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Tag: MullenLowe U.S

  • The Gloves are off and the Octopus has evolved

    MullenLowe rejigs brand identity

    By Our Staff

     

    MullenLowe unveils its new global identity and a refreshed positioning, created to unite the network across 57 markets globally and differentiate it from competitors. MullenLowe sees the octopus evolve from an operational mascot to a kindred spirit that visually represents how brands need to grow today.

     

    The agency’s positioning is underpinned by research revealing innovative brands grow at twice the pace of their competitors, and brands that continue to innovate grow seven times faster*.

     

    Said Kristen Cavallo, CEO of MullenLowe Global: “Our icon offers the perfect metaphor. The octopus has survived over 300 million years precisely because of its fluidity and ability to adapt. It is the only organism that routinely self-edits its own DNA—a model for how brands should behave today,”

     

    The new brand identity was created by MullenLowe U.S. and led by head of design, João Paz.

     

    “We want to challenge the way brands show up in the world. Our octopus is not afraid of change; it’s in its nature, its DNA. We embraced that with a fully generative identity, crafted to show personalization at scale,” says Paz.

     

    The new logo doesn’t live by the rules of logic. It breaks free from any type of symmetry and rigidity. With no corners or end points, it changes and moves and behaves in different ways. “Our octopus is alive. It has a will, a personality, and, above all, it wants to move. With its endless twists and turns, it has the freedom to reinvent itself infinitely,” adds Paz.

     

    MullenLowe invites its more than 4,000 employees globally to design their own octopus using a generative app. “We want the design system to reflect who we are and allow each person who’s part of MullenLowe to make their own mark,” says Paz. It allows users to customize the octopus for email signatures, social and profile icons, and even the background of an Apple Watch.

     

    A whimsical contrast between the logo and wordmark.

    The fluid octopus is paired with a bespoke wordmark that is stark, reliable, and firm in its logical Serif treatment. It grounds the funkiness of the octopus, combining emotion with reason. While the octopus welcomes the new, the wordmark pays tribute to the past and the agency’s long-standing heritage.

     

    A system that shows how we come together as a family.

    In addition to all the individual iterations, a pattern was created to represent inclusivity and the coming together of all the unique expressions and people who make up MullenLowe.

     

    Tentacles that morph into letters.

    To complete the visual identity, the system includes its own trademarked typographical treatment. The octopus’s tentacles morph into letters and numbers that create a full typeface from A to Z, and from 0 to 9.

     

    A new MullenLowe.

    The identity has rolled out across the agency’s communications touchpoints, including the website and social media. It will be splashed across office walls and with highly anticipated swag. The new look goes beyond design to create renewed energy, pride, and confidence in the network’s next chapter.

     

    A belief and a promise.

    “This is more than just a logo redesign. We have a point of view on how brands grow, and we built our identity and voice to reflect that belief. In a rapidly changing world, more of the same is not the path to long-term success. Brands need to earn and continually defend their unfair share of attention,” says Cavallo. “Products might be boring, but brands can never afford to be.”

     

  • Frank About Women by MullenLowe throws up interesting stats about mothers in India and five other markets.

    Connecting with Moms

     

    By A Correspondent

     

    Fact: globally, women are paid 60 – 70 per cent less than men, yet women will control two-thirds of consumer wealth in the next decade. Smart brands seeking to build relationships with women know that as women close that pay gap, forging strong, meaningful connections with them is essential to sustained growth and profitability. Yet the sad truth is that 9 out of 10 women find marketing-to-women efforts ineffective.

     

    Mothers control 85 per cent of home purchases and wield an estimated annual buying power of $2.1 trillion in the U.S, and by 2017 the baby care category alone will reach $67 billion. In addition to the proven spending power, it’s also a mother’s care, development, and influence towards her offspring that acquiescently shapes the generations of our world to come.

     

    The emerging confidence of the Indian mom is helping her find her voice in the joint family set up, with 70 per cent believing that mothers should assert their views over family elders in raising the child. 75 per cent also believe that mothers should demand more help from husbands in raising and looking after their child.

     

    Frank About Women began 14 years ago by MullenLowe with a mission to help marketers better understand how to connect with women through effective, creative communications. The global motherhood study is the first global facing piece of research from Frank About Women that aims to inform and direct marketers with knowledge and insight on how to better connect with expectant, first time, and new mothers in the six markets of focus (Australia, China, Colombia, India, U.K., and the U.S.). Previous content with insights delivered from Frank About Women include how technology, social media and influencers play in a woman’s life and how it impacts her ‘gut instincts’. A proprietary study was also conducted around the ‘SWANK’ (Single Woman Affluent No Kids) – a growing and important demographic.

     

    Insights and observations exposed included:

    Why and how in the U.S., a 2017 projected $67 billion childcare category still leaves 64% of American moms disappointed with the products they purchased.

     

    The universal opportunities for brands to build loyalty with mothers before childbirth (hint: increase her feelings of success and confidence throughout pregnancy).

     

    Why moms in India are 107 per cent more likely than other countries to encourage their children to reach milestones ahead of schedule.

     

    Why 84 per cent of Chinese moms lose sleep over deciding on what brand is best to purchase for their child and how brands can gain her loyalty early on.

     

    How 60 per cent of global moms feel that children should not be exposed to technology at an early age, with 79 per cent of Colombian moms and 62 per cent Indian moms actually feel that early access to technology is harmful to kids. But 60 per cent of Chinese moms feel want technology at an early age.

     

    The magic data diet of U.K. and Australian moms: they are 66X more likely to say it’s best not to consume too much information during pregnancy as it causes them stress.

     

    “Frank About Women is a global think-tank with a mission to make communications more effective, relatable, and enjoyable for both advertisers and women.  With our international white paper, we investigate the far-from-obvious, challenge assumptions, and deliver provocative insights and ideas that help brands build meaningful relationships with global moms.” – Shaun Stripling, Chief Strategy Officer, MullenLowe U.S. (Winston-Salem) and Global Director, Frank About Women.

     

    FAW Global Motherhood Summary

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