Matt Luckhurst
Creative Director, Founder, Executive Creative Director
In their own words
We landed on ‘One’ as a simple encapsulation of the promise of uniting people around a burger.
Our colour study identified red as the most common colour in the space, which was perhaps a reason to move away from it, but also a clear signal that something was working.
We wanted the brand to help welcome people in – ensuring it felt accessible and elevated.
Our goal was to create an agency that went beyond graphic design.
Every project comes with some unique challenge.
There’s nothing worse than wasting your time working on something you don’t care about.
Walking through a million different samples and Pantone colours to see how the green would look at every touchpoint.
Articles & interviews
- HEX rebrand visualises Composio’s AI infrastructure through electric motion
It’s Nice That announces the return of its Nicer Tuesdays event to Los Angeles on 22 September 2026 at El Rey Theatre. The ticketed evening will feature talks by The New Company, photographer Arielle Bobb-Willis, ilovecreatives founder Puno, and artist Bill Rebholz, with Affinity and Cavalry by Canva as event partners.
- New Company Transforms Burger into Cultural Icon
The New Company developed the brand identity for One Burger, a new restaurant concept that repositions the burger as a cultural icon. The identity combines strategic restraint, a custom Helvetica Neue wordmark, and an orange-red palette to balance accessibility and sophistication. Collaborating with Snarkitecture, the team integrated the brand seamlessly into the restaurant’s architectural environment, emphasizing democratic design and flexibility for future growth.
- The New Company Aims for Growth with Website Revamp