The branding industry’s best gathered in New York City for the Transform Awards North America, a celebration of outstanding work in rebranding, brand strategy and design. Among the night’s winners was The Mad Optimist, a mission-driven bodycare brand named, designed and activated by LPK. The digital-first, totally custom bodycare brand won Silver for Best Visual Identity in the Fast-Moving Consumer Goods (FMCG) sector.
“The name and visual identity for The Mad Optimist derive from the brand’s promise, crazy for good, and is crafted to resonate on multiple levels,” explains LPK Creative Director Jen Dusold. “It hints to a bit of naivety and endless optimism. But it also nods to the lab, where the real magic happens. With the brand’s customization offerings, every consumer gets to be a mad scientist—or optimist. The brand’s visual identity really celebrates that.”
More of LPK’s rebranding work earned high marks at the event. Our strategic rebrand for Greater Cincinnati Foundation received an honorable mention, as did our bold revamp for TrūRoots, a range of quick-serve ancient grains from The J.M. Smucker Company, up for Best Brand Evolution of the year.
We are a coveted brand and innovation consultancy. A collective of curious minds and creative souls. But this is not simply a place. It’s a direction; a movement pointed ever forward. Here, each of us leads by doing. We inspire our fellow specialists, but also our clients and industry colleagues. The work we create means something and makes something: makes minds change. Makes needles move. Makes watershed moments.
You are different here, and you’ll keep on changing. You will grow here. You will be smart, brave, closer to the truth.
And your transformation will also be ours—a progression paved by following your deepest passions and wildest ideas.
Because here, you own a piece of what happens next. Here, we’re united in the belief that LPK is never finished. We are ravenous for the new, the emerging, the uncharted. We know what we hold sacred. And clinging to that, we charge ahead.Return to Careers page