The article explores how three major design studios—MullenLowe, NOT Wieden+Kennedy, and Mother Design—are embracing flexible, generative branding systems for their own identities. Through interviews with their Heads of Design, it examines how dynamic identities reflect studio culture, empower teams, and challenge traditional notions of understated agency branding. The feature, presented in collaboration with Frontify, highlights a broader shift toward expressive, adaptive studio branding.
PORTO ROCHA redesigned Upwork’s brand identity to emphasize community, collaboration, and human connection in response to the rise of remote work. The rebrand features custom typography, a refreshed logo, and a warm illustrative style developed with multiple collaborators. The result balances professionalism with personality, reflecting Upwork’s dual focus on credibility and creativity.
