Big news! I’m thrilled to introduce you to NEI – the next chapter in our journey. For those who have followed us as New Era Ingenious, you’ll recognize the roots of our name, but you’ll also notice a bold, fresh identity that reflects our ambition, creativity, and the way we push boundaries in the world of sports media.
This rebrand wasn’t just a name change; it was a complete transformation of our visual identity – one that sets the stage for where we’re headed. As the design lead on the rebrand, I want to take you behind the scenes of this process and the thinking that brought NEI to life.

Why NEI?

The name NEI is an evolution of who we’ve always been. We wanted to honour our heritage as New Era Ingenious, but we also wanted a name that better reflects our mission and what we do every day. That’s why NEI has a second, deeper meaning:

Navigate. Elevate. Innovate.

These three words are the core of our agency. We navigate our clients’ careers, helping them make the right moves at the right time. We elevate them to new heights, ensuring they stand out in a competitive industry. And we innovate, constantly pushing the boundaries of sports media and content creation.
NEI is more than just a name – it’s our philosophy.

The Logo: A Symbol of Greatness

Logos should be more than just a mark; they should tell a story. Our new cube-shaped logo is inspired by one of the most iconic symbols in sports – the jumbotron that towers over arenas and stadiums, showcasing the biggest moments in sporting history.
As an agency that represents some of the biggest names in sports media, this felt like the perfect visual metaphor. The cube represents a stage, a platform, and a spotlight – just like the role we play in shaping and amplifying our clients’ brands. But beyond that, it’s also a creative playground. I can already envision future campaigns where our talent literally breaks out of the cube, bursting through the screen in bold and dynamic ways. This isn’t just a logo – it’s a creative tool that we’ll use for years to come.

A Bold New Color Palette

Alongside our new name and logo, we’ve also reimagined our colour scheme. Gone are the traditional black, white, and red. We wanted something electrifying, high-energy, and unmistakably ours.
That’s where our new signature neon yellow comes in. It represents sparks of creativity, dynamic energy, and the boldness of our talent. It’s a colour that refuses to be ignored – just like the people we represent. Expect to see this electric shade woven throughout our branding, from our digital presence to our campaign visuals.

The Future of NEI

This is just the beginning. NEI isn’t just a new name or a fresh look – it’s a signal of what’s to come. We’re doubling down on our commitment to our clients, expanding our creative horizons, and setting new standards in talent management.
The journey starts now. Welcome to NEI – where we Navigate, Elevate, and Innovate every step of the way.