THE NEW COMPANY

THE NEW COMPANY Design, Marketing and store in San Francisco

Our refreshed identity system for ARMRA, the leading brand in colostrum.Rooted in the brand’s positioning of the Revival...
09/03/2026

Our refreshed identity system for ARMRA, the leading brand in colostrum.

Rooted in the brand’s positioning of the Revival of Health, the new identity embraces duality: rest and vitality, information and exploration, neutral foundations and rich, expressive moments.

With the company, and its product assortment expadning, we refined the visual identity to bring greater clarity, consistency, and purpose to the brand. Building on ARMRA’s existing equity while creating more room to grow.

We introduced a more cohesive typographic voice with a custom typeface by SOCIOTYPE, evolved the color palette, iconography, and art direction principles.
A system designed to evolve with ARMRA into its next chapter.

Credits:
Agency: The New Company The New Company
Co-Founder, ECD: Matt Luckhurst MATT LUCKHURST
Co-Founder, President: Seth Mroczka
Creative Director: Jules Tardy Jules Tardy
Designer: Cecily Li cecily
Design Director: Leandro Senna LEANDRO SENNA
Designer: Gabriel Medina Gabriel
Custom Type: SOCIOTYPE

ARMRA
CEO: Dr. Sarah Rahal, MD
Chief Brand Officer: Rebecca Sollinger Rebecca Sollinger
VP of Creative: Bethany Schrock Bethany Catharine Schrock
Senior Director, Marketing: Kathryn Tomilloso-Rhinehart Kathryn Tomilloso-Rhinehart
Design Director: Joel Schierloh Joel Owen Schierloh
Images: Courtesy of ARMRA.

The Kobe 10 Protro — innovation through the lens of art restoration. Beautiful images by Steven John Miner along with re...
08/24/2026

The Kobe 10 Protro — innovation through the lens of art restoration.

Beautiful images by Steven John Miner along with real CT scans by Lumafield.

Preserving the mastery in every detail.

CREDITS
The New Company The New Company
Co-Founder, ECD: Matthew Luckhurst MATT LUCKHURST
President: Seth Mroczka
Creative Director: Addie Glass adeline glass
Executive Producer: Helena Corzan Helena Corzan Gaar
Sr. Designer / Art Director: Andrew Ross Andrew Ross
Sr. Art Director: Connor Brock Connor Brock
Director: Henry Dacosta Henry DaCosta
Photographer: Steven John Miner Steven John Miner
Production Designer: Crystal Geller Crystal Geller

Production & Post
Production: Field Unit FIELD UNIT
Edit: Toby Heard Toby Heard
Post Production: Punderson Gardens
Stills Retouching: Dave Herr dave herr

Nike Team
Art Director: Luis Liwag luis liwag
Designer: Hunwoo Choi
Sr. Writer: Cam Lee
Global Narrative Lead: Justin Abbott
Art Director: David Zavertnik Z
Copywriter: Alex Tam Alex Tam
Global Creative Production Director - Basketball: Dina Worley
Creative Producer: Drae Mutepfa Rhone Drae Slapz
Creative Producer: Jenn Steigerwald jenn steigerwald

08/19/2026

The Kobe 10 Protro — Mastery Lies Within

The New Company partnered with Nike Basketball to develop the concept and art direction for the Kobe 10 Protro, drawing on the visual language and techniques of fine art restoration to reflect the precision and craft that defined Kobe’s approach to the game.

We ran the Protro through a real CT scanner with and built a bespoke suite of restoration tools with to examine the shoes material and construction inside and out.

Thank you to the Nike team for the collaboration on a special project honoring the legacy of Mamba.

CREDITS
The New Company
Co-Founder, ECD: Matthew Luckhurst
President: Seth Mroczka
Creative Director: Addie Glass
Executive Producer: Helena Corzan
Sr. Designer / Art Director: Andrew Ross
Sr. Art Director: Connor Brock

Director: Henry Dacosta
Photographer: Steven John Miner
Production Designer: Crystal Geller

Production & Post
Production: Field Unit
Edit: Toby Heard
Post Production: Punderson Gardens
Stills Retouching: Dave Herr

Nike Team
Art Director: Luis Liwag
Designer: Hunwoo Choi
Sr. Writer: Cam Lee
Global Narrative Lead: Justin Abbott
Art Director: David Zavertnik
Copywriter: Alex Tam
Global Creative Production Director - Basketball: Dina Worley
Creative Producer: Drae Mutepfa Rhone
Creative Producer: Jenn Steigerwald

Two of the best in the world.One cover. Jude Bellingham. Kylian Mbappé.FC 27 Ultimate Plus.A cover made for every kid wh...
08/12/2026

Two of the best in the world.
One cover.

Jude Bellingham. Kylian Mbappé.
FC 27 Ultimate Plus.

A cover made for every kid who’s ever picked up the game.

Shot by Gabriel Moses

CREDITS
The New Company The New Company
Creative Director: Steven Olimpio Steven Olimpio
Co-Founder, ECD: Matthew Luckhurst MATT LUCKHURST
Sr. Designer: Andrew Ross Andrew Ross
Sr. Designer, Art Director: Ryan Ormsby Ryan Thomas Ormsby
Sr. Creative: Jacob Hellström Jacob Hellström
Executive Producer: Helena Corzan Helena Corzan Gaar
Producer: Emma Stehli Emma Stehli
Post Producer: Kristy Hartwell kristy
Video Post Producer: Bailey Patterson Bailey

Photographer: Gabriel Moses Gabriel Moses

Featuring
Kylian Mbappe Kylian Mbappé
Jude Bellingham Jude Bellingham

Retoucher: The Hand of God the hand of god
BTS Editor: Apollo Post House Apollo Post House
BTS Videographer: Javier Molina Javier Molina

EA Sports EA SPORTS
Senior Director, Creative: Benjamin Prout Ben Prout
Associate Creative Director, Design, Luis Callegari Luis Callegari
Director, Campaign Production: Andy Gillooley Andy Gillooley
Producer, Global Creative Production: Shannon Morgan Shan
Sr Director, FC Franchise Marketing: Charlie Villiers Charlie Villiers
Sr Producer, Global Creative Production: Jack Wright Jack Wright
Sr Manager, Franchise Marketing: Morgan Fox Morgan Fox
Sr Manager, Athlete Marketing: Estefan Binder Estefan
Sr Manager, Campaign Marketing: Aidan Boswell Aidan Boswell
Manager, Athlete Marketing: Michael Kaeser
Manager, Athlete Marketing: Yael Gerardo
Senior Manager, Talent Strategy & Partnerships: Kate Hogan

Executive Producer / Line Producer: Paige DeMarco Paige DeMarco
Spain Production: Twentyfour Seven
Executive Producer: Edu Olavide

08/06/2026

x x .

A moment for the sport. For the game. For the culture.
For the FC Ultimate Edition cover, The New Company partnered with Gabriel Moses to create an image that felt worthy of the moment.

Gabriel is shaping the visual language of football like few others today—across clubs, brands, fashion, and culture — and bringing him on to help shape FC with us felt meant to be.

We both believe the same thing: that the best images don’t just capture a moment—they become part of the sport’s history. The kind of images that define an era, the way the early EA Sports covers did for us.

Thanks to everyone who helped bring it to life.

Sometimes it’s not what an image is, but what it isn’t. For the EA SPORTS FC Ultimate Edition, we stripped everything ba...
07/21/2026

Sometimes it’s not what an image is, but what it isn’t.
For the EA SPORTS FC Ultimate Edition, we stripped everything back.

No stadium.
No ball.
No crowd.

Just Kylian Mbappé.
And Gabriel Moses.

Football, at its most human.
A perfect image for the beautiful game.

Thank you to everyone who made it possible.

CREDITS
The New Company The New Company
Creative Director: Steven Olimpio Steven Olimpio
Co-Founder, ECD: Matthew Luckhurst MATT LUCKHURST
Sr. Designer: Andrew Ross Andrew Ross
Sr. Designer, Art Director: Ryan Ormsby Ryan Thomas Ormsby
Executive Producer: Helena Corzan Helena Corzan Gaar
Producer: Emma Stehli Emma Stehli
Post Producer: Kristy Hartwell kristy
Video Post Producer: Bailey Patterson Bailey

Photographer: Gabriel Moses Gabriel Moses

Featuring
Kylian Mbappe Kylian Mbappé

Retoucher: The Hand of God the hand of god
BTS Editor: Apollo Post House Apollo Post House

EA EA SPORTS
Senior Director, Creative: Benjamin Prout Ben Prout
Associate Creative Director, Design, Luis Callegari Luis Callegari
Director, Campaign Production: Andy Gillooley Andy Gillooley
Producer, Global Creative Production: Shannon Morgan Shan
Sr Director, FC Franchise Marketing: Charlie Villiers Charlie Villiers
Sr Producer, Global Creative Production: Jack Wright Jack Wright
Sr Manager, Franchise Marketing: Morgan Fox
Sr Manager, Athlete Marketing: Estefan Binder Estefan
Sr Manager, Campaign Marketing: Aidan Boswell Aidan Boswell
Manager, Athlete Marketing: Michael Kaeser
Manager, Athlete Marketing: Yael Gerardo
Senior Manager, Talent Strategy & Partnerships: Kate Hogan

Executive Producer / Line Producer: Paige DeMarco Paige DeMarco
Spain Production: Twentyfour Seven
Executive Producer: Edu Olavide

The covers get the headlines—but they’re only one part of the story.Alongside the cover campaign, the NewCo team designe...
07/20/2026

The covers get the headlines—but they’re only one part of the story.

Alongside the cover campaign, the NewCo team designed the visual identity package for CFB 27 — a comprehensive design system spanning typography, color, motion, visual effects, and layout to support the game throughout the year.

The confidence, energy, and swagger of college football inspired this season—expressive typography, punchy color, and an LCD-inspired visual treatment that puts their names up in lights.

The goal wasn’t just to launch a game—it was to create a brand that can evolve throughout the season while remaining instantly recognizable, whether you’re watching highlights, scrolling social, or playing at home.

Huge thanks to everyone at EA SPORTS who trusted us to help shape another season.

Inside our latest EA SPORTS College Football 27 cover shoot—bringing the energy of the game to the biggest cover in the ...
07/15/2026

Inside our latest EA SPORTS College Football 27 cover shoot—bringing the energy of the game to the biggest cover in the sport with photographer , featuring national championship-winning coach Curt Cignetti, Dante Moore, Kewan Lacy, Malachi Toney, and more.

In an era of AI-generated imagery, it’s incredible to have the opportunity to bring this group together in the studio—crafting the covers while creating dozens of campaign assets, behind-the-scenes films, interviews, additional photography, in-game motion capture, and more for EA Sports and its partner channels—all within the span of a few hours.

This is just a glimpse into the world we captured. From concept to delivery, it takes months of planning and tightly choreographed production across every stage to bring work like this to life.

With 10 athletes representing different schools, it took an incredible team of partners to make it happen. Thank you to everyone who helped raise the bar for College Football once again.

06/24/2026

Bringing you behind the scenes of the Madden 27 ‘Jumpman’ cover.

It takes a village to create these images — just to get to the shoot NewCo, EA and our collaborators develop high-level concepts, refine them into sharp executions, and put together a meticulous production plan to create a successful set. Once everything’s in the can, we begin post production — obsessing every detail, element, angle, and light to ensure we craft the perfect expression.

It looks glamorous — but behind every image are endless hours of work, rigor, and craft.

Shout out to the incredible team that brought this to life and to all of our collaborators — we couldn’t do it without you.

The New Company
Co-Founder, ECD: Matthew Luckhurst
Creative Director: Steven Olimpio
Executive Producer: Helena Corzan
Creative Director: Jacob Hellström
Sr Designer / Art Director: Andrew Ross
Sr. Art Director: Connor Brock
Producer: Emma Stehli
Stills Post Producer: Kristy Hartwell
Video Post Producer: Bailey Patterson

Starring: Caleb Williams
Photographer: Joshua Kissi

Retoucher: One Hundred Berlin
Video Editor: Apollo Post House

Production Company: Assembly Team / Paige DeMarco
1st AD: Kwesi Salman-Bailey
Production Design: Grace Surnow
Wardrobe: Taisha Suero
Nails: Jeimy Lemus
Hair: Amber Duarte
Makeup: Zaheer Sukhnandan
Athlete Choreo: 3rd & 1
BTS Director / DP: David Camarena
Additional BTS Capture: Julian Bright

EA Sports
Senior Producer: Reza Vajihollahi
Producer: Jeffrey Boore
Group Creative Director: Josh Kline
Design Lead: Paul Rosales
Brand Designer: Andrew Oelschlager
Global Group Creative Director: Terence Hobson
Sr. Producer, American Football Lead: Ryan Davis
Associate Producer: Joann Mauricette

Caleb Williams ‘Jumpman’ for Madden27Reimagining an icon for a new generation with Joshua Kissi and the EASports team. T...
06/15/2026

Caleb Williams ‘Jumpman’ for Madden27

Reimagining an icon for a new generation with Joshua Kissi and the EASports team.

This year was about pushing the cover image beyond the field. Creating a world that blends performance and story - and this was the perfect opportunity to represent the history of Chicago sports.

To represent CALEB WILLIAMS legendary 4th down jump fade - we brought him into the studio to recreate it - using a controlled environment to get a shot we could never achieve from the sidelines.

Brought to life by Joshua Kissi — Director & Photographer - he and has team elevated the work to the highest level as always.

Thank you again to EA, the producers, Art Director and Designers that worked tirelessly from concept through production and delivery to make this happen.

Credits
The New Company The New Company
Co-Founder, ECD: Matthew Luckhurst MATT LUCKHURST
Creative Director: Steven Olimpio Steven Olimpio
Executive Producer: Helena Corzan Helena Corzan Gaar
Creative Director: Jacob Hellström Jacob Hellström
Sr Designer / Art Director: Andrew Ross Andrew Ross
Sr. Art Director: Connor Brock Connor Brock
Producer: Emma Stehli Emma Stehli
Post Producer: Bailey Patterson Bailey

Starring: Caleb Williams CALEB WILLIAMS
Photographer: Joshua Kissi Joshua Kissi — Director & Photographer

Retoucher: One Hundred Berlin One Hundred Berlin
Video Editor: Apollo Post House Apollo Post House

Production Company: Assembly Team assemblytm / Paige DeMarco Paige DeMarco
1st AD: Kwesi Salman-Bailey Kwesi Salman-Bailey
Production Design: Grace Surnow ɢʀᴀᴄᴇ sᴜʀɴᴏᴡ
Wardrobe: Taisha Suero taishasuero
Nails: Jeimy Lemus Jeimy Lemus
Hair: Amber Duarte Amber Duarte
Makeup: Zaheer Sukhnandan Zaheer Sukhnandan
Athlete Choreo: 3rd & 1 3 R D A N D 1 • I N C
BTS Director / DP: David Camarena David Camarena
Additional BTS Capture: Julian Bright Julian Bright

EA Sports EA SPORTS
Group Creative Director: Josh Kline Josh Kline
Design Lead: Paul Rosales Paul R
Senior Producer: Reza Vajihollahi
Producer: Jeffrey Boore
Brand Designer: Andrew Oelschlager andrew o
Global Group Creative Director: Terence Hobson Terence Hobson
Sr. Producer, American Football Lead: Ryan Davis
Associate Producer: Joann Mauricette

Address

Miami, FL

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Monday 9am - 5pm
Tuesday 9am - 5pm
Wednesday 9am - 5pm
Thursday 9am - 5pm
Friday 9am - 5pm

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