We help brands understand what matters, then shape that understanding into identities that are distinctive, coherent and built to carry meaning over time. Our work begins beneath the surface, with the audience, context, ambition and commercial purpose that give a brand its direction. From there, we create identity systems that make that direction visible, recognisable and felt across the places where the brand is seen, used and experienced. Those systems may be expressed through visual identity, brand language, digital environments, packaging, signage, spatial expression, presentations, campaigns, guest experiences, or other touchpoints as they emerge. The form changes from project to project. The purpose remains constant: to make a brand clearer, more coherent and more effective across every meaningful encounter.

Founded in Johannesburg in 2004 by Marina Greaves and Christopher Gough Palmer, The New Black has worked with South African and international clients across property, hospitality, food and beverage, retail, commercial portfolios, film, lifestyle and destination brands.

Under Marina’s leadership, The New Black continues as a senior, hands-on creative practice. The work brings together strategic clarity, visual refinement and practical implementation to create identity systems that are not only well resolved, but able to adapt, extend and remain recognisable as brands grow.