Two exclamation points, one promise: Terri & Sandy rebrands around “Excellent News”

New York independent agency Terri & Sandy has a new identity, and it fits in two characters: !!

The agency launched its rebrand on October 22, built around a mission it calls “Excellent News” — a phrase CEO Sandy Greenberg has long used to celebrate a win. The two exclamation points are a tribute to the agency’s co-founders, Terri Meyer and Sandy Greenberg, and the mark now travels well beyond the website: it already appears on agency merch.

The identity was developed with designer Sean O’Brien, founder of independent creative studio SLWNSTDY, who spent weeks interviewing staff and built the look alongside chief creative officer Amy Ferguson. The system keeps the agency’s signature magenta and adds electric blues, greens, yellows and purples, with oversized typography drawn from New York street signs, posters and classic journalism. The new website presents client work through business outcomes, tying the look to the “Excellent News” promise.

It is also a changing-of-the-guard story. Greenberg remains CEO after Meyer’s retirement in 2024, and the agency’s next chapter is led by president Peyton Sutton, Ferguson and chief strategy officer John Gibson. The previous identity, launched in October 2023 for the agency’s 13th anniversary, featured eight illustrated wallpapers by Berlin-based artist Katya Murysina.

Why it matters for independent teams: this is a rebrand that doubles as a positioning statement. Optimism is the product on offer — meaningful wins clients can share with their stakeholders. The promise is only as strong as the proof behind it, and here the agency has a scoreboard: Terri & Sandy holds the No. 1 Effie Index ranking among independent agencies. As DesignRush’s coverage notes, the real test is making “Excellent News” a repeatable client experience — every case study ending with a number a CMO can take upstairs. For any small agency weighing its own rebrand, that is the bar: a new mark should come with a measurable promise, not just a fresh coat of paint.

Source: DesignRush, “Terri & Sandy Unveils Its ‘Excellent News’ Rebrand”