Perpetual Motion: Newkid's Strategic Rebrand for Healthcare Innovation

Designed by newkid

When newkid first collaborated with the team behind Perpetual, the company was still known as Openshelf, focused on developing robotics technology for their initial inventory management product. Their goal was to enter the healthcare industry with a brand and identity that reflected their mission of revolutionizing healthcare automation through robotics.

Strategically, the key insight shaping the brand’s development was recognizing that healthcare workers often feel like they are constantly in motion, juggling patient care with managing complex inventory systems under tight time constraints. By automating these processes, Perpetual enables healthcare professionals to focus more on patient care and less on managing cluttered shelves and intricate re-ordering systems.

Newkid was tasked with creating the brand strategy, visual and verbal identity, motion design, and website for Openshelf. They rebranded the company as Perpetual, aligning with the team’s forward-looking vision.

Drawing from the concept of perpetual motion, newkid designed the logo using the Fibonacci sequence, with the spacing between blocks mathematically derived from the iconic spiral. To anchor the brand’s typographic style, they selected LL Unica77, a modern revival of the classic Haas Unica (1980). This typeface, authorized by the original designers, blends contemporary design with timeless sophistication, perfectly suited for Perpetual’s visual communication.

Finally, newkid developed a grid system inspired by the blocks in the Perpetual logo and the product's industrial design, forming the foundation of the brand’s visual language.

Newkid is a creative company for brands that aspire to become somebody. Their name reflects how they think, the partners they collaborate with, and the pivotal moment they are designed for. Everyone has experienced being the new kid, standing outside, wondering: “Will I be a nobody or somebody?” The same applies to brands that seek to get noticed. With just 7 seconds to make a first impression, newkid ensures their clients make the most of it, creating complete brands and memorable campaigns that define, challenge, or even change entire categories.

Newkid builds brands to leave a lasting impression from day one. Their process works in two phases: 1) developing a brand’s Complete Identity Manual, which encompasses everything from positioning to visuals, and 2) crafting the First Impression, translating the brand into the world. Since launching in 2021, they have partnered with ventures across tech, CPG, food, and more.

Perpetual Motion: Newkid's Strategic Rebrand for Healthcare Innovation

When newkid first collaborated with the team behind Perpetual, the company was still known as Openshelf, focused on developing robotics technology for their initial inventory management product. Their goal was to enter the healthcare industry with a brand and identity that reflected their mission of revolutionizing healthcare automation through robotics.

Strategically, the key insight shaping the brand’s development was recognizing that healthcare workers often feel like they are constantly in motion, juggling patient care with managing complex inventory systems under tight time constraints. By automating these processes, Perpetual enables healthcare professionals to focus more on patient care and less on managing cluttered shelves and intricate re-ordering systems.

Newkid was tasked with creating the brand strategy, visual and verbal identity, motion design, and website for Openshelf. They rebranded the company as Perpetual, aligning with the team’s forward-looking vision.

Drawing from the concept of perpetual motion, newkid designed the logo using the Fibonacci sequence, with the spacing between blocks mathematically derived from the iconic spiral. To anchor the brand’s typographic style, they selected LL Unica77, a modern revival of the classic Haas Unica (1980). This typeface, authorized by the original designers, blends contemporary design with timeless sophistication, perfectly suited for Perpetual’s visual communication.

Finally, newkid developed a grid system inspired by the blocks in the Perpetual logo and the product's industrial design, forming the foundation of the brand’s visual language.

Newkid is a creative company for brands that aspire to become somebody. Their name reflects how they think, the partners they collaborate with, and the pivotal moment they are designed for. Everyone has experienced being the new kid, standing outside, wondering: “Will I be a nobody or somebody?” The same applies to brands that seek to get noticed. With just 7 seconds to make a first impression, newkid ensures their clients make the most of it, creating complete brands and memorable campaigns that define, challenge, or even change entire categories.

Newkid builds brands to leave a lasting impression from day one. Their process works in two phases: 1) developing a brand’s Complete Identity Manual, which encompasses everything from positioning to visuals, and 2) crafting the First Impression, translating the brand into the world. Since launching in 2021, they have partnered with ventures across tech, CPG, food, and more.