In 2014, Arnold Worldwide found itself at an inflection point. Over $60M in revenue—including long-time clients CVS, McDonalds, Volvo—had left the global agency network, along with its President and CCO. A string of close-but-no-cigar new business pitches ensued, and the once venerable agency responsible for the development of Progressive’s Flo, and VW’s Drivers Wanted campaigns fell on hard times. Instead of retreating, agency leadership used the opportunity to reset and focus on its own brand. Coinciding with a move to a new global HQ in Boston’s revitalized Downtown Crossing neighborhood, the agency sought to capture a similar spirit of rebirth in its own brand image. After years of red, gray, and the Arnold Bold font, it was time for something a little more suited to creative problem solvers.