More and more advertising pros are leaving advertising agencies and global networks as they start working as freelancers, independent consultants. Some others are pushing forward new working models, attracting like-minded people to regenerate the old game: creativity should be about freedom, constant joy, not to mention structure and diversity. Hub11 is “a la recherche de la formule” with the objective of becoming the most reliable online connector for companies and indie advertising, to start with. The logo we developed strictly plays on the vibrant concept of inter-connectivity, helping synchronize the brand promise with scope of work, process with the business results.