BrandNew Creative was established in 2009 as the design practice of graphic designer David Lawlor. When Amos Unkovich, a new business partner with an expertise in business systems and strategy, joined BrandNew Creative, he added a new and valuable dimension to the business, creating the need for a new identity. Starting points were the company’s mission statement: BrandNew Creative is the business of good design, ‘doing great work for great people’ with an emphasis on ‘elegant execution’. The BrandNew Creative brand has elegant simplicity at its core, which acts as a foundation for the studio’s work for their clients. A monochrome palette was created as a basis for a refined typographical logo, BNC icon and graphic device, which could also be animated. Initial touch points for the rebrand were the logo, social channel branding, stationery as well as the website.