Company Policy embrace new creative territories across Newland’s bold and playful identity system

“The colour palette we built for Newland reflects the brand’s goals of being bold, different, exciting and optimistic,” Creative Director of NYC-based design studio Company Policy Adam Katz tells us, discussing the PR company’s energetic identity. “Our core colours of orange and purple reference the rise of a new day,” he remarks, reflecting the unwavering vibe of Newland’s Founder, Danielle Pierson, whilst channelling her infectious energy. “The colours are highly saturated to feel exciting and impactful,” Katz continues, coupled with a straightforward typographic approach across the identity, copy, website and internal materials. 

Speaking of their type choices, Katz explains, “we chose to use Formula from Pangram Pangram as our headline typeface due to its boldness and strength,” conveying the intrepid tone behind the brand’s concept – courageously exploring new creative territories, mediums and motives. “Formula feels just that while also featuring some unique qualities to the typeface,” he remarks, pairing the condensed sans with Dinamo’s ABC Walter as its more pragmatic supporting act. “ABC Walter was selected for its legibility and wide range of weights,” he suggests, “and its friendly modern edge,” a visual tone that is not only mirrored but abundantly performed through Newland’s illustrative expression.

“Newland is targeted towards next-gen brands who want to communicate creatively to reach younger audiences,” Katz contextualises, “as a result of this goal, we used icons and illustrations that felt emoji-like in quality,” creating an immediate familiarity with their audience. “They were drawn slightly differently and colourised to stand out,” making the assets more ownable for the brand; he concludes, “organic shapes and containers were also added to mask photography and video playing with the icons and illustrations,” culminating in an ultimately ecstatic, unapologetic brand, unafraid to go where others haven’t tread.

Company Policy

Newland