Nutmeg offers look inside its own re-brand
May 23, 2016

Nutmeg offers look inside its own re-brand

NEW YORK — Nutmeg Post ( has re-branded, signaling an evolution and expansion of its services to include creative, interactive, identity and social. The company will now simply go by ‘Nutmeg,’ and will serve as a marketing, production and post production resource. 

Nutmeg now develops advertising, promotional and original content from concept through production and ultimate completion. “The new brand represents the future,” says Nutmeg managing director Jon Adelman. “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. Our new interactive division adds services that were missing from our toolbox. It’s time to let everyone know that we’re the best-kept secret for one-stop creative marketing, interactive, production and post.”

Nutmeg was founded in 1979, and named for the Nutmeg State, Connecticut, where it was briefly headquartered. The company began as Nutmeg Music Productions, cutting music demos in a small studio on the sixth floor of 45 West 45th Street in midtown Manhattan. Over the next three decades, the company maintained an upward trajectory with new services reflected in  its changing name: Nutmeg Music Productions, Nutmeg Recording, Nutmeg Audio Post, and more recently, Nutmeg Post. Along the way, Nutmeg expanded from a single studio to an entire floor, then two floors, then three. They offer production, editorial, sound design, mixing, composition, color-grading,  graphics and VFX services. 

Designer Aviva Buivid, a member of the Nutmeg interactive team, was charged with the rebrand upon arrival. She says that being new was an advantage that allowed her to approach the project as both an insider and an outsider. Weeks of research, staff interviews and analysis resulted in a brand profile. “It’s the feeling you get after spending a day here: Nutmeg is super-friendly, inviting and, given the level of collective expertise, refreshingly modest.” Other key traits Buivid identified: stable and innovative. Buivid’s challenge was to honor Nutmeg’s longevity and legacy, and celebrate its continual reinvention.

“Visually, I wanted to give Nutmeg something contemporary, but not trendy or ephemeral. 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 that 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” — suggested by creative director Dave Rogan — 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.