Mother has a new unified look and feel rolling out across all its offices. Tartan has always played a role in the brand identity, chosen because of its symbolism of ‘belonging to a clan’. So the whole global family will now be using the same tartan, but each office has developed their own unique colourway of it to represent their location. Each tartan has a story woven into it – from LA’s being based on a photo of the sky taken on their opening day, to Shanghai’s featuring the reds of old and new China alongside the grey of their sky. There’s also a unifying crest, fonts and a slightly updated logo. Plus tartan dog collars for our 4-legged members of our family.