# New Studio: New York brand transformation studio for strategy, design, digital systems, and project work > New Studio is a New York-based brand transformation studio working across strategy, design, and digital. The studio helps organizations make the new possible through brand strategy, identity systems, digital experiences, product design, web engineering, campaigns, packaging, and scalable systems built for moments of creation, growth, expansion, repositioning, modernization, unification, reinvention, and recovery. Key terms: Brand Transformation, Brand Strategy, Brand Identity, Rebranding, Brand Architecture, Positioning, Naming, Logo Design, Visual Identity Systems, Brand Guidelines, Design Systems, Digital Strategy, Product Design, UX/UI Design, Website Design, Web Development, E-commerce, Campaign Systems, Packaging, Motion Design, Creative Direction, Digital Experience, New York Design Studio ## New Studio Approach - [Approach](https://new.studio/approach): New Studio designs for clarity, creates for performance, and builds for what is next. - Strategy First: Every decision is grounded in insight, research, and intent. Strategy defines what New Studio creates and why it matters. - One Solution: New Studio leads with conviction, presenting one clear direction guided by reason and built to perform. - Precision Creates Clarity: Each decision is intentional, revealing what is essential and refining what is not. - Systems: New Studio builds brand frameworks and digital platforms designed to scale, connect, and adapt. - Design That Performs: Every detail is crafted to build recognition, trust, and growth. - Built for What’s Next: New Studio helps brands launch, scale, reinvent, and define what comes next. ## Transformation Pathways - [Creation](https://new.studio/approach): Build from zero with clarity, purpose, and design that turns bold ideas into lasting brands. - [Growth](https://new.studio/approach): Turn momentum into sustainable, scalable progress through systems, tools, and strategies. - [Expansion](https://new.studio/approach): Enter new categories, offerings, markets, or audiences while preserving brand meaning and integrity. - [Repositioning](https://new.studio/approach): Shift direction with confidence by redefining story, strategy, and visual expression. - [Modernization](https://new.studio/approach): Evolve outdated brands into modern systems across design, voice, and digital presence. - [Unification](https://new.studio/approach): Connect multiple brands, divisions, people, ideas, and identities under one coherent vision. - [Reinvention](https://new.studio/approach): Translate internal change into renewed identity, purpose, and future ambition. - [Recovery](https://new.studio/approach): Restore clarity and trust after disruption, transition, or loss of focus. ## Capabilities - [Strategy](https://new.studio/approach): Discovery and research, business strategy, brand strategy, brand architecture, positioning and messaging, naming and tagline development, brand audits, and digital strategy. - [Design](https://new.studio/approach): Brand development, rebranding, logo and identity systems, brand guidelines, collateral, packaging, wayfinding, signage, environmental design, iconography, and editorial design. - [Digital](https://new.studio/approach): Website design and development, app design and development, e-commerce solutions, UX/UI design, design systems, interactive prototypes, content platforms, cloud infrastructure, and AI. - [Expression](https://new.studio/approach): Campaign systems, presentations and pitch decks, social media design and strategy, motion graphics, video production, print design, out-of-home, copywriting, voice development, art direction, and content production. ## Selected Work - [SOROS](https://new.studio/work/soros): Designing trust for decentralized commerce through brand strategy, naming, brand identity, logo, guidelines, product design, digital experience, design systems, web, and engineering. - [SOROS Connect](https://new.studio/work/soros-connect): Building the design language and app platform for the future of web3 e-commerce through digital experience, digital strategy, and product design. - [Robotic Implant Center](https://new.studio/work/robotic-implant-center): Positioning robotic dentistry as a category leader through brand strategy, naming, logo, digital experience, web, engineering, motion, and video. - [Utica Public Library](https://new.studio/work/utica-public-library): Rebuilding clarity for a historic civic institution through brand strategy, research, brand identity, logo, guidelines, and campaigns. - [Citi Bike Plus](https://new.studio/work/citi-bike-plus): Extending Citi Bike into a smarter way to move through the city through brand strategy, naming, brand identity, logo, guidelines, and campaigns. - [Hint](https://new.studio/work/hint): Designing a new category for everyday scent through naming, research, brand identity, logo, guidelines, campaigns, and packaging. - [MainStream](https://new.studio/work/mainstream): Creating a bold identity for an esports bar bringing gaming into the mainstream through brand identity, logo, and packaging. ## Sectors - Technology and Web3: SOROS and SOROS Connect translate emerging commerce infrastructure into legible, trustworthy brand and product systems. - Healthcare: Robotic Implant Center turns advanced robotic dentistry into a clear, authoritative patient-facing brand and digital experience. - Civic and Public Institutions: Utica Public Library unifies a historic public institution through a practical identity and communication system. - Mobility and Transportation: Citi Bike Plus extends an urban transportation brand into a smarter membership and mobility experience. - Consumer Brands: Hint reframes air freshener into Air Care through naming, category creation, packaging, and visual identity. - Food and Drink: MainStream positions an esports bar as a social-first space for gaming culture. ## Partners - [Jonathan Lin](https://new.studio/partners/jonathan-lin): Partner, Brands. Jonathan is a brand transformation designer and strategist focused on identity systems that help businesses scale with clarity and purpose. His work combines strategic insight with systematic design, specializing in corporate identity, brand architecture, and logo design. He leads brand systems rooted in strategy, structure, and long-term business impact, with work across healthcare, civic, technology, and Web3. - [Kyrylo Orlov](https://new.studio/partners/kyrylo-orlov): Partner, Digital. Kyrylo is a designer, developer, and digital strategist creating high-performance web experiences at the intersection of design, technology, and storytelling. His work merges frontend engineering with expressive, user-centered design across branding, e-commerce, interactive web experiences, and digital platforms. At New Studio, he leads digital design and development, bridging concept and code. - [Work led by Jonathan Lin](https://new.studio/partners/jonathan-lin): MainStream, Citi Bike Plus, and Hint. - [Work led by Kyrylo Orlov](https://new.studio/partners/kyrylo-orlov): SOROS and Robotic Implant Center. - Partner focus areas: brand transformation, brand strategy, identity systems, logo design, digital strategy, product design, website design, web development, interactive experiences, and scalable design systems. ## Insights - [Insights](https://new.studio/insights): Ideas, work, and perspective from New Studio. - [What is Brand Transformation?](https://new.studio/insights/what-is-brand-transformation): Explains brand transformation as the process of realigning strategy, structure, and story so internal operations match external expression. - [The Future of Design Isn’t Design](https://new.studio/insights/the-future-of-design-isnt-design): Argues that as AI commoditizes execution, design value moves toward judgment, context, systems thinking, and decision-making. - [Entrepreneurship in a Value-Driven World](https://new.studio/insights/entrepreneurship-in-a-value-driven-world): Jonathan Lin discusses building New Studio and the idea that while the output is design, the real deliverable is value. - [New Studio featured on Navbar Gallery](https://new.studio/insights/new-studio-featured-on-navbar-gallery): New Studio’s in-house website navigation system was featured by Navbar Gallery. ## Working With New Studio - [Contact](https://new.studio/contact): Contact New Studio for business inquiries. - [Schedule a call](https://book.new.studio/#/newstudio): Book a call with the studio. - [Email](mailto:hello@new.studio): Reach New Studio at hello@new.studio. - [Office](https://maps.app.goo.gl/viig1nF1h1BKwkhWA): 25 Broadway, 10th Floor, New York, NY 10004. ## More Information About New Studio - [Home](https://new.studio): New Studio homepage. - [Case Studies](https://new.studio/work): Selected work created at moments where change becomes inevitable by design. - [Approach](https://new.studio/approach): New Studio’s transformation pathways, principles, capabilities, and leadership. - [Insights](https://new.studio/insights): Press, studio writing, and perspective on brand, design, technology, and culture. - [Contact](https://new.studio/contact): Business, office, and contact information.