Mihai Toma,
Co-founder & Creative Director

New Genre is a London-based creative studio working at the intersection between design, technology, and culture.

We partner with ambitious clients that don’t shy away from today’s world issues, but rather, face them head-on.

Together, we build unmistakable brands, products & experiences characterised by a shared sense of authenticity, precision, and scale.

Jack Smethurst,
Co-founder & Digital Director

How we solve problems

We partner on



Brand Strategy

Brand Architecture

Brand Voice

Purpose, Vision & Values

Workshop Facilitation

Brand Consultation


Art Direction

Visual Identity

UX/UI Design

Digital Design

Brand Guidelines

Brand Activation



Motion Design

Custom Typography



Front-end Development

Back-end Development

Integration & Growth


(Currently offering WordPress & Webflow)



Print Design

OOH Advertising

Stationery Design


Event Design

Exhibition Design


(We champion sustainability in all our physical work)

Our ambitious clients

  • We partnered with 3D design & modelling platform Gravity Sketch to create the identity, website design & development and marketing campaign for their global 3D event, Around.

    Visit website
  • After a $32 million investment, we worked with the team at carbon intelligence platform Sylvera to build a comprehensive design system, as well as design an evolved website experience.

    Visit website
  • As Tessian's long-term design partner over the last 4 years, we worked on every touchpoint of the brand, spanning brand identity, website design, marketing, virtual events, merchandise, as well as high-value initiatives, like Human Layer Security or Tessian Labs.

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  • As Luna Magic's packaging team, we designed their first make-up & beauty collections, consolidating the vibrant brand direction, and helping the two founding sisters scale the brand across the Americas.

    View project
  • We helped Bureau 555 set the tone for a brand new category — 3D fabric digitisation — by creating a forward-looking visual identity, producing an interactive website design, as well a series of brand collateral.

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  • As financial coaching platform Bolder's design partner, we created a new brand identity, website design, Webflow CMS development, and product design for their Desktop platform.

  • We partnered with VC firm Accel on a number of content-building projects, including the design of the annual Accel Euroscape report.

  • We worked with Chilli Bomba to bring spicy candy in the mouth of every adult. We did it all, from the vibrant direction, eclectic identity, mouth-watering packaging, and explosive website.

  • We helped equity management platform Ledgy design & market a series of their research initiatives, including their annual 'State of Equity' report.

    Report Microsite