Adam Katz
Creative Director, Founder
In their own words
Our structure is amorphous, and we’re using that to our advantage.
The work needs a story, a reason for making people care.
Too often AI design is filled with buzzy jargon words and feels cold or unhuman.
The wind moving water or sand inspired us to show the invisible layer that computing is bringing to their semiconductors.
It’s not about working long hours. It’s about going beyond the ordinary, stretching one’s imagination and making time for creative experimentation. It’s the late nights or extra space and time we give ourselves to experiment and play.
We workshopped the themes as a team and wanted to select words that felt loose and open but visceral and visual. We start by looking at what inspires us – art, film, photography, music, nature, and culture – then sketch ideas, exploring subject matter and topics.
We see how these tools can enhance, not replace human creativity. Putting our outputs into themes has also helped by giving us creative constraints necessary for art direction and image-making.
The colour palette we built for Newland reflects the brand’s goals of being bold, different, exciting and optimistic.
Our core colours of orange and purple reference the rise of a new day.
We chose to use Formula from Pangram Pangram as our headline typeface due to its boldness and strength.
Articles & interviews4
- DroneForce Unveils New Logo and Identity by Condensed
In a five-year retrospective interview, New York-based brand studio Company Policy discusses its intentionally fluid, primarily remote structure and its approach to treating every client brief as a new problem. Founder and Creative Director Adam Katz and Director of Operations Nicole Banda describe a collaborative, cross-disciplinary practice that increasingly combines strategy, writing and visual identity, while looking to expand into tactile and experiential work.
- Normal Computing Tackles AI Energy Crisis with Nature-Inspired Design
Company Policy developed a new brand identity for Normal Computing, a tech company tackling AI’s energy demands through semiconductor innovation. The identity replaces cold digital aesthetics with a humanist, nature-inspired system using grids, motion, and a restrained color palette. Typography and motion design reinforce the balance between technical precision and human warmth.
- Company Policy’s Overtime Explores AI Through Creative Experimentation