The New Company

What The New Company does

The New Company is a privately held, founder-operated design and marketing agency incorporated under California law and headquartered at 665 Chestnut St. in San Francisco, with a second office at 8558 Washington Blvd in Culver City. Established in 2018 by Matt Luckhurst (Executive Creative Director) and Seth Mroczka (President), the firm positions itself as "a design and marketing company in pursuit of the new" and serves enterprise brands and challengers globally with a horizontal service catalog organized into Strategy (brand strategy, architecture, trend reporting, voice and tone), Design (identity systems, brand design, motion, UX/UI, experiential, guidelines), and Marketing (art direction, narrative, film, photography, CGI). It does not sell a software product; the underlying "technology" is the operating model of a project-based creative services practice, executed by a team of 11-50 with delivery spanning concept through production.

The firm makes money through professional-services engagements, with revenue primarily generated from direct enterprise relationships — repeated work for marquee clients including Nike (Super Bowl LX, Nike Diamond, Giannis Freak 7, multiple SB/DTC campaigns), EA Sports (Madden 24 through 27, College Football 25/26, FC24/25 covers), Riot Games (LOL Worlds 2024, Hall of Legends, LOL Esports, Wild Rift), as well as Ralph Lauren, Robinhood, Venmo, Fanatics, the Utah Jazz, 100 Thieves, Durango Casino, and others in sports, entertainment, lifestyle, and financial services. Pricing is quote-based and not publicly disclosed; acquisition is portfolio- and reputation-driven rather than via paid marketing channels, supported by Instagram (@thenewcompany) and an Are.na channel (@NewCo).

The company is independent and bootstrap-style: no parent company, no subsidiaries, no disclosed funding rounds, and no institutional investors appear in the data set. Key distribution assets are the published portfolio on thenewcompany.com and direct relationships with brand marketing teams. Notable risk vectors include high single-client concentration in a few marquee accounts (Nike, EA Sports), the absence of any disclosed AI/proprietary technology moat, and the dependence on founder-driven business development typical of small creative agencies.

Name

The New Company

Legal name

The New Company

Website

https://thenewcompany.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

The New Company is a San Francisco-based design and marketing agency founded in 2018 by Matt Luckhurst and Seth Mroczka, serving enterprise brands in sports, gaming, fashion, and financial services with strategy, branding, art direction, film, photography, and motion design.

Ownership category

akta.pro rank

Product category

Creative and Design Services

NAICS

Graphic Design Services (54143), Advertising Agencies (541810)

SIC

Services-Advertising Agencies (7311), Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro primary industry

Creative Concepting & Campaign Development (BPAFAEAD)

akta.pro secondary industries

Exhibition, Retail & Experiential Design (BPAHAKAL), Corporate & Brand Event Styling (Product Launches, Activations) (HSACAOAN)

Keywords

• Creative agency services
• Brand strategy design
• Art direction services
• Visual identity design
• Experiential design agency

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Creative Services Revenue: The New Company generates revenue through providing design and marketing services to clients. Services include strategy, branding, art direction, film production, photography, motion design, digital design, and experiential work. Revenue is project-based and likely follows a professional services model with retainers for ongoing client relationships.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

The New Company is a design and marketing agency that provides strategy, branding, art direction, film, photography, motion design, digital design, and experiential services to enterprise brands worldwide. The firm operates as a project-based creative studio, delivering campaigns, visual identity systems, and brand work for category leaders and challengers across sports, entertainment, and lifestyle verticals.

Product overview

The New Company is a design and marketing agency that offers a comprehensive suite of creative services organized into three primary categories: Strategy (Brand Strategy, Brand Architecture, Trend Reporting, Voice and Tone), Design (Identity Systems, Brand Design, Motion Design, UX/UI, Experiential, Guideline Development), and Marketing (Art Direction, Narrative Development, Film, Photography, CGI). The company does not offer a software product or platform but rather provides project-based creative services to brands worldwide. Notable project types include campaign development, brand identity systems, visual identity creation, motion graphics, photography art direction, and experiential design.

Differentiator

Problem solved

Functional benefit

Products and services

• Strategy Services
• Design Services
• Marketing Services

Named customers20 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• SnarkitecturenotableStrategic or Co-development Partner · 1 January 2024Collaborated with Snarkitecture on the One Burger brand project, pairing elevated spatial design with brand identity for the brick-and-mortar burger experience.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Buck: Los Angeles-based design and motion agency serving sports, entertainment, and tech brands with identity, motion, and experiential work — directly comparable client roster and service mix (Nike, EA, gaming publishers).
• Porto Rocha: Independent design studio with strong identity systems and brand strategy practice for global brands — closely comparable as a strategy-to-design boutique serving category leaders.
• Anomaly: Independent creative agency offering brand strategy, advertising, and design across consumer brands; competes for the same brand-building mandates as NewCo.
• Mother New York: Independent creative agency producing brand strategy, advertising, and design across consumer, tech, and entertainment clients; comparable independent positioning and creative-led model.
• Manual: Boutique creative agency focused on brand strategy, identity, and digital for lifestyle and consumer brands — directly comparable in size, scope, and client category.
• Athletics: NYC creative agency specializing in sports, lifestyle and apparel brands with brand strategy, identity, and campaign work — a direct peer in the sports/lifestyle creative vertical.
• Pentagram: Largest independently owned design firm, with partners specializing in identity, brand strategy, motion, and environmental design — directly comparable in offering breadth and brand-positioning approach.
• Department of Art: Independent creative agency providing branding, art direction, and design for lifestyle and culture-driven brands — similar boutique positioning and cross-disciplinary offering.

Broad incumbents

• R/GA: Global digital and brand experience agency offering strategy, design, and technology — overlaps with NewCo in identity and digital, but operates at significantly larger scale and with broader capabilities.
• Wieden+Kennedy: Major independent ad agency and a long-standing Nike creative partner; competes for Nike and broader sports brand work at a larger scale and broader scope than NewCo.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/thenewcompany
• Xx.com/the_newcompany

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The New Company