Why brand relevance is driven by novel ideas: The New Company on getting out your creative comfort zone

Design director Will Geddes and executive producer Helena Corzan from design and marketing agency The New Company spoke all about how to keep things new. Defining the agency’s creative approach as an ever growing pursuit of novel ideas, the pair showed the Nicer Tuesdays LA crowd how the studio takes each brief as a chance to get out of its creative comfort zone and make things happen that haven’t been done before. From its identity system for AG1 to its ongoing work with Nike and EA sports, their question is always: how do we find a new way through?