Is studio branding getting more flexible?

In part five of The Shift, we look at the swelling wave of design studios adopting fluid, flexible identities for themselves, defying the long-standing thought that a studio’s identity should hide behind the quality of its work. Why are studios leaning towards expressive identities that turn the lens towards them? And what do these identities tell us about the changing landscape of studio branding? We picked the brains of the teams at MullenLowe, NOT Wieden+Kennedy and Mother Design to find some answers.