New Paradigm is a digital transformation consultancy enabling businesses to transition to digital platforms in the new era post COVID. The brand stands for accepting change and shifting perspective to find new ways for business models to sustain in this unprecedented time. The project is a branding design exercise with a logotype, social media kit and virtual backgrounds for seminars and conferences. The concept for logotype originates from a pixel to moving slabs, developing into a typeface resonating the idea of a paradigm shift. Pixel being the smallest unit of a digital image represents that the any transformation starts from a smallest unit; a team member, a leader or an idea. When these forces work together in combination, transformation occurs. Hence, paradigm shift.