NewTerritory

What NewTerritory does

NewTerritory is a London-headquartered, privately held brand experience design studio that operates as part of US-based global consultancy geniant following an acquisition. The studio designs signature customer and brand experiences across aviation, rail, automotive, maritime, hospitality, wellness, and consumer sectors, working with enterprise clients such as Delta Air Lines, Aeroméxico, Airbus, HS2, Ford, Mercedes-Benz, Coca-Cola, LATAM Airlines, and British Airways. Its service portfolio spans brand strategy, experience design, service design, industrial design (including aircraft cabins, train interiors, and vehicle interiors), spatial design, digital design, and employee experience, supported by two proprietary assets: the Big Five brand experience framework (identifying the emotional ingredients Possibility, Certainty, Ignition, Mastery, and Belief) and the Aura brand experience measurement and optimisation tool.

The firm runs a project-based B2B professional services model with enterprise engagement structures, pricing on a quote basis, and direct enterprise sales supported by content marketing, LinkedIn/Instagram/YouTube presence, industry events, and earned media. It maintains offices in London (headquarters plus a dedicated automotive studio in Clerkenwell), Atlanta, San Francisco, and Dallas, and operates a 10+ year strategic partnership with Aeroméxico alongside discrete project engagements across aviation, rail, automotive, and consumer verticals. In 2025-2026 it launched a dedicated automotive and e-mobility division and is rolling out large-scale programmes including the Delta cabin redesign across 900+ aircraft, LATAM's premium cabin transformation, and Aeroméxico's 787 Premier One dining collection.

Revenue is generated through professional services contracts and is not publicly disclosed; the firm has 11-50 employees and continues to scale via the geniant platform, US office build-out, and vertical expansion into automotive, energy, femtech, and micro-mobility.

Name

NewTerritory

Legal name

NewTerritory

Website

https://www.newterritory.io/

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

NewTerritory is a London-based brand experience design studio, now part of geniant, that designs signature customer experiences across aviation, rail, automotive, and consumer sectors for enterprise clients such as Delta, Aeroméxico, Ford, and Coca-Cola.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Design and Brand Experience Consulting: Professional services revenue generated through long-term strategic partnerships and project-based engagements with enterprise clients across aviation, rail, automotive, maritime, hospitality, and other sectors. Revenue is earned through direct client contracts for brand strategy, experience design, industrial design, spatial design, service design, and digital design services.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

NewTerritory is a London-based global design and brand experience studio that delivers brand strategy, industrial design, spatial design, service design, and digital design services to enterprise clients. The studio specialises in transport and mobility sectors (aviation, rail, automotive, maritime) along with hospitality, wellness, and consumer brands, providing end-to-end experience design from research and strategy through to physical product and cabin design. Revenue is generated through long-term strategic partnerships and project-based engagements.

Product overview

NewTerritory is an award-winning global design and brand experience studio operating as a single unified offering rather than a modular platform. Their service portfolio spans brand strategy, industrial design, spatial design, service design, digital design, and employee experience, supported by proprietary tools including the 'Big Five' brand experience framework and 'Aura' measurement system. They serve global brands across aviation (Delta, Aeroméxico, British Airways, Airbus), rail (HS2), automotive (Ford, Mercedes-Benz, EAV), hospitality (Celestyal Cruises, Derwent London), energy (Noon Energy, Universal Hydrogen), wellness (Wave, DIRTEA, Microdosing Collective), and consumer brands (Coca-Cola, Bang & Olufsen).

Differentiator

Problem solved

Functional benefit

Products and services

• Brand Experience Design Services Comprehensive brand experience design including brand strategy, research and insights, experience strategy, and customer journey definition. NewTerritory serves global brands across aviation, rail, automotive, hospitality, and lifestyle sectors.
• Industrial Design Physical product design including vehicle interiors, aircraft cabins, furniture, and consumer products. Delivers signature moments through spatial design, service design, and digital design.
• Visual Identity and Communication Brand expression services including visual identity systems, verbal identity and naming, product marketing materials, and comprehensive toolkits and guidelines.
• The Big Five Framework Proprietary brand experience framework identifying five emotional ingredients (Possibility, Certainty, Ignition, Mastery, and Belief) that drive loyalty, advocacy and ROI in customer experiences.
• Aura Brand Measurement Proprietary measurement, testing and optimization tool for brand experience measurement, brand experience market modelling, and concept testing.

Quantifiable outcome

• Coca-Cola North American recruitment platform reached 79,000 employees with unified brand identity
• +3 more outcomes

Named customers19 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered core and minor.

• geniantcoreOthersNewTerritory is a proud part of geniant, a leading global consultancy. This acquisition expanded geniant's international footprint, adding London-based brand experience capabilities to its existing operations. Geniant is described as a leading global consultancy with offices across multiple regions.
• John HorsfallminorOthersJohn Horsfall was partnered with to perfect the soft products (bedding kit) for Aeroméxico's Premier One Comfort Kit. NewTerritory collaborated with John Horsfall to create a collection that captures the essence of a modern Mexican home or hotel while prioritising passenger comfort.
• LinstolminorOthersLinstol was partnered with to deliver premium headphones as part of Aeroméxico's Premier One Comfort Kit. Linstol provided the headphone component within NewTerritory's designed bedding experience for Aeroméxico's premium passengers.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• PriestmanGoode: London-based design studio specialising in transport interior and brand experience design across aviation, rail, and hospitality. Closely comparable to NewTerritory in sector focus, geography, and customer base (airlines, rail operators, cruise).
• Tangerine: London-headquartered design and innovation consultancy with deep aviation, rail, and automotive experience design credentials. Direct competitor for NewTerritory's transport interior and experience design mandates.
• Teague: US-based design consultancy with one of the strongest aviation and transport design practices globally. Competes with NewTerritory for airline cabin, airport, and mobility experience programmes.
• Moving Brands: Independent London-based brand experience studio with strong enterprise client roster and proprietary brand experience methodology. Comparable size, geography, and brand experience focus to NewTerritory.

Broad incumbents

• FutureBrand: Global brand consultancy (part of Interpublic) with significant aviation, mobility, and consumer brand experience work. Competes for similar enterprise mandates but with broader portfolio and larger global delivery footprint.
• Landor & Fitch: Large global brand and experience design consultancy serving airlines, automotive, and consumer brands. Overlaps with NewTerritory on enterprise brand experience engagements but at significantly larger scale and broader scope.
• Lippincott: Global brand strategy and experience design consultancy serving Fortune 500 clients across transport, financial services, and consumer. Comparable on enterprise brand experience work but with broader service portfolio and bigger team.
• Pentagram: Largest independent design studio globally, with partner-led model serving major brands across identity, experience, and product design. Comparable on creative pedigree and enterprise client access, though broader and less transport-specialised.
• IDEO: Global design and innovation consultancy with deep transport, mobility, and consumer experience credentials. Competes with NewTerritory on enterprise experience and innovation programmes at much larger scale.
• Superunion: Global brand and design consultancy (WPP) serving aviation, transport, and consumer brands with brand strategy and experience design. Overlaps with NewTerritory on enterprise transport and consumer mandates but at significantly larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@NewTerritoryDesign
• LinkedInlinkedin.com/company/newterritory
• Instagraminstagram.com/newterritorydesign
• Facebookfacebook.com/NewTerritoryDesign

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about NewTerritory