Helping storytellers bring their ideas to life

New Kind helps a leading media industry brand prepare for a new stage of growth


For 25 years Avid has helped professionals share ideas through stories. Their most widely used solutions, including Pro Tools, Media Composer, and Sibelius are the industry standard in their fields.

Top artists across film, music, and broadcast use Avid to create the most-watched media in the world. From the editors of Gravity and The Hunger Games, to the engineers who mix tracks by Beyonce and Sam Smith, to the broadcasters who cover news around the globe—storytellers choose Avid tools to do their work.

Now, dramatic changes in technology mean new opportunities for Avid—and the media professionals that make up the Avid community.

To lead in the face of rapid change, Avid needed a powerful brand story. We worked with the Avid team to create a story that would capture its history, unite the company around internal values, and connect with a generation that’s always connected. 

Seeing possibilities

We worked with Avid leadership to understand the biggest challenges they faced and their goals for the future of Avid.

We also studied Avid’s current materials. We investigated everything from the research papers that informed their market decisions to vision and strategy presentations—from past advertising campaigns to current blog posts and marketing emails.

We learned as much as we could about Avid products, and all the creative work their products have made possible.

Choosing pathways

The Avid story needed to encompass the organization’s effort to lead an industry in transition, while inspiring the internal Avid team on a global scale.

And they needed a unified way to tell their story that would bring all their products and audiences together—whether in film, TV, music, live sound performance, broadcast, or music notation.

We searched for the core idea that would capture the essence of Avid’s history in the media and entertainment industry while also propelling them into an innovative future.

Bringing the brand to life

Internal campaign:

Once the story was finalized with the Avid team, our next challenge was to activate it in ways Avid employees around the globe could experience together.

So we created a campaign to bring to life the vision, mission, values, and company strategy. We adapted key messages from the story for events, videos, posters, and other collateral.   

Product campaigns | origin stories:

Together with Avid creative teams we worked to conceptualize and launch new campaign themes for Sibelius, Media Composer, and Pro Tools. We simplified messaging and refreshed visual designs for digital ads, emails, blog posts, and story-driven product landing pages, to reach a new generation of creative professionals and amateur storytellers.

Brand videos:

We collaborated with the Avid team to come up with a script to include key story themes, and worked with a team of Avid animators to produce videos for Avid employees and partners.

Company events | Avid Connect 2015 and 2016:

We helped the Avid team design experiences for the key annual gathering for the Avid Customer Association (ACA).  In 2015 we drew from key brand story themes to position the event—as a place to join other top media professionals in a movement to create the future of the industry. We helped create messaging leading up to the event and designed collateral to bring key messages to life during Avid Connect.

The road ahead

Avid and New Kind continue to work together as partners to inspire the internal Avid team around the company strategy and core values, while infusing the brand story into products and experiences for the external Avid community.

“ New Kind has been a valuable partner for Avid over the last few years. Because of their open, collaborative process, they've been able to effectively work together with our internal team to create stories and campaigns that inspire our customers and employees. ” Dana Ruzicka - Chief Product Officer, Avid



New Kind is a branding agency for organizations that are inventing or reinventing themselves

105 Brooks Ave. Raleigh, NC 27607
(919) 807-1785

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