Brand New School
Brand New School is a privately held, multi-disciplinary creative studio founded in 2003, serving enterprise clients with integrated brand strategy, design, motion/CGI production, and creative technology services including AI pipelines and prototyping across offices in New York and Los Angeles.
- Company typePrivate
- Founded2003
- HeadquartersNew York, United States
- Headcount101–250
- GTM typeB2B
- OfferingServices
What Brand New School does
Brand New School is a privately held, multi-disciplinary creative company founded in 2003 by Jonathan Notaro and headquartered in New York (121 Varick Street, 11th Floor) with a second office in Los Angeles. The firm operates as a unified creative studio rather than a traditional advertising agency, offering four integrated service divisions: Brand & Strategy (cultural insights, positioning, brand platforms, campaign frameworks), Creative & Design (visual identity, design systems, brand expression), Motion & Content (film direction, CGI animation, motion design, visual effects, live action production, editorial), and Creative Technology (AI pipelines, AI consulting, R&D/AI prototyping, experience design, app and web development, custom tooling).
The company serves enterprise clients through direct engagements and through agency partnerships with major holding companies including Publicis, VMLY&R, Dentsu Creative, and Preacher, plus international production partners such as Barcelona-based BRUT and Not To Scale. Named enterprise clients include Google, Netflix, Coinbase, Cohere, Apple TV, Lowe's, QuikTrip, Caf\u00e9 Bustelo, RYZE Superfoods, Xfinity, United Airlines, Uber Eats, Square, Credit One, Circle, Genesys, and Android, spanning technology, consumer, retail, financial services, media, airlines, and food delivery. The work has earned industry recognition including a 2025 D&AD Graphite Pencil for the Apple TV Leagues Cup campaign, AICP Shortlist status for Caf\u00e9 Bustelo's BusteloVerse, and historical mention of Cannes Lions, ADC, AICP, TDC, and BDA recognition.
Revenue mechanics are project-based professional services with no publicly disclosed pricing, supplemented by a branded merchandise sub-brand ("Goods") sold via Shopify whose proceeds benefit LA and NYC public schools. Distribution combines direct enterprise sales, holding-company agency referrals, and a consumer e-commerce channel. The firm is partner-led with a stated bench of roughly 70+ staff across creative, production, technology, and operations disciplines, and operates under a private LLC structure with no disclosed institutional funding.
Brand New School firmographics
Firmographics- Name
- Brand New School
- Legal name
- Brand New School LLC
- Website
- https://brandnewschool.com
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Brand New School is a privately held, multi-disciplinary creative studio founded in 2003, serving enterprise clients with integrated brand strategy, design, motion/CGI production, and creative technology services including AI pipelines and prototyping across offices in New York and Los Angeles.
- Ownership category
- akta.pro rank
Brand New School industry classification
Industry- Product category
- Creative Agency Services
- SIC
- Services-Advertising Agencies (7311)
- akta.pro primary industry
- Brand Guidelines, Governance & Brand Management (BPAFAEAF)
- akta.pro secondary industries
- Packaging & Brand Identity Creative Agencies (MPAAAAAN), Branded Merchandise & Corporate Gifts (BPAFAMAA)
Keywords
Where Brand New School is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Brand New School business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Creative Agency Services: Project-based creative services including strategy, design, motion, and production for brand campaigns and identity systems
- Merchandise Sales: Sale of branded goods (pencils, bags, apparel) with proceeds benefiting LA and NYC public schools
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Magic Pencils |
| Unit Pricing | Pay-as-you-go | Vinyl BNS Stickers |
| Unit Pricing | Pay-as-you-go | Star Student Pin |
| Unit Pricing | Pay-as-you-go | Notepad |
| Unit Pricing | Pay-as-you-go | Drink Coasters |
| Unit Pricing | Pay-as-you-go | Tote Bag |
| Unit Pricing | Pay-as-you-go | Mousepad |
| Unit Pricing | Pay-as-you-go | Pencil Case |
| Unit Pricing | Pay-as-you-go | Leaf Summer T-Shirt |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels4 records
Brand New School product offering
Product offeringCore offering
Brand New School is an independent multi-disciplinary creative company that partners with modern brands to solve creative problems from idea through execution. It delivers strategy, design, motion, content, and creative technology services across campaigns, identity systems, films, and AI-powered prototypes for enterprise clients. A small branded merchandise line under "Goods" is sold via an e-commerce store with proceeds benefiting LA and NYC public schools.
Product overview
Brand New School is a creative company operating as a unified creative agency rather than a software product platform. The company offers four integrated service divisions: Brand & Strategy (positioning, messaging, cultural insights, social strategy), Creative & Design (visual identity, design systems, brand expression), Motion & Content (film, CGI animation, motion design, visual effects, live action), and Creative Technology (AI pipelines, R&D/AI prototyping, app development, experience design). Additionally, the company sells branded merchandise under 'Goods' - pencils, bags, apparel, and accessories - with proceeds benefiting public schools. All services are delivered through cross-disciplinary teams of artists, directors, and technologists.
Differentiator
Problem solved
Functional benefit
Products and services
- Brand & Strategy Services Strategic foundation services including cultural insights, positioning and messaging, brand platforms, social strategy, creative strategy, and campaign frameworks that shape positioning and audience direction for enterprise brands.
- Creative & Design Services Visual expression services translating strategy into concepts, identities, design systems, and campaign assets, including concept development, creative direction, copywriting, brand expression, visual identity, and design systems.
- Motion & Content Services Film, animation, motion design, and platform-ready content creation including motion design, film direction, live action production, CGI animation, visual effects, and editorial services for brand campaigns and entertainment clients.
- Creative Technology Services Digital experiences, interactive content, prototypes, and custom-built solutions including AI pipelines, AI consulting, R&D/AI prototyping, experience design, app and web development, and creative tooling.
- Brand New School Goods - Merchandise Branded merchandise including Magic Pencils ($6.00), Star Student Pins ($5.90), Pencil Cases ($18.00), Mousepads ($20.00), Vinyl Stickers ($3.00), Tote Bags ($20.00), Drink Coasters ($12.00), Notepads ($15.00), and Leaf Summer T-Shirts ($36.00), with all proceeds benefiting LA and NYC public schools.
Quantifiable outcome
- D&AD Graphite Pencil award for Apple TV Leagues Cup campaign
- +2 more outcomes
Companies that use Brand New School
Customer profileNamed customers18 records
Segments3 records
Ideal customer profiles3 records
Brand New School technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability4 records
Feature5 records
Brand New School partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- DIA StudiocoreCollaboration partner for major projects including Coinbase Davos activation and Cohere North launch. DIA is a design collective that works alongside BNS on visual identity and design systems for enterprise clients.
- BRUT (BNS Spain)coreBarcelona-based studio partner enabling international production capabilities. Collaborated on QuikTrip Samurai Jack campaign with stylized cel animation.
- VMLY&RminorAgency partner for QuikTrip QT Pay campaign. BNS served as production partner executing on agency creative direction.
- PubliciscorePartnered with Publicis to contribute fresh ideas to Café Bustelo 'Esta Aqui' campaign, which evolved from 'Estuvo Aquí' to 'Está Aquí'. BNS created new spots for Hispanic Heritage Month.
- Not To ScaleminorProduction partner for Monza Martini film, providing production infrastructure and capabilities.
- Dentsu CreativeminorAgency partnership for Lowe's Loyalty campaign. BNS provided creative production across six days of location filming in Los Angeles.
- PreacherminorCreative agency partnership for Xfinity 'WiFi is Booming' campaign, with BNS providing design work alongside Preacher's creative direction.
- UppercutminorPost-production partnership for Xfinity campaign, collaborating with BNS design work.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Brand New School competitors and assessment
Company assessmentDirect peers
- Buck: Buck is a Los Angeles and New York-based creative studio specializing in design, motion, CGI, and experiential work for major brands (Apple, Google, Nike). Closely comparable to BNS in multi-disciplinary creative production, geographic footprint, and boutique studio model.
- Sarofsky: Sarofsky is a Chicago-based creative studio with specialties in design, motion graphics, and VFX for major brands and entertainment clients. Comparable to BNS in integrated motion, design, and brand identity work for Tier-1 brand campaigns.
- Framestore: Framestore is a global creative studio with integrated VFX, design, and integrated advertising capabilities. Comparable to BNS in multi-disciplinary creative production spanning film, design, and emerging technology, particularly around immersive and CG-led brand work.
- The Mill: The Mill is a global creative studio specializing in VFX, CGI, and content production for major brands. Comparable to BNS in motion, CGI, and VFX service offerings for enterprise advertising clients, with greater global scale.
- Psyop: Psyop is a New York and Los Angeles creative studio known for high-end animation, VFX, and design for major brands (Google, Nike, Adidas). Directly comparable to BNS in motion design, CGI, and brand campaign work for enterprise clients of similar scale.
- Gentleman Scholar: Gentleman Scholar is a Los Angeles-based creative studio with strengths in animation, design, and storytelling for major brands. Comparable to BNS in motion design, CGI, and brand campaign work for enterprise clients.
- MPC (Moving Picture Company): MPC is a global creative studio providing VFX, CGI, and integrated advertising for major brands. Comparable to BNS in motion design, CGI animation, and creative production for enterprise clients across advertising and entertainment.
- Digital Kitchen: Digital Kitchen is a creative studio with offices in Chicago and Los Angeles offering design, motion, and experience design for major brands. Comparable to BNS in multi-disciplinary creative production and brand storytelling.
Broad incumbents
- 72andSunny: 72andSunny is a global creative agency known for brand campaigns and cultural marketing. Comparable to BNS as a creative agency competitor for major brand work, with broader scope, larger scale, and a holding-company footprint.
- R/GA: R/GA is a global digital creative agency offering strategy, design, and technology services to major brands. Comparable to BNS as a broader creative agency competitor with overlapping capabilities in design, brand identity, and emerging technology service lines.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Brand New School social profiles
Digital presenceBrand New School financial estimates
Financial estimateRevenue estimate
Valuation estimate
Brand New School leadership team
Management profileNumber of profiles
Profiles18 records
Brand New School funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Brand New School M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Brand New School
What does Brand New School do?
Brand New School is an independent multi-disciplinary creative company that partners with modern brands to solve creative problems from idea through execution. It delivers strategy, design, motion, content, and creative technology services across campaigns, identity systems, films, and AI-powered prototypes for enterprise clients. A small branded merchandise line under "Goods" is sold via an e-commerce store with proceeds benefiting LA and NYC public schools.
Is Brand New School a public or private company?
Brand New School is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Brand New School founded?
Brand New School was founded in 2003. It employs 101 to 250 people.
Where is Brand New School based?
Brand New School is headquartered in New York, United States, in the North America region.
How does Brand New School make money?
Two revenue lines are on record. Creative Agency Services are the primary driver. The others are merchandise Sales.
Who are Brand New School's main competitors?
Direct peers on record are Buck, Sarofsky, Framestore, The Mill, Psyop, Gentleman Scholar, MPC (Moving Picture Company) and Digital Kitchen. Broad incumbents are 72andSunny and R/GA.
Does Brand New School have an API?
No public API is recorded for Brand New School.
What industry is Brand New School in?
Brand New School's product category is Creative Agency Services. Its primary akta.pro industry code is BPAFAEAF, Brand Guidelines, Governance & Brand Management, with a secondary code of MPAAAAAN, Packaging & Brand Identity Creative Agencies. Its SIC code is 7311.