The brief
The Fresh Kid is a customer experience consultancy working with fashion, retail and heritage brands. The brief was to create an identity that reflected its experience and positioning: equally at home with established heritage businesses and contemporary consumer culture.
The identity needed to balance sophistication with accessibility, heritage with modernity, and expertise with personality. It had to feel distinctive and credible without falling back on the familiar visual clichés of luxury consulting or fashion.
The strategic idea
The central idea was Nú Heritage: a positioning built around the relationship between tradition and progress. Rather than choosing one over the other, the brand would bring the two together in a way that felt considered and contemporary.
Nú Heritage became the organising principle for the identity. Typography, colour, texture and photography were all developed to express that balance — respectful of tradition, but with its attention firmly on what comes next.
The aim was not simply to create a visual style, but to build a flexible system that could support the consultancy across its communications, content and presentations, with room to develop over time.
The brand needed to feel like it belonged in a private members club and a contemporary art gallery at the same time — neither anachronistic nor trend-led.
The Identity System
The identity was developed as a complete system, not just a standalone logo. A custom marque, structured typographic hierarchy, restrained colour palette, considered use of texture and distinctive photography direction worked together to express the Nú Heritage positioning.
I also developed brand guidelines covering logo usage, typography, colour, texture, photography and social applications. They provided a practical framework for consistent use while leaving enough flexibility for the brand to evolve.
