For this case study, I chose Notch because I genuinely like what they’re building. AI that actually resolves customer support tickets, not just responds with scripted replies. Real automation that removes friction for both teams and customers. It’s also great seeing companies like Outset AI using AI to fix customer frustrations in smart ways. That’s the kind of product I enjoy designing for. So I started with one clear message and adapted the execution based on behavior. On the square feed (1:1), I kept things balanced and clear since users scroll casually and will read a short sentence. On the 4:5 vertical feed, I reduced the copy and went bigger visually because the format dominates the screen and needs impact more than explanation. On the 9:16 portrait format for Reels and Stories, I made the text extremely short, used oversized typography, and intentionally left space at the bottom so interface elements like the profile name, like, comment, and share buttons don’t cover important details. For the wide 3:1 web banners, I treated them like billboards and kept everything bold and minimal so one promise and one clear CTA can land instantly. Same message, different execution. That’s how you design for performance, not just for looks.