It's Nice That

Ones to Watch is It’s Nice That’s annual showcase championing the very best creative talent entering the industry. Formerly known as Next Generation and The Graduates, it’s the longest-running series on the platform and celebrates emerging creative voices—full of energy, bold ideas, and a drive to make space for themselves while challenging the norm.

The series needed a core visual system recognizable enough to gain industry traction, while engaging enough to be appealing to potential applicants. Because a different creative will take over the campaign each subsequent year, the core identity had to be coherent enough to stay flexible.

The core brand identity relies on a self-contained and confident wordmark, with a structure that can be simplified and adapted each year. Our palette takes the colors of It’s Nice That but vamps them up in full bloom. Some repeat, while others are more vibrant variations. To symbolize the next generation pushing boundaries, italicized letters subtly disrupt the system while staying connected to the core identity.

Our 2025 takeover is a relaunch in a new form – mapping and celebrating the hottest, just-off-the-press creatives entering the industry, using a visual language inspired by heatmaps. Just like this new wave of talent, the identity is always moving. It’s built around generative visuals where every export is unique – a live representation of creative energy in motion.