New Things Co
Complete brand identity and design system for a Helsinki-based software consultancy. From strategic positioning and visual identity to digital presence and internal culture assets.
Process
Discovery
- Stakeholder workshops
- Brand positioning
- Competitive analysis
- Values definition
Strategy
- Name development
- Brand architecture
- Messaging framework
- Target audiences
Identity Design
- Logo system
- Color palette
- Typography
- Visual language
Delivery
- Brand guidelines
- Design system (React)
- Asset library
- Launch support
The Challenge
From Lab of New to New Things Co
The existing identity lacked a unified visual language, making it challenging to communicate their values and expertise effectively. Their online presence needed a complete overhaul to match their ambition and culture.
The task was comprehensive: rename the company, establish strategic pillars and purpose, create the complete visual identity, and deliver all assets needed for marketing, events, recruitment, and internal culture over a 16-month period.
Brand Identity
A Fresh Start for Innovation
The name "New Things Co" captured their experimental spirit while being memorable and approachable. The visual identity uses bold typography and a vibrant green palette that signals energy and growth.
The logo system was designed for flexibility across digital and print applications, from business cards to office signage and social media profiles.
Logo concept exploration
Brand color system
Typography scale
Brand guidelines delivered in Figma with comprehensive documentation
Print Collateral
Business Cards & Stationery
The stationery system uses recycled paper stock to align with the company's environmental values. Business cards feature a bold, minimal design with the logo on one side and contact details on the other.
Business cards on recycled paper
Letterhead and envelope
Digital Presence
Website & Social Media
The website design reflects the brand's personality: bold, direct, and human. Social media templates ensure consistent presentation across platforms for recruitment, events, and company updates.
Website homepage with bold typography
Applications
Culture & Merch
Internal culture assets including apparel, event materials, and office decorations helped build team identity and employer brand.
Outcome
Establishing the Brand
The branding work helped establish New Things Co as a fresh player in the Finnish IT market. The cohesive identity made recruitment easier and helped communicate their developer-first culture to potential clients and employees.
The company grew from the founding team to over 100 employees, with the brand system scaling across all touchpoints from digital presence to office environment and company events.