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© COMPANY POLICY, 2026
As AI usage continues to expand into every industry, a new energy crisis is emerging. Normal Computing, founded by ex-Google Brain and Google X engineers, is building thermodynamic chips to reduce AI energy consumption up to 1000x. They came to us ahead of a major fundraise to help position their brand and story in a rapidly evolving industry.
Problem The AI and deep tech branding landscape is dominated by cold, algorithmic aesthetics. For a radical company solving AI’s foundational energy problem, falling in line with trends was strategically misaligned.
Solution In an industry of hype and experimentation, predictable is powerful. We built the Normal Computing brand to celebrates how radical normal can be; bold, precise, and extraordinary.
STRATEGY While the technology behind Normal is complex, the impact is simple: a future that is predictable, efficient, and normal. We balanced the team’s approachability and openness with their technical expertise and research to reflect a company poised to quietly solve the industry’s most critical problems.
BRAND To help Normal feel distinct in the crowded AI and semiconductor space, we designed a brand system that felt precise and technical yet natural and human. The brand system utilizes a bold color palette with humanist and technical typography. The brand makes complex technical interactions feel approachable and connected to real-world applications.
“The team at Company Policy struck a rare balance between exceptional creative judgment and a genuine depth of curiosity about our mission.”
FARIS SBAHI,
CO-FOUNDER & CEO
BRAND APPLICATION To bring the brand to life we developed and designed the new Normal website to showcase their product and goals, and built out a library of assets as they share their research as leaders in AI at conferences around the world.
seed capital raised by Normal
Normal Computing designs thermodynamic chips to dramatically cut AI energy consumption. They needed a new brand to match that ambition and introduce a new computing category to the world. We rebuilt their verbal and visual identity from the ground up, then carried it across a new website, conference materials, and a motion design library.
The AI category is saturated with cold, technical aesthetics and hyperbolic trends. We built a brand around the everyday human impact of innovative technology. Elements of nature, silicon mining, human impact, and large typography coupled with mathematical diagrams. The new brand celebrates the technology we take for granted. When you look closely, Normal is amazing.
The result was a successful fund-raise bringing their total to $85M and numerous high-profile hires focused on tackling the soaring cost of AI chips and power demands.
COMPANY POLICY TEAM
ADAM KATZ: Creative Direction
NICOLE BANDA: Project Management
BRIAN WHITE: Copywriting & Strategy
OLIVER HILLIKER: Motion Design
HARUKA CHEUNG: Design
PHILIPPE CLAIROUX: Design
LUKAS HAIDER: Design
Alexia Webber: Design
Sam Charpentier: Development
RENDERS & PHOTOGRAPHY
TOM HALLGREEN
CLIENT TEAM
SEAN HACKETT
ANASTASIA MARCHENKOVA
FARIS SBAHI
ARY SWAMINATHAN
ZIVAN ROSIC
MATTHIAS TAN
CAMERON WENDT
TYPOGRAPHY
ABC DIATYPE: Dinamo Typeface
ABC DIATYPE MONO: Dinamo Typeface
TOBIAS: Displaay Type
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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