When MullenLowe went to retire its “challenger octopus” logo, it didn’t replace it with a single static image, but rather, a potentially infinite number of them. Today, an ocean of abstract, free-flowing octopi—each one unique—represent the agency, and employees are welcome to make their own octopus via an app.
More news: MullenLowe makes U.S. leadership changes
The move demonstrated the shop’s creativity along with its ability to “break free from the corporate agency world,” João Paz, head of design at MullenLowe U.S., told Ad Age.
“There’s an opportunity here to do something that will demonstrate our level of craft, our design capability and how this agency is different,” added Lu Borges, MullenLowe’s head of brand and communications. “You can attract clients by building a case study off your own brand.”