The Boston-based creative agency Newfangled Studios was updated in summer 2021. In partnership with Stephen Kelleher, the studio completely redesigned its corporate identity as an LGBTQ and female-owned enterprise. It was founded in 2009; the agency, during its existence, has already been able to establish itself as an enterprise that is not afraid to experiment and create extraordinary projects. The brand is popular worldwide for creating a wide range of creative video applications. One of its most notable achievements is designing and creating the main scenes in Cannes. Today, the Newfangled Studios team is committed to offering flexibility and cost-effectiveness alongside the established model of a large, significant advertising agency. Long-term partnerships with Bank of America, Google, and Staples also contribute to this.
The main element of the current rebranding is North Star, which now appears in the logo and across the brand’s visual identity. This idea was implemented in collaboration with Stephen Kelleher. This symbol reflects one of the studio’s most important directions: attracting the most creative individuals who can apply their abilities rationally. At the same time, the symbol also reflects the team’s desire to achieve high results, respect each partner, and contribute to the growth of both their own company and each partner.
To enhance the logo’s attractiveness and memorability, we created an original element: a modern interpretation of the letter “n” above the star, with its semicircle encompassing it. The logo’s linear design ensures versatility across versions and placements. The brand name sits to the right of the sign in a sans-serif type, Afical Neue Extra Bold by Formatype Foundry, with rounded corners and uniform letterforms. The absence of capital letters signals equality for each client, and the bold, clear letters make it easy to read in any version, print or digital.
The selected color palette also conveys semantic information through contrasting black and white, with saturated blue accents and soft pink. Together, they create the required mood and reflect the key features of this representative of the advertising industry. With this color scheme, the brand has taken on an exciting new look while demonstrating its commitment to equally immersive video creatives.