Open by design
We’re a focused team of experts in strategy, positioning, messaging, and visual identity for tech brands. Specializing in SaaS and open source. In fact, no agency in the world has more experience branding open source companies. We believe applying the principles of open source—collaboration and shared purpose—leads to better work. And more human technology brands.
Meet the New Kind team
CEO + Partner
President + Partner
Caitlin Vlastakis Smith
VP of Experience Strategy
Chief of Staff
Director of Operations
Senior Director of Content
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. New Kind sits proudly in the middle of it all. Every day we experience creative collisions at the intersection of technology, art, and community.
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.
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 our team
We’re strategists, designers, and relationship builders who work openly and collaboratively. Curious? Passionate? Come join our New Kind of journey.
Ready to create messages that clarify strategy and incite people to act?
Lead the way
Drive client experience and ensure mutual success.
The New Kind Culture Book