Company Policy founder Adam Katz on breaking down barriers with clients

In the competitive world of design and branding, it's rare to find a design studio that truly breaks the mould. Yet Company Policy, a full-service strategy and visual identity design studio based in Brooklyn is aiming to do just that, under the leadership of founder and executive creative director Adam Katz.

With a rich background that includes pivotal roles at Google's Creative Lab and MediaMonks, Adam has distilled his experiences into a distinctive approach to reshaping client relationships and brand narratives.

A commitment to dismantling traditional client-agency dynamics is at the core of Company Policy's ethos. Adam explains, "We differentiate ourselves by trying to break down the barriers and traditional formalities that have existed within a client and agency relationship." This approach stems from his experiences on both sides of the fence.

"It was partly what led me to start the studio," he explains. "I was sick of working towards a meeting and these big, Mad Men-style reveals. I've been on the client side of this where I'd think: 'I love that you went down this whole path and did all this work, and I respect it. But you didn't really listen to our problem.'"

Partnering with, not working for

Instead, Company Policy, founded in 2021, advocates for a more collaborative, transparent process. "We really want to partner with our clients rather than just work for them," Adam emphasises.

"So we show work-in-progress stuff because sometimes that pushes you faster. The ping-ponging of questions and even just throwing loose mocks… I'd rather get to the wrong decision faster than go down this whole path and figure out we're not doing it right. So bad feedback is not bad feedback to me. It's actually going to take us in the right direction."

This requires a thick skin, of course, but that's something Company Policy prides itself in. "We don't think that just because somebody said they didn't like the font or the colour choices, or the logo that we made, that we're not doing the right thing, or we can't get there," Adam stresses.

The importance of language

Another of Company Policy's key differentiators is their emphasis on language and communication. "We really care about words," Adam states. "That's been a big part of who I am as a designer. I believe designers should write, and writers should design."

Again, he believes this is a differentiator in what is an increasingly crowded business. "There are more and more beautiful brands and beautiful studios and agencies and people creating amazing things," he says. "But sometimes, there's not the depth of thinking about the strategy and the communication that's really needed.

"So, like, what are you trying to say to somebody at this time? Other than just catching them with a flashy image or something that looks really cool, the work has to break through and communicate."

Navigating AI

In an era when AI is reshaping the creative industry, Company Policy is embracing the change while maintaining a human-centric approach. Adam reveals they're exploring AI in two directions: integrating it into their workflow for art direction and concepts and working with AI companies as clients.

"We've embraced AI companies that are using AI," Adam explains. "It's actually been a really interesting thing for us because it's led us into many clients using AI as either software or B2B type things. We're telling their story and making sure we're being as human as possible with describing what they're doing."

To further push creative boundaries and explore new tech, Company Policy has launched an in-house experimental platform called Overtime. "We always try to do studio projects at least once or twice a year," explains Adam. "And this has been our studio project this year."

"We really want to explore how we create imagery, how we create video, and how we create ideas from technology," he continues. "And not just AI: we're looking at other tools and things that exist out there. So that's where Overtime started. It's about doing the work after work, so to speak, to do better work."

Sharing knowledge

Adam's journey to founding Company Policy hasn't been straight. After eight years at Google's Creative Lab, where he built brands and launched narratives for core products like Search, YouTube, and Maps, followed by a stint as creative lead at MediaMonks, Adam felt the pull towards independence.

"I wanted to do it for a long time," Adam reflects. "It was always my goal, even in school, to do my own thing." The pandemic provided an unexpected catalyst, offering a moment of reflection and connection that pushed Adam to make a bold decision. "I figured there was no time like the present to start, just to take a leap and do it myself," he shares.

With a background that includes teaching at the School of Visual Arts and the Cornell Tech MBA program, Adam brings an educator's perspective to his role. He emphasises the importance of design education and harnessing the creative process. Today, he remains committed to fostering a collaborative spirit within the industry.

"I'm a big believer of the idea that no one really knows what they're doing, even though it might seem like they know what they're doing," he reflects. "And so sharing knowledge with some of my fellow creative directors and owners has been inspiring and helpful. I don't feel competitive in that sense at all."

This ethos of mutual support and continuous learning is integral to Company Policy's approach, both internally and in their relationships with clients and peers in the industry.

Shaping the future

As the creative landscape continues to shift, Company Policy stands as a testament to the power of adaptability, collaboration and deep, strategic thinking in branding.

By blending traditional design wisdom with cutting-edge technology and a human-centric approach, Adam and his team are not just creating brands but shaping the future of brand communication.

In an industry often driven by visual trends, Company Policy's focus on narrative, strategy and genuine partnership offers a refreshing alternative. As Adam puts it, "We build timeless brands by not chasing visual appeal and style, but rather honing the full communication of a brand to make sure it is looking, talking and feeling like itself."