OFFICE HOURS: 9AM—6PM(ISH)
MADE IN NEW YORK, NY
© COMPANY POLICY, 2026
App stores and console platforms take 15 to 30% of every purchase or in-app transaction. Neon was built to route around those gatekeepers entirely and allow independent payment infrastructure to keep revenue in game developers’ hands. We built the brand from the ground up creating an MVP brand to help their team fundraise and acquire talent.
Problem The ask was to channel a counter-culture energy without looking like a protest brand, while enticing and speaking to developers who need the brand to operate credibly as businesses tool.
Solution We crafted a brand to channel the spirit of early indie game development, an era when developers bypassed publishers and built games from passion for players.
strategy We pulled inspiration from the renegade spirit of early video game developers to craft an identity that references the history of gaming. The brand strategy was meant to be two sided to reference the past while speaking to the future.
total revenue lost each year to app and console store “fees.” Neon aims to put more money in developers’ pockets.
activtaion To launch the new platform we created numerous marketing pieces showcasing the passion and playfulness of the developers, gamers and games that Neon helps power.
Neon is creating an independent payment infrastructure for game developers to implement into their games to route around the fees and gatekeeping of app store and console platform distribution services. Company Policy built the complete Neon brand from naming and strategy, to the visual identity, and launch website. The brand system channeled the counter-culture spirit of early indie game development into a contemporary visual language.
The identity was formed to help the team fundraise to build their platform and recruit top engineering talent. Neon has since raised $14M toward becoming the ‘Shopify for gaming,’ with backing from Thrive Capital, a16z Speedrun, Max Levchin’s SciFi VC, and Ribbit Capital.
COMPANY POLICY TEAM
ADAM KATZ: Creative Direction
KAREN BOLIPATA: Copywriting
OLIVER DELL: Design
OLIVER HILLIKER: Motion Design
CALEB VAN DYKE: Design
ANDREW ROQUE: Design
CLIENT TEAM
CHRIS FAUGHT
FRANK GUZZONE
BRIAN REGAN
WILLEM VAN LACKER
TYPOGRAPHY
ABC SOCIAL: DINAMO
GT CINETYPE: GRILLI TYPE
PHOTOGRAPHY
NICK FANCHER
A creative studio that makes brands for humans
It’s 02:32 PM in new york, we’re open
365 days without an accident
A creative studio that makes brands for humans
It’s 02:32 PM in new york, we’re open
365 days without an accident
A creative studio that makes brands for humans
It’s 02:32 PM in new york, we’re open
365 days without an accident
A creative studio that makes brands for humans
It’s 02:32 PM in new york, we’re open
365 days without an accident
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