New Cut! is a next generation cultural exports programme led by Finland's three biggest promotional organisations in the cultural sector – Finnish Film and Audiovisual Export, Design Forum Finland and Music Finland. Its aim is to build bridges between Helsinki and New York in film, fashion, music and design. The programme provides a platform of open collaboration for creative professionals and businesses. It focuses on facilitating a new cultural exchange of ideas and contacts to create a series of cross-disciplinary projects, and to enhance the development of new business both in the US and in Finland.
Alongside the visual identity and related communications material from print to digital, Kokoro & Moi created the initial programme together with transformation agency Wevolve and a cast of tens of internationally acclaimed movie directors, musicians, chefs and designers.
The New Cut! identity is based on the themes of cutting and pasting and making connections between various elements and ideas. This approach is manifested in the transforming logo. Two versions were created on both sides of the Atlantic – one by Kokoro & Moi's Helsinki team and one by acclaimed type design studio Commercial Type in New York – and brought together in various alterations.