Newzins Small NewJeans Adore Reveals New Brand ADOR "Will Surprise the World Again"

*This content was translated by AI.

Group NewJeans agency ADOR has introduced a new brand film.

Hive Music Group label ADOR unveiled a new brand film on the 25th. It is a video that visualizes a more flexible and expanded future direction while maintaining the label's unique creative philosophy of "All Doors One Room (all doors eventually lead to one)."

The brand film begins with the appearance of a man and a woman arriving in a space that appears to be a laboratory. There are numerous rooms there, and the two go out to find four doors each with the spelling of the English alphabet A, D, O, and R. And as soon as they acquire the key and open the door, various landscapes unfold. People who enjoy parties while wearing cute doll masks, researchers who jump into empty swimming pool water to find keys, and blue words with a mysterious atmosphere stimulate viewers' curiosity.

ADOR's unwavering creative grammar stands out. ADOR said, "The four elements of Lab, Door, Key, and Human symbolize the creative process. "The idea (Key) went through a lab called ADOR to open a door to a new world and eventually to reach a human," he explained. "As ADOR has always done, we will open a new door with our own breath, and we will surprise the world once again," he said.

In addition to the brand film, ADOR introduced animation reflecting the new brand identity (BI) and several short-form contents. While maintaining the familiar impression of the existing logo, it stands out for its more flexible utilization. Logos, which are not fixed to a specific form but vary colorfully depending on the nature of the content, metaphorically imply musical melodies and instrumental meanings that open up a new world and show the scalability of the label.

ADOR was established in November 2021 under Hive's multi-label system, which respects the full independence and autonomy of the creative process. NewJeans, a girl group that hit the charts at home and abroad and became a syndrome-class hit, belongs to the group, and last year, it also held a boy group global audition (2025 ADOR BOYS GLOBAL AUDITION), raising expectations among music fans.

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*This content was translated by AI.