move as one.
Authenticity at scale.
We believe products should retain their own character as they grow. More teams, more channels and more agents should leave room for expression, judgement and context.
Choreography gives dancers a shared structure while leaving room for their own interpretation. That is what “move as one.” means to us. We bring that approach to digital products and the systems behind them.
CreateNew is a Studio and Company of product designers, researchers, strategists and design engineers.
Why choreographySelected work
All work
The future of learning
Scaling a digital learning platform for the intelligent age.
Nick van der Linde · Vincent Koopmans · Nikos Huijgen
A unified product language
Shared principles, patterns and components across DPG's Datalab and Ad Manager.
Emar Vegt
Charging across brands
Powering E.ON Drive with a multi-brand Design System.
Vincent Koopmans · Elmar HaneveldThe Company
Our people work across research, product design, brand, systems and development. Here are some of the people you might work with.
From product decisions to components and code
Character lives in details: what a product suggests, when it asks permission and how it handles an exception. As agents use products on our behalf, those choices shape what reaches us. This checkout example follows one decision into the interface, specification and review.
Product design
What should exist, for whom, and why? We investigate what makes a product valuable in its context, then design and test how that purpose comes through in use.
Design systems
We build the shared foundation and choreography that help people and agents carry a product’s intent into many different experiences, with room for context and expression.
“CreateNew didn't arrive with a finished answer. They worked alongside us, brought together perspectives from across the group and helped us recognise what was already there. The result feels genuinely ours: a shared identity that gives us direction while respecting where each company came from.”