• August 30, 2026 · Newfangled Mind
How We Approach Brand Identity Design
A look at how we think about brand identity work at Newfangled Mind, from discovery through delivery.
Every brand identity project starts with discovery, not design. We spend time understanding the business, the audience, and the market before a single pixel gets made.
From there, we move into exploration: logo concepts, color systems, and typography that reflect what the brand actually stands for, not just what looks nice in isolation.
The final delivery includes a full brand guideline document, so the identity holds up consistently everywhere it's used, long after the project wraps.