The science of conversation

One the top 5 PR companies in the world, MSL Group, was seeking for a new breath in terms of image and, more importantly, to achieve global consistency throughout all the group’s agencies. A real challenge was asked to us: creating a brand universe, with authority, modernity and a cool flair, and developping it on all the group’s communication tools.

> Brand universe, brand guidelines for print and digital medias


Established in 2009 when Publicis Groupe announced it was bringing its PR and events agencies together as one, global network, MSL Group was born in today’s so-called conversation age. It became the Publicis strategic communications and engagement company.


Federating all the group’s agencies under a single brand was a tough one. Each of them had its own identity, personnality and local reputation as such. We were asked by MSL Paris to create design consistency and gain buy-in from the agencies.


Visually expressing the Group’s agencies’ DNA: the creative conversations flow. A language that nourrishes cross-channel experiential conversation. In constant movement, though very stable, iconic though flexible to express different personnalities.