We helped define the new WPP vision as a dynamic, forward-looking company with creativity and technology at its heart, and the core purpose of creating better futures for its clients and people.
With the identity, we explored many different ideas before settling on the simplest and most direct expression of transformation - an identity of different, smaller parts that come together to form a whole. Collectively, they represent WPP's people, agencies, capabilities and markets, that work together as one for clients.
Visually, it never stands still. The dots contract, expand and reflect light to create a constantly morphing, chameleon-like surface. Animating with lots of colour - but no core palette - it's a dynamic metaphor for the company's new creative transformation spirit. Where individual parts don't just add up - they spark, energise, flex and multiply to become one WPP.
The result: a manifestation of constant creative transformation for the creative transformation company. Putting more emphasis on the people who make WPP. An example of collaboration that the company's new strategy is here to provide.