We designed a new brand ID that could be adopted by 96 offices around the world and personalized for over 6,400 people. We built something that was essentially a starting point; a symbol for a new beginning that represented one shared mind and multiple capabilities. We produced a spirit animal that exemplified our beliefs and marked the dawn of what might be described as a global boutique. The octopus can reach in any direction, and quickly. It can multitask without thinking. But an octopus wasn’t enough. We punch above our weight in everything we do, so, naturally, we put boxing gloves on it. MullenLowe was a different kind of beast from the start, and there was no question that the new logo and mascot needed to embody that spirit.

The elements were many and varied. They included an ID that could be

adapted to each sub-brand of the agency (MullenLowe, MullenLowe Open,

MullenLowe Profero and MullenLowe Mediahub.) A cultural icon, the

boxing octopus, that was to be used in all forms of internal communication.

Design pieces that would adorn the walls of all 96 offices. A mascot that

could evolve and be customized according to the culture of a particular

office. We might be publically held, but we’re also very much independently

minded. That needed to be conveyed.

The octopus motif is clearly taking on a life of its own. Creatives from all over the world are adding to it in a way that makes this merger bigger and better. And that’s really the intent. This is not just a new ID; this is a symbol of a new type of collaboration. A different kind of beast.

The strategy was to fashion a design philosophy for a different kind of

merger. Our target audience was just the sort of people we want to

attract — amazing talent and clients who are looking for a high-touch, high-concept, hyperbundled offering.

In May 2015, Mullen, a U.S. agency 650 minds and 3 offices strong, merged with Lowe, a global leader with over 90 offices worldwide. We needed to truly join forces, and a complete rebrand seemed to be the perfect opportunity to create a new vision for the future of MullenLowe Group. What happens when a merger is not just a new name on a ledger sheet but instead the formation of the world’s largest start-up? That was the brief we gave ourselves. How do we craft a new identity for a different kind of beast?