Ahead of the company’s 20th year, we were engaged to rebuild New Aim’s brand identity, as well as develop a set of animated tools, merchandise and suite of internal documentation.

Following a series of workshops and audits, we began with the development of a striking logomark to seamlessly integrate an A letterform with an upward-facing arrow, symbolising New Aim’s focus on productivity, performance and precision. Alongside this, a custom logotype was developed to further evoke movement, energy and joy. Its carefully considered forms and proportions ensures legibility and impact across both digital and physical platforms.

A dynamic, motion-led dashboard system was created to support the logotype and logomark. Comprising charts, data feeds, dials, buttons and toggles the dashboard mirrors the breadth and responsiveness of the technology New Aim provides for businesses aiming to stay ahead in Australia’s fast-paced ecommerce landscape.

Paired alongside a vibrant green palette and bold typography, this motion-first identity reflects New Aim’s commitment to empowering businesses with tools and services that are as agile and transformative as the world of ecommerce itself.

Logotype refinement by Dave Foster.