David Carson Takes LOLA Global with 'Crazy Ambitious' New Visuals

To mark LOLA's evolution from Madrid-born creative shop into a global micro-network, it has launched a new global visual identity which embodies its mantra: 'crazy ambition makes serious things happen'.

This comes hot on the heels of fellow Omnicom network TBWA's “handmade, imperfect, but very expressive” rebrand, with which it shares a tactile, analogue design philosophy. Both rebrands were developed in partnership with DxD, TBWA's design arm (led by global chief design officer, Bruno Regalo).

To celebrate LOLA's new look and its global expansion, following the formation of Lola/TBWA in Brazil (combining DM9 and Lew'Lara)  and LOLA USA (merging 180 US and adam&eveDDB New York), the group has teamed up with legendary graphic designer David Carson to create a visual campaign, 'Crazy Ambition'.

David Carson is most known for his grunge typography and non-conformist designs for advertising layouts and alternative magazines in the '90s, as well as authoring the graphic design bible 'The End of Print'.

At the heart of the campaign is a two-minute film that introduces the updated LOLA network, its new visual identity, and its local-yet-global philosophy of creating 'ideas you can feel'.

For the campaign, David Carson created a series of graphic art expressions in his distinct, collage style that tell stories about LOLA. Each piece represents previous creative work from the agencies -- for the likes of Molson Coors, AXE and KFC -- as well as scrap from each city and logos of the agencies that came together to form LOLA. 

The new LOLA global visual identity itself is referred to as the ‘Las Calles’ (streets) creative direction, inspired by the hand-painted traditional 'azulejos'  (tiled street signs) from Madrid. Drawing literal inspiration from the streets is a deliberate nod to LOLA's connection to local creative culture.

The new identity serves as the creative foundation for LOLA's worldwide presence, and a signal of its uncompromising standards and ability to attract world-class talent, like David Carson.

The campaign is now live across owned channels for both LOLA and David Carson, including web, social and physical spaces.