There are moments in the life of an agency where the work we begin to create outgrows the frame that holds it. What began as a collaboration between friends — late nights in Figma, wild ideas about type, and imagined experiments that became real — starts to crystallise into something larger and more complex.

Something beyond just two people — and beyond four, six, or eight.

Our refresh of New Genre’s identity marks one of those moments. We’ve spent the past few months rethinking about who we are and what we stand for — not just visually, but philosophically.

Our new identity, written through the same quatrefoil glyph we started with, is less about changing how we look, and more about expressing what’s always been true at our core: a meeting of logic and imagination, of craft and technology, of the organic and the engineered.

New Team, Same Energy

Along with the new visual language we’ve shaped, we’ve also brought in new people — and as part of this evolution, we’re bringing in Leon Brown as Partner to the business. Leon is a creative veteran and leader of design teams — we first crossed paths almost seven years ago, working together at cybersecurity startup Tessian, and since then, the themes of our work has continually intersected — from startups finding their first voice, to global brands reimagining themselves for a new age.

Bringing with him a philosophy that blends strategy, craft, and storytelling, he will work with clients facing their most intricate, mission-critical challenges — his fervour for problem solving honed through years of founding and building design teams.

Together with Jack, we’re excited to build a studio for what’s next.

Sneakily, Leon has also been working with us as the designer behind New Genre’s new identity — flowers, gradients, a sun-kissed system of signs and found meanings — and we have enjoyed playing in the liminal space at the intersection of semiotics and mythology, giving form to ideas that might otherwise remain abstract and immaterial.

Why now?

Design today sits at a new frontier: part brand, part system, part experience.

We wanted our identity to reflect this hybridity — a space where clarity can meet craft, and the poetic meets the pragmatic. As we move into this next chapter, we are doubling down on our core offering: of strategy, design, technology, and digital experiences.

New Genre is growing. We are hiring for Developers, Designers, and Growth. We have just moved into a larger London studio space in the Design District with beautiful floor-to-ceiling windows, outfitting the space with curtains and cabinetry — and preparing for an expansion that will bridge the Atlantic, bringing our perspective to new time zones and new partners.

This rebrand represents a belief in longevity, care, and building things meant to endure. It is the next chapter, and the beginning of a new constellation. And we can’t wait to share it with you.