New Kind

Brand Identity

Overview

New Kind is a consultancy that helps organisations build resilient systems inspired by nature — drawing on permaculture and biomimicry to design structures that are ethical, adaptive, and genuinely inclusive. The name says it plainly: a new kind of organisation, one built on diversity, synergy, and the unique value each person brings.

The brand had to carry all of that. Celebrating nature, diversity, and a vision of business that doesn’t yet exist at scale — without feeling abstract or utopian.

The Challenge

Translating a complex, values-driven concept into a visual identity that feels grounded rather than idealistic. The brand needed to communicate innovation and inclusivity without defaulting to the visual clichés either tends to produce.