The times, they are a-changing. We all know this. The face of the industry is morphing at an exponential rate, and to show it’s keeping up, so is Red Lion’s.

It’s moniker hasn’t changed. In fact, the Toronto shop couldn’t be more proud of its name, so it created a new logo that appears as an ambigram. The words Red Lion can be read both forward and backward, whichever way you look at it. And it’s meant to reflect the agency’s left and right brain thinking. They’re not just creatives, they’re capitalists, too, says the shop’s president and CCO Matt Litzinger in the video below.

Strategy, along with some of the shop’s clients and staff, were invited to a night of creativity and a sneak-peek of the rebranding. Litzinger arranged to have artist, author, entrepreneur and activist David Usher (also frontman of the ’90s band Moist) to speak about the power of creativity and creative thinking.

Watch the video below for a first-hand look at the agency’s new branding.

[iframe_vimeo video = “119447661”]

Interview by Josh Kolm, video by Jennifer Horn