Personality is usually hinted at in the symbology, like the logo, slogan, palette, and the eyeglass frames worn by agency leadership. :-) It's easy to use arche

Personality is usually hinted at in the symbology, like the logo, slogan, palette, and the eyeglass frames worn by agency leadership. :-) It's easy to use archetypal terms to sum it up. Agency A is the cheerleader. Agency B is the bad boy. Agency C is the fixer. And so on. Leverage point is where the personality is proven to work well in industry.