US-based design consultancy, Geniant, has acquired NewTerritory, a UK-based design and brand experience studio founded by former Head of Design for Virgin Atlantic and LG Europe.

The London-based team has gained recognition through projects for clients that include Delta Air Lines, LATAM, Airbus and Coca-Cola.

This move accelerates Geniant’s global growth strategy and increases the number of customer ‘touchpoints’ that the combined organisations can now address.

READ: LATAM hires design studio NewTerritory for branding redesign

“As more companies accept that the quality of their customer and employee experiences are key to marketplace success, the real challenge becomes identifying which moments to optimise first – and understanding why they matter,” said David Lancashire, Geniant’s Chairman & Co-CEO. “NewTerritory’s expertise in uncovering and shaping those Signature Moments that leave a lasting impression is a powerful addition to geniant’s capabilities, strengthening our ability to guide companies toward what truly drives loyalty and impact.”

Commenting on the deal announcement, Luke Miles, Founder of NewTerritory, said: “Organisations face growing pressure to create distinctive, memorable experiences but often turn to partners unable to deliver at the intersection of creative vision, strategic insights and AI. What drew us to geniant was not just their mastery of these critical capabilities, but a shared belief that the current approach is broken, and that together we can help reimagine better workflows and experiences and actually bring them to life.”