Figliulo & Partners is a full-service agency founded by former TBWA CCO Mark Figliulo. For their 5th anniversary, they wanted a new identity. When their leadership team approached us, we quickly pointed out that the word Figliulo is quite difficult to pronounce; they agreed and so we asked if they were open to changing the name of the agency. It turns out they were. And thus we had the pleasure of rebranding Figliulo &Partners to FIG, a simpler and more youthful moniker. One key insight that was distilled from meeting with their leadership is the comfortable and nurturing culture the agency prides itself on. In response, we designed a modern mark displaying the name FIG written in beautiful sans, and quite literally living amongst the branches of a ficus tree.