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.

Our experience

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.

Our Vision

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.

Company culture

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.

Looking for a position?

We’re always looking for leaders


Tell us about yourself


The New Kind Culture Book


Learn more

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