FIGLIULO & PARTNERS REBRAND TO FIG

Figliulo & Partners is a full-service agency founded by former TBWA chief creative officer Mark Figliulo. I was invited to lead the rebrand of the agency at a moment when greater clarity and cohesion were needed as it continued to evolve.

The identity centers on the name FIG, derived from the first three letters of Figliulo, simplifying pronunciation while retaining authorship and legacy. Beyond abbreviation, the mark reflects the agency’s internal culture, one defined by warmth, care, and collaboration. The resulting identity balances approachability with confidence, giving the agency a name and visual system that feel both intentional and enduring.