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Great work lives in our solutions, not just our portfolio.
We used this as a mechanism to build a diagram language allowing our ‘Normal’ highlight to be a bit off to show that there are real humans behind the technology.
It’s about pushing ourselves out of our comfort zone and asking questions like ‘What happens when we blend the natural with the surreal?’ or ‘How can motion bring these AI-generated forms to life?’
We want to show that playing with new tools unlocks new perspectives and possibilities. Our hope is that Overtime sparks conversations about how creativity and technology can coexist, enhance each other, and lead to unexpected, exciting results. This platform isn’t just about showcasing polished work – it’s about the process, the failures, and the magic that happens when creativity runs wild.
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.
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 has launched Overtime, an internal creative platform for experimenting with AI, motion design and code outside the restrictions of client work. Structured around 12 open-ended themes, the initiative uses tools including Midjourney, Cinema 4D, After Effects, Touch Designer and Blender to produce image-making and motion experiments that can inform the studio’s client projects.