Behind the scenes of our rebranding a conversation with designers Rixt and Lyn

For the rebranding of NEWKINDS, designers Rixt and Lyn dug deep into the core of who we are. Not just a new look, but a visual translation of how we work and what we stand for. We spoke with both of them about the process, the choices, and the hidden details that shape the NEWKINDS identity.

Why a rebrand?

“The name had outgrown itself,” says Rixt. “What started as a few freelance projects is now a strategic agency. That growth called for something new. For us, it started with the essence of what we do: breaking down complex challenges into manageable chunks. We call it ‘chunking’. That idea now runs through everything: the logo, the patterns, the rhythm.”

What did you want (and not want) to express?

“We wanted to express movement, energy, and accessibility,” says Rixt. “Strategic, but not dry. And definitely not vague or pushy.”
“We’re not a consultancy in grey suits,” Lyn adds, “but also not a creative collective without structure.”

How does the visual identity represent NEWKINDS?

“The break in NEWK/NDS is no coincidence,” says Rixt. “It reflects how we work: breaking things down, restructuring, and rebuilding smartly.” The italic ‘i’ was also a deliberate choice, Lyn adds: “It rotates in the animation and represents a shift in perspective – exactly what we do.” Less visible, but equally important, are the patterns. “They’re built from the slash in the logo,” Rixt explains. “Each pattern represents one of our strengths – like step-by-step progress, internal communication, or goal-setting. It’s systemic thinking, translated into visual rhythm.”

The visual style was chosen just as intentionally. “The collage style creates a unique, consistent look across the entire sustainability spectrum,” says Lyn. “Because we sometimes can’t avoid using stock images, this style helps us maintain a recognizable and distinctive look & feel.”