01  Nike NYvsNY / San Francisco, CA / 2025
Identity for Nike NYvsNY 2025. Distressed, risograph-printed textures and bold typography run through the system, building a visual identity inspired by the city itself. Four teams. Five stops. Games lighting up courts all over the NYC.

Agency: The New Company
Creative Director: Will Geddes
Design Lead: Gabriel Medina
Motion Designer: Peace Park
Project Manager: Morgan Lee
Designer: Ty Andrews 
ECD: Matt Luckhurst

 Nike Basketball
Sr. Creative, Brand Marketing: Anthony Coleman
Sr. Designer: Paris Fox
Narrative Lead: Steven Roberts
Copywriter: Maria Mora
Sr. Creative Producers: Taylor Cole, Emily Stengrim
Creative Producer: Naideen Morba
Digital Author Lead: Matthew Weissman
Production: Game 7

PR1 — NYVSNY.1
PR1 — NYVSNY.2
PR1 — NYVSNY.3
PR1 — NYVSNY.4
PR1 — NYVSNY.5
PR1 — NYVSNY.6
PR1 — NYVSNY.7
PR1 — NYVSNY.8
PR1 — NYVSNY.9
PR1 — NYVSNY.10
PR1 — NYVSNY.11
PR1 — NYVSNY.12













02 C2 Motion Pictures / San Francisco, CA / 2025
Identity for C2 Motion Pictures ahead of the launch of The Monkey directed by Oz Perkins.

Agency: The New Company
Creative Director: Jules Tardy
Lead Designer: Gabriel Medina
Creative Director, 3D: Will Geddes
ECD: Matt Luckhurst
Sr. Project Manger: Andie Vallee
Project Manager: Morgan Lee
Sr. Designer: Ryan Ormsby
Designer: Ashlyn Lasson
Hero 3D Motion: NMBRS
Case Study Motion: Isma Picardi

C2 Motion Picture Group
Chairman, CEO: Dave Caplan
Director of Development: Connor Purcell

PR2 — C2MPG.1
PR2 — C2MPG.2
PR2 — C2MPG.3
PR2 — C2MPG.4
PR2 — C2MPG.5
PR2 — C2MPG.6













03 Nike EYBL / San Francisco, CA / 2025
Identity for Nike EYBL 2025 building on a legacy of bold expression and athletic precision. Created for as a high-impact visual language for the summer hoops season.

Agency: The New Company
Creative Director: Will Geddes
ECD: Matt Luckhurst
Project Manager: Morgan Lee
Designer: Ty Andrews
Designer: Gabriel Medina

Nike Basketball
Sr. Creative, Brand Marketing: Anthony Coleman
Sr. Creative Producer: Emily Stengrim
Creative Producer: Naideen Morba
PR3 — NIKEEYBL.1
PR3 — NIKEEYBL.2
PR3 — NIKEEYBL.3
PR3 — NIKEEYBL.4
PR3 — NIKEEYBL.5
PR3 — NIKEEYBL.6
PR3 — NIKEEYBL.7












04 RM Living Systems / London, UK / 2022
Brand identity for RM Living Systems, a London-based furniture design company focused on creating modular, functional, and visually refined systems for contemporary living. 

Agency: Restistant Material
Creative Director + Lead Designer: Gabriel Medina
Designer: Roy Man
ECD: Joshua Calderwell
CEO: Ryan McCarthy
PR4 — RMLS.1
PR4 — RMLS.2
PR4 — RMLS.3
PR4 — RMLS.4
PR4 — RMLS.5
PR4 — RMLS.6
PR4 — RMLS.7
PR4 — RMLS.8












05 SUNRAY Fragrace / Oakland, CA / 2022
Identity + Packaging for Sunray Fragrance, a natural fragrance brand based in Oakland, California. Rooted in West Coast landscapes, it crafts botanical scents that evoke warmth, memory, and place—using only clean, plant-based ingredients.


Freelance
Creative Director + Lead Designer: Gabriel Medina

PR5 — SRF.1
PR5 — SRF.2
PR5 — SRF.3
PR5 — SRF.4
PR5 — SRF.5
PR5 — SRF.6
PR5 — SRF.7
PR5 — SRF.8
PR5 — SRF.9












06 DroneDeploy / San Francisco, CA / 2021Design system for DroneDeploy, a leading aerial data platform based in San Francisco, empowering industries like construction, agriculture, and energy to capture, analyze, and share drone imagery.

Agency: Emotive Brand
Creative Director + Lead Designer: Gabriel Medina
Designer: Ben Katz
ECD:  Rob Saywitz
CEOs: Tracy Lloyd, Bella Banbury

PR6 — DD.1
PR6 — DD.2
PR6 — DD.3
PR6 — DD.4
PR6 — DD.5
PR6 — DD.6
PR6 — DD.7
PR6 — DD.8












07 VIAVIA / Oakland, CA / 2023
VIAIVA is an experimental design publication that explores the intersection of form, content, and process in print and digital media.

Freelance
Creative Director + Lead Designer: Gabriel Medina
Contributors: JHC, Diangelo Cuevas, Kyle Perey, Anela Gold, Jules Nicolini, Vlad Balan
PR7 — VV.1
PR7 — VV.2
PR7 — VV.3
PR7 — VV.4
PR7 — VV.5
PR7 — VV.6
PR7 — VV.7












08 NFL Pro Era  / San Francisco, CA / 2024
Design system for NFL Pro Era, a fully licensed NFL and NFLPA virtual reality experience, developed by StatusPRO.


Agency: The New Company
Creative Director: Will Geddes
Lead Designer: Gabriel Medina
Creative Director, 3D: Will Geddes
ECD: Matt Luckhurst
Sr. Project Manger: Andie Vallee
Project Manager: Morgan Lee
PR8 — NFLPE.1
PR8 — NFLPE.2
PR8 — NFLPE.3
PR8 — NFLPE.4
PR8 — NFLPE.5
PR8 — NFLPE.6
PR8 — NFLPE.7
PR8 — NFLPE.8











110625GM
San Francisco, California