In 2015 Arnold, the advertising agency I had spent the majority of my career with, was moving to a new location in downtown Boston. In all honesty, the agency really needed a fresh outlook. Arnold was struggling to find a way to celebrate its incredible past successes while also trying to move on. We needed to take a good hard look at ourselves and focus on what had made the agency the place we all knew when we were at our best. So we took the time to do the hard work of redefining our vision, honing our positioning and then we translated that into a new brand identity. For me, and many others who had been with the agency for longer than most it was energizing. The move and the new identity gave us a creative kick in the ass. And I’m thrilled to report that three years after I moved on from the agency, Arnold is still one of the best and most creative agencies I know and keeps getting better. And the brand identity is still going strong.