In 2015, Arnold—the advertising agency where I had spent the majority of my career—was relocating to a new space in downtown Boston. To be honest, the agency needed a fresh perspective. Arnold was grappling with how to honor its incredible past successes while also moving forward. We had to take a hard look at ourselves, reflect on what had made the agency great when we were at our best, and focus on that.
So, we took the time to do the hard work: redefining our vision, honing our positioning, and translating that into a new brand identity. For me, and many others who had been with the agency longer than most, it was energizing. The move and the new identity gave us a much-needed creative kick. And I’m thrilled to report that, half a decade after I moved on, Arnold remains one of the best and most creative agencies I know—and keeps getting better. The brand identity is still going strong.