Lowe + Partners
Identity evolution and digital presentation tools to unify a global agency while empowering the more than one hundred offices around the world to assert their individuality.
One of the largest advertising networks in the world, Lowe Worldwide, was becoming Lowe + Partners, formally integrating a multitude of different offices, with different capabilities, experiences, and cultures. Our brief was to unify the client-facing voice of a global agency, while providing room for local variation.
For presentation needs, a pair of tools were developed: first, a media rich interactive digital capabilities application, and second, an easily editable and adaptable digital presentation/pitch deck. Together, these tools enabled Lowe + Partners to speak with consistency as a network, and with a tuned, but customizable voice when speaking as individual offices.
After integrating the ‘+ partners’ nomenclature into the existing logo, a visible structural system was designed, physically connected to the logo, to organize subordinate messaging.
To reflect the diverse cultures of each of the Lowe offices, each was invited to contextualize the global identity with a local expression of their own. In this way each office celebrated their individuality and local relevance while demonstrating the collaboration, global reach and coordination that made Lowe the success that it was. While some are more (much more) successful than others, the opportunity was met with great excitement and clearly enjoyed.