New Genre Revenue (2024)

New Genre generated an estimated $1M in annual revenue in 2024.

New Genre generated approximately $400,000 to $500,000 in revenue in its first year of operation, which ran from April 2022 through early 2023. Toma confirmed this figure when the host suggested that 44 projects at an average of $10,000 to $15,000 each would imply roughly $400,000 to $500,000, responding "approximately, yeah."

New Genre completed 44 projects in its first year, working with an estimated 20 to 30 customers over that period. For 2023, Toma said the studio expected to work with fewer clients but at higher price points, shifting toward longer-term ongoing relationships with larger organizations.

Named clients include Accel Europe and Gravity Sketch. Accel Europe, referred to in the transcript as Excel Europe, represents New Genre's largest client relationship, with an annual spend of around $80,000. Work for Accel Europe has included conference and event design, stage design, marketing assets, landing pages, invitations, and thought leadership content, including the FinTech Summit 2022. The biggest single customer engagement in the studio's first year was $80,000.

New Genre's minimum engagement fee is $10,000, and the studio does not take on projects below that threshold. Average project fees range from $30,000 to $50,000. Pricing is structured in two ways: fixed-price project engagements, which typically include brand strategy and design systems, and ongoing retainer-style relationships with larger clients.

New Genre operates as a project-based and retainer creative studio, generating revenue through two primary structures. Fixed-price engagements cover defined scopes such as brand evolution, brand strategy, and design systems, with a minimum fee of $10,000 and an average project value of $30,000 to $50,000. Ongoing relationships with larger clients, such as Accel Europe at approximately $80,000 per year, function as embedded design team arrangements covering recurring deliverables across events, content, and digital assets.

The studio supplements its four full-time staff with a pool of approximately 10 freelancers paid in the prior year, including motion designers, illustrators, copywriters, and strategists, engaged on a per-project basis depending on scope. Toma described this model as intentionally lean, hiring freelancers first to assess fit before considering full-time roles, and adding permanent headcount only after two consecutive months of sustained high demand.

Gross margin, churn, LTV, CAC, and other operating metrics were not discussed in the interview.

New Genre had four full-time team members as of March 2023: Mihai Toma, co-founder Jack, and two additional full-time employees. Both full-time hires were described as long-time friends of the founders with whom they had worked previously. The studio also engaged approximately 10 freelancers during its first year of operation, brought in on a project-by-project basis based on client needs.