When going through change, people need time to understand in their own way what exactly is happening and how it will affect them personally. Technical changes especially can bring about uncertainty for many people. Which means: It makes sense that people can become extremely concerned when we tell them that their ways of working are about to change, and they will need to build them up again from scratch.
'Odd' represents the agency's dedication to non-conformity and originality, while 'Minds' represents the plurality of the business, and the creative heads that come together to make it what it is. It's also visualised in a suite of personalised icons. "We asked each person to reflect on the different sides of their personality, their obsessions and fascinations, and distill that down into a singular thing," says creative director Gary Roberts, creative director.