New Identity Ltd.

New Identity Ltd., which trades as NEW ID, is a branding and communications agency in Basel. Established in Switzerland in 2000, it describes itself as strategy and intelligence driven, joining advertising, corporate identity, architectural signage, brand development and editorial design into single programmes, with an in-house team of designers, writers and project managers.

Its client list is concentrated in Basel and across Switzerland: Novartis, Universitat Basel, Kunstmuseum Basel, SBB, Basler Kantonalbank, Bank Coop, Nobel Biocare, OC Oerlikon and Herzog & de Meuron, for whom the studio worked on the signage of the National Stadium in Beijing. Corporate publishing is a mainstay, from annual reports to the Basler Kantonalbank report Mein Basel. Mein Lieblingsort, and the output has been recognised with Red Dot, German Design, iF and DDC awards.