The agency freed its classic unicorn from its bubble and re-drew it with simplified geometry, creating a collection of shapes that combine to create a more open unicorn mark. "Our custom wordmark is now all-caps and stands bold, with a streamlined and aerodynamic design. Vibrant new colorways blend and fuse into each other, electric and curious. Together our new design system is a perfect first iteration of a brand that embraces our modern, ever evolving age," Huni said. Huni also explained her concept of "designing for joy," which is how the agency designs through emotion. "We believe that people choose to Marie Kondo their experiences—meaning, if they don't spark joy, they politely thank them and send them off. At Digitas, we design for joy because human beings are by nature highly emotional creatures. We design experiences that make us feel something special."