Newport
Find your pleasure

The Problem

For years, Newport had kept it "street level," making the brand increasingly out of touch with its core consumers and a cultural dinosaur.  

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A prior rebrand had lost the spirit of pleasure and the color green, both once the core aspects of the brand.

How could we restore the greatness and adapt in a way brand fans will love?

The solution

Keep focus on what matters in the brand: its iconic green and its focus on ownership of the idea of "pleasure."

So we made room to say less, and show more - because pleasure is personal, its individual, but its best when we share it with our friends.