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New Apology

@newapologyprojects

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Non-Verbal Communication
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Website for composer and friend of the studio, Mason Winter [@mason.jpg.winter] From our earliest conversations, it was clear that the project’s constraints called for a different approach. We were interested in letting those constraints shape the design, rather than finding ways around them. This led us to a single composition, designed from the beginning to retain its character across all screen sizes and orientations, without separate arrangements for desktop and mobile. That one decision gave the site its coherence. The interface recedes, leaving room for the work and just enough structure to give each project context. by @newapologyprojects
31
15 days ago
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Earlier this year, our close friend and collaborator @saltlakejake_ brought us in to sharpen up a few interfaces for a project he and @jake___welch were building for @rittmomney. Together, they created an interactive, explorable world for a live performance captured at @juneaudio. Grateful to have played a small part in this one, and to work alongside the whole crew. Creative Direction: @saltlakejake_ Creative Technology: @jake___welch TouchDesigner Specialist: @dcheesman by @newapologyprojects
23
5 months ago
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@softuniononline in the wild 💙 by @newapologyprojects
8
5 months ago
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Design for @yeat x @grailed magazine released at @iconicmagazines Creative Direction @joel.evey Design Assist @newstate.services by @newapologyprojects
11
6 months ago
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@newapologyprojects is a design studio working across continents on brand identities and websites, integrating diffusion models in their practice from client imagery to experimental research. Their curiosity centers on the limits of language in image generation, exploring when synthetic imagery becomes necessary to depict realities that are directionally possible but temporally inaccessible. Futures that feel inevitable, thoughts that resist documentation, and memories that exist in potential rather than fact. The studio treats prompting as both a means and an end, finding the edges of description and what emerges when human intention meets machine interpretation. Their approach prioritizes the experiential over the mechanical—less concerned with technical capabilities than the phenomenological encounter that occurs when the synthetic captures something more truthful than reality itself. Their practice questions representation in an age where the possible exceeds the photographable. All images and their prompts are featured in Spells Volume II. by @newapologyprojects
4
6 months ago
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A www home for the work of our friend and collaborator @coleferguson, made to echo the pace and proportion of a printed book. View the case study on our site. by @newapologyprojects
17
6 months ago
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Design system and interface for Auro. For decades, Brite Nites has provided luxury outdoor lighting across 20+ states. Auro brings that same craft directly to homeowners: permanent color-changing lighting that augments, instead of distracts. We developed a complete app experience built around the warmth and movement of light itself. At its core is a custom visual system that transforms photography into layered, blurred gradients. Textures that shift and glow like real light. Full control, zero overwhelm. Change colors, set scenes, automate timers. All without the clutter that defines the category. See your home in a different light. by @newapologyprojects
24
a year ago
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Initially conceptualized as a bi-monthly print publication, the world of @softuniononline expanded to include an ambitious online journal, a headless e-commerce store powered by Shopify, a merch capsule, a submission form, and much more. The result is an ecosystem that allows a small editorial team to punch above its weight class as the platform for discovering New Literature. Development by the gracious @gardenvarietyny View the full case study on our site. by @newapologyprojects
17
a year ago
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Last year we partnered with Brite Nites to define a brand strategy for their 30-year business—and build the next chapter. From architecture to naming and art direction, we launched Auro: a permanent lighting brand and interface for an emerging category in lighting. 

See your home in a different light. Full case study now live on our site. by @newapologyprojects
38
a year ago
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New Apology Dot Com by @newapologyprojects
22
a year ago
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New Literature. Online and in print.

Over the last two years we’ve worked closely with the Soft Union [@softuniononline] editorial team to create a visual language and identity that spans across their print issues and website. Early conversations made it clear they weren’t making a journal as much as they were building a platform to discover “New Literature.”

We worked with the remarkably talented Logan Sparlin [@gardenvarietyny] to bring the reading experience and e-commerce to life. Central to the reading experience are two bespoke typeface revivals that we developed with the help of Ashton Henning [@a7afterhours]. Both are open source and available to download at softunion.online.

Thanks for believing the vision from the beginning @lmbonl and @md.wheatley. The full case study is now live on our site. by @newapologyprojects
34
a year ago
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The challenge with building for tomorrow’s financial infrastructure is that it often feels impenetrable. Pinto’s ambitions and the complexity of the protocol presented a clear barrier to entry. Our job was to make that barrier an invitation. To unify the currency’s mechanics, we developed a modular perspective grid system that generates countless icon variations while keeping each token visually distinct. This framework maintains cohesion across the ecosystem without sacrificing individual character. We also established core interface principles that streamline the user journey, making a complex currency ecosystem intuitive and accessible. Full case study on our site. by @newapologyprojects
9
a year ago
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