Normal Computing
A new category of computing, built to feel human.
How do you brand a solution to an energy crisis nobody's talking about yet?
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Choosing predictable in an industry built on hype.
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×Choosing predictable in an industry built on hype.
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. Underneath the brand, I led a workshop with the client to nail down the story they wanted to tell and how to layer the complex confidence with the human-centred brand we built.
With other designers, we built the actual system it runs on from brand guidelines and website (desktop + mobile) to actual product work on Adam and Eve. We also created product animations to feature on the site focusing on abstracting the product to granular information that gets the most information across with the least cognitive load.
Making the invisible physical
Visual research
Visual research
Making the invisible physical
At kick-off, the Normal team recommended "Chip War" By Chris Miller so I borrowed it from my local library and read through it. It's an eye-opening read that really solidifed the "power in the palm of your hand" narrative and the importance of coming across as precise and technical yet natural and human.
The brand system utilizes a bold and distinct color palette distinct from competitors with a bright red, paired with humanist and technical typography. The brand and website focused on making complex technical interactions feel approachable and connected to real-world applications.
Shipped ahead of the fundraise, and it held
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×Shipped ahead of the fundraise, and it held
The site launched on a real deadline tied to Normal's fundraise, which meant I managed close, agile handoff with the dev, motion designer, and client team. It required constant collaboration and transparent communicating rather than a design file thrown over a wall. The $85M valuation badge on this page isn't just a brand-marketing stat: it's evidence the site held up under the kind of scrutiny that comes with real investor traffic at a real moment.
