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 / 2021

Design 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