Open by design
We're a branding and marketing agency with a new kind of approach. We believe that applying the principles of open source leads to better work. That's why we build brands on shared purpose, encourage collaboration, and include your team throughout the process.
Meet the New Kind team
Director of Content Strategy
CEO + Partner
Mary Elizabeth Lovelace
Director of Relationship Management
Senior Content Strategist
President + Partner
Senior Director of Operations
Senior Relationship Manager
In the heart of North Carolina’s thriving tech scene
Raleigh, our beloved City of Oaks, has fast become one of the world’s leading tech hubs—and New Kind sits proudly in the middle of it all. Every day we experience creative collisions at the intersection of technology, art, and community.
In many ways, we’re back where it all started. The founders of New Kind played key roles in developing the brand, design, culture, and community at Red Hat—helping the company grow from one office in North Carolina to a global, multibillion-dollar enterprise leader in open source software.
Early on, we recognized the value of open source extended far beyond software. Bringing openness, collaboration, and community to every part of Red Hat sparked engagement and sharing at a massive scale.
To this day, New Kind applies these same principles to building sustainable brands and cultures for technology companies and organizations inspired by the open source way.
We see a world filled with thriving organizations shaped by a New Kind of leader.
What guides us
The soul of our company
A catalyst is someone or something that sparks change. We act as catalysts to form ideas with intent.
A guide is a knowledgeable partner who leads the climb into the unknown. We act as guides to lead with humility.
A citizen is part of the community, working within it and on its behalf. We act as citizens who believe in what we put into the world.
Great culture doesn't just happen
Thriving teams are made, not born. Cultivated with care and nurtured over time. At New Kind, we regularly take our culture pulse to gauge engagement, expectations, and energy. Sustaining a healthy working environment is jet fuel for our best, most creative work—supporting our employees and our company, together.
Join the New Kind team
We’re strategists, designers, writers, facilitators, and relationship builders who work openly and collaboratively. Curious spirit? Passion for brand adventures? We want you to join the New Kind of journey.
Don’t see a position for you?
We’re always looking for leaders
The New Kind Culture Book