Following the rebrand that has swept the awards this year, MullenLowe is uniting its design practice across its three offices in Boston, New York, and Los Angeles, launching MullenLowe Design Studio. The new dedicated design group underscores the agency’s commitment to a holistic approach for creative solutions that capture an unfair share of attention for its clients.
“As an agency, if you can’t brand yourselves, how can clients expect you to create a brand (or rebrand) for them? While the current trend is to outsource your agency logo or rebrand, MullenLowe did it entirely in house,” stated Frank Cartagena, CEO, MullenLowe U.S. “These same designers are working on our clients’ business every day. Without great design, a great idea will never realize its full potential. We are an ideas agency, and by formalizing our design practice, we are ensuring design is always at the core.”
Heads of design, Fabio Brigido (MullenLowe West) and João Paz (MullenLowe East), who led the awarded agency rebrand effort, have joined forces to co-lead the practice and will provide oversight and guidance across accounts and offices, ensuring each client has the best team for the assignment. Together, Brigido and Paz have built an incredibly strong and team of makers who have raised the bar for the level of craft MullenLowe delivers. Having spent many years as art directors, both think and operate as both designers and creatives. This hybrid skill set offers a unique perspective on understanding and solving the challenges brands face.
For the NHL’s Arizona Coyotes, the design team turned a multichannel rebrand of a desert hockey team into a more inclusive vision of the sport’s future. For the Brooklyn Film Festival, they tackled the complex concept of censorship using a series of vibrant and provocative characters meant to inspire reactions and encourage an open mind. Last year, the team turned its attention inward, providing a “mommy makeover” to the agency’s groundbreaking Momternship program. Now, the team is partnering with Naked Juice to bring to life the brand’s much-celebrated partnership with tennis phenom, Coco Gauff, creating a visual system that blends tennis and fruit with a refreshing sense of movement.
Brigido and Paz have assembled an international, diverse team that includes graphic designers, motion designers, film editors, illustrators and typographers, who are united in the belief that good design should be EASY—easy to understand, easy to use, easy to adapt, easy to access, and easy to love.
The announcement video shows off the studio’s maker spirit that doesn’t take itself too seriously.
