Applebaum is a brand identity firm specializing in name development, branding systems, and marketing communications. We have been helping clients create successful identities for new products, companies, and services since 1982.


When expanding this UK business to the US, Newway turned to Applebaum for their branding expertise and comprehensive services. Newway USA provides complete office design, renovation, and IT services to businesses nationwide. They utilize the Critical Path Method to ensure that all steps in creating a stylish and dynamic work environment are cost-effective, efficient, and timely. This 'path to success' is highlighted in the positioning and is an important graphic element in the logo, website, and other marketing materials, creating a structure and flow to the design. The tagline, Working as One, works on many levels to support the positioning and convey the quality, value, and service that customers seek and Newway delivers.