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
- 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
The Brand Identity interviews The New Company founders Matt Luckhurst and Seth about their newly revamped website and the studio’s evolution since its founding in 2018. They discuss the agency’s growth, new leadership team, and diverse creative projects spanning sports, hospitality, and branding. The new website, developed with Unstated, reflects the studio’s scale, energy, and forward momentum.
- Elizabeth Goodspeed Explores Design Credit Challenges
Elizabeth Goodspeed explores the complexities of credit in design through the case of Athletic Greens’ AG1 identity, originally rebranded by Creech and later evolved by The New Company. The article examines how subtle design updates can blur the line between a rebrand and a refresh, raising questions about authorship and recognition in the creative industry.
- Collins
The Brand Identity interviews Brian Collins and his team at COLLINS about their multidisciplinary approach to branding in the 'Convergence Era.' They discuss projects for clients like Eos, Spotify, and Freewheel, emphasizing collaboration across design, technology, and strategy. The conversation highlights COLLINS’ philosophy of cultural contribution, integrated brand experiences, and the evolving design landscape in New York and San Francisco.