New Scientist has spent 70 years helping people understand the world through science. The team asked us to create a new B2B brand that could bring that same authority to business, helping organisations understand and act on the discoveries shaping their industries.

The brand needed to feel relevant and credible to business leaders and the science community, without losing the trust, independence and editorial integrity New Scientist had built over decades. It also needed to stretch across everything from AI and quantum to health, energy, space and scientific infrastructure.

We started by absorbing their ideas and ambitions for the business. We explored their audiences, upcoming products and partnership opportunities, mapped the competitive landscape and tested different strategic directions. We worked closely with internal stakeholders throughout to make sure the brand felt unmistakably New Scientist, while being distinct enough to stand on its own.

The idea we kept coming back to was speed. Scientific discovery is moving faster than ever, but most business media reports on change after it has happened. New Scientist wanted to play a different role: empowering organisations to better understand and apply the very latest ideas and discoveries in science.

That became the foundation for New Scientist Business, built around the creative platform: The speed of science. We developed the positioning, value proposition, messaging, narrative, and a visual identity that felt connected to New Scientist while giving the new brand its own space.

When we presented the brand to the B2B Editorial Director, Edward Glanville said, "This is exactly what I was hoping for." We built the tools the team needed to use it: brand guidelines, messaging frameworks and a flexible sales deck designed to help different teams tell the same story in different contexts. The result is a brand built not just to explain science, but to help organisations turn breakthrough discoveries into practical progress.

The brand launched at the Science Museum on 29 September 2026.