Following the return of cofounder Alex Bogusky, Crispin, Porter + Bogusky (CPB) is undergoing a makeover to move beyond the agency's past and position itself for the future.
“When Alex returned, he was quick to let everyone know it wouldn't be a reunion tour. There would be a lot of change to create the agency of now," says Adam Skalecki, co-head, design, CPB.
"The new vision deserved a new look. Not only do we walk and talk differently -- now we have a new wardrobe.”
Perhaps the most significant change is moving the iconic “+”, a staple of the agency's logo for some time, to the end of its name.
“The stencil treatment of the design embodies our punk spirit in turning the industry on its head," says Skalecki. "Moving it outside of the founders’ names creates new significance -- the importance of brand to our partnerships and the exponential value we bring with our newly defined data-driven process.”
The newly redesigned website CPBGroup.com is modeled to engage visitors more like a startup company, as opposed to traditional advertising agencies. The site combines flashy graphics with familiarity, including touting its "kick-ass advertising" and a tab that invites visitors to "chat with Ryan," the agency's chief operating officer.
The site also integrates the agency's history, including the ability to download its old position on the creative process, as well as an updated take.
Rather than encourage potential applicants to merely submit their resumes, the site invites talent to take a copy or art director test. They can also purchase branded items from the CPB store, including the “Guide to Culture Jamming.”