Mrs&Mr helped rebrand Pepsi and Plenty of Fish—and recreate the agency model

Even if it didn’t get immediate public credit, Mrs&Mr played a prominent role in one of the most talked-about logo redesigns of the year—updating the iconic Pepsi logo. But that’s just one of several high-profile assignments for the New York-based design shop that grew revenue 27% last year to $5.2 million and is on pace to grow another 25% to $6.5 million in 2023. Ad Age Small Agency Awards See all of the 2023 winners Click here Co-Founders Kate Wadia (also chief creative officer) and Daniel Wadia joined forces after years at competing agencies, building a shop on their belief that strategy and design are two sides of the same coin. And in an industry where women represent only a tiny share of creative directors and a tinier share still of creative agency founders, they made sure the Mrs came first in the name. Mrs&Mr doesn’t use timesheets, nor does it sell work under an hourly or (full-time equivalent) model, which the founders believe incentivizes agencies to take longer using more junior staff. Compensation is entirely output-based. And on work for fast-growing venture-backed startups, it might include partial equity. The shop uses an even split of full-time workers and contractors to match talent to the client’s category. Beyond Pepsi, prominent Mrs&Mr work included a new visual identity for Match Group’s dating platform Plenty of Fish. The design shop created a wordmark based on a modern serif typeface with a hidden fish silhouette as part of a new global positioning in a cluttered category. “Working with Mrs&Mr along with our internal designers, we were able to strike the perfect balance between a friendly, approachable brand design and an easy and fun-to-use app focused on letting singles get to know each other more naturally, like in real life,” Mitra Shad, director of brand marketing at Plenty of Fish, said in a statement. “We couldn’t be happier with the results. Mrs&Mr has been an integral partner.” Ad Age Small Agency Awards See all of the 2023 winners Click here

Mrs&Mr helped rebrand Pepsi and Plenty of Fish—and recreate the agency model

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