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Tyler Hendy, at New Commercial Arts
N/AOctober 12, 2022
Mindsparkle Mag
Not On The High Street (NOTHS) is an online marketplace home to over 5,000 small businesses - each one hand-selected by its team of in-house curators. The rebrand by New Commercial Arts involved an overhaul of the logo, color palette, typography, and photographic style.
Everything is driven by the idea that Not On The High Street helps to make more moments of joy. Visually, and tonally, the project sets out to signal a move towards giving (instead of gifting), moments (instead of occasions), and an appeal to a broader audience (especially younger).
Balancing between friendly but mischievous. Aspirational but real. Positive but punchy.
The rebrand moved away from the old, twee, cardboard tag logo, to find a more scalable, digitally accessible vector: A knot, that is pulled together by a smile.
Creator: Tyler Hendy, at New Commercial Arts
