• Transform magazine
  • February 25, 2021


#NewBrandMonday: 27 July

New Brand Mondays Low

Here are this week's selection of newly launched brands from around the world. For more from #NewBrandMonday, follow @Transformsays on Twitter.



All in NYC

International creative agency Aruliden, founded in New York City, has partnered with NYC & Company to launch its revitalisation effort with the campaign All in NYC, which aims to unite New Yorkers around the immutable spirit that they share and the experiences the city offers while jumpstarting the touristic and economic sectors impacted by the lockdown. The campaign, which is a ‘rallying cry’ for New Yorkers as the city slowly recovers from Covid-19, and a reminder of the passion the city hold, will be rolled out in three phases, Rise, Renew and Recover. The strapline is ‘Stay Well NYC’ pledge, whereby consumers and business members will be asked to visit NYCgo.com where they can view information about the pledge and download tool kits to participate. The second part of the campaign will focus on encouraging New Yorkers to explore neighbourhoods across the five boroughs to support local business, which will then mute into support for industry segments like restaurants, staycations and expanding the campaign’s reach geographically. The logo is flexible: ‘All in’ being big or small, the city can be spelled out or written by its acronym, and it can either be in a bold black typography on a red background or vice versa.

Aruliden landed the pro bono assignment of All in NYC as part of an open creative brief issued in collaboration with the Clio Awards that selected the agency’s pitch from over 60 submissions from branding companies across the globe




Trending Travel

Manchester-based strategic brand agency Creative Spark worked with fellow Mancunian entrepreneurs to launch Trending Travel, the first social media influencer travel company, which includes the business’ brand strategy and identity, and website. Trending Travel was conceived by travel expert Keith Herman, hotelier expert Sophie Foster and influencer guru Suzy Kilshaw, and its aim is to send influencers to holiday destinations across the globe and asking them to post impages of their experiences, which will inspire targeted followers to follow suit. As photography will be crucial for the brand’s business model , its TT logo and strategy mark is inspired by the universal hand-sign of a photo  frame. The brand assets are centred around high-res photographs of dreamy beaches and luxurious hotels, which both attract the target audience and render the experience more realistic.

“We have developed an aspirational brand that reflects the beautiful destinations that Trending Travel represents and we look forward to working with the team going forward to continue to raise the business’ profile,” says found and creative director of Creative Spark Neil Marra.

“The travel industry has taken a knock due to COVID 19 but people will be itching to plan their next holiday ASAP. We’ll be there with our trusty army of celebs and influencers to give inspiration and make sure those plans become a reality. Neil and the team at Creative Spark understood our brief straight away and have created a brand that reflects the beautiful experiences we offer,” says Keith Herman, CEO of Trending Travel.





Global independent creative agency Five by Five designed the brand identity, packaging, typeface and guidelines of DR.VEGAN new range of direct-t-consumer, vegan-certified vitamins and supplements in the UK. Leading with the strapline ‘Better Me. Better Planet,’ the brand’s s tripped-down, block colour packaging is a striking statement: an answer to the confusing and over-saturated UK supplements and vitamins market. This clear-cut design aims to appeal to not only vegans but to an an all-inclusive adult market, anyone looking for a natural, ethical vitamin and supplement choice. To stand out in the market and contrast the usual supplement look and feel customers would find online, the brand adopted a bold typeface and natural appearance, together with a responsibly sourced, biodegradable and recyclable packaging

“We’ve been working with DR.VEGAN from its embryonic stages, and building the look and feel from the ground-up was genuinely exciting. The final product is premium and timeless - in a similar vein to fashion labels nowadays, we found the best way to convey quality was to keep things simple, and create something that allows the product to do the talking,” says Nick Lawton, CEO at Five by Five.