Adam Katz
Founder and CCO, Building Visual Identities at Company Policy
I've helped reposition and build start up, worked in-house at major tech companies to marketing their tools and brand to consumers and helped build one of the top creative agencies in the world.
I'm a former teacher who taught at The School of Visual Arts MFA and BFA programs as well as at Cornell Tech MBA program. I'm passionate about design education and harnessing the creative process.
Sadly, I'm not related to Alex Katz or Katz's Deli and I own two dogs no cats. If you’re looking for thoughtfu…
Work
Airbnb Categories campaign
https://www.companypolicy.studio/work/airbnbAirbnb came to us to my team to help introduce and market their new Categories feature within the Airbnb app with a modular design system for out-of-home and digital applications that can be globalized.
To help introduce the 56 new categories we developed a campaign concept and standards that worked off a simple rigid system; real listing photo + short pithy line + category name and Airbnb logo. The system could then be built out for any category. Once the concept was developed we then set out to develop application standards so that the design system could be carried out around the globe in numerous languages.
The campaign generated over 180MM views of Categories listings in the first 4 months of the relaunch and campaign.
Gopuff Rebrand
https://www.companypolicy.studio/work/gopuffMy team was asked to relaunch and update the Gopuff brand creating a unified brand system as they expanded from 16 markets in the U.S. to 500 markets around the globe. The new brand system needed to be flexible enough to fit any market and feature any of the over 3,000 products Gopuff delivers.
We worked to refresh and introduce the new Gopuff wordmark, simplifying it and merging it with the new Gopuff typeface ABC Ginto from Dinamo fonts bringing a playful character and boldness to the brand. To introduce Gopuff to new cities and markets we helped develop campaigns that focused on pairing headlines and products as well as situational scenes to showcase how Gopuff can deliver you anything and fast. The system was easily adjustable allowing for an infinite amount of possibilities for any market around the globe.
The result was a 265% growth in active users the first year following the brand refresh.
HoneyBook Rebrand
https://www.companypolicy.studio/work/honeybookWith independent work rapidly growing my team teamed up with HoneyBook to create an all-new elevated brand system. The rebrand signals an evolutionary moment for their company and product as they help more independent businesses book clients, manage projects and get paid.
Every project and client has a story that is the sum of parts brought together. To express this concept we created a dynamic grid system that incorporates headlines, imagery and video as well as graphic illustrations into compositions that feel connected and reference the flow of motion and progress.
As a result HoneyBook saw a 224% growth in monthly active users on the HoneyBook platform over the past year.
Experience
Company Policy
Founder & CCO
Mar 2021 - Present
Company Policy is a full-service strategy and visual identity design studio based in New York but operating worldwide. They help companies to build living, breathing brand experiences that prioritize human connection above all. They partner with leaders and founders who are invested and involved, who want to create or do what’s next not what’s been done, and who are obsessed with quality and innovation.
- Clients have included; Airbnb, Gopuff, Honeybook, Nike, Redesign Health, and Thrive Capital
Media Monks
Design Director
Jul 2020 - Mar 2021
Media.Monks is global content, data, and media powerhouse. Their solution is simple and singular: Disrupting the industry, driven by digital.
- I acted as creative director and design director leading and building a team of 12 designers across Amsterdam, Buenos Aires, New York City and Los Angeles focusing on client projects and growing the team of designers.
Hello Alfred
CCO Consultant
Feb 2020 - Jul 2020
Alfred, also known as Hello Alfred, is a resident management software application that enables real estate developers and property managers to provide in-home services and experiences to their residents.
- I consulted with the Hello Alfred executive team to bring about a new brand identity system repositioning the brand to be focused on building management and tenant services. I created the new design system leading the Hello Alfred design team, hiring for
Google Creative Lab
Creative Lead
May 2012 - Jan 2020
Google Creative Lab is a group of interdisciplinary thinkers and doers. We are designers, writers, business leaders, filmmakers, animators, producers, creative technologists, and much more. We are a small team that pushes for an impact that outweighs our footprint.
- I worked and helped lead a team responsible for numerous product launches and campaigns notably; Nest, the new Google identity, YouTube rebrand, The Everyday Robot Project, The Google Assistant and more.
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