clients.

We set out to launch a whole new visual identity that needed to be not only incredibly simple (as we are a global brand operating at a global scale with global clients, audiences, and nuances) but also reflect each of our thousands of employees in a unique way.

We created a logo strong and fluid enough to change and shift as many times as needed without losing its iconic nature. Then we invited everyone to make it their own.

The visual identity became a powerful tool to instill a sense of pride and belonging within a network that felt outdated and corporate. Each region adopted this visual identity while maintaining a controlled, strict, and unified design output.

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.

MullenLowe's new visual identity reimagines its octopus by capturing the fluidity and adaptability that make it unique.

This ever-evolving logo has the ability to morph into thousands without sacrificing its pliable, unmistakable iconicity. In fact, each of our employees was encouraged to create and utilize their own personalized logo.

We did not want a traditional, corporate branding system. We were looking for a brand identity that was rich, varied, ever-changing yet instantly recognizable, memorable and undeniable.

There is a very wide range of graphic elements and an unlimited amount of design combinations that make it fun, unexpected and modern. At the same time, the design system makes it all work seamlessly in a surprisingly coherent way.

We conceptualized the entire idea, designed the logo and its applications, and gained full approval from global leaders. Subsequently, we executed the identity, incorporating an internal system enabling everyone to create their own personalized version of the logo for use as a signature and on stationery. We developed a typeface, website, a shared global presentation deck, guidelines, signage, posters, patterns, apparel, and consistent social media posts and assets that have been utilized uniformly worldwide.