HYBE Music Group label ADOR, home to NewJeans, unveiled a new brand film on February 25, signaling an expanded and more flexible future direction while maintaining its signature creative philosophy, “All Doors One Room.”
The newly released video visualizes the label’s identity in a more futuristic and dynamic way. The brand film begins with a man and woman arriving at what appears to be a laboratory. Inside, countless rooms exist, and the two set out to find four doors marked with the letters A, D, O, and R. When they obtain keys and open the doors, a series of imaginative scenes unfold people wearing whimsical mascot costumes enjoying a party, a researcher diving into an empty swimming pool to retrieve a key, and even a mysterious blue horse that heightens viewers’ curiosity.
ADOR highlighted its consistent creative language throughout the film. The label explained, “The four elements Lab, Door, Key, and Human symbolize our creative process. An idea (Key) passes through ADOR as a laboratory (Lab), opens the door (Door) to a new world, and ultimately reaches people (Human).”
They added, “As ADOR has always done, we will open new doors in our own rhythm. And when that moment comes, we will amaze the world once again.”
Alongside the brand film, ADOR also introduced animations and various short-form content reflecting its newly updated Brand Identity (BI). While preserving the familiar impression of its existing logo, the new design demonstrates greater flexibility. Rather than being fixed in a single form, the logo transforms depending on the nature of the content, metaphorically representing musical melodies and the tool that opens new worlds emphasizing the label’s scalability and creative expansion.
Founded in November 2021 under HYBE’s multi-label system, which respects complete independence and autonomy in the creative process, ADOR quickly rose to prominence. The label is best known as the agency behind NewJeans, the girl group that has dominated domestic and international charts with each release and achieved syndrome-level popularity.
Last year, ADOR further expanded its ambitions by launching the 2025 ADOR BOYS GLOBAL AUDITION, raising anticipation among music fans for the label’s next chapter.
Sources: Naver
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