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Nutmeg has evolved beyond its musical roots to become a creative marketing, production and post resource in the entertainment industry.
A recent rebrand focuses on the company’s expanded service, including its interactive division that develops advertising, promotional and original content from concept through production to completion for agencies, networks and brands.
“The new brand represents the future,” Nutmeg Managing Director Jon Adelman said in a statement. “We’ve always been known for our creative expertise. Those services have grown, matured and proven so successful that we are now a full-fledged creative partner.
As company responds to industry trends, the rebrand into expanded services was a natural progression “because the market demands it,” said Executive Producer Laura Vick.
Founded in 1979, the company—named for the Nutmeg State of Conecticut where it was briefly headquartered—began as Nutmeg Music Productions cutting music demos in a small Manhattan studio on the sixth floor. The company transformed over the next three decades to include production, editorial, sound design, mixing, composition and more, expanding to three floors of the building and changing its name along the way.
This latest evolution drops former titles like “recording,” “audio post” and “post,” stripping the company name of any limiting descriptors.
Nutmeg’s new mantra reflects the company’s ethos: Inspire desire. Get creative. Make your brand new. We empower agencies, networks and brands to be fashionably great.
“Our interactive and brand services allow us to have a seat at the table when our partners and clients have ideas in the development phase,” Rogan said. “Our perspective helps shape creative execution before a single frame is captured or even storyboarded. We identify opportunities that are not obvious when simply considering the other marketing disciplines. We make the big picture even bigger, offering omnichannel solutions and engagement.”
To go hand in hand with the rebrand, Nutmeg debuted a new website, featuring a new logo, icon and palette, to show off recent creative work and serve as an interactive design portfolio piece in its own right.
Designer Aviva Buivid spearheaded the project.
“Visually, I wanted to give Nutmeg something contemporary, but not trendy or ephemeral,” she said. “The executive team here is anything but stuck in the past. They’re willing to take risks and move forward fearlessly.”
Buivid chose a vibrant purple and teal palette to express that fearlessness, tempered by lowercase letters in the logo to provide an accessible and warm first impression. The brand typeface, GT Walsheim, is fresh, legible and subtly stylized.
The playful and harmonious relationship between the “n” and the “u” form a yin-yang-like shape that is referenced in the symbol to the left of the word mark that serves as a standalone brand icon used as an avatar on social media and as a watermark. The subtle gradient speaks to Nutmeg’s fluidity and ability to change direction while maintaining core values.
“The visual cues speak to Nutmeg’s fortes,” Buivid said. “Nothing about the new brand is over-the-top or of-the-moment. It’s the brand of a visionary and resilient company and I think it’s something we’ll be excited about for years to come.”
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