Tröllback + Company Creates “Design Inspired Process” Film For The New School Brand Launch

Trollbäck + Company‘s latest collaboration with The New School in NYC represents their “design inspired process” and unveils the new visual identity and vision for the school. The film screened at the launch of the new branding by Paula Scher from Pentagram, and now lives on the New School’s rebranded website.


The brief was to express the notion of ‘Tabula Rasa’ – the blank slate that is waiting to be filled with potential. Innovative visual techniques illuminate the core elements of the multi-disciplinary curriculum and the perpetual innovation the school has undergone since 1919 – “unleashing creative potential”.

Getting back to basics and mixing it up gave this film its true soul. The creative process, led by Creative Director Brian Bowman, involved re-creating the new logo by hand and projecting and re-filming animations in real environments to fill the frame with human presence.


Brian Bowman will be speaking at motion conference, June 12 -14 in Santa Fe, NM.