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type="button" aria-expanded="false" aria-controls="_R_7baqqivbH1_" tabindex="-1" data-omnibar-motion-key="search-glyph" aria-hidden="true" inert="" data-visible="true"><span class="NavigationIcon-module__CNUa8q__icon" data-lp-navigation-icon="search" aria-hidden="true"><img class="NavigationIcon-module__CNUa8q__layer NavigationIcon-module__CNUa8q__search-loop" src="/icons/navigation/parts/search/color/loop.svg" alt=""/><img class="NavigationIcon-module__CNUa8q__layer NavigationIcon-module__CNUa8q__search-handle" src="/icons/navigation/parts/search/color/handle.svg" alt=""/></span></button><input class="DiscoveryOmnibar-module__ufaEna__input" type="search" role="combobox" aria-label="Search Little Plains" aria-expanded="false" aria-hidden="true" aria-haspopup="dialog" aria-autocomplete="none" aria-controls="_R_7baqqivbH1_" placeholder="Explore Little Plains" autoComplete="off" spellCheck="false" enterKeyHint="search" data-lpignore="true" data-1p-ignore="true" data-omnibar-input="primary" data-omnibar-flight-content="true" data-omnibar-motion-key="search-input" data-visible="true" tabindex="-1" value=""/><span class="DiscoveryOmnibar-module__ufaEna__searchMeasure" aria-hidden="true"></span><span class="DiscoveryOmnibar-module__ufaEna__visuallyHidden" id="_R_7baqqivbH2_" aria-hidden="true"></span></div><button class="lp-secondary-icon-trigger DiscoveryOmnibar-module__ufaEna__submit" type="submit" aria-label="Search" data-omnibar-flight-content="true" aria-hidden="true" inert="" data-visible="false" tabindex="-1" disabled=""><img class="SecondaryIcon-module__zSgKkG__icon SecondaryIcon-module__zSgKkG__arrow" src="/icons/secondary/
109arrow-right.svg" alt="" aria-hidden="true" draggable="false" data-lp-secondary-icon="arrow" data-direction="right"/></button><button class="lp-secondary-icon-trigger DiscoveryOmnibar-module__ufaEna__dismiss" type="button" aria-label="Close search" data-omnibar-flight-content="true" data-omnibar-mobile-close="explore"><img class="SecondaryIcon-module__zSgKkG__icon SecondaryIcon-module__zSgKkG__x" src="/icons/secondary/x.svg" alt="" aria-hidden="true" draggable="false" data-lp-secondary-icon="x"/></button></div><button type="button" class="GlobalNavChrome-module__NqLKXq__navigationDockButton lp-icon-trigger" data-omnibar-navigation-action="explore" aria-label="Explore Little Plains" aria-expanded="false" tabindex="0"><span class="NavigationIcon-module__CNUa8q__icon" data-lp-navigation-icon="search" aria-hidden="true"><img class="NavigationIcon-module__CNUa8q__layer NavigationIcon-module__CNUa8q__search-loop" src="/icons/navigation/parts/search/color/loop.svg" alt=""/><img class="NavigationIcon-module__CNUa8q__layer NavigationIcon-module__CNUa8q__search-handle" src="/icons/navigation/parts/search/color/handle.svg" alt=""/></span><span class="GlobalNavChrome-module__NqLKXq__navigationDockLabel"><span class="GlobalNavChrome-module__NqLKXq__navigationDockLabelText" data-navigation-brand-label="explore">Explore</span></span></button></div><button type="button" class="GlobalNavChrome-module__NqLKXq__navigationDockButton lp-icon-trigger" data-omnibar-navigation-action="ask" data-global-chat-launcher="true" data-chat-open="false" aria-label="Open Little Plains chat" aria-haspopup="dialog" aria-expanded="false" aria-controls="global-chat-dialog"><span class="NavigationIcon-module__CNUa8q__icon" data-lp-navigation-icon="ask" data-navigation-animation-rate="1" aria-hidden="true"><div class="system-module__DLDHVW__lottieFrame NavigationIcon-module__CNUa8q__askAnimation" data-system-lottie-frame="true" aria-hidden="true"><div class="system-module__DLDHVW__lottieFrameAnimation"></div></div></span><span class="GlobalNavChrome-module__NqLKXq__navigationDockLabel" aria-hidden="true"><span class="GlobalNavChrome-module__NqLKXq__navigationDockLabelText">Ask</span></span></button></nav></div></div><div class="DiscoveryOmnibar-module__ufaEna__contentCanvas" data-omnibar-content-canvas="true"><div class="DiscoveryOmnibarScrollbar-module__0LE3Ha__frame"><div class="DiscoveryOmnibar-module__ufaEna__rowsViewport DiscoveryOmnibarScrollbar-module__0LE3Ha__viewport" id="_R_7baqqivbH1_" data-omnibar-region="rows-viewport" data-lenis-prevent="true" aria-hidden="true" inert=""><div class="DiscoveryOmnibar-module__ufaEna__rowsContent" data-omnibar-flight-content="true" data-omnibar-region="rows-content"><section class="DiscoveryOmnibar-module__ufaEna__row" style="order:-1" aria-label="Browse Little Plains" data-row="index-links" data-row-motion-index="0" data-row-visible="false" aria-hidden="true" inert=""><div class="DiscoveryOmnibar-module__ufaEna__rowInner"><div class="DiscoveryOmnibar-module__ufaEna__controlRail"><span class="DiscoveryOmnibar-module__ufaEna__controlSlot" style="--omnibar-item-index:0" aria-hidden="true" inert="" data-visible="false"><span class="DiscoveryOmnibar-module__ufaEna__exploreRevealItem"><a class="DiscoveryOmnibar-module__ufaEna__chip DiscoveryOmnibar-module__ufaEna__taxonomyChip DiscoveryOmnibar-module__ufaEna__indexLink" data-omnibar-route-link="/projects" data-omnibar-motion-key="index:/projects" data-visible="false" href="/projects">View projects</a></span></span><span class="DiscoveryOmnibar-module__ufaEna__controlSlot" style="--omnibar-item-index:1" aria-hidden="true" inert="" data-visible="false"><span class="DiscoveryOmnibar-module__ufaEna__exploreRevealItem"><a class="DiscoveryOmnibar-module__ufaEna__chip DiscoveryOmnibar-module__ufaEna__taxonomyChip DiscoveryOmnibar-module__ufaEna__indexLink" data-omnibar-route-link="/writings" data-omnibar-motion-key="index:/writings" data-visible="false" href="/writings">View writings</a></span></span></div><div class="DiscoveryOmnibar-module__ufaEna__divider" aria-hidden="true" inert="" data-visible="false"></div></div></section><section class="DiscoveryOmnibar-module__ufaEna__row" aria-label="Suggested searches" data-row="curated:search-links-mrvqos5k-b4af57bd" data-row-motion-index="1" data-presentation-section="search-links-mrvqos5k-b4af57bd" data-presentation-visible="false" data-row-visible="false" aria-hidden="true" inert="" style="order:0"><div class="DiscoveryOmnibar-module__ufaEna__rowInner"><h2 class="DiscoveryOmnibar-module__ufaEna__sectionLabel" id="_R_7baqqivbH1_-curated-search-links-mrvqos5k-b4af57bd" data-omnibar-motion-key="label:search-links-mrvqos5k-b4af57bd" aria-hidden="true" inert="" data-visible="false"><span class="DiscoveryOmnibar-module__ufaEna__exploreRevealItem" style="--omnibar-item-index:0">Suggested</span></h2><div class="DiscoveryOmnibar-module__ufaEna__controlRail" role="group" aria-labelledby="_R_7baqqivbH1_-curated-search-links-mrvqos5k-b4af57bd"><span class="DiscoveryOmnibar-module__ufaEna__controlSlot" style="--omnibar-item-index:0" aria-hidden="true" inert="" data-visible="false"><span class="DiscoveryOmnibar-module__ufaEna__exploreRevealItem"><button class="DiscoveryOmnibar-module__ufaEna__chip DiscoveryOmnibar-module__ufaEna__taxonomyChip" type="button" aria-pressed="false" aria-hidden="true" inert="" tabindex="-1" data-curated-group="search-links-mrvqos5k-b4af57bd" data-committed-appearance="quiet" data-curated-item="search-link-mrvqpp1m-216868c7" data-curated-cluster-type="query" data-curated-cluster-key="Brand System" data-omnibar-motion-key="curated:search-links-mrvqos5k-b4af57bd:search-link-mrvqpp1m-216868c7" data-visible="false">Brand System</button></span></span><span class="DiscoveryOmnibar-module__ufaEna__controlSlot" style="--omnibar-item-index:1" aria-hidden="true" inert="" data-visible="false"><span class="DiscoveryOmnibar-module__ufaEna__exploreRevealItem"><button class="DiscoveryOmnibar-module__ufaEna__chip DiscoveryOmnibar-module__ufaEna__taxonomyChip" type="button" aria-pressed="false" aria-hidden="true" inert="" tabindex="-1" data-curated-group="search-links-mrvqos5k-b4af57bd" data-committed-appearance="quiet" data-curated-item="search-link-mrvqrec6-077ae4d2" data-curated-cluster-type="query" data-curated-cluster-key="Motion" data-omnibar-motion-key="curated:search-links-mrvqos5k-b4af57bd:search-link-mrvqrec6-077ae4d2" data-visible="false">Motion</button></span></span><span class="DiscoveryOmnibar-module__ufaEna__controlSlot" style="--omnibar-item-index:2" aria-hidden="true" inert="" data-visible="false"><span class="DiscoveryOmnibar-module__ufaEna__exploreRevealItem"><button class="DiscoveryOmnibar-module__ufaEna__chip DiscoveryOmnibar-module__ufaEna__taxonomyChip" type="button" aria-pressed="false" aria-hidden="true" inert="" tabindex="-1" data-curated-group="search-links-mrvqos5k-b4af57bd" data-committed-appearance="quiet" data-curated-item="search-link-mry659eq-fd20af81" data-curated-cluster-type="query" data-curated-cluster-key="Software" data-omnibar-motion-key="curated:search-links-mrvqos5k-b4af57bd:search-link-mry659eq-fd20af81" data-visible="false">Software</button></span></span><span class="DiscoveryOmnibar-module__ufaEna__controlSlot" style="--omnibar-item-index:3" aria-hidden="true" inert="" data-visible="false"><span class="DiscoveryOmnibar-module__ufaEna__exploreRevealItem"><button class="DiscoveryOmnibar-module__ufaEna__chip DiscoveryOmnibar-module__ufaEna__taxonomyChip" type="button" aria-pressed="false" aria-hidden="true" inert="" tabindex="-1" data-curated-group="search-links-mrvqos5k-b4af57bd" data-committed-appearance="quiet" data-curated-item="search-link-ms6zrktu-8caed2b2" data-curated-cluster-type="query" data-curated-cluster-key="Illustration" data-omnibar-motion-key="curated:search-links-mrvqos5k-b4af57bd:search-link-ms6zrktu-8caed2b2" data-visible="false">Illustration</button></span></span><span class="DiscoveryOmnibar-module__ufaEna__controlSlot" style="--omnibar-item-index:4" aria-hidden="true" inert="" data-visible="false"><span class="DiscoveryOmnibar-module__ufaEna__exploreRevealItem"><button class="DiscoveryOmnibar-module__ufaEna__chip DiscoveryOmnibar-module__ufaEna__taxonomyChip" type="button" aria-pressed="false" aria-hidden="true" inert="" tabindex="-1" data-curated-group="search-links-mrvqos5k-b4af57bd" data-committed-appearance="quiet" data-curated-item="search-link-ms70j09z-251877a1" data-curated-cluster-type="query" data-curated-cluster-key="Typography" data-omnibar-motion-key="curated:search-links-mrvqos5k-b4af57bd:search-link-ms70j09z-251877a1" data-visible="false">Typography</button></span></span><span class="DiscoveryOmnibar-module__ufaEna__controlSlot" style="--omnibar-item-index:5" aria-hidden="true" inert="" data-visible="false"><span class="DiscoveryOmnibar-module__ufaEna__exploreRevealItem"><button class="DiscoveryOmnibar-module__ufaEna__chip DiscoveryOmnibar-module__ufaEna__taxonomyChip" type="button" aria-pressed="false" aria-hidden="true" inert="" tabindex="-1" data-curated-group="search-links-mrvqos5k-b4af57bd" data-committed-appearance="quiet" data-curated-item="search-link-ms70j12s-91ead590" data-curated-cluster-type="query" data-curated-cluster-key="Hospital
109ity" data-omnibar-motion-key="curated:search-links-mrvqos5k-b4af57bd:search-link-ms70j12s-91ead590" data-visible="false">Hospitality</button></span></span></div><div class="DiscoveryOmnibar-module__ufaEna__divider" aria-hidden="true" inert="" data-visible="false"></div></div></section><section class="DiscoveryOmnibar-module__ufaEna__row" style="order:1" aria-label="Search by color" data-row="color" data-onboarding-guide-row="color" data-row-motion-index="2" data-presentation-section="color" data-presentation-visible="false" data-row-visible="false" aria-hidden="true" inert=""><div class="DiscoveryOmnibar-module__ufaEna__rowInner"><h2 class="DiscoveryOmnibar-module__ufaEna__sectionLabel" id="_R_7baqqivbH3_" data-omnibar-motion-key="label:color" aria-hidden="true" inert="" data-visible="false"><span class="DiscoveryOmnibar-module__ufaEna__exploreRevealItem" style="--omnibar-item-index:0">Color</span></h2><div class="DiscoveryOmnibar-module__ufaEna__colorSpectrumScroll"><div class="DiscoveryOmnibar-module__ufaEna__colorSpectrum" role="group"><span class="DiscoveryOmnibar-module__ufaEna__colorSlot" style="--omnibar-item-index:0" aria-hidden="true" inert="" data-visible="false"><span class="DiscoveryOmnibar-module__ufaEna__exploreRevealItem"><button class="DiscoveryOmnibar-module__ufaEna__colorAnchor" type="button" aria-label="Search Red work" aria-pressed="false" aria-hidden="true" inert="" tabindex="-1" data-color-anchor="red" data-home-onboarding-role="color" data-home-onboarding-key="color:red" data-omnibar-motion-key="color:red" data-visible="false"><span class="DiscoveryOmnibar-module__ufaEna__colorSwatch WatercolorColorAnchor-module__f4ijPW__sprite" data-watercolor-sprite="red" data-watercolor-frame="0" data-sprite-ready="false" aria-hidden="true"><img alt="" draggable="false" loading="eager" width="128" height="128" decoding="async" data-nimg="1" class="WatercolorColorAnchor-module__f4ijPW__fallback" style="color:transparent" src="/discovery/color-swatches/red.png?dpl=dpl_3fsztRXoTtF6jNBTnxaoMcSoTK8B"/><span class="WatercolorColorAnchor-module__f4ijPW__spriteLayer" aria-hidden="true"></span></span></button></span></span><span class="DiscoveryOmnibar-module__ufaEna__colorSlot" style="--omnibar-item-index:1" aria-hidden="true" inert="" data-visible="false"><span class="DiscoveryOmnibar-module__ufaEna__exploreRevealItem"><button class="DiscoveryOmnibar-module__ufaEna__colorAnchor" type="button" aria-label="Search Orange work" aria-pressed="false" aria-hidden="true" inert="" tabindex="-1" data-color-anchor="orange" data-home-onboarding-role="color" data-home-onboarding-key="color:orange" data-omnibar-motion-key="color:orange" data-visible="false"><span class="DiscoveryOmnibar-module__ufaEna__colorSwatch WatercolorColorAnchor-module__f4ijPW__sprite" data-watercolor-sprite="orange" data-watercolor-frame="0" data-sprite-ready="false" aria-hidden="true"><img alt="" draggable="false" loading="eager" width="128" height="128" decoding="async" data-nimg="1" class="WatercolorColorAnchor-module__f4ijPW__fallback" style="color:transparent" src="/discovery/color-swatches/orange.png?dpl=dpl_3fsztRXoTtF6jNBTnxaoMcSoTK8B"/><span class="WatercolorColorAnchor-module__f4ijPW__spriteLayer" aria-hidden="true"></span></span></button></span></span><span class="DiscoveryOmnibar-module__ufaEna__colorSlot" style="--omnibar-item-index:2" aria-hidden="true" inert="" data-visible="false"><span class="DiscoveryOmnibar-module__ufaEna__exploreRevealItem"><button class="DiscoveryOmnibar-module__ufaEna__colorAnchor" type="button" aria-label="Search Yellow work" aria-pressed="false" aria-hidden="true" inert="" tabindex="-1" data-color-anchor="yellow" data-home-onboarding-role="color" data-home-onboarding-key="color:yellow" data-omnibar-motion-key="color:yellow" data-visible="false"><span class="DiscoveryOmnibar-module__ufaEna__colorSwatch WatercolorColorAnchor-module__f4ijPW__sprite" data-watercolor-sprite="yellow" data-watercolor-frame="0" data-sprite-ready="false" aria-hidden="true"><img alt="" draggable="false" loading="eager" width="128" height="128" decoding="async" data-nimg="1" class="WatercolorColorAnchor-module__f4ijPW__fallback" style="color:transparent" src="/discovery/color-swatches/yellow.png?dpl=dpl_3fsztRXoTtF6jNBTnxaoMcSoTK8B"/><span class="WatercolorColorAnchor-module__f4ijPW__spriteLayer" aria-hidden="true"></span></span></button></span></span><span class="DiscoveryOmnibar-module__ufaEna__colorSlot" style="--omnibar-item-index:3" aria-hidden="true" inert="" data-visible="false"><span class="DiscoveryOmnibar-module__ufaEna__exploreRevealItem"><button class="DiscoveryOmnibar-module__ufaEna__colorAnchor" type="button" aria-label="Search Lime work" aria-pressed="false" aria-hidden="true" inert="" tabindex="-1" data-color-anchor="lime" data-home-onboarding-role="color" data-home-onboarding-key="color:lime" data-omnibar-motion-key="color:lime" data-visible="false"><span class="DiscoveryOmnibar-module__ufaEna__colorSwatch WatercolorColorAnchor-module__f4ijPW__sprite" data-watercolor-sprite="lime" data-watercolor-frame="0" data-sprite-ready="false" aria-hidden="true"><img alt="" draggable="false" loading="eager" width="128" height="128" decoding="async" data-nimg="1" class="WatercolorColorAnchor-module__f4ijPW__fallback" style="color:transparent" src="/discovery/color-swatches/lime.png?dpl=dpl_3fsztRXoTtF6jNBTnxaoMcSoTK8B"/><span class="WatercolorColorAnchor-module__f4ijPW__spriteLayer" aria-hidden="true"></span></span></button></span></span><span class="DiscoveryOmnibar-module__ufaEna__colorSlot" style="--omnibar-item-index:4" aria-hidden="true" inert="" data-visible="false"><span class="DiscoveryOmnibar-module__ufaEna__exploreRevealItem"><button class="DiscoveryOmnibar-module__ufaEna__colorAnchor" type="button" aria-label="Search Green work" aria-pressed="false" aria-hidden="true" inert="" tabindex="-1" data-color-anchor="green" data-home-onboarding-role="color" data-home-onboarding-key="color:green" data-omnibar-motion-key="color:green" data-visible="false"><span class="DiscoveryOmnibar-module__ufaEna__colorSwatch WatercolorColorAnchor-module__f4ijPW__sprite" data-watercolor-sprite="green" data-watercolor-frame="0" data-sprite-ready="false" aria-hidden="true"><img alt="" draggable="false" loading="eager" width="128" height="128" decoding="async" data-nimg="1" class="WatercolorColorAnchor-module__f4ijPW__fallback" style="color:transparent" src="/discovery/color-swatches/green.png?dpl=dpl_3fsztRXoTtF6jNBTnxaoMcSoTK8B"/><span class="WatercolorColorAnchor-module__f4ijPW__spriteLayer" aria-hidden="true"></span></span></button></span></span><span class="DiscoveryOmnibar-module__ufaEna__colorSlot" style="--omnibar-item-index:5" aria-hidden="true" inert="" data-visible="false"><span class="DiscoveryOmnibar-module__ufaEna__exploreRevealItem"><button class="DiscoveryOmnibar-module__ufaEna__colorAnchor" type="button" aria-label="Search Mint work" aria-pressed="false" aria-hidden="true" inert="" tabindex="-1" data-color-anchor="mint" data-home-onboarding-role="color" data-home-onboarding-key="color:mint" data-omnibar-motion-key="color:mint" data-visible="false"><span class="DiscoveryOmnibar-module__ufaEna__colorSwatch WatercolorColorAnchor-module__f4ijPW__sprite" data-watercolor-sprite="mint" data-watercolor-frame="0" data-sprite-ready="false" aria-hidden="true"><img alt="" draggable="false" loading="eager" width="128" height="128" decoding="async" data-nimg="1" class="WatercolorColorAnchor-module__f4ijPW__fallback" style="color:transparent" src="/discovery/color-swatches/mint.png?dpl=dpl_3fsztRXoTtF6jNBTnxaoMcSoTK8B"/><span class="WatercolorColorAnchor-module__f4ijPW__spriteLayer" aria-hidden="true"></span></span></button></span></span><span class="DiscoveryOmnibar-module__ufaEna__colorSlot" style="--omnibar-item-index:6" aria-hidden="true" inert="" data-visible="false"><span class="DiscoveryOmnibar-module__ufaEna__exploreRevealItem"><button class="DiscoveryOmnibar-module__ufaEna__colorAnchor" type="button" aria-label="Search Cyan work" aria-pressed="false" aria-hidden="true" inert="" tabindex="-1" data-color-anchor="cyan" data-home-onboarding-role="color" data-home-onboarding-key="color:cyan" data-omnibar-motion-key="color:cyan" data-visible="false"><span class="DiscoveryOmnibar-module__ufaEna__colorSwatch WatercolorColorAnchor-module__f4ijPW__sprite" data-watercolor-sprite="cyan" data-watercolor-frame="0" data-sprite-ready="false" aria-hidden="true"><img alt="" draggable="false" loading="eager" width="128" height="128" decoding="async" data-nimg="1" class="WatercolorColorAnchor-module__f4ijPW__fallback" style="color:transparent" src="/discovery/color-swatches/cyan.png?dpl=dpl_3fsztRXoTtF6jNBTnxaoMcSoTK8B"/><span class="WatercolorColorAnchor-module__f4ijPW__spriteLayer" aria-hidden="true"></span></span></button></span></span><span class="DiscoveryOmnibar-module__ufaEna__colorSlot" style="--omnibar-item-index:7" aria-hidden="true" inert="" data-visible="false"><span class="DiscoveryOmnibar-module__ufaEna__exploreRevealItem"><button class="DiscoveryOmnibar-module__ufaEna__colorAnchor" type="button" aria-label="Search Sky work" aria-pressed="false" aria-hidden="true" inert="" tabindex="-1" data-color-anchor="sky" data-home-onboarding-role="color" data-home-onboarding-key="color:sky" data-omnibar-motion-key="color:sky" data-visible="false"><span class="DiscoveryOmnibar-module__ufaEna__colorSwatch WatercolorColorAnchor-module__f4ijPW__sprite" data-watercolor-sprite="sky" data-watercolor-frame="0" data-sprite-ready="false" aria-hidden="true"><img alt="" draggable="false" loading="eager" width="128" height="128" decoding="async" data-nimg="1" class="WatercolorColorAnchor-module__f4ijPW__fallback" style="color:transparent" src="/discovery/color-swatches/sky.png?dpl=dpl_3fsztRXoTtF6jNBTnxaoMcSoTK8B"/><span class="WatercolorColorAnchor-module__f4ijPW__spriteLayer" aria-hidden="true"></span></span></button></span></span><span class="DiscoveryOmnibar-module__ufaEna__colorSlot" style="--omnibar-item-index:8" aria-hidden="true" inert="" data-visible="false"><span class="DiscoveryOmnibar-module__ufaEna__exploreRevealItem"><button class="DiscoveryOmnibar-module__ufaEna__colorAnchor" type="button" aria-label="Search Blue work" aria-pressed="false" aria-hidden="true" inert="" tabindex="-1" data-color-anchor="blue" data-home-onboarding-role="color" data-home-onboarding-key="color:blue" data-omnibar-motion-key="color:blue" data-visible="false"><span class="DiscoveryOmnibar-module__ufaEna__colorSwatch WatercolorColorAnchor-module__f4ijPW__sprite" data-watercolor-sprite="blue" data-watercolor-frame="0" data-sprite-ready="false" aria-hidden="true"><img alt="" draggable="false" loading="eager" width="128" height="128" decoding="async" data-nimg="1" class="WatercolorColorAnchor-module__f4ijPW__fallback" style="color:transparent" src="/discovery/color-swatches/blue.png?dpl=dpl_3fsztRXoTtF6jNBTnxaoMcSoTK8B"/><span class="WatercolorColorAnchor-module__f4ijPW__spriteLayer" aria-hidden="true"></span></span></button></span></span><span class="DiscoveryOmnibar-module__ufaEna__colorSlot" style="--omnibar-item-index:9" aria-hidden="true" inert="" data-visible="false"><span class="DiscoveryOmnibar-module__ufaEna__exploreRevealItem"><button class="DiscoveryOmnibar-module__ufaEna__colorAnchor" type="button" aria-label="Search Violet work" aria-pressed="false" aria-hidden="true" inert="" tabindex="-1" data-color-anchor="violet" data-home-onboarding-role="color" data-home-onboarding-key="color:violet" data-omnibar-motion-key="color:violet" data-visible="false"><span class="DiscoveryOmnibar-module__ufaEna__colorSwatch WatercolorColorAnchor-module__f4ijPW__sprite" data-watercolor-sprite="violet" data-watercolor-frame="0" data-sprite-ready="false" aria-hidden="true"><img alt="" draggable="false" loading="eager" width="128" height="128" decoding="async" data-nimg="1" class="WatercolorColorAnchor-module__f4ijPW__fallback" style="color:transparent" src="/discovery/color-swatches/violet.png?dpl=dpl_3fsztRXoTtF6jNBTnxaoMcSoTK8B"/><span class="WatercolorColorAnchor-module__f4ijPW__spriteLayer" aria-hidden="true"></span></span></button></span></span><span class="DiscoveryOmnibar-module__ufaEna__colorSlot" style="--omnibar-item-index:10" aria-hidden="true" inert="" data-visible="false"><span class="DiscoveryOmnibar-module__ufaEna__exploreRevealItem"><button class="DiscoveryOmnibar-module__ufaEna__colorAnchor" type="button" aria-label="Search Magenta work" aria-pressed="false" aria-hidden="true" inert="" tabindex="-1" data-color-anchor="magenta" data-home-onboarding-role="color" data-home-onboarding-key="color:magenta" data-omnibar-motion-key="color:magenta" data-visible="false"><span class="DiscoveryOmnibar-module__ufaEna__colorSwatch WatercolorColorAnchor-module__f4ijPW__sprite" data-watercolor-sprite="magenta" data-watercolor-frame="0" data-sprite-ready="false" aria-hidden="true"><img alt="" draggable="false" loading="eager" width="128" height="128" decoding="async" data-nimg="1" class="WatercolorColorAnchor-module__f4ijPW__fallback" style="color:transparent" src="/discovery/color-swatches/magenta.png?dpl=dpl_3fsztRXoTtF6jNBTnxaoMcSoTK8B"/><span class="WatercolorColorAnchor-module__f4ijPW__spriteLayer" aria-hidden="true"></span></span></button></span></span><span class="DiscoveryOmnibar-module__ufaEna__colorSlot" style="--omnibar-item-index:11" aria-hidden="true" inert="" data-visible="false"><span class="DiscoveryOmnibar-module__ufaEna__exploreRevealItem"><button class="DiscoveryOmnibar-module__ufaEna__colorAnchor" type="button" aria-label="Search Pink work" aria-pressed="false" aria-hidden="true" inert="" tabindex="-1" data-color-anchor="pink" data-home-onboarding-role="color" data-home-onboarding-key="color:pink" data-omnibar-motion-key="color:pink" data-visible="false"><span class="DiscoveryOmnibar-module__ufaEna__colorSwatch WatercolorColorAnchor-module__f4ijPW__sprite" data-watercolor-sprite="pink" data-watercolor-frame="0" data-sprite-ready="false" aria-hidden="true"><img alt="" draggable="false" loading="eager" width="128" height="128" decoding="async" data-nimg="1" class="WatercolorColorAnchor-module__f4ijPW__fallback" style="color:transparent" src="/discovery/color-swatches/pink.png?dpl=dpl_3fsztRXoTtF6jNBTnxaoMcSoTK8B"/><span class="WatercolorColorAnchor-module__f4ijPW__spriteLayer" aria-hidden="true"></span></span></button></span></span></div></div><div class="DiscoveryOmnibar-module__ufaEna__divider" aria-hidden="true" inert="" data-visible="false"></div></div></section><section class="DiscoveryOmnibar-module__ufaEna__row" style="order:2" aria-labelledby="_R_7baqqivbH4_" data-row="projects" data-omnibar-editorial-row="projects" data-row-motion-index="3" data-presentation-section="projects" data-presentation-visible="false" data-row-visible="false" aria-hidden="true" inert=""><div class="DiscoveryOmnibar-module__ufaEna__rowInner"><div class="DiscoveryOmnibar-module__ufaEna__editorialShelfHeader"><h2 class="DiscoveryOmnibar-module__ufaEna__sectionLabel" id="_R_7baqqivbH4_" aria-hidden="true" inert="" data-visible="false"><span class="DiscoveryOmnibar-module__ufaEna__exploreRevealItem" style="--omnibar-item-index:0">Projects</span></h2><a class="DiscoveryOmnibar-module__ufaEna__shelfIndexLink" aria-label="View all Projects" data-omnibar-route-link="/projects" aria-hidden="true" inert="" data-visible="false" href="/projects"><span class="DiscoveryOmnibar-module__ufaEna__exploreRevealItem" style="--omnibar-item-index:1">View all</span></a></div><div class="DiscoveryOmnibar-module__ufaEna__projectShelf" role="list" aria-label="All projects"><div class="DiscoveryOmnibar-module__ufaEna__projectShelfItem" role="listitem" style="--omnibar-item-index:0" data-omnibar-editorial-node="project:type" data-home-onboarding-role="project" data-home-onboarding-key="project:type" data-omnibar-motion-key="editorial-project:type" aria-hidden="true" inert="" data-visible="false"><div class="DiscoveryOmnibar-module__ufaEna__exploreRevealItem"><a class="system-module__DLDHVW__contentCard" aria-label="Type, Project. Built brand + agentic launch kit for the multiplayer AI workspace." aria-describedby="_R_1kf5nbaqqivb_" data-cursor="pointer" data-system-content-card="true" href="/projects/type"><span class="system-module__DLDHVW__contentCardMedia" data-system-co
109ntent-card-media="true" style="--media-palette-background:#8ccafa"><span class="system-module__DLDHVW__contentCardMediaClip"><img class="system-module__DLDHVW__contentCardImage system-module__DLDHVW__contentCardImageNativePaint" src="https://cdn.sanity.io/images/81xzdvms/production/df8ca972edbae0dd5c0fb0ebee3a18a81730c0fc-3200x4000.png?w=320&auto=format&q=80&fit=max" srcSet="https://cdn.sanity.io/images/81xzdvms/production/df8ca972edbae0dd5c0fb0ebee3a18a81730c0fc-3200x4000.png?w=96&auto=format&q=80&fit=max 96w, https://cdn.sanity.io/images/81xzdvms/production/df8ca972edbae0dd5c0fb0ebee3a18a81730c0fc-3200x4000.png?w=128&auto=format&q=80&fit=max 128w, https://cdn.sanity.io/images/81xzdvms/production/df8ca972edbae0dd5c0fb0ebee3a18a81730c0fc-3200x4000.png?w=160&auto=format&q=80&fit=max 160w, https://cdn.sanity.io/images/81xzdvms/production/df8ca972edbae0dd5c0fb0ebee3a18a81730c0fc-3200x4000.png?w=192&auto=format&q=80&fit=max 192w, https://cdn.sanity.io/images/81xzdvms/production/df8ca972edbae0dd5c0fb0ebee3a18a81730c0fc-3200x4000.png?w=256&auto=format&q=80&fit=max 256w, https://cdn.sanity.io/images/81xzdvms/production/df8ca972edbae0dd5c0fb0ebee3a18a81730c0fc-3200x4000.png?w=320&auto=format&q=80&fit=max 320w, https://cdn.sanity.io/images/81xzdvms/production/df8ca972edbae0dd5c0fb0ebee3a18a81730c0fc-3200x4000.png?w=384&auto=format&q=80&fit=max 384w, https://cdn.sanity.io/images/81xzdvms/production/df8ca972edbae0dd5c0fb0ebee3a18a81730c0fc-3200x4000.png?w=480&auto=format&q=80&fit=max 480w" sizes="(max-width: 800px) calc(25vw - 18px), (max-width: 980px) 116px, 130px" alt="Type" width="3200" height="4000" loading="lazy" decoding="async" fetchPriority="auto" data-system-content-card-image="true" data-editorial-asset-key="image-df8ca972edbae0dd5c0fb0ebee3a18a81730c0fc-3200x4000-png"/></span></span></a></div></div><div class="DiscoveryOmnibar-module__ufaEna__projectShelfItem" role="listitem" style="--omnibar-item-index:1" data-omnibar-editorial-node="project:catalog" data-home-onboarding-role="project" data-home-onboarding-key="project:catalog" data-omnibar-motion-key="editorial-project:catalog" aria-hidden="true" inert="" data-visible="false"><div class="DiscoveryOmnibar-module__ufaEna__exploreRevealItem"><a class="system-module__DLDHVW__contentCard" aria-label="Catalog, Project. Built Catalog's brand and site for the infrastructure layer powering AI-native commerce." aria-describedby="_R_2kf5nbaqqivb_" data-cursor="pointer" data-system-content-card="true" href="/projects/catalog"><span class="system-module__DLDHVW__contentCardMedia" data-system-content-card-media="true" style="--media-palette-background:#a7bfc8"><span class="system-module__DLDHVW__contentCardMediaClip"><img class="system-module__DLDHVW__contentCardImage system-module__DLDHVW__contentCardImageNativePaint" src="https://cdn.sanity.io/images/81xzdvms/production/510462f99098c48db0fc7c9d41ac10b980b8b3d1-3200x4000.png?w=320&auto=format&q=80&fit=max" srcSet="https://cdn.sanity.io/images/81xzdvms/production/510462f99098c48db0fc7c9d41ac10b980b8b3d1-3200x4000.png?w=96&auto=format&q=80&fit=max 96w, https://cdn.sanity.io/images/81xzdvms/production/510462f99098c48db0fc7c9d41ac10b980b8b3d1-3200x4000.png?w=128&auto=format&q=80&fit=max 128w, https://cdn.sanity.io/images/81xzdvms/production/510462f99098c48db0fc7c9d41ac10b980b8b3d1-3200x4000.png?w=160&auto=format&q=80&fit=max 160w, https://cdn.sanity.io/images/81xzdvms/production/510462f99098c48db0fc7c9d41ac10b980b8b3d1-3200x4000.png?w=192&auto=format&q=80&fit=max 192w, https://cdn.sanity.io/images/81xzdvms/production/510462f99098c48db0fc7c9d41ac10b980b8b3d1-3200x4000.png?w=256&auto=format&q=80&fit=max 256w, https://cdn.sanity.io/images/81xzdvms/production/510462f99098c48db0fc7c9d41ac10b980b8b3d1-3200x4000.png?w=320&auto=format&q=80&fit=max 320w, https://cdn.sanity.io/images/81xzdvms/production/510462f99098c48db0fc7c9d41ac10b980b8b3d1-3200x4000.png?w=384&auto=format&q=80&fit=max 384w, https://cdn.sanity.io/images/81xzdvms/production/510462f99098c48db0fc7c9d41ac10b980b8b3d1-3200x4000.png?w=480&auto=format&q=80&fit=max 480w" sizes="(max-width: 800px) calc(25vw - 18px), (max-width: 980px) 116px, 130px" alt="Catalog" width="3200" height="4000" loading="lazy" decoding="async" fetchPriority="auto" data-system-content-card-image="true" data-editorial-asset-key="image-510462f99098c48db0fc7c9d41ac10b980b8b3d1-3200x4000-png"/></span></span></a></div></div><div class="DiscoveryOmnibar-module__ufaEna__projectShelfItem" role="listitem" style="--omnibar-item-index:2" data-omnibar-editorial-node="project:riseplasma" data-home-onboarding-role="project" data-home-onboarding-key="project:riseplasma" data-omnibar-motion-key="editorial-project:riseplasma" aria-hidden="true" inert="" data-visible="false"><div class="DiscoveryOmnibar-module__ufaEna__exploreRevealItem"><a class="system-module__DLDHVW__contentCard" aria-label="Rise Plasma, Project. Named, positioned, and designed plasma donation for young adults earning while helping save lives." aria-describedby="_R_3kf5nbaqqivb_" data-cursor="pointer" data-system-content-card="true" href="/projects/riseplasma"><span class="system-module__DLDHVW__contentCardMedia" data-system-content-card-media="true" style="--media-palette-background:#9cc3cb"><span class="system-module__DLDHVW__contentCardMediaClip"><img class="system-module__DLDHVW__contentCardImage system-module__DLDHVW__contentCardImageNativePaint" src="https://cdn.sanity.io/images/81xzdvms/production/d1b479d93b92666d134750a2430962f0e263257b-3200x4000.png?w=320&auto=format&q=80&fit=max" srcSet="https://cdn.sanity.io/images/81xzdvms/production/d1b479d93b92666d134750a2430962f0e263257b-3200x4000.png?w=96&auto=format&q=80&fit=max 96w, https://cdn.sanity.io/images/81xzdvms/production/d1b479d93b92666d134750a2430962f0e263257b-3200x4000.png?w=128&auto=format&q=80&fit=max 128w, https://cdn.sanity.io/images/81xzdvms/production/d1b479d93b92666d134750a2430962f0e263257b-3200x4000.png?w=160&auto=format&q=80&fit=max 160w, https://cdn.sanity.io/images/81xzdvms/production/d1b479d93b92666d134750a2430962f0e263257b-3200x4000.png?w=192&auto=format&q=80&fit=max 192w, https://cdn.sanity.io/images/81xzdvms/production/d1b479d93b92666d134750a2430962f0e263257b-3200x4000.png?w=256&auto=format&q=80&fit=max 256w, https://cdn.sanity.io/images/81xzdvms/production/d1b479d93b92666d134750a2430962f0e263257b-3200x4000.png?w=320&auto=format&q=80&fit=max 320w, https://cdn.sanity.io/images/81xzdvms/production/d1b479d93b92666d134750a2430962f0e263257b-3200x4000.png?w=384&auto=format&q=80&fit=max 384w, https://cdn.sanity.io/images/81xzdvms/production/d1b479d93b92666d134750a2430962f0e263257b-3200x4000.png?w=480&auto=format&q=80&fit=max 480w" sizes="(max-width: 800px) calc(25vw - 18px), (max-width: 980px) 116px, 130px" alt="Rise Plasma" width="3200" height="4000" loading="lazy" decoding="async" fetchPriority="auto" data-system-content-card-image="true" data-editorial-asset-key="image-d1b479d93b92666d134750a2430962f0e263257b-3200x4000-png"/></span></span></a></div></div><div class="DiscoveryOmnibar-module__ufaEna__projectShelfItem" role="listitem" style="--omnibar-item-index:3" data-omnibar-editorial-node="project:otis" data-home-onboarding-role="project" data-home-onboarding-key="project:otis" data-omnibar-motion-key="editorial-project:otis" aria-hidden="true" inert="" data-visible="false"><div class="DiscoveryOmnibar-module__ufaEna__exploreRevealItem"><a class="system-module__DLDHVW__contentCard" aria-label="Otis, Project. Built the GTM strategy & brand system for an AI product intelligence agent." aria-describedby="_R_4kf5nbaqqivb_" data-cursor="pointer" data-system-content-card="true" href="/projects/otis"><span class="system-module__DLDHVW__contentCardMedia" data-system-content-card-media="true" style="--media-palette-background:#42413e"><span class="system-module__DLDHVW__contentCardMediaClip"><img class="system-module__DLDHVW__contentCardImage system-module__DLDHVW__contentCardImageNativePaint" src="https://cdn.sanity.io/images/81xzdvms/production/77bd45ff6435a75765c800ee4e0688beb9e0dddf-4800x6000.png?w=320&auto=format&q=80&fit=max" srcSet="https://cdn.sanity.io/images/81xzdvms/production/77bd45ff6435a75765c800ee4e0688beb9e0dddf-4800x6000.png?w=96&auto=format&q=80&fit=max 96w, https://cdn.sanity.io/images/81xzdvms/production/77bd45ff6435a75765c800ee4e0688beb9e0dddf-4800x6000.png?w=128&auto=format&q=80&fit=max 128w, https://cdn.sanity.io/images/81xzdvms/production/77bd45ff6435a75765c800ee4e0688beb9e0dddf-4800x6000.png?w=160&auto=format&q=80&fit=max 160w, https://cdn.sanity.io/images/81xzdvms/production/77bd45ff6435a75765c800ee4e0688beb9e0dddf-4800x6000.png?w=192&auto=format&q=80&fit=max 192w, https://cdn.sanity.io/images/81xzdvms/production/77bd45ff6435a75765c800ee4e0688beb9e0dddf-4800x6000.png?w=256&auto=format&q=80&fit=max 256w, https://cdn.sanity.io/images/81xzdvms/production/77bd45ff6435a75765c800ee4e0688beb9e0dddf-4800x6000.png?w=320&auto=format&q=80&fit=max 320w, https://cdn.sanity.io/images/81xzdvms/production/77bd45ff6435a75765c800ee4e0688beb9e0dddf-4800x6000.png?w=384&auto=format&q=80&fit=max 384w, https://cdn.sanity.io/images/81xzdvms/production/77bd45ff6435a75765c800ee4e0688beb9e0dddf-4800x6000.png?w=480&auto=format&q=80&fit=max 480w" sizes="(max-width: 800px) calc(25vw - 18px), (max-width: 980px) 116px, 130px" alt="Otis" width="4800" height="6000" loading="lazy" decoding="async" fetchPriority="auto" data-system-content-card-image="true" data-editorial-asset-key="image-77bd45ff6435a75765c800ee4e0688beb9e0dddf-4800x6000-png"/></span></span></a></div></div><div class="DiscoveryOmnibar-module__ufaEna__projectShelfItem" role="listitem" style="--omnibar-item-index:4" data-omnibar-editorial-node="project:conception" data-home-onboarding-role="project" data-home-onboarding-key="project:conception" data-omnibar-motion-key="editorial-project:conception" aria-hidden="true" inert="" data-visible="false"><div class="DiscoveryOmnibar-module__ufaEna__exploreRevealItem"><a class="system-module__DLDHVW__contentCard" aria-label="Conception, Project. Relaunched the brand and site for the fertility company grounded in science, empathy, and clarity." aria-describedby="_R_5kf5nbaqqivb_" data-cursor="pointer" data-system-content-card="true" href="/projects/conception"><span class="system-module__DLDHVW__contentCardMedia" data-system-content-card-media="true" style="--media-palette-background:#f7ca84"><span class="system-module__DLDHVW__contentCardMediaClip"><img class="system-module__DLDHVW__contentCardImage system-module__DLDHVW__contentCardImageNativePaint" src="https://cdn.sanity.io/images/81xzdvms/production/179dd5fa0aea96ca6eb8a7642fa36214f6a0f5b5-3200x4000.png?w=320&auto=format&q=80&fit=max" srcSet="https://cdn.sanity.io/images/81xzdvms/production/179dd5fa0aea96ca6eb8a7642fa36214f6a0f5b5-3200x4000.png?w=96&auto=format&q=80&fit=max 96w, https://cdn.sanity.io/images/81xzdvms/production/179dd5fa0aea96ca6eb8a7642fa36214f6a0f5b5-3200x4000.png?w=128&auto=format&q=80&fit=max 128w, https://cdn.sanity.io/images/81xzdvms/production/179dd5fa0aea96ca6eb8a7642fa36214f6a0f5b5-3200x4000.png?w=160&auto=format&q=80&fit=max 160w, https://cdn.sanity.io/images/81xzdvms/production/179dd5fa0aea96ca6eb8a7642fa36214f6a0f5b5-3200x4000.png?w=192&auto=format&q=80&fit=max 192w, https://cdn.sanity.io/images/81xzdvms/production/179dd5fa0aea96ca6eb8a7642fa36214f6a0f5b5-3200x4000.png?w=256&auto=format&q=80&fit=max 256w, https://cdn.sanity.io/images/81xzdvms/production/179dd5fa0aea96ca6eb8a7642fa36214f6a0f5b5-3200x4000.png?w=320&auto=format&q=80&fit=max 320w, https://cdn.sanity.io/images/81xzdvms/production/179dd5fa0aea96ca6eb8a7642fa36214f6a0f5b5-3200x4000.png?w=384&auto=format&q=80&fit=max 384w, https://cdn.sanity.io/images/81xzdvms/production/179dd5fa0aea96ca6eb8a7642fa36214f6a0f5b5-3200x4000.png?w=480&auto=format&q=80&fit=max 480w" sizes="(max-width: 800px) calc(25vw - 18px), (max-width: 980px) 116px, 130px" alt="Conception" width="3200" height="4000" loading="lazy" decoding="async" fetchPriority="auto" data-system-content-card-image="true" data-editorial-asset-key="image-179dd5fa0aea96ca6eb8a7642fa36214f6a0f5b5-3200x4000-png"/></span></span></a></div></div><div class="DiscoveryOmnibar-module__ufaEna__projectShelfItem" role="listitem" style="--omnibar-item-index:5" data-omnibar-editorial-node="project:air" data-home-onboarding-role="project" data-home-onboarding-key="project:air" data-omnibar-motion-key="editorial-project:air" aria-hidden="true" inert="" data-visible="false"><div class="DiscoveryOmnibar-module__ufaEna__exploreRevealItem"><a class="system-module__DLDHVW__contentCard" aria-label="Air, Project. Shaped the agentic strategy and messaging that gave Air Canvas the clarity to launch." aria-describedby="_R_6kf5nbaqqivb_" data-cursor="pointer" data-system-content-card="true" href="/projects/air"><span class="system-module__DLDHVW__contentCardMedia" data-system-content-card-media="true" style="--media-palette-background:#78c0fb"><span class="system-module__DLDHVW__contentCardMediaClip"><img class="system-module__DLDHVW__contentCardImage system-module__DLDHVW__contentCardImageNativePaint" src="https://cdn.sanity.io/images/81xzdvms/production/b1d46974db4d46367bccec13a0179a2e096ae447-3200x4000.png?w=320&auto=format&q=80&fit=max" srcSet="https://cdn.sanity.io/images/81xzdvms/production/b1d46974db4d46367bccec13a0179a2e096ae447-3200x4000.png?w=96&auto=format&q=80&fit=max 96w, https://cdn.sanity.io/images/81xzdvms/production/b1d46974db4d46367bccec13a0179a2e096ae447-3200x4000.png?w=128&auto=format&q=80&fit=max 128w, https://cdn.sanity.io/images/81xzdvms/production/b1d46974db4d46367bccec13a0179a2e096ae447-3200x4000.png?w=160&auto=format&q=80&fit=max 160w, https://cdn.sanity.io/images/81xzdvms/production/b1d46974db4d46367bccec13a0179a2e096ae447-3200x4000.png?w=192&auto=format&q=80&fit=max 192w, https://cdn.sanity.io/images/81xzdvms/production/b1d46974db4d46367bccec13a0179a2e096ae447-3200x4000.png?w=256&auto=format&q=80&fit=max 256w, https://cdn.sanity.io/images/81xzdvms/production/b1d46974db4d46367bccec13a0179a2e096ae447-3200x4000.png?w=320&auto=format&q=80&fit=max 320w, https://cdn.sanity.io/images/81xzdvms/production/b1d46974db4d46367bccec13a0179a2e096ae447-3200x4000.png?w=384&auto=format&q=80&fit=max 384w, https://cdn.sanity.io/images/81xzdvms/production/b1d46974db4d46367bccec13a0179a2e096ae447-3200x4000.png?w=480&auto=format&q=80&fit=max 480w" sizes="(max-width: 800px) calc(25vw - 18px), (max-width: 980px) 116px, 130px" alt="Air" width="3200" height="4000" loading="lazy" decoding="async" fetchPriority="auto" data-system-content-card-image="true" data-editorial-asset-key="image-b1d46974db4d46367bccec13a0179a2e096ae447-3200x4000-png"/></span></span></a></div></div><div class="DiscoveryOmnibar-module__ufaEna__projectShelfItem" role="listitem" style="--omnibar-item-index:6" data-omnibar-editorial-node="project:cardinal-lands" data-home-onboarding-role="project" data-home-onboarding-key="project:cardinal-lands" data-omnibar-motion-key="editorial-project:cardinal-lands" aria-hidden="true" inert="" data-visible="false"><div class="DiscoveryOmnibar-module__ufaEna__exploreRevealItem"><a class="system-module__DLDHVW__contentCard" aria-label="Cardinal Lands, Project. Shaped a new kind of hospital
109ity group inspired by the American West, across multiple properties." aria-describedby="_R_7kf5nbaqqivb_" data-cursor="pointer" data-system-content-card="true" href="/projects/cardinal-lands"><span class="system-module__DLDHVW__contentCardMedia" data-system-content-card-media="true" style="--media-palette-background:#384f60"><span class="system-module__DLDHVW__contentCardMediaClip"><img class="system-module__DLDHVW__contentCardImage system-module__DLDHVW__contentCardImageNativePaint" src="https://cdn.sanity.io/images/81xzdvms/production/94647d52a24c12cae574b1ff6499260d23832238-3200x4000.png?w=320&auto=format&q=80&fit=max" srcSet="https://cdn.sanity.io/images/81xzdvms/production/94647d52a24c12cae574b1ff6499260d23832238-3200x4000.png?w=96&auto=format&q=80&fit=max 96w, https://cdn.sanity.io/images/81xzdvms/production/94647d52a24c12cae574b1ff6499260d23832238-3200x4000.png?w=128&auto=format&q=80&fit=max 128w, https://cdn.sanity.io/images/81xzdvms/production/94647d52a24c12cae574b1ff6499260d23832238-3200x4000.png?w=160&auto=format&q=80&fit=max 160w, https://cdn.sanity.io/images/81xzdvms/production/94647d52a24c12cae574b1ff6499260d23832238-3200x4000.png?w=192&auto=format&q=80&fit=max 192w, https://cdn.sanity.io/images/81xzdvms/production/94647d52a24c12cae574b1ff6499260d23832238-3200x4000.png?w=256&auto=format&q=80&fit=max 256w, https://cdn.sanity.io/images/81xzdvms/production/94647d52a24c12cae574b1ff6499260d23832238-3200x4000.png?w=320&auto=format&q=80&fit=max 320w, https://cdn.sanity.io/images/81xzdvms/production/94647d52a24c12cae574b1ff6499260d23832238-3200x4000.png?w=384&auto=format&q=80&fit=max 384w, https://cdn.sanity.io/images/81xzdvms/production/94647d52a24c12cae574b1ff6499260d23832238-3200x4000.png?w=480&auto=format&q=80&fit=max 480w" sizes="(max-width: 800px) calc(25vw - 18px), (max-width: 980px) 116px, 130px" alt="Cardinal Lands" width="3200" height="4000" loading="lazy" decoding="async" fetchPriority="auto" data-system-content-card-image="true" data-editorial-asset-key="image-94647d52a24c12cae574b1ff6499260d23832238-3200x4000-png"/></span></span></a></div></div><div class="DiscoveryOmnibar-module__ufaEna__projectShelfItem" role="listitem" style="--omnibar-item-index:7" data-omnibar-editorial-node="project:dearlegal" data-home-onboarding-role="project" data-home-onboarding-key="project:dearlegal" data-omnibar-motion-key="editorial-project:dearlegal" aria-hidden="true" inert="" data-visible="false"><div class="DiscoveryOmnibar-module__ufaEna__exploreRevealItem"><a class="system-module__DLDHVW__contentCard" aria-label="DearLegal, Project. Named and built the brand system for a modern legal platform making justice accessible." aria-describedby="_R_8kf5nbaqqivb_" data-cursor="pointer" data-system-content-card="true" href="/projects/dearlegal"><span class="system-module__DLDHVW__contentCardMedia" data-system-content-card-media="true" style="--media-palette-background:#044495"><span class="system-module__DLDHVW__contentCardMediaClip"><img class="system-module__DLDHVW__contentCardImage system-module__DLDHVW__contentCardImageNativePaint" src="https://cdn.sanity.io/images/81xzdvms/production/5a5ab69fbd25ac1ce3a7b6421f4d8d1e072a9764-3200x4000.png?w=320&auto=format&q=80&fit=max" srcSet="https://cdn.sanity.io/images/81xzdvms/production/5a5ab69fbd25ac1ce3a7b6421f4d8d1e072a9764-3200x4000.png?w=96&auto=format&q=80&fit=max 96w, https://cdn.sanity.io/images/81xzdvms/production/5a5ab69fbd25ac1ce3a7b6421f4d8d1e072a9764-3200x4000.png?w=128&auto=format&q=80&fit=max 128w, https://cdn.sanity.io/images/81xzdvms/production/5a5ab69fbd25ac1ce3a7b6421f4d8d1e072a9764-3200x4000.png?w=160&auto=format&q=80&fit=max 160w, https://cdn.sanity.io/images/81xzdvms/production/5a5ab69fbd25ac1ce3a7b6421f4d8d1e072a9764-3200x4000.png?w=192&auto=format&q=80&fit=max 192w, https://cdn.sanity.io/images/81xzdvms/production/5a5ab69fbd25ac1ce3a7b6421f4d8d1e072a9764-3200x4000.png?w=256&auto=format&q=80&fit=max 256w, https://cdn.sanity.io/images/81xzdvms/production/5a5ab69fbd25ac1ce3a7b6421f4d8d1e072a9764-3200x4000.png?w=320&auto=format&q=80&fit=max 320w, https://cdn.sanity.io/images/81xzdvms/production/5a5ab69fbd25ac1ce3a7b6421f4d8d1e072a9764-3200x4000.png?w=384&auto=format&q=80&fit=max 384w, https://cdn.sanity.io/images/81xzdvms/production/5a5ab69fbd25ac1ce3a7b6421f4d8d1e072a9764-3200x4000.png?w=480&auto=format&q=80&fit=max 480w" sizes="(max-width: 800px) calc(25vw - 18px), (max-width: 980px) 116px, 130px" alt="DearLegal" width="3200" height="4000" loading="lazy" decoding="async" fetchPriority="auto" data-system-content-card-image="true" data-editorial-asset-key="image-5a5ab69fbd25ac1ce3a7b6421f4d8d1e072a9764-3200x4000-png"/></span></span></a></div></div><div class="DiscoveryOmnibar-module__ufaEna__projectShelfItem" role="listitem" style="--omnibar-item-index:8" data-omnibar-editorial-node="project:outdoorvoices" data-home-onboarding-role="project" data-home-onboarding-key="project:outdoorvoices" data-omnibar-motion-key="editorial-project:outdoorvoices" aria-hidden="true" inert="" data-visible="false"><div class="DiscoveryOmnibar-module__ufaEna__exploreRevealItem"><a class="system-module__DLDHVW__contentCard" aria-label="Outdoor Voices, Project. Led visual rebrand and relau
109nch with a new identity, logo, and positioning." aria-describedby="_R_9kf5nbaqqivb_" data-cursor="pointer" data-system-content-card="true" href="/projects/outdoorvoices"><span class="system-module__DLDHVW__contentCardMedia" data-system-content-card-media="true" style="--media-palette-background:#a7b9d6"><span class="system-module__DLDHVW__contentCardMediaClip"><img class="system-module__DLDHVW__contentCardImage system-module__DLDHVW__contentCardImageNativePaint" src="https://cdn.sanity.io/images/81xzdvms/production/e7a5145692148b2ecf2787003bc04adcac5d5af4-3200x4000.png?w=320&auto=format&q=80&fit=max" srcSet="https://cdn.sanity.io/images/81xzdvms/production/e7a5145692148b2ecf2787003bc04adcac5d5af4-3200x4000.png?w=96&auto=format&q=80&fit=max 96w, https://cdn.sanity.io/images/81xzdvms/production/e7a5145692148b2ecf2787003bc04adcac5d5af4-3200x4000.png?w=128&auto=format&q=80&fit=max 128w, https://cdn.sanity.io/images/81xzdvms/production/e7a5145692148b2ecf2787003bc04adcac5d5af4-3200x4000.png?w=160&auto=format&q=80&fit=max 160w, https://cdn.sanity.io/images/81xzdvms/production/e7a5145692148b2ecf2787003bc04adcac5d5af4-3200x4000.png?w=192&auto=format&q=80&fit=max 192w, https://cdn.sanity.io/images/81xzdvms/production/e7a5145692148b2ecf2787003bc04adcac5d5af4-3200x4000.png?w=256&auto=format&q=80&fit=max 256w, https://cdn.sanity.io/images/81xzdvms/production/e7a5145692148b2ecf2787003bc04adcac5d5af4-3200x4000.png?w=320&auto=format&q=80&fit=max 320w, https://cdn.sanity.io/images/81xzdvms/production/e7a5145692148b2ecf2787003bc04adcac5d5af4-3200x4000.png?w=384&auto=format&q=80&fit=max 384w, https://cdn.sanity.io/images/81xzdvms/production/e7a5145692148b2ecf2787003bc04adcac5d5af4-3200x4000.png?w=480&auto=format&q=80&fit=max 480w" sizes="(max-width: 800px) calc(25vw - 18px), (max-width: 980px) 116px, 130px" alt="Outdoor Voices" width="3200" height="4000" loading="lazy" decoding="async" fetchPriority="auto" data-system-content-card-image="true" data-editorial-asset-key="image-e7a5145692148b2ecf2787003bc04adcac5d5af4-3200x4000-png"/></span></span></a></div></div><div class="DiscoveryOmnibar-module__ufaEna__projectShelfItem" role="listitem" style="--omnibar-item-index:9" data-omnibar-editorial-node="project:babacare" data-home-onboarding-role="project" data-home-onboarding-key="project:babacare" data-omnibar-motion-key="editorial-project:babacare" aria-hidden="true" inert="" data-visible="false"><div class="DiscoveryOmnibar-module__ufaEna__exploreRevealItem"><a class="system-module__DLDHVW__contentCard" aria-label="Baba Care, Project. Created calming, beautiful brand + launch site for insured healthcare advocacy using new new tech." aria-describedby="_R_akf5nbaqqivb_" data-cursor="pointer" data-system-content-card="true" href="/projects/babacare"><span class="system-module__DLDHVW__contentCardMedia" data-system-content-card-media="true" style="--media-palette-background:#648bac"><span class="system-module__DLDHVW__contentCardMediaClip"><img class="system-module__DLDHVW__contentCardImage system-module__DLDHVW__contentCardImageNativePaint" src="https://cdn.sanity.io/images/81xzdvms/production/7e2abc8116cf3e8cd4e694fc739f579a838fc77d-3200x4000.png?w=320&auto=format&q=80&fit=max" srcSet="https://cdn.sanity.io/images/81xzdvms/production/7e2abc8116cf3e8cd4e694fc739f579a838fc77d-3200x4000.png?w=96&auto=format&q=80&fit=max 96w, https://cdn.sanity.io/images/81xzdvms/production/7e2abc8116cf3e8cd4e694fc739f579a838fc77d-3200x4000.png?w=128&auto=format&q=80&fit=max 128w, https://cdn.sanity.io/images/81xzdvms/production/7e2abc8116cf3e8cd4e694fc739f579a838fc77d-3200x4000.png?w=160&auto=format&q=80&fit=max 160w, https://cdn.sanity.io/images/81xzdvms/production/7e2abc8116cf3e8cd4e694fc739f579a838fc77d-3200x4000.png?w=192&auto=format&q=80&fit=max 192w, https://cdn.sanity.io/images/81xzdvms/production/7e2abc8116cf3e8cd4e694fc739f579a838fc77d-3200x4000.png?w=256&auto=format&q=80&fit=max 256w, https://cdn.sanity.io/images/81xzdvms/production/7e2abc8116cf3e8cd4e694fc739f579a838fc77d-3200x4000.png?w=320&auto=format&q=80&fit=max 320w, https://cdn.sanity.io/images/81xzdvms/production/7e2abc8116cf3e8cd4e694fc739f579a838fc77d-3200x4000.png?w=384&auto=format&q=80&fit=max 384w, https://cdn.sanity.io/images/81xzdvms/production/7e2abc8116cf3e8cd4e694fc739f579a838fc77d-3200x4000.png?w=480&auto=format&q=80&fit=max 480w" sizes="(max-width: 800px) calc(25vw - 18px), (max-width: 980px) 116px, 130px" alt="Baba Care" width="3200" height="4000" loading="lazy" decoding="async" fetchPriority="auto" data-system-content-card-image="true" data-editorial-asset-key="image-7e2abc8116cf3e8cd4e694fc739f579a838fc77d-3200x4000-png"/></span></span></a></div></div><div class="DiscoveryOmnibar-module__ufaEna__projectShelfItem" role="listitem" style="--omnibar-item-index:10" data-omnibar-editorial-node="project:coinfund" data-home-onboarding-role="project" data-home-onboarding-key="project:coinfund" data-omnibar-motion-key="editorial-project:coinfund" aria-hidden="true" inert="" data-visible="false"><div class="DiscoveryOmnibar-module__ufaEna__exploreRevealItem"><a class="system-module__DLDHVW__contentCard" aria-label="Coinfund, Project. Refreshed the identity and site for one of crypto'
109s most respected firms." aria-describedby="_R_bkf5nbaqqivb_" data-cursor="pointer" data-system-content-card="true" href="/projects/coinfund"><span class="system-module__DLDHVW__contentCardMedia" data-system-content-card-media="true" style="--media-palette-background:#97a1c3"><span class="system-module__DLDHVW__contentCardMediaClip"><img class="system-module__DLDHVW__contentCardImage system-module__DLDHVW__contentCardImageNativePaint" src="https://cdn.sanity.io/images/81xzdvms/production/f8723122d7464d4304b43d67dccb24d0e6c7619f-3200x4000.png?w=320&auto=format&q=80&fit=max" srcSet="https://cdn.sanity.io/images/81xzdvms/production/f8723122d7464d4304b43d67dccb24d0e6c7619f-3200x4000.png?w=96&auto=format&q=80&fit=max 96w, https://cdn.sanity.io/images/81xzdvms/production/f8723122d7464d4304b43d67dccb24d0e6c7619f-3200x4000.png?w=128&auto=format&q=80&fit=max 128w, https://cdn.sanity.io/images/81xzdvms/production/f8723122d7464d4304b43d67dccb24d0e6c7619f-3200x4000.png?w=160&auto=format&q=80&fit=max 160w, https://cdn.sanity.io/images/81xzdvms/production/f8723122d7464d4304b43d67dccb24d0e6c7619f-3200x4000.png?w=192&auto=format&q=80&fit=max 192w, https://cdn.sanity.io/images/81xzdvms/production/f8723122d7464d4304b43d67dccb24d0e6c7619f-3200x4000.png?w=256&auto=format&q=80&fit=max 256w, https://cdn.sanity.io/images/81xzdvms/production/f8723122d7464d4304b43d67dccb24d0e6c7619f-3200x4000.png?w=320&auto=format&q=80&fit=max 320w, https://cdn.sanity.io/images/81xzdvms/production/f8723122d7464d4304b43d67dccb24d0e6c7619f-3200x4000.png?w=384&auto=format&q=80&fit=max 384w, https://cdn.sanity.io/images/81xzdvms/production/f8723122d7464d4304b43d67dccb24d0e6c7619f-3200x4000.png?w=480&auto=format&q=80&fit=max 480w" sizes="(max-width: 800px) calc(25vw - 18px), (max-width: 980px) 116px, 130px" alt="Coinfund" width="3200" height="4000" loading="lazy" decoding="async" fetchPriority="auto" data-system-content-card-image="true" data-editorial-asset-key="image-f8723122d7464d4304b43d67dccb24d0e6c7619f-3200x4000-png"/></span></span></a></div></div><div class="DiscoveryOmnibar-module__ufaEna__projectShelfItem" role="listitem" style="--omnibar-item-index:11" data-omnibar-editorial-node="project:himsandhers" data-home-onboarding-role="project" data-home-onboarding-key="project:himsandhers" data-omnibar-motion-key="editorial-project:himsandhers" aria-hidden="true" inert="" data-visible="false"><div class="DiscoveryOmnibar-module__ufaEna__exploreRevealItem"><a class="system-module__DLDHVW__contentCard" aria-label="Hims & Hers, Project. Gin Lane helped launch Hims and Hers â the brands that defined direct-to-consumer telemedicine." aria-describedby="_R_ckf5nbaqqivb_" data-cursor="pointer" data-system-content-card="true" href="/projects/himsandhers"><span class="system-module__DLDHVW__contentCardMedia" data-system-content-card-media="true" style="--media-palette-background:#ece4cc"><span class="system-module__DLDHVW__contentCardMediaClip"><img class="system-module__DLDHVW__contentCardImage system-module__DLDHVW__contentCardImageNativePaint" src="https://cdn.sanity.io/images/81xzdvms/production/d98862a3a268aea25f4a39943a697ffd51ea9e9b-800x1000.png?w=320&auto=format&q=80&fit=max" srcSet="https://cdn.sanity.io/images/81xzdvms/production/d98862a3a268aea25f4a39943a697ffd51ea9e9b-800x1000.png?w=96&auto=format&q=80&fit=max 96w, https://cdn.sanity.io/images/81xzdvms/production/d98862a3a268aea25f4a39943a697ffd51ea9e9b-800x1000.png?w=128&auto=format&q=80&fit=max 128w, https://cdn.sanity.io/images/81xzdvms/production/d98862a3a268aea25f4a39943a697ffd51ea9e9b-800x1000.png?w=160&auto=format&q=80&fit=max 160w, https://cdn.sanity.io/images/81xzdvms/production/d98862a3a268aea25f4a39943a697ffd51ea9e9b-800x1000.png?w=192&auto=format&q=80&fit=max 192w, https://cdn.sanity.io/images/81xzdvms/production/d98862a3a268aea25f4a39943a697ffd51ea9e9b-800x1000.png?w=256&auto=format&q=80&fit=max 256w, https://cdn.sanity.io/images/81xzdvms/production/d98862a3a268aea25f4a39943a697ffd51ea9e9b-800x1000.png?w=320&auto=format&q=80&fit=max 320w, https://cdn.sanity.io/images/81xzdvms/production/d98862a3a268aea25f4a39943a697ffd51ea9e9b-800x1000.png?w=384&auto=format&q=80&fit=max 384w, https://cdn.sanity.io/images/81xzdvms/production/d98862a3a268aea25f4a39943a697ffd51ea9e9b-800x1000.png?w=480&auto=format&q=80&fit=max 480w" sizes="(max-width: 800px) calc(25vw - 18px), (max-width: 980px) 116px, 130px" alt="Hims & Hers" width="800" height="1000" loading="lazy" decoding="async" fetchPriority="auto" data-system-content-card-image="true" data-editorial-asset-key="image-d98862a3a268aea25f4a39943a697ffd51ea9e9b-800x1000-png"/></span></span></a></div></div><div class="DiscoveryOmnibar-module__ufaEna__projectShelfItem" role="listitem" style="--omnibar-item-index:12" data-omnibar-editorial-node="project:arkay" data-home-onboarding-role="project" data-home-onboarding-key="project:arkay" data-omnibar-motion-key="editorial-project:arkay" aria-hidden="true" inert="" data-visible="false"><div class="DiscoveryOmnibar-module__ufaEna__exploreRevealItem"><a class="system-module__DLDHVW__contentCard" aria-label="Arkay, Project. Elevated the brand and digital experience for a legacy premium packaging manufacturer." aria-describedby="_R_dkf5nbaqqivb_" data-cursor="pointer" data-system-content-card="true" href="/projects/arkay"><span class="system-module__DLDHVW__contentCardMedia" data-system-content-card-media="true" style="--media-palette-background:#b5a629"><span class="system-module__DLDHVW__contentCardMediaClip"><img class="system-module__DLDHVW__contentCardImage system-module__DLDHVW__contentCardImageNativePaint" src="https://cdn.sanity.io/images/81xzdvms/production/6be3ec0b5be55cbdea89213132d3d6a05c92f903-3200x4000.png?w=320&auto=format&q=80&fit=max" srcSet="https://cdn.sanity.io/images/81xzdvms/production/6be3ec0b5be55cbdea89213132d3d6a05c92f903-3200x4000.png?w=96&auto=format&q=80&fit=max 96w, https://cdn.sanity.io/images/81xzdvms/production/6be3ec0b5be55cbdea89213132d3d6a05c92f903-3200x4000.png?w=128&auto=format&q=80&fit=max 128w, https://cdn.sanity.io/images/81xzdvms/production/6be3ec0b5be55cbdea89213132d3d6a05c92f903-3200x4000.png?w=160&auto=format&q=80&fit=max 160w, https://cdn.sanity.io/images/81xzdvms/production/6be3ec0b5be55cbdea89213132d3d6a05c92f903-3200x4000.png?w=192&auto=format&q=80&fit=max 192w, https://cdn.sanity.io/images/81xzdvms/production/6be3ec0b5be55cbdea89213132d3d6a05c92f903-3200x4000.png?w=256&auto=format&q=80&fit=max 256w, https://cdn.sanity.io/images/81xzdvms/production/6be3ec0b5be55cbdea89213132d3d6a05c92f903-3200x4000.png?w=320&auto=format&q=80&fit=max 320w, https://cdn.sanity.io/images/81xzdvms/production/6be3ec0b5be55cbdea89213132d3d6a05c92f903-3200x4000.png?w=384&auto=format&q=80&fit=max 384w, https://cdn.sanity.io/images/81xzdvms/production/6be3ec0b5be55cbdea89213132d3d6a05c92f903-3200x4000.png?w=480&auto=format&q=80&fit=max 480w" sizes="(max-width: 800px) calc(25vw - 18px), (max-width: 980px) 116px, 130px" alt="Arkay" width="3200" height="4000" loading="lazy" decoding="async" fetchPriority="auto" data-system-content-card-image="true" data-editorial-asset-key="image-6be3ec0b5be55cbdea89213132d3d6a05c92f903-3200x4000-png"/></span></span></a></div></div><div class="DiscoveryOmnibar-module__ufaEna__projectShelfItem" role="listitem" style="--omnibar-item-index:13" data-omnibar-editorial-node="project:eden" data-home-onboarding-role="project" data-home-onboarding-key="project:eden" data-omnibar-motion-key="editorial-project:eden" aria-hidden="true" inert="" data-visible="false"><div class="DiscoveryOmnibar-module__ufaEna__exploreRevealItem"><a class="system-module__DLDHVW__contentCard" aria-label="Eden, Project. Branded &
109 launched an AI-first landscape system for end-to-end backyard redesigns in SF." aria-describedby="_R_ekf5nbaqqivb_" data-cursor="pointer" data-system-content-card="true" href="/projects/eden"><span class="system-module__DLDHVW__contentCardMedia" data-system-content-card-media="true" style="--media-palette-background:#4e4d30"><span class="system-module__DLDHVW__contentCardMediaClip"><img class="system-module__DLDHVW__contentCardImage system-module__DLDHVW__contentCardImageNativePaint" src="https://cdn.sanity.io/images/81xzdvms/production/3b4c48adbb753f18f2650bc0804c42089051cfbf-3200x4000.png?w=320&auto=format&q=80&fit=max" srcSet="https://cdn.sanity.io/images/81xzdvms/production/3b4c48adbb753f18f2650bc0804c42089051cfbf-3200x4000.png?w=96&auto=format&q=80&fit=max 96w, https://cdn.sanity.io/images/81xzdvms/production/3b4c48adbb753f18f2650bc0804c42089051cfbf-3200x4000.png?w=128&auto=format&q=80&fit=max 128w, https://cdn.sanity.io/images/81xzdvms/production/3b4c48adbb753f18f2650bc0804c42089051cfbf-3200x4000.png?w=160&auto=format&q=80&fit=max 160w, https://cdn.sanity.io/images/81xzdvms/production/3b4c48adbb753f18f2650bc0804c42089051cfbf-3200x4000.png?w=192&auto=format&q=80&fit=max 192w, https://cdn.sanity.io/images/81xzdvms/production/3b4c48adbb753f18f2650bc0804c42089051cfbf-3200x4000.png?w=256&auto=format&q=80&fit=max 256w, https://cdn.sanity.io/images/81xzdvms/production/3b4c48adbb753f18f2650bc0804c42089051cfbf-3200x4000.png?w=320&auto=format&q=80&fit=max 320w, https://cdn.sanity.io/images/81xzdvms/production/3b4c48adbb753f18f2650bc0804c42089051cfbf-3200x4000.png?w=384&auto=format&q=80&fit=max 384w, https://cdn.sanity.io/images/81xzdvms/production/3b4c48adbb753f18f2650bc0804c42089051cfbf-3200x4000.png?w=480&auto=format&q=80&fit=max 480w" sizes="(max-width: 800px) calc(25vw - 18px), (max-width: 980px) 116px, 130px" alt="Eden" width="3200" height="4000" loading="lazy" decoding="async" fetchPriority="auto" data-system-content-card-image="true" data-editorial-asset-key="image-3b4c48adbb753f18f2650bc0804c42089051cfbf-3200x4000-png"/></span></span></a></div></div><div class="DiscoveryOmnibar-module__ufaEna__projectShelfItem" role="listitem" style="--omnibar-item-index:14" data-omnibar-editorial-node="project:jing-theory" data-home-onboarding-role="project" data-home-onboarding-key="project:jing-theory" data-omnibar-motion-key="editorial-project:jing-theory" aria-hidden="true" inert="" data-visible="false"><div class="DiscoveryOmnibar-module__ufaEna__exploreRevealItem"><a class="system-module__DLDHVW__contentCard" aria-label="Jing Theory, Project. Built Jing Theory's brand and full product for a chart-reading app â and delivered an atomic kit the founder could take straight into Claude Code." aria-describedby="_R_fkf5nbaqqivb_" data-cursor="pointer" data-system-content-card="true" href="/projects/jing-theory"><span class="system-module__DLDHVW__contentCardMedia" data-system-content-card-media="true" style="--media-palette-background:#c4a4a3"><span class="system-module__DLDHVW__contentCardMediaClip"><img class="system-module__DLDHVW__contentCardImage system-module__DLDHVW__contentCardImageNativePaint" src="https://cdn.sanity.io/images/81xzdvms/production/c564e19ac3647b522918e64f522bb47a6682727c-960x1200.png?w=320&auto=format&q=80&fit=max" srcSet="https://cdn.sanity.io/images/81xzdvms/production/c564e19ac3647b522918e64f522bb47a6682727c-960x1200.png?w=96&auto=format&q=80&fit=max 96w, https://cdn.sanity.io/images/81xzdvms/production/c564e19ac3647b522918e64f522bb47a6682727c-960x1200.png?w=128&auto=format&q=80&fit=max 128w, https://cdn.sanity.io/images/81xzdvms/production/c564e19ac3647b522918e64f522bb47a6682727c-960x1200.png?w=160&auto=format&q=80&fit=max 160w, https://cdn.sanity.io/images/81xzdvms/production/c564e19ac3647b522918e64f522bb47a6682727c-960x1200.png?w=192&auto=format&q=80&fit=max 192w, https://cdn.sanity.io/images/81xzdvms/production/c564e19ac3647b522918e64f522bb47a6682727c-960x1200.png?w=256&auto=format&q=80&fit=max 256w, https://cdn.sanity.io/images/81xzdvms/production/c564e19ac3647b522918e64f522bb47a6682727c-960x1200.png?w=320&auto=format&q=80&fit=max 320w, https://cdn.sanity.io/images/81xzdvms/production/c564e19ac3647b522918e64f522bb47a6682727c-960x1200.png?w=384&auto=format&q=80&fit=max 384w, https://cdn.sanity.io/images/81xzdvms/production/c564e19ac3647b522918e64f522bb47a6682727c-960x1200.png?w=480&auto=format&q=80&fit=max 480w" sizes="(max-width: 800px) calc(25vw - 18px), (max-width: 980px) 116px, 130px" alt="Jing Theory" width="960" height="1200" loading="lazy" decoding="async" fetchPriority="auto" data-system-content-card-image="true" data-editorial-asset-key="image-c564e19ac3647b522918e64f522bb47a6682727c-960x1200-png"/></span></span></a></div></div><div class="DiscoveryOmnibar-module__ufaEna__projectShelfItem" role="listitem" style="--omnibar-item-index:15" data-omnibar-editorial-node="project:rorra" data-home-onboarding-role="project" data-home-onboarding-key="project:rorra" data-omnibar-motion-key="editorial-project:rorra" aria-hidden="true" inert="" data-visible="false"><div class="DiscoveryOmnibar-module__ufaEna__exploreRevealItem"><a class="system-module__DLDHVW__contentCard" aria-label="Rorra, Project. Built the brand system + ecomm for the premium water-filtration company, from launch through today." aria-describedby="_R_gkf5nbaqqivb_" data-cursor="pointer" data-system-content-card="true" href="/projects/rorra"><span class="system-module__DLDHVW__contentCardMedia" data-system-content-card-media="true" style="--media-palette-background:#f0f1fc"><span class="system-module__DLDHVW__contentCardMediaClip"><img class="system-module__DLDHVW__contentCardImage system-module__DLDHVW__contentCardImageNativePaint" src="https://cdn.sanity.io/images/81xzdvms/production/39f6773d705426a567a8f5902ba1ba5a160e382e-3200x4000.png?w=320&auto=format&q=80&fit=max" srcSet="https://cdn.sanity.io/images/81xzdvms/production/39f6773d705426a567a8f5902ba1ba5a160e382e-3200x4000.png?w=96&auto=format&q=80&fit=max 96w, https://cdn.sanity.io/images/81xzdvms/production/39f6773d705426a567a8f5902ba1ba5a160e382e-3200x4000.png?w=128&auto=format&q=80&fit=max 128w, https://cdn.sanity.io/images/81xzdvms/production/39f6773d705426a567a8f5902ba1ba5a160e382e-3200x4000.png?w=160&auto=format&q=80&fit=max 160w, https://cdn.sanity.io/images/81xzdvms/production/39f6773d705426a567a8f5902ba1ba5a160e382e-3200x4000.png?w=192&auto=format&q=80&fit=max 192w, https://cdn.sanity.io/images/81xzdvms/production/39f6773d705426a567a8f5902ba1ba5a160e382e-3200x4000.png?w=256&auto=format&q=80&fit=max 256w, https://cdn.sanity.io/images/81xzdvms/production/39f6773d705426a567a8f5902ba1ba5a160e382e-3200x4000.png?w=320&auto=format&q=80&fit=max 320w, https://cdn.sanity.io/images/81xzdvms/production/39f6773d705426a567a8f5902ba1ba5a160e382e-3200x4000.png?w=384&auto=format&q=80&fit=max 384w, https://cdn.sanity.io/images/81xzdvms/production/39f6773d705426a567a8f5902ba1ba5a160e382e-3200x4000.png?w=480&auto=format&q=80&fit=max 480w" sizes="(max-width: 800px) calc(25vw - 18px), (max-width: 980px) 116px, 130px" alt="Rorra" width="3200" height="4000" loading="lazy" decoding="async" fetchPriority="auto" data-system-content-card-image="true" data-editorial-asset-key="image-39f6773d705426a567a8f5902ba1ba5a160e382e-3200x4000-png"/></span></span></a></div></div><div class="DiscoveryOmnibar-module__ufaEna__projectShelfItem" role="listitem" style="--omnibar-item-index:16" data-omnibar-editorial-node="project:camber" data-home-onboarding-role="project" data-home-onboarding-key="project:camber" data-omnibar-motion-key="editorial-project:camber" aria-hidden="true" inert="" data-visible="false"><div class="DiscoveryOmnibar-module__ufaEna__exploreRevealItem"><a class="system-module__DLDHVW__contentCard" aria-label="Camber, Project. Named and designed Camberâs brand and site, making healthcare finance feel calm and clear." aria-describedby="_R_hkf5nbaqqivb_" data-cursor="pointer" data-system-content-card="true" href="/projects/camber"><span class="system-module__DLDHVW__contentCardMedia" data-system-content-card-media="true" style="--media-palette-background:#616034"><span class="system-module__DLDHVW__contentCardMediaClip"><img class="system-module__DLDHVW__contentCardImage system-module__DLDHVW__contentCardImageNativePaint" src="https://cdn.sanity.io/images/81xzdvms/production/28561b8c4ae818bf60a8803760e2c79bb4a71f94-3200x4000.png?w=320&auto=format&q=80&fit=max" srcSet="https://cdn.sanity.io/images/81xzdvms/production/28561b8c4ae818bf60a8803760e2c79bb4a71f94-3200x4000.png?w=96&auto=format&q=80&fit=max 96w, https://cdn.sanity.io/images/81xzdvms/production/28561b8c4ae818bf60a8803760e2c79bb4a71f94-3200x4000.png?w=128&auto=format&q=80&fit=max 128w, https://cdn.sanity.io/images/81xzdvms/production/28561b8c4ae818bf60a8803760e2c79bb4a71f94-3200x4000.png?w=160&auto=format&q=80&fit=max 160w, https://cdn.sanity.io/images/81xzdvms/production/28561b8c4ae818bf60a8803760e2c79bb4a71f94-3200x4000.png?w=192&auto=format&q=80&fit=max 192w, https://cdn.sanity.io/images/81xzdvms/production/28561b8c4ae818bf60a8803760e2c79bb4a71f94-3200x4000.png?w=256&auto=format&q=80&fit=max 256w, https://cdn.sanity.io/images/81xzdvms/production/28561b8c4ae818bf60a8803760e2c79bb4a71f94-3200x4000.png?w=320&auto=format&q=80&fit=max 320w, https://cdn.sanity.io/images/81xzdvms/production/28561b8c4ae818bf60a8803760e2c79bb4a71f94-3200x4000.png?w=384&auto=format&q=80&fit=max 384w, https://cdn.sanity.io/images/81xzdvms/production/28561b8c4ae818bf60a8803760e2c79bb4a71f94-3200x4000.png?w=480&auto=format&q=80&fit=max 480w" sizes="(max-width: 800px) calc(25vw - 18px), (max-width: 980px) 116px, 130px" alt="Camber" width="3200" height="4000" loading="lazy" decoding="async" fetchPriority="auto" data-system-content-card-image="true" data-editorial-asset-key="image-28561b8c4ae818bf60a8803760e2c79bb4a71f94-3200x4000-png"/></span></span></a></div></div><div class="DiscoveryOmnibar-module__ufaEna__projectShelfItem" role="listitem" style="--omnibar-item-index:17" data-omnibar-editorial-node="project:sonata" data-home-onboarding-role="project" data-home-onboarding-key="project:sonata" data-omnibar-motion-key="editorial-project:sonata" aria-hidden="true" inert="" data-visible="false"><div class="DiscoveryOmnibar-module__ufaEna__exploreRevealItem"><a class="system-module__DLDHVW__contentCard" aria-label="Sonata, Project. End-to-end launch for personal healthtech company; naming, brand, product, web, motion, & content." aria-describedby="_R_ikf5nbaqqivb_" data-cursor="pointer" data-system-content-card="true" href="/projects/sonata"><span class="system-module__DLDHVW__contentCardMedia" data-system-content-card-media="true" style="--media-palette-background:#4a512f"><span class="system-module__DLDHVW__contentCardMediaClip"><img class="system-module__DLDHVW__contentCardImage system-module__DLDHVW__contentCardImageNativePaint" src="https://cdn.sanity.io/images/81xzdvms/production/7fce26f1826c6a916796f89f04eb8e0f3f197f02-3200x4000.png?w=320&auto=format&q=80&fit=max" srcSet="https://cdn.sanity.io/images/81xzdvms/production/7fce26f1826c6a916796f89f04eb8e0f3f197f02-3200x4000.png?w=96&auto=format&q=80&fit=max 96w, https://cdn.sanity.io/images/81xzdvms/production/7fce26f1826c6a916796f89f04eb8e0f3f197f02-3200x4000.png?w=128&auto=format&q=80&fit=max 128w, https://cdn.sanity.io/images/81xzdvms/production/7fce26f1826c6a916796f89f04eb8e0f3f197f02-3200x4000.png?w=160&auto=format&q=80&fit=max 160w, https://cdn.sanity.io/images/81xzdvms/production/7fce26f1826c6a916796f89f04eb8e0f3f197f02-3200x4000.png?w=192&auto=format&q=80&fit=max 192w, https://cdn.sanity.io/images/81xzdvms/production/7fce26f1826c6a916796f89f04eb8e0f3f197f02-3200x4000.png?w=256&auto=format&q=80&fit=max 256w, https://cdn.sanity.io/images/81xzdvms/production/7fce26f1826c6a916796f89f04eb8e0f3f197f02-3200x4000.png?w=320&auto=format&q=80&fit=max 320w, https://cdn.sanity.io/images/81xzdvms/production/7fce26f1826c6a916796f89f04eb8e0f3f197f02-3200x4000.png?w=384&auto=format&q=80&fit=max 384w, https://cdn.sanity.io/images/81xzdvms/production/7fce26f1826c6a916796f89f04eb8e0f3f197f02-3200x4000.png?w=480&auto=format&q=80&fit=max 480w" sizes="(max-width: 800px) calc(25vw - 18px), (max-width: 980px) 116px, 130px" alt="Sonata" width="3200" height="4000" loading="lazy" decoding="async" fetchPriority="auto" data-system-content-card-image="true" data-editorial-asset-key="image-7fce26f1826c6a916796f89f04eb8e0f3f197f02-3200x4000-png"/></span></span></a></div></div><div class="DiscoveryOmnibar-module__ufaEna__projectShelfItem" role="listitem" style="--omnibar-item-index:18" data-omnibar-editorial-node="project:axiom" data-home-onboarding-role="project" data-home-onboarding-key="project:axiom" data-omnibar-motion-key="editorial-project:axiom" aria-hidden="true" inert="" data-visible="false"><div class="DiscoveryOmnibar-module__ufaEna__exploreRevealItem"><a class="system-module__DLDHVW__contentCard" aria-label="Axiom, Project. Created the brand system, product, & site for an AI-platform predicting drug toxicity." aria-describedby="_R_jkf5nbaqqivb_" data-cursor="pointer" data-system-content-card="true" href="/projects/axiom"><span class="system-module__DLDHVW__contentCardMedia" data-system-content-card-media="true" style="--media-palette-background:#8f79dd"><span class="system-module__DLDHVW__contentCardMediaClip"><img class="system-module__DLDHVW__contentCardImage system-module__DLDHVW__contentCardImageNativePaint" src="https://cdn.sanity.io/images/81xzdvms/production/a5725be7c119a331031deea8c21398de2fb1d561-3200x4000.png?w=320&auto=format&q=80&fit=max" srcSet="https://cdn.sanity.io/images/81xzdvms/production/a5725be7c119a331031deea8c21398de2fb1d561-3200x4000.png?w=96&auto=format&q=80&fit=max 96w, https://cdn.sanity.io/images/81xzdvms/production/a5725be7c119a331031deea8c21398de2fb1d561-3200x4000.png?w=128&auto=format&q=80&fit=max 128w, https://cdn.sanity.io/images/81xzdvms/production/a5725be7c119a331031deea8c21398de2fb1d561-3200x4000.png?w=160&auto=format&q=80&fit=max 160w, https://cdn.sanity.io/images/81xzdvms/production/a5725be7c119a331031deea8c21398de2fb1d561-3200x4000.png?w=192&auto=format&q=80&fit=max 192w, https://cdn.sanity.io/images/81xzdvms/production/a5725be7c119a331031deea8c21398de2fb1d561-3200x4000.png?w=256&auto=format&q=80&fit=max 256w, https://cdn.sanity.io/images/81xzdvms/production/a5725be7c119a331031deea8c21398de2fb1d561-3200x4000.png?w=320&auto=format&q=80&fit=max 320w, https://cdn.sanity.io/images/81xzdvms/production/a5725be7c119a331031deea8c21398de2fb1d561-3200x4000.png?w=384&auto=format&q=80&fit=max 384w, https://cdn.sanity.io/images/81xzdvms/production/a5725be7c119a331031deea8c21398de2fb1d561-3200x4000.png?w=480&auto=format&q=80&fit=max 480w" sizes="(max-width: 800px) calc(25vw - 18px), (max-width: 980px) 116px, 130px" alt="Axiom" width="3200" height="4000" loading="lazy" decoding="async" fetchPriority="auto" data-system-content-card-image="true" data-editorial-asset-key="image-a5725be7c119a331031deea8c21398de2fb1d561-3200x4000-png"/></span></span></a></div></div><div class="DiscoveryOmnibar-module__ufaEna__projectShelfItem" role="listitem" style="--omnibar-item-index:19" data-omnibar-editorial-node="project:ingredient-ai" data-home-onboarding-role="project" data-home-onboarding-key="project:ingredient-ai" data-omnibar-motion-key="editorial-project:ingredient-ai" aria-hidden="true" inert="" data-visible="false"><div class="DiscoveryOmnibar-module__ufaEna__exploreRevealItem"><a class="system-module__DLDHVW__contentCard" aria-label="Ingredient AI, Project. Refreshed Ingredient AI'
109s brand, site, content, and component system." aria-describedby="_R_kkf5nbaqqivb_" data-cursor="pointer" data-system-content-card="true" href="/projects/ingredient-ai"><span class="system-module__DLDHVW__contentCardMedia" data-system-content-card-media="true" style="--media-palette-background:#8ca404"><span class="system-module__DLDHVW__contentCardMediaClip"><img class="system-module__DLDHVW__contentCardImage system-module__DLDHVW__contentCardImageNativePaint" src="https://cdn.sanity.io/images/81xzdvms/production/afbd8b6a0584b1be001bfe64ba40c3ce53eac952-960x1200.png?w=320&auto=format&q=80&fit=max" srcSet="https://cdn.sanity.io/images/81xzdvms/production/afbd8b6a0584b1be001bfe64ba40c3ce53eac952-960x1200.png?w=96&auto=format&q=80&fit=max 96w, https://cdn.sanity.io/images/81xzdvms/production/afbd8b6a0584b1be001bfe64ba40c3ce53eac952-960x1200.png?w=128&auto=format&q=80&fit=max 128w, https://cdn.sanity.io/images/81xzdvms/production/afbd8b6a0584b1be001bfe64ba40c3ce53eac952-960x1200.png?w=160&auto=format&q=80&fit=max 160w, https://cdn.sanity.io/images/81xzdvms/production/afbd8b6a0584b1be001bfe64ba40c3ce53eac952-960x1200.png?w=192&auto=format&q=80&fit=max 192w, https://cdn.sanity.io/images/81xzdvms/production/afbd8b6a0584b1be001bfe64ba40c3ce53eac952-960x1200.png?w=256&auto=format&q=80&fit=max 256w, https://cdn.sanity.io/images/81xzdvms/production/afbd8b6a0584b1be001bfe64ba40c3ce53eac952-960x1200.png?w=320&auto=format&q=80&fit=max 320w, https://cdn.sanity.io/images/81xzdvms/production/afbd8b6a0584b1be001bfe64ba40c3ce53eac952-960x1200.png?w=384&auto=format&q=80&fit=max 384w, https://cdn.sanity.io/images/81xzdvms/production/afbd8b6a0584b1be001bfe64ba40c3ce53eac952-960x1200.png?w=480&auto=format&q=80&fit=max 480w" sizes="(max-width: 800px) calc(25vw - 18px), (max-width: 980px) 116px, 130px" alt="Ingredient AI" width="960" height="1200" loading="lazy" decoding="async" fetchPriority="auto" data-system-content-card-image="true" data-editorial-asset-key="image-afbd8b6a0584b1be001bfe64ba40c3ce53eac952-960x1200-png"/></span></span></a></div></div><div class="DiscoveryOmnibar-module__ufaEna__projectShelfItem" role="listitem" style="--omnibar-item-index:20" data-omnibar-editorial-node="project:nestwell" data-home-onboarding-role="project" data-home-onboarding-key="project:nestwell" data-omnibar-motion-key="editorial-project:nestwell" aria-hidden="true" inert="" data-visible="false"><div class="DiscoveryOmnibar-module__ufaEna__exploreRevealItem"><a class="system-module__DLDHVW__contentCard" aria-label="Nestwell, Project. Branded and launched brand turning hard environmental data into an actionable home health system." aria-describedby="_R_lkf5nbaqqivb_" data-cursor="pointer" data-system-content-card="true" href="/projects/nestwell"><span class="system-module__DLDHVW__contentCardMedia" data-system-content-card-media="true" style="--media-palette-background:#335537"><span class="system-module__DLDHVW__contentCardMediaClip"><img class="system-module__DLDHVW__contentCardImage system-module__DLDHVW__contentCardImageNativePaint" src="https://cdn.sanity.io/images/81xzdvms/production/5a29504b7ff92e8fc8f0d702cc5523f8b5a095aa-3200x4000.png?w=320&auto=format&q=80&fit=max" srcSet="https://cdn.sanity.io/images/81xzdvms/production/5a29504b7ff92e8fc8f0d702cc5523f8b5a095aa-3200x4000.png?w=96&auto=format&q=80&fit=max 96w, https://cdn.sanity.io/images/81xzdvms/production/5a29504b7ff92e8fc8f0d702cc5523f8b5a095aa-3200x4000.png?w=128&auto=format&q=80&fit=max 128w, https://cdn.sanity.io/images/81xzdvms/production/5a29504b7ff92e8fc8f0d702cc5523f8b5a095aa-3200x4000.png?w=160&auto=format&q=80&fit=max 160w, https://cdn.sanity.io/images/81xzdvms/production/5a29504b7ff92e8fc8f0d702cc5523f8b5a095aa-3200x4000.png?w=192&auto=format&q=80&fit=max 192w, https://cdn.sanity.io/images/81xzdvms/production/5a29504b7ff92e8fc8f0d702cc5523f8b5a095aa-3200x4000.png?w=256&auto=format&q=80&fit=max 256w, https://cdn.sanity.io/images/81xzdvms/production/5a29504b7ff92e8fc8f0d702cc5523f8b5a095aa-3200x4000.png?w=320&auto=format&q=80&fit=max 320w, https://cdn.sanity.io/images/81xzdvms/production/5a29504b7ff92e8fc8f0d702cc5523f8b5a095aa-3200x4000.png?w=384&auto=format&q=80&fit=max 384w, https://cdn.sanity.io/images/81xzdvms/production/5a29504b7ff92e8fc8f0d702cc5523f8b5a095aa-3200x4000.png?w=480&auto=format&q=80&fit=max 480w" sizes="(max-width: 800px) calc(25vw - 18px), (max-width: 980px) 116px, 130px" alt="Nestwell" width="3200" height="4000" loading="lazy" decoding="async" fetchPriority="auto" data-system-content-card-image="true" data-editorial-asset-key="image-5a29504b7ff92e8fc8f0d702cc5523f8b5a095aa-3200x4000-png"/></span></span></a></div></div><div class="DiscoveryOmnibar-module__ufaEna__projectShelfItem" role="listitem" style="--omnibar-item-index:21" data-omnibar-editorial-node="project:wurthy" data-home-onboarding-role="project" data-home-onboarding-key="project:wurthy" data-omnibar-motion-key="editorial-project:wurthy" aria-hidden="true" inert="" data-visible="false"><div class="DiscoveryOmnibar-module__ufaEna__exploreRevealItem"><a class="system-module__DLDHVW__contentCard" aria-label="Wurthy, Project. Designed and launched an agentic operating system for SMBs." aria-describedby="_R_mkf5nbaqqivb_" data-cursor="pointer" data-system-content-card="true" href="/projects/wurthy"><span class="system-module__DLDHVW__contentCardMedia" data-system-content-card-media="true" style="--media-palette-background:#151bec"><span class="system-module__DLDHVW__contentCardMediaClip"><img class="system-module__DLDHVW__contentCardImage system-module__DLDHVW__contentCardImageNativePaint" src="https://cdn.sanity.io/images/81xzdvms/production/d7fe380a0e36db4a7ba24881c41800fc4b007d31-3200x4000.png?w=320&auto=format&q=80&fit=max" srcSet="https://cdn.sanity.io/images/81xzdvms/production/d7fe380a0e36db4a7ba24881c41800fc4b007d31-3200x4000.png?w=96&auto=format&q=80&fit=max 96w, https://cdn.sanity.io/images/81xzdvms/production/d7fe380a0e36db4a7ba24881c41800fc4b007d31-3200x4000.png?w=128&auto=format&q=80&fit=max 128w, https://cdn.sanity.io/images/81xzdvms/production/d7fe380a0e36db4a7ba24881c41800fc4b007d31-3200x4000.png?w=160&auto=format&q=80&fit=max 160w, https://cdn.sanity.io/images/81xzdvms/production/d7fe380a0e36db4a7ba24881c41800fc4b007d31-3200x4000.png?w=192&auto=format&q=80&fit=max 192w, https://cdn.sanity.io/images/81xzdvms/production/d7fe380a0e36db4a7ba24881c41800fc4b007d31-3200x4000.png?w=256&auto=format&q=80&fit=max 256w, https://cdn.sanity.io/images/81xzdvms/production/d7fe380a0e36db4a7ba24881c41800fc4b007d31-3200x4000.png?w=320&auto=format&q=80&fit=max 320w, https://cdn.sanity.io/images/81xzdvms/production/d7fe380a0e36db4a7ba24881c41800fc4b007d31-3200x4000.png?w=384&auto=format&q=80&fit=max 384w, https://cdn.sanity.io/images/81xzdvms/production/d7fe380a0e36db4a7ba24881c41800fc4b007d31-3200x4000.png?w=480&auto=format&q=80&fit=max 480w" sizes="(max-width: 800px) calc(25vw - 18px), (max-width: 980px) 116px, 130px" alt="Wurthy" width="3200" height="4000" loading="lazy" decoding="async" fetchPriority="auto" data-system-content-card-image="true" data-editorial-asset-key="image-d7fe380a0e36db4a7ba24881c41800fc4b007d31-3200x4000-png"/></span></span></a></div></div><div class="DiscoveryOmnibar-module__ufaEna__projectShelfItem" role="listitem" style="--omnibar-item-index:22" data-omnibar-editorial-node="project:ease" data-home-onboarding-role="project" data-home-onboarding-key="project:ease" data-omnibar-motion-key="editorial-project:ease" aria-hidden="true" inert="" data-visible="false"><div class="DiscoveryOmnibar-module__ufaEna__exploreRevealItem"><a class="system-module__DLDHVW__contentCard" aria-label="Ease, Project. Designed the identity, product, and site around an AI-first operating system for behavioral health." aria-describedby="_R_nkf5nbaqqivb_" data-cursor="pointer" data-system-content-card="true" href="/projects/ease"><span class="system-module__DLDHVW__contentCardMedia" data-system-content-card-media="true" style="--media-palette-background:#0c3c14"><span class="system-module__DLDHVW__contentCardMediaClip"><img class="system-module__DLDHVW__contentCardImage system-module__DLDHVW__contentCardImageNativePaint" src="https://cdn.sanity.io/images/81xzdvms/production/8668576b7fa552473550dbc47288bcebdb5c110a-3200x4000.png?w=320&auto=format&q=80&fit=max" srcSet="https://cdn.sanity.io/images/81xzdvms/production/8668576b7fa552473550dbc47288bcebdb5c110a-3200x4000.png?w=96&auto=format&q=80&fit=max 96w, https://cdn.sanity.io/images/81xzdvms/production/8668576b7fa552473550dbc47288bcebdb5c110a-3200x4000.png?w=128&auto=format&q=80&fit=max 128w, https://cdn.sanity.io/images/81xzdvms/production/8668576b7fa552473550dbc47288bcebdb5c110a-3200x4000.png?w=160&auto=format&q=80&fit=max 160w, https://cdn.sanity.io/images/81xzdvms/production/8668576b7fa552473550dbc47288bcebdb5c110a-3200x4000.png?w=192&auto=format&q=80&fit=max 192w, https://cdn.sanity.io/images/81xzdvms/production/8668576b7fa552473550dbc47288bcebdb5c110a-3200x4000.png?w=256&auto=format&q=80&fit=max 256w, https://cdn.sanity.io/images/81xzdvms/production/8668576b7fa552473550dbc47288bcebdb5c110a-3200x4000.png?w=320&auto=format&q=80&fit=max 320w, https://cdn.sanity.io/images/81xzdvms/production/8668576b7fa552473550dbc47288bcebdb5c110a-3200x4000.png?w=384&auto=format&q=80&fit=max 384w, https://cdn.sanity.io/images/81xzdvms/production/8668576b7fa552473550dbc47288bcebdb5c110a-3200x4000.png?w=480&auto=format&q=80&fit=max 480w" sizes="(max-width: 800px) calc(25vw - 18px), (max-width: 980px) 116px, 130px" alt="Ease" width="3200" height="4000" loading="lazy" decoding="async" fetchPriority="auto" data-system-content-card-image="true" data-editorial-asset-key="image-8668576b7fa552473550dbc47288bcebdb5c110a-3200x4000-png"/></span></span></a></div></div><div class="DiscoveryOmnibar-module__ufaEna__projectShelfItem" role="listitem" style="--omnibar-item-index:23" data-omnibar-editorial-node="project:revitin" data-home-onboarding-role="project" data-home-onboarding-key="project:revitin" data-omnibar-motion-key="editorial-project:revitin" aria-hidden="true" inert="" data-visible="false"><div class="DiscoveryOmnibar-module__ufaEna__exploreRevealItem"><a class="system-module__DLDHVW__contentCard" aria-label="Revitin, Project. Relaunched the brand, site, art direction, & packaging for the worldâs first prebiotic toothpaste." aria-describedby="_R_okf5nbaqqivb_" data-cursor="pointer" data-system-content-card="true" href="/projects/revitin"><span class="system-module__DLDHVW__contentCardMedia" data-system-content-card-media="true" style="--media-palette-background:#584627"><span class="system-module__DLDHVW__contentCardMediaClip"><img class="system-module__DLDHVW__contentCardImage system-module__DLDHVW__contentCardImageNativePaint" src="https://cdn.sanity.io/images/81xzdvms/production/f11967a514423e7c74b44fdec7f730b2ceaf7e07-3200x4000.png?w=320&auto=format&q=80&fit=max" srcSet="https://cdn.sanity.io/images/81xzdvms/production/f11967a514423e7c74b44fdec7f730b2ceaf7e07-3200x4000.png?w=96&auto=format&q=80&fit=max 96w, https://cdn.sanity.io/images/81xzdvms/production/f11967a514423e7c74b44fdec7f730b2ceaf7e07-3200x4000.png?w=128&auto=format&q=80&fit=max 128w, https://cdn.sanity.io/images/81xzdvms/production/f11967a514423e7c74b44fdec7f730b2ceaf7e07-3200x4000.png?w=160&auto=format&q=80&fit=max 160w, https://cdn.sanity.io/images/81xzdvms/production/f11967a514423e7c74b44fdec7f730b2ceaf7e07-3200x4000.png?w=192&auto=format&q=80&fit=max 192w, https://cdn.sanity.io/images/81xzdvms/production/f11967a514423e7c74b44fdec7f730b2ceaf7e07-3200x4000.png?w=256&auto=format&q=80&fit=max 256w, https://cdn.sanity.io/images/81xzdvms/production/f11967a514423e7c74b44fdec7f730b2ceaf7e07-3200x4000.png?w=320&auto=format&q=80&fit=max 320w, https://cdn.sanity.io/images/81xzdvms/production/f11967a514423e7c74b44fdec7f730b2ceaf7e07-3200x4000.png?w=384&auto=format&q=80&fit=max 384w, https://cdn.sanity.io/images/81xzdvms/production/f11967a514423e7c74b44fdec7f730b2ceaf7e07-3200x4000.png?w=480&auto=format&q=80&fit=max 480w" sizes="(max-width: 800px) calc(25vw - 18px), (max-width: 980px) 116px, 130px" alt="Revitin" width="3200" height="4000" loading="lazy" decoding="async" fetchPriority="auto" data-system-content-card-image="true" data-editorial-asset-key="image-f11967a514423e7c74b44fdec7f730b2ceaf7e07-3200x4000-png"/></span></span></a></div></div><div class="DiscoveryOmnibar-module__ufaEna__projectShelfItem" role="listitem" style="--omnibar-item-index:24" data-omnibar-editorial-node="project:odessia" data-home-onboarding-role="project" data-home-onboarding-key="project:odessia" data-omnibar-motion-key="editorial-project:odessia" aria-hidden="true" inert="" data-visible="false"><div class="DiscoveryOmnibar-module__ufaEna__exploreRevealItem"><a class="system-module__DLDHVW__contentCard" aria-label="Odessia, Project. Named, built brand, & product for AI travel agent that books entire trip in a single conversation." aria-describedby="_R_pkf5nbaqqivb_" data-cursor="pointer" data-system-content-card="true" href="/projects/odessia"><span class="system-module__DLDHVW__contentCardMedia" data-system-content-card-media="true" style="--media-palette-background:#48572c"><span class="system-module__DLDHVW__contentCardMediaClip"><img class="system-module__DLDHVW__contentCardImage system-module__DLDHVW__contentCardImageNativePaint" src="https://cdn.sanity.io/images/81xzdvms/production/0c484cba5e65b23c2ac31b703c00314c05992ef0-3200x4000.png?w=320&auto=format&q=80&fit=max" srcSet="https://cdn.sanity.io/images/81xzdvms/production/0c484cba5e65b23c2ac31b703c00314c05992ef0-3200x4000.png?w=96&auto=format&q=80&fit=max 96w, https://cdn.sanity.io/images/81xzdvms/production/0c484cba5e65b23c2ac31b703c00314c05992ef0-3200x4000.png?w=128&auto=format&q=80&fit=max 128w, https://cdn.sanity.io/images/81xzdvms/production/0c484cba5e65b23c2ac31b703c00314c05992ef0-3200x4000.png?w=160&auto=format&q=80&fit=max 160w, https://cdn.sanity.io/images/81xzdvms/production/0c484cba5e65b23c2ac31b703c00314c05992ef0-3200x4000.png?w=192&auto=format&q=80&fit=max 192w, https://cdn.sanity.io/images/81xzdvms/production/0c484cba5e65b23c2ac31b703c00314c05992ef0-3200x4000.png?w=256&auto=format&q=80&fit=max 256w, https://cdn.sanity.io/images/81xzdvms/production/0c484cba5e65b23c2ac31b703c00314c05992ef0-3200x4000.png?w=320&auto=format&q=80&fit=max 320w, https://cdn.sanity.io/images/81xzdvms/production/0c484cba5e65b23c2ac31b703c00314c05992ef0-3200x4000.png?w=384&auto=format&q=80&fit=max 384w, https://cdn.sanity.io/images/81xzdvms/production/0c484cba5e65b23c2ac31b703c00314c05992ef0-3200x4000.png?w=480&auto=format&q=80&fit=max 480w" sizes="(max-width: 800px) calc(25vw - 18px), (max-width: 980px) 116px, 130px" alt="Odessia" width="3200" height="4000" loading="lazy" decoding="async" fetchPriority="auto" data-system-content-card-image="true" data-editorial-asset-key="image-0c484cba5e65b23c2ac31b703c00314c05992ef0-3200x4000-png"/></span></span></a></div></div><div class="DiscoveryOmnibar-module__ufaEna__projectShelfItem" role="listitem" style="--omnibar-item-index:25" data-omnibar-editorial-node="project:haven" data-home-onboarding-role="project" data-home-onboarding-key="project:haven" data-omnibar-motion-key="editorial-project:haven" aria-hidden="true" inert="" data-visible="false"><div class="DiscoveryOmnibar-module__ufaEna__exploreRevealItem"><a class="system-module__DLDHVW__contentCard" aria-label="Haven, Project. Branded and launched Haven, turning a panel manufacturer into a coordinated building platform." aria-describedby="_R_qkf5nbaqqivb_" data-cursor="pointer" data-system-content-card="true" href="/projects/haven"><span class="system-module__DLDHVW__contentCardMedia" data-system-content-ca
109rd-media="true" style="--media-palette-background:#fc7c1c"><span class="system-module__DLDHVW__contentCardMediaClip"><img class="system-module__DLDHVW__contentCardImage system-module__DLDHVW__contentCardImageNativePaint" src="https://cdn.sanity.io/images/81xzdvms/production/dbf0da3c5a75c2e2ab81f3e5b62b7e05b5d347ba-1440x1800.png?w=320&auto=format&q=80&fit=max" srcSet="https://cdn.sanity.io/images/81xzdvms/production/dbf0da3c5a75c2e2ab81f3e5b62b7e05b5d347ba-1440x1800.png?w=96&auto=format&q=80&fit=max 96w, https://cdn.sanity.io/images/81xzdvms/production/dbf0da3c5a75c2e2ab81f3e5b62b7e05b5d347ba-1440x1800.png?w=128&auto=format&q=80&fit=max 128w, https://cdn.sanity.io/images/81xzdvms/production/dbf0da3c5a75c2e2ab81f3e5b62b7e05b5d347ba-1440x1800.png?w=160&auto=format&q=80&fit=max 160w, https://cdn.sanity.io/images/81xzdvms/production/dbf0da3c5a75c2e2ab81f3e5b62b7e05b5d347ba-1440x1800.png?w=192&auto=format&q=80&fit=max 192w, https://cdn.sanity.io/images/81xzdvms/production/dbf0da3c5a75c2e2ab81f3e5b62b7e05b5d347ba-1440x1800.png?w=256&auto=format&q=80&fit=max 256w, https://cdn.sanity.io/images/81xzdvms/production/dbf0da3c5a75c2e2ab81f3e5b62b7e05b5d347ba-1440x1800.png?w=320&auto=format&q=80&fit=max 320w, https://cdn.sanity.io/images/81xzdvms/production/dbf0da3c5a75c2e2ab81f3e5b62b7e05b5d347ba-1440x1800.png?w=384&auto=format&q=80&fit=max 384w, https://cdn.sanity.io/images/81xzdvms/production/dbf0da3c5a75c2e2ab81f3e5b62b7e05b5d347ba-1440x1800.png?w=480&auto=format&q=80&fit=max 480w" sizes="(max-width: 800px) calc(25vw - 18px), (max-width: 980px) 116px, 130px" alt="Haven" width="1440" height="1800" loading="lazy" decoding="async" fetchPriority="auto" data-system-content-card-image="true" data-editorial-asset-key="image-dbf0da3c5a75c2e2ab81f3e5b62b7e05b5d347ba-1440x1800-png"/></span></span></a></div></div><div class="DiscoveryOmnibar-module__ufaEna__projectShelfItem" role="listitem" style="--omnibar-item-index:26" data-omnibar-editorial-node="project:tennr" data-home-onboarding-role="project" data-home-onboarding-key="project:tennr" data-omnibar-motion-key="editorial-project:tennr" aria-hidden="true" inert="" data-visible="false"><div class="DiscoveryOmnibar-module__ufaEna__exploreRevealItem"><a class="system-module__DLDHVW__contentCard" aria-label="Tennr, Project. Created brand and web foundation for an AI healthcare company built for speed and clarity." aria-describedby="_R_rkf5nbaqqivb_" data-cursor="pointer" data-system-content-card="true" href="/projects/tennr"><span class="system-module__DLDHVW__contentCardMedia" data-system-content-card-media="true" style="--media-palette-background:#9c4c44"><span class="system-module__DLDHVW__contentCardMediaClip"><img class="system-module__DLDHVW__contentCardImage system-module__DLDHVW__contentCardImageNativePaint" src="https://cdn.sanity.io/images/81xzdvms/production/560a4205e56e872fbee28e2279d3c38a3b2c8b52-3200x4000.png?w=320&auto=format&q=80&fit=max" srcSet="https://cdn.sanity.io/images/81xzdvms/production/560a4205e56e872fbee28e2279d3c38a3b2c8b52-3200x4000.png?w=96&auto=format&q=80&fit=max 96w, https://cdn.sanity.io/images/81xzdvms/production/560a4205e56e872fbee28e2279d3c38a3b2c8b52-3200x4000.png?w=128&auto=format&q=80&fit=max 128w, https://cdn.sanity.io/images/81xzdvms/production/560a4205e56e872fbee28e2279d3c38a3b2c8b52-3200x4000.png?w=160&auto=format&q=80&fit=max 160w, https://cdn.sanity.io/images/81xzdvms/production/560a4205e56e872fbee28e2279d3c38a3b2c8b52-3200x4000.png?w=192&auto=format&q=80&fit=max 192w, https://cdn.sanity.io/images/81xzdvms/production/560a4205e56e872fbee28e2279d3c38a3b2c8b52-3200x4000.png?w=256&auto=format&q=80&fit=max 256w, https://cdn.sanity.io/images/81xzdvms/production/560a4205e56e872fbee28e2279d3c38a3b2c8b52-3200x4000.png?w=320&auto=format&q=80&fit=max 320w, https://cdn.sanity.io/images/81xzdvms/production/560a4205e56e872fbee28e2279d3c38a3b2c8b52-3200x4000.png?w=384&auto=format&q=80&fit=max 384w, https://cdn.sanity.io/images/81xzdvms/production/560a4205e56e872fbee28e2279d3c38a3b2c8b52-3200x4000.png?w=480&auto=format&q=80&fit=max 480w" sizes="(max-width: 800px) calc(25vw - 18px), (max-width: 980px) 116px, 130px" alt="Tennr" width="3200" height="4000" loading="lazy" decoding="async" fetchPriority="auto" data-system-content-card-image="true" data-editorial-asset-key="image-560a4205e56e872fbee28e2279d3c38a3b2c8b52-3200x4000-png"/></span></span></a></div></div></div></div></section><section class="DiscoveryOmnibar-module__ufaEna__row" style="order:2" aria-labelledby="_R_7baqqivbH5_" data-row="writings" data-omnibar-editorial-row="writings" data-row-motion-index="4" data-presentation-section="writings" data-presentation-visible="false" data-row-visible="false" aria-hidden="true" inert=""><div class="DiscoveryOmnibar-module__ufaEna__rowInner"><div class="DiscoveryOmnibar-module__ufaEna__editorialShelfHeader"><h2 class="DiscoveryOmnibar-module__ufaEna__sectionLabel" id="_R_7baqqivbH5_" aria-hidden="true" inert="" data-visible="false"><span class="DiscoveryOmnibar-module__ufaEna__exploreRevealItem" style="--omnibar-item-index:0">Writings</span></h2><a class="DiscoveryOmnibar-module__ufaEna__shelfIndexLink" aria-label="View all Writings" data-omnibar-route-link="/writings" aria-hidden="true" inert="" data-visible="false" href="/writings"><span class="DiscoveryOmnibar-module__ufaEna__exploreRevealItem" style="--omnibar-item-index:1">View all</span></a></div><div class="DiscoveryOmnibar-module__ufaEna__projectShelf" role="list" aria-label="All writings"><div class="DiscoveryOmnibar-module__ufaEna__projectShelfItem" role="listitem" style="--omnibar-item-index:0" data-omnibar-editorial-node="writing:equitable-equity-for-agencies" data-home-onboarding-role="writing" data-home-onboarding-key="writing:equitable-equity-for-agencies" data-omnibar-motion-key="editorial-writing:equitable-equity-for-agencies" aria-hidden="true" inert="" data-visible="false"><div class="DiscoveryOmnibar-module__ufaEna__exploreRevealItem"><a class="system-module__DLDHVW__contentCard" aria-label="Article I, Writing. How Little Plains built a simple equity model so the people behind the best work can share in what it becomes." aria-describedby="_R_1lf5nbaqqivb_" data-cursor="pointer" data-system-content-card="true" href="/writings/equitable-equity-for-agencies"><span class="system-module__DLDHVW__contentCardMedia" data-system-content-card-media="true" style="--media-palette-background:#fcf4ec"><span class="system-module__DLDHVW__contentCardMediaClip"><img class="system-module__DLDHVW__contentCardImage system-module__DLDHVW__contentCardImageNativePaint" src="https://cdn.sanity.io/images/81xzdvms/production/7dd951ac2dda50b12e4fa79b1536e434bb7e59fd-4000x5000.png?w=320&auto=format&q=80&fit=max" srcSet="https://cdn.sanity.io/images/81xzdvms/production/7dd951ac2dda50b12e4fa79b1536e434bb7e59fd-4000x5000.png?w=96&auto=format&q=80&fit=max 96w, https://cdn.sanity.io/images/81xzdvms/production/7dd951ac2dda50b12e4fa79b1536e434bb7e59fd-4000x5000.png?w=128&auto=format&q=80&fit=max 128w, https://cdn.sanity.io/images/81xzdvms/production/7dd951ac2dda50b12e4fa79b1536e434bb7e59fd-4000x5000.png?w=160&auto=format&q=80&fit=max 160w, https://cdn.sanity.io/images/81xzdvms/production/7dd951ac2dda50b12e4fa79b1536e434bb7e59fd-4000x5000.png?w=192&auto=format&q=80&fit=max 192w, https://cdn.sanity.io/images/81xzdvms/production/7dd951ac2dda50b12e4fa79b1536e434bb7e59fd-4000x5000.png?w=256&auto=format&q=80&fit=max 256w, https://cdn.sanity.io/images/81xzdvms/production/7dd951ac2dda50b12e4fa79b1536e434bb7e59fd-4000x5000.png?w=320&auto=format&q=80&fit=max 320w, https://cdn.sanity.io/images/81xzdvms/production/7dd951ac2dda50b12e4fa79b1536e434bb7e59fd-4000x5000.png?w=384&auto=format&q=80&fit=max 384w, https://cdn.sanity.io/images/81xzdvms/production/7dd951ac2dda50b12e4fa79b1536e434bb7e59fd-4000x5000.png?w=480&auto=format&q=80&fit=max 480w" sizes="(max-width: 800px) calc(25vw - 18px), (max-width: 980px) 116px, 130px" alt="Article I" width="4000" height="5000" loading="lazy" decoding="async" fetchPriority="auto" data-system-content-card-image="true" data-editorial-asset-key="image-7dd951ac2dda50b12e4fa79b1536e434bb7e59fd-4000x5000-png"/></span></span></a></div></div><div class="DiscoveryOmnibar-module__ufaEna__projectShelfItem" role="listitem" style="--omnibar-item-index:1" data-omnibar-editorial-node="writing:software-systems-society" data-home-onboarding-role="writing" data-home-onboarding-key="writing:software-systems-society" data-omnibar-motion-key="editorial-writing:software-systems-society" aria-hidden="true" inert="" data-visible="false"><div class="DiscoveryOmnibar-module__ufaEna__exploreRevealItem"><a class="system-module__DLDHVW__contentCard" aria-label="Article II, Writing. Why the next phase of creative work looks less like assembly and more like conducting â and how to build for it." aria-describedby="_R_2lf5nbaqqivb_" data-cursor="pointer" data-system-content-card="true" href="/writings/software-systems-society"><span class="system-module__DLDHVW__contentCardMedia" data-system-content-card-media="true" style="--media-palette-background:#fcf4ec"><span class="system-module__DLDHVW__contentCardMediaClip"><img class="system-module__DLDHVW__contentCardImage system-module__DLDHVW__contentCardImageNativePaint" src="https://cdn.sanity.io/images/81xzdvms/production/a667ddf83fffd4c079711dac95bd4a74eead8ecb-4000x5000.png?w=320&auto=format&q=80&fit=max" srcSet="https://cdn.sanity.io/images/81xzdvms/production/a667ddf83fffd4c079711dac95bd4a74eead8ecb-4000x5000.png?w=96&auto=format&q=80&fit=max 96w, https://cdn.sanity.io/images/81xzdvms/production/a667ddf83fffd4c079711dac95bd4a74eead8ecb-4000x5000.png?w=128&auto=format&q=80&fit=max 128w, https://cdn.sanity.io/images/81xzdvms/production/a667ddf83fffd4c079711dac95bd4a74eead8ecb-4000x5000.png?w=160&auto=format&q=80&fit=max 160w, https://cdn.sanity.io/images/81xzdvms/production/a667ddf83fffd4c079711dac95bd4a74eead8ecb-4000x5000.png?w=192&auto=format&q=80&fit=max 192w, https://cdn.sanity.io/images/81xzdvms/production/a667ddf83fffd4c079711dac95bd4a74eead8ecb-4000x5000.png?w=256&auto=format&q=80&fit=max 256w, https://cdn.sanity.io/images/81xzdvms/production/a667ddf83fffd4c079711dac95bd4a74eead8ecb-4000x5000.png?w=320&auto=format&q=80&fit=max 320w, https://cdn.sanity.io/images/81xzdvms/production/a667ddf83fffd4c079711dac95bd4a74eead8ecb-4000x5000.png?w=384&auto=format&q=80&fit=max 384w, https://cdn.sanity.io/images/81xzdvms/production/a667ddf83fffd4c079711dac95bd4a74eead8ecb-4000x5000.png?w=480&auto=format&q=80&fit=max 480w" sizes="(max-width: 800px) calc(25vw - 18px), (max-width: 980px) 116px, 130px" alt="Article II" width="4000" height="5000" loading="lazy" decoding="async" fetchPriority="auto" data-system-content-card-image="true" data-editorial-asset-key="image-a667ddf83fffd4c079711dac95bd4a74eead8ecb-4000x5000-png"/></span></span></a></div></div><div class="DiscoveryOmnibar-module__ufaEna__projectShelfItem" role="listitem" style="--omnibar-item-index:2" data-omnibar-editorial-node="writing:guide-to-raising" data-home-onboarding-role="writing" data-home-onboarding-key="writing:guide-to-raising" data-omnibar-motion-key="editorial-writing:guide-to-raising" aria-hidden="true" inert="" data-visible="false"><div class="DiscoveryOmnibar-module__ufaEna__exploreRevealItem"><a class="system-module__DLDHVW__contentCard" aria-label="The 10 Fundraising Commandments, Writing. Tips for new founders raising capital." aria-describedby="_R_3lf5nbaqqivb_" data-cursor="pointer" data-system-content-card="true" href="/writings/guide-to-raising"><span class="system-module__DLDHVW__contentCardMedia" data-system-content-card-media="true" style="--media-palette-background:#fcf4ec"><span class="system-module__DLDHVW__contentCardMediaClip"><img class="system-module__DLDHVW__contentCardImage system-module__DLDHVW__contentCardImageNativePaint" src="https://cdn.sanity.io/images/81xzdvms/production/d
109a049fb42da485838b7e94125c66eaf188e882e8-3200x4000.png?w=320&auto=format&q=80&fit=max" srcSet="https://cdn.sanity.io/images/81xzdvms/production/da049fb42da485838b7e94125c66eaf188e882e8-3200x4000.png?w=96&auto=format&q=80&fit=max 96w, https://cdn.sanity.io/images/81xzdvms/production/da049fb42da485838b7e94125c66eaf188e882e8-3200x4000.png?w=128&auto=format&q=80&fit=max 128w, https://cdn.sanity.io/images/81xzdvms/production/da049fb42da485838b7e94125c66eaf188e882e8-3200x4000.png?w=160&auto=format&q=80&fit=max 160w, https://cdn.sanity.io/images/81xzdvms/production/da049fb42da485838b7e94125c66eaf188e882e8-3200x4000.png?w=192&auto=format&q=80&fit=max 192w, https://cdn.sanity.io/images/81xzdvms/production/da049fb42da485838b7e94125c66eaf188e882e8-3200x4000.png?w=256&auto=format&q=80&fit=max 256w, https://cdn.sanity.io/images/81xzdvms/production/da049fb42da485838b7e94125c66eaf188e882e8-3200x4000.png?w=320&auto=format&q=80&fit=max 320w, https://cdn.sanity.io/images/81xzdvms/production/d
109a049fb42da485838b7e94125c66eaf188e882e8-3200x4000.png?w=384&auto=format&q=80&fit=max 384w, https://cdn.sanity.io/images/81xzdvms/production/da049fb42da485838b7e94125c66eaf188e882e8-3200x4000.png?w=480&auto=format&q=80&fit=max 480w" sizes="(max-width: 800px) calc(25vw - 18px), (max-width: 980px) 116px, 130px" alt="The 10 Fundraising Commandments" width="3200" height="4000" loading="lazy" decoding="async" fetchPriority="auto" data-system-content-card-image="true" data-editorial-asset-key="image-da049fb42da485838b7e94125c66eaf188e882e8-3200x4000-png"/></span></span></a></div></div><div class="DiscoveryOmnibar-module__ufaEna__projectShelfItem" role="listitem" style="--omnibar-item-index:3" data-omnibar-editorial-node="writing:building-brand-systems-for-humans-and-agents-today" data-home-onboarding-role="writing" data-home-onboarding-key="writing:building-brand-systems-for-humans-and-agents-today" data-omnibar-motion-key="editorial-writing:building-brand-systems-for-humans-and-agents-today" aria-hidden="true" inert="" data-visible="false"><div class="DiscoveryOmnibar-module__ufaEna__exploreRevealItem"><a class="system-module__DLDHVW__contentCard" aria-label="UX for Two, Writing. Why the brand kit is becoming a knowledge base â and how 400-token chunks, retrieval rules, and a soul.md file change what gets shipped." aria-describedby="_R_4lf5nbaqqivb_" data-cursor="pointer" data-system-content-card="true" href="/writings/building-brand-systems-for-humans-and-agents-today"><span class="system-module__DLDHVW__contentCardMedia" data-system-content-card-media="true" style="--media-palette-background:#fcf4ec"><span class="system-module__DLDHVW__contentCardMediaClip"><img class="system-module__DLDHVW__contentCardImage system-module__DLDHVW__contentCardImageNativePaint" src="https://cdn.sanity.io/images/81xzdvms/production/47f5ca9a84ec58659da2c498bacb51390695986f-4000x5000.png?w=320&auto=format&q=80&fit=max" srcSet="https://cdn.sanity.io/images/81xzdvms/production/47f5ca9a84ec58659da2c498bacb51390695986f-4000x5000.png?w=96&auto=format&q=80&fit=max 96w, https://cdn.sanity.io/images/81xzdvms/production/47f5ca9a84ec58659da2c498bacb51390695986f-4000x5000.png?w=128&auto=format&q=80&fit=max 128w, https://cdn.sanity.io/images/81xzdvms/production/47f5ca9a84ec58659da2c498bacb51390695986f-4000x5000.png?w=160&auto=format&q=80&fit=max 160w, https://cdn.sanity.io/images/81xzdvms/production/47f5ca9a84ec58659da2c498bacb51390695986f-4000x5000.png?w=192&auto=format&q=80&fit=max 192w, https://cdn.sanity.io/images/81xzdvms/production/47f5ca9a84ec58659da2c498bacb51390695986f-4000x5000.png?w=256&auto=format&q=80&fit=max 256w, https://cdn.sanity.io/images/81xzdvms/production/47f5ca9a84ec58659da2c498bacb51390695986f-4000x5000.png?w=320&auto=format&q=80&fit=max 320w, https://cdn.sanity.io/images/81xzdvms/production/47f5ca9a84ec58659da2c498bacb51390695986f-4000x5000.png?w=384&auto=format&q=80&fit=max 384w, https://cdn.sanity.io/images/81xzdvms/production/47f5ca9a84ec58659da2c498bacb51390695986f-4000x5000.png?w=480&auto=format&q=80&fit=max 480w" sizes="(max-width: 800px) calc(25vw - 18px), (max-width: 980px) 116px, 130px" alt="UX for Two" width="4000" height="5000" loading="lazy" decoding="async" fetchPriority="auto" data-system-content-card-image="true" data-editorial-asset-key="image-47f5ca9a84ec58659da2c498bacb51390695986f-4000x5000-png"/></span></span></a></div></div><div class="DiscoveryOmnibar-module__ufaEna__projectShelfItem" role="listitem" style="--omnibar-item-index:4" data-omnibar-editorial-node="writing:a-new-tomorrow-today" data-home-onboarding-role="writing" data-home-onboarding-key="writing:a-new-tomorrow-today" data-omnibar-motion-key="editorial-writing:a-new-tomorrow-today" aria-hidden="true" inert="" data-visible="false"><div class="DiscoveryOmnibar-module__ufaEna__exploreRevealItem"><a class="system-module__DLDHVW__contentCard" aria-label="Article IV, Writing. How cheap, fast, and good stopped being a tradeoff â and what that means for the way creative studios have to work now." aria-describedby="_R_5lf5nbaqqivb_" data-cursor="pointer" data-system-content-card="true" href="/writings/a-new-tomorrow-today"><span class="system-module__DLDHVW__contentCardMedia" data-system-content-card-media="true" style="--media-palette-background:#fcf4ec"><span class="system-module__DLDHVW__contentCardMediaClip"><img class="system-module__DLDHVW__contentCardImage system-module__DLDHVW__contentCardImageNativePaint" src="https://cdn.sanity.io/images/81xzdvms/production/82c48b8938b9e58c84a03035d264d0fd6fff8f4f-4000x5000.png?w=320&auto=format&q=80&fit=max" srcSet="https://cdn.sanity.io/images/81xzdvms/production/82c48b8938b9e58c84a03035d264d0fd6fff8f4f-4000x5000.png?w=96&auto=format&q=80&fit=max 96w, https://cdn.sanity.io/images/81xzdvms/production/82c48b8938b9e58c84a03035d264d0fd6fff8f4f-4000x5000.png?w=128&auto=format&q=80&fit=max 128w, https://cdn.sanity.io/images/81xzdvms/production/82c48b8938b9e58c84a03035d264d0fd6fff8f4f-4000x5000.png?w=160&auto=format&q=80&fit=max 160w, https://cdn.sanity.io/images/81xzdvms/production/82c48b8938b9e58c84a03035d264d0fd6fff8f4f-4000x5000.png?w=192&auto=format&q=80&fit=max 192w, https://cdn.sanity.io/images/81xzdvms/production/82c48b8938b9e58c84a03035d264d0fd6fff8f4f-4000x5000.png?w=256&auto=format&q=80&fit=max 256w, https://cdn.sanity.io/images/81xzdvms/production/82c48b8938b9e58c84a03035d264d0fd6fff8f4f-4000x5000.png?w=320&auto=format&q=80&fit=max 320w, https://cdn.sanity.io/images/81xzdvms/production/82c48b8938b9e58c84a03035d264d0fd6fff8f4f-4000x5000.png?w=384&auto=format&q=80&fit=max 384w, https://cdn.sanity.io/images/81xzdvms/production/82c48b8938b9e58c84a03035d264d0fd6fff8f4f-4000x5000.png?w=480&auto=format&q=80&fit=max 480w" sizes="(max-width: 800px) calc(25vw - 18px), (max-width: 980px) 116px, 130px" alt="Article IV" width="4000" height="5000" loading="lazy" decoding="async" fetchPriority="auto" data-system-content-card-image="true" data-editorial-asset-key="image-82c48b8938b9e58c84a03035d264d0fd6fff8f4f-4000x5000-png"/></span></span></a></div></div><div class="DiscoveryOmnibar-module__ufaEna__projectShelfItem" role="listitem" style="--omnibar-item-index:5" data-omnibar-editorial-node="writing:last-mile-agentic-image-editing" data-home-onboarding-role="writing" data-home-onboarding-key="writing:last-mile-agentic-image-editing" data-omnibar-motion-key="editorial-writing:last-mile-agentic-image-editing" aria-hidden="true" inert="" data-visible="false"><div class="DiscoveryOmnibar-module__ufaEna__exploreRevealItem"><a class="system-module__DLDHVW__contentCard" aria-label="Article III, Writing. What happens when you shoot an entire Spring campaign generatively â and why the last 20% still needs a human and Photoshop." aria-describedby="_R_6lf5nbaqqivb_" data-cursor="pointer" data-system-content-card="true" href="/writings/last-mile-agentic-image-editing"><span class="system-module__DLDHVW__contentCardMedia" data-system-content-card-media="true" style="--media-palette-background:#fcf4ec"><span class="system-module__DLDHVW__contentCardMediaClip"><img class="system-module__DLDHVW__contentCardImage system-module__DLDHVW__contentCardImageNativePaint" src="https://cdn.sanity.io/images/81xzdvms/production/cd9d9118ef8908c1bce41bf68dd4c141ec9730e4-4000x5000.png?w=320&auto=format&q=80&fit=max" srcSet="https://cdn.sanity.io/images/81xzdvms/production/cd9d9118ef8908c1bce41bf68dd4c141ec9730e4-4000x5000.png?w=96&auto=format&q=80&fit=max 96w, https://cdn.sanity.io/images/81xzdvms/production/cd9d9118ef8908c1bce41bf68dd4c141ec9730e4-4000x5000.png?w=128&auto=format&q=80&fit=max 128w, https://cdn.sanity.io/images/81xzdvms/production/cd9d9118ef8908c1bce41bf68dd4c141ec9730e4-4000x5000.png?w=160&auto=format&q=80&fit=max 160w, https://cdn.sanity.io/images/81xzdvms/production/cd9d9118ef8908c1bce41bf68dd4c141ec9730e4-4000x5000.png?w=192&auto=format&q=80&fit=max 192w, https://cdn.sanity.io/images/81xzdvms/production/cd9d9118ef8908c1bce41bf68dd4c141ec9730e4-4000x5000.png?w=256&auto=format&q=80&fit=max 256w, https://cdn.sanity.io/images/81xzdvms/production/cd9d9118ef8908c1bce41bf68dd4c141ec9730e4-4000x5000.png?w=320&auto=format&q=80&fit=max 320w, https://cdn.sanity.io/images/81xzdvms/production/cd9d9118ef8908c1bce41bf68dd4c141ec9730e4-4000x5000.png?w=384&auto=format&q=80&fit=max 384w, https://cdn.sanity.io/images/81xzdvms/production/cd9d9118ef8908c1bce41bf68dd4c141ec9730e4-4000x5000.png?w=480&auto=format&q=80&fit=max 480w" sizes="(max-width: 800px) calc(25vw - 18px), (max-width: 980px) 116px, 130px" alt="Article III" width="4000" height="5000" loading="lazy" decoding="async" fetchPriority="auto" data-system-content-card-image="true" data-editorial-asset-key="image-cd9d9118ef8908c1bce41bf68dd4c141ec9730e4-4000x5000-png"/></span></span></a></div></div><div class="DiscoveryOmnibar-module__ufaEna__projectShelfItem" role="listitem" style="--omnibar-item-index:6" data-omnibar-editorial-node="writing:the-html-brand-the-rise-of-input-based-outcomes" data-home-onboarding-role="writing" data-home-onboarding-key="writing:the-html-brand-the-rise-of-input-based-outcomes" data-omnibar-motion-key="editorial-writing:the-html-brand-the-rise-of-input-based-outcomes" aria-hidden="true" inert="" data-visible="false"><div class="DiscoveryOmnibar-module__ufaEna__exploreRevealItem"><a class="system-module__DLDHVW__contentCard" aria-label="Go Upstream, Writing. On encoding brand strategy as agent-readable instructions, and why the magic trick at the end still needs a human." aria-describedby="_R_7lf5nbaqqivb_" data-cursor="pointer" data-system-content-card="true" href="/writings/the-html-brand-the-rise-of-input-based-outcomes"><span class="system-module__DLDHVW__contentCardMedia" data-system-content-card-media="true" style="--media-palette-background:#fcf4ec"><span class="system-module__DLDHVW__contentCardMediaClip"><img class="system-module__DLDHVW__contentCardImage system-module__DLDHVW__contentCardImageNativePaint" src="https://cdn.sanity.io/images/81xzdvms/production/a60722413878772648ec696e5dbba9a3786b758c-4000x5000.png?w=320&auto=format&q=80&fit=max" srcSet="https://cdn.sanity.io/images/81xzdvms/production/a60722413878772648ec696e5dbba9a3786b758c-4000x5000.png?w=96&auto=format&q=80&fit=max 96w, https://cdn.sanity.io/images/81xzdvms/production/a60722413878772648ec696e5dbba9a3786b758c-4000x5000.png?w=128&auto=format&q=80&fit=max 128w, https://cdn.sanity.io/images/81xzdvms/production/a60722413878772648ec696e5dbba9a3786b758c-4000x5000.png?w=160&auto=format&q=80&fit=max 160w, https://cdn.sanity.io/images/81xzdvms/production/a60722413878772648ec696e5dbba9a3786b758c-4000x5000.png?w=192&auto=format&q=80&fit=max 192w, https://cdn.sanity.io/images/81xzdvms/production/a60722413878772648ec696e5dbba9a3786b758c-4000x5000.png?w=256&auto=format&q=80&fit=max 256w, https://cdn.sanity.io/images/81xzdvms/production/a60722413878772648ec696e5dbba9a3786b758c-4000x5000.png?w=320&auto=format&q=80&fit=max 320w, https://cdn.sanity.io/images/81xzdvms/production/a60722413878772648ec696e5dbba9a3786b758c-4000x5000.png?w=384&auto=format&q=80&fit=max 384w, https://cdn.sanity.io/images/81xzdvms/production/a60722413878772648ec696e5dbba9a3786b758c-4000x5000.png?w=480&auto=format&q=80&fit=max 480w" sizes="(max-width: 800px) calc(25vw - 18px), (max-width: 980px) 116px, 130px" alt="Go Upstream" width="4000" height="5000" loading="lazy" decoding="async" fetchPriority="auto" data-system-content-card-image="true" data-editorial-asset-key="image-a60722413878772648ec696e5dbba9a3786b758c-4000x5000-png"/></span></span></a></div></div><div class="DiscoveryOmnibar-module__ufaEna__projectShelfItem" role="listitem" style="--omnibar-item-index:7" data-omnibar-editorial-node="writing:online-inspiration" data-home-onboarding-role="writing" data-home-onboarding-key="writing:online-inspiration" data-omnibar-motion-key="editorial-writing:online-inspiration" aria-hidden="true" inert="" data-visible="false"><div class="DiscoveryOmnibar-module__ufaEna__exploreRevealItem"><a class="system-module__DLDHVW__contentCard" aria-label="Where to Wander, Writing. A selection of places we go to find inspiration online." aria-describedby="_R_8lf5nbaqqivb_" data-cursor="pointer" data-system-content-card="true" href="/writings/online-inspiration"><span class="system-module__DLDHVW__contentCardMedia" data-system-content-card-media="true" style="--media-palette-background:#fcf4ec"><span class="system-module__DLDHVW__contentCardMediaClip"><img class="system-module__DLDHVW__contentCardImage system-module__DLDHVW__contentCardImageNativePaint" src="https://cdn.sanity.io/images/81xzdvms/production/fefc222e80b7c2d
10953bf1c581113ff67abd360c9e-3200x4000.png?w=320&auto=format&q=80&fit=max" srcSet="https://cdn.sanity.io/images/81xzdvms/production/fefc222e80b7c2d53bf1c581113ff67abd360c9e-3200x4000.png?w=96&auto=format&q=80&fit=max 96w, https://cdn.sanity.io/images/81xzdvms/production/fefc222e80b7c2d53bf1c581113ff67abd360c9e-3200x4000.png?w=128&auto=format&q=80&fit=max 128w, https://cdn.sanity.io/images/81xzdvms/production/fefc222e80b7c2d53bf1c581113ff67abd360c9e-3200x4000.png?w=160&auto=format&q=80&fit=max 160w, https://cdn.sanity.io/images/81xzdvms/production/fefc222e80b7c2d53bf1c581113ff67abd360c9e-3200x4000.png?w=192&auto=format&q=80&fit=max 192w, https://cdn.sanity.io/images/81xzdvms/production/fefc222e80b7c2d53bf1c581113ff67abd360c9e-3200x4000.png?w=256&auto=format&q=80&fit=max 256w, https://cdn.sanity.io/images/81xzdvms/production/fefc222e80b7c2d53bf1c581113ff67abd360c9e-3200x4000.png?w=320&auto=format&q=80&fit=max 320w, https://cdn.sanity.io/images/81xzdvms/production/fefc222e80b7c2d53bf1c581113ff67abd360c9e-3200x4000.png?w=384&auto=format&q=80&fit=max 384w, https://cdn.sanity.io/images/81xzdvms/production/fefc222e80b7c2d53bf1c581113ff67abd360c9e-3200x4000.png?w=480&auto=format&q=80&fit=max 480w" sizes="(max-width: 800px) calc(25vw - 18px), (max-width: 980px) 116px, 130px" alt="Where to Wander" width="3200" height="4000" loading="lazy" decoding="async" fetchPriority="auto" data-system-content-card-image="true" data-editorial-asset-key="image-fefc222e80b7c2d53bf1c581113ff67abd360c9e-3200x4000-png"/></span></span></a></div></div><div class="DiscoveryOmnibar-module__ufaEna__projectShelfItem" role="listitem" style="--omnibar-item-index:8" data-omnibar-editorial-node="writing:building-a-knowledge-product" data-home-onboarding-role="writing" data-home-onboarding-key="writing:building-a-knowledge-product" data-omnibar-motion-key="editorial-writing:building-a-knowledge-product" aria-hidden="true" inert="" data-visible="false"><div class="DiscoveryOmnibar-module__ufaEna__exploreRevealItem"><a class="system-module__DLDHVW__contentCard" aria-label="Open Sourcing Our Site, Writing. How we turned years of studio material into a searchable knowledge center & built our first product on top of it." aria-describedby="_R_9lf5nbaqqivb_" data-cursor="pointer" data-system-content-card="true" href="/writings/building-a-knowledge-product"><span class="system-module__DLDHVW__contentCardMedia" data-system-content-card-media="true" style="--media-palette-background:#fcf4ec"><span class="system-module__DLDHVW__contentCardMediaClip"><img class="system-module__DLDHVW__contentCardImage system-module__DLDHVW__contentCardImageNativePaint" src="https://cdn.sanity.io/images/81xzdvms/production/1c26e0ed9ee6727020006929f8344030a8ce6c76-3200x4000.png?w=320&auto=format&q=80&fit=max" srcSet="https://cdn.sanity.io/images/81xzdvms/production/1c26e0ed9ee6727020006929f8344030a8ce6c76-3200x4000.png?w=96&auto=format&q=80&fit=max 96w, https://cdn.sanity.io/images/81xzdvms/production/1c26e0ed9ee6727020006929f8344030a8ce6c76-3200x4000.png?w=128&auto=format&q=80&fit=max 128w, https://cdn.sanity.io/images/81xzdvms/production/1c26e0ed9ee6727020006929f8344030a8ce6c76-3200x4000.png?w=160&auto=format&q=80&fit=max 160w, https://cdn.sanity.io/images/81xzdvms/production/1c26e0ed9ee6727020006929f8344030a8ce6c76-3200x4000.png?w=192&auto=format&q=80&fit=max 192w, https://cdn.sanity.io/images/81xzdvms/production/1c26e0ed9ee6727020006929f8344030a8ce6c76-3200x4000.png?w=256&auto=format&q=80&fit=max 256w, https://cdn.sanity.io/images/81xzdvms/production/1c26e0ed9ee6727020006929f8344030a8ce6c76-3200x4000.png?w=320&auto=format&q=80&fit=max 320w, https://cdn.sanity.io/images/81xzdvms/production/1c26e0ed9ee6727020006929f8344030a8ce6c76-3200x4000.png?w=384&auto=format&q=80&fit=max 384w, https://cdn.sanity.io/images/81xzdvms/production/1c26e0ed9ee6727020006929f8344030a8ce6c76-3200x4000.png?w=480&auto=format&q=80&fit=max 480w" sizes="(max-width: 800px) calc(25vw - 18px), (max-width: 980px) 116px, 130px" alt="Open Sourcing Our Site" width="3200" height="4000" loading="lazy" decoding="async" fetchPriority="auto" data-system-content-card-image="true" data-editorial-asset-key="image-1c26e0ed9ee6727020006929f8344030a8ce6c76-3200x4000-png"/></span></span></a></div></div></div></div></section></div></div><div class="custom-scrollbar-track DiscoveryOmnibarScrollbar-module__0LE3Ha__track" aria-hidden="true"><div class="custom-scrollbar-thumb"></div></div></div></div><span class="DiscoveryOmnibar-module__ufaEna__visuallyHidden" role="status" aria-l
109ive="polite">Projects included. Artifacts included. Images included. Video included.</span></form><div class="DiscoveryOmnibar-module__ufaEna__askSurfaceHost" data-omnibar-region="ask" data-active="false" aria-hidden="true" inert=""></div></div></div></div><div class="global-nav-actions-zone GlobalNavChrome-module__NqLKXq__actionsZone" data-visible="true"><div class="nav-island nav-island--actions"><div class="GlobalNavChrome-module__NqLKXq__rightActionHost" style="position:relative;isolation:isolate;max-width:100%" data-slot="smooth-surface-host"><button type="button" class="system-module__DLDHVW__copyAction lp-secondary-icon-trigger lp-icon-trigger nav-island__circle GlobalNavChrome-module__NqLKXq__rightAction" data-system-copy-action="true" data-state="idle" data-icon-spacing="default" aria-label="Copy [email protected]" title="Copy [email protected]" data-motion="fixed" data-global-contact-action="true"><span class="NavigationIcon-module__CNUa8q__icon" data-lp-navigation-icon="envelope" aria-hidden="true"><img class="NavigationIcon-module__CNUa8q__layer NavigationIcon-module__CNUa8q__envelope-outline" src="/icons/navigation/parts/envelope/color/outline.svg" alt=""/><img class="NavigationIcon-module__CNUa8q__layer NavigationIcon-module__CNUa8q__envelope-flap" src="/icons/navigation/parts/envelope/color/flap.svg" alt=""/><img class="NavigationIcon-module__CNUa8q__layer NavigationIcon-module__CNUa8q__envelope-seal" src="/icons/navigation/parts/envelope/color/seal.svg" alt=""/></span><span class="system-module__DLDHVW__visuallyHidden" role="status" aria-live="polite"></span></button></div></div></div><div class="GlobalNavChrome-module__NqLKXq__tourPromptSlot"><aside class="HomeTourPrompt-module__dkeWQG__prompt" aria-labelledby="_R_bbaqqivb_" aria-hidden="true" aria-live="polite" inert="" data-home-tour-prompt="true" data-visible="false"><div class="HomeTourPrompt-module__dkeWQG__copy"><h2 id="_R_bbaqqivb_" class="HomeTourPrompt-module__dkeWQG__title">Welcome to Little Plains</h2></div><button tabindex="-1" data-home-tour-prompt-start="true" type="button" data-motion="lift" class="lp-secondary-icon-trigger system-module__DLDHVW__button HomeTourPrompt-module__dkeWQG__action">Take A Tour</button></aside></div></div></div><div class="SiteShell-module__65frhW__siteSheetMotion" data-site-sheet-motion="true"><main aria-label="Little Plains" class="SiteShell-module__65frhW__sharedSheet" data-site-content-sheet="true"><div class="SiteShell-module__65frhW__contentSheetScroll" data-site-scroll-root="true"><div class="SiteShell-module__65frhW__contentSheetInner"><div class="SiteShell-module__65frhW__routeTransition" data-site-route-transition="true" data-route-phase="entering" tabindex="-1"><div class="system-module__DLDHVW__editorialTransitionSource" data-transition-state="idle" tabindex="-1"><div class="outro-overlay" id="outroOverlay"><div class="outro-tagline" id="outroTagline">Ideas, Art & Technologyâ¢</div><div class="outro-sub" id="outroSub">Designed in NYC. Built in Claude Code.</div></div><div class="inset-site-panel panel visible panel--static-workspace panel--case-study-workspace" id="panel" data-shell-presentation="shared"><div class="panel-body-wrap"><div class="panel-body" id="panelBody"><div class="home-workspace-transition-surface"><div class="home-workspace-card-shell home-workspace-card-shell--case-study"><section class="case-study-inspection" aria-label="Rise Plasma project"><article data-motion-state="pending" class="case-study-inspection-card"><aside style="--case-study-mini-aspect-ratio:3200 / 4000" aria-hidden="true" class="system-module__DLDHVW__contentAside case-study-inspection-mini-hero case-study-inspection-mini-hero--image" data-system-content-aside="true" data-horizontal="left" data-vertical="center" data-content-align="center"><div class="case-study-inspection-mini-arc"><div class="case-study-inspection-mini-visual"><img class="case-study-inspection-mini-image" src="https://cdn.sanity.io/images/81xzdvms/production/d1b479d93b92666d134750a2430962f0e263257b-3200x4000.png?w=1600&auto=format&q=80&fit=max" srcSet="https://cdn.sanity.io/images/81xzdvms/production/d1b479d93b92666d134750a2430962f0e263257b-3200x4000.png?w=320&auto=format&q=80&fit=max 320w, https://cdn.sanity.io/images/81xzdvms/production/d1b479d93b92666d134750a2430962f0e263257b-3200x4000.png?w=480&auto=format&q=80&fit=max 480w, https://cdn.sanity.io/images/81xzdvms/production/d1b479d93b92666d134750a2430962f0e263257b-3200x4000.png?w=640&auto=format&q=80&fit=max 640w, https://cdn.sanity.io/images/81xzdvms/production/d1b479d93b92666d134750a2430962f0e263257b-3200x4000.png?w=768&auto=format&q=80&fit=max 768w, https://cdn.sanity.io/images/81xzdvms/production/d1b479d93b92666d134750a2430962f0e263257b-3200x4000.png?w=960&auto=format&q=80&fit=max 960w, https://cdn.sanity.io/images/81xzdvms/production/d1b479d93b92666d134750a2430962f0e263257b-3200x4000.png?w=1200&auto=format&q=80&fit=max 1200w, https://cdn.sanity.io/images/81xzdvms/production/d1b479d93b92666d134750a2430962f0e263257b-3200x4000.png?w=1440&auto=format&q=80&fit=max 1440w, https://cdn.sanity.io/images/81xzdvms/production/d1b479d93b92666d134750a2430962f0e263257b-3200x4000.png?w=1600&auto=format&q=80&fit=max 1600w" sizes="168px" alt="" width="3200" height="4000" decoding="async"/></div></div><div class="case-study-inspection-mini-copy"><div class="case-study-inspection-mini-title-context"><p class="system-module__DLDHVW__body case-study-inspection-mini-title">Rise Plasma</p></div><div class="case-study-inspection-links"><a target="_blank" rel="noreferrer" class="case-study-inspection-link" href="https://rise-plasma-copy.webflow.io/">launch site</a></div><dl class="case-study-meta-list"><div class="case-study-meta-list__roles"><dt>Roles</dt><dd><span class="case-study-meta-list__role">Naming<!-- -->,</span> <span class="case-study-meta-list__role">Brand<!-- -->,</span> <span class="case-study-meta-list__role">Strategy<!-- -->,</span> <span class="case-study-meta-list__role">Art Direction<!-- -->,</span> <span class="case-study-meta-list__role">Content<!-- -->,</span> <span class="case-study-meta-list__role">Generative Content<!-- -->,</span> <span class="case-study-meta-list__role">Web Design<!-- -->,</span> <span class="case-study-meta-list__role">Web Development</span></dd></div><div class="case-study-meta-list__industries"><dt>Industry</dt><dd>Science & Biology</dd></div></dl></div></aside><div class="case-study-inspection-scroll" data-site-scroll-surface="true" data-editorial-detail-scroll-root="true" data-lenis-prevent="true" data-editorial-destination-focus="true" role="region" aria-labelledby="case-study-inspection-title" tabindex="-1"><div class="case-study-inspection-body" data-content-reveal="unset"><section id="case-study-riseplasma-hero" class="case-study-inspection-hero case-study-inspection-hero--project grid" aria-labelledby="case-study-inspection-title" data-case-study-scroll-target="case-study-riseplasma-hero" data-motion-reveal="editorial" data-motion-state="pending"><div class="case-study-inspection-visual" style="--case-study-hero-aspect-ratio:3200 / 4000" aria-label="Rise Plasma visual"><img class="case-study-inspection-hero-image" src="https://cdn.sanity.io/images/81xzdvms/production/d1b479d93b92666d134750a2430962f0e263257b-3200x4000.png?w=1600&auto=format&q=80&fit=max" srcSet="https://cdn.sanity.io/images/81xzdvms/production/d1b479d93b92666d134750a2430962f0e263257b-3200x4000.png?w=320&auto=format&q=80&fit=max 320w, https://cdn.sanity.io/images/81xzdvms/production/d1b479d93b92666d134750a2430962f0e263257b-3200x4000.png?w=480&auto=format&q=80&fit=max 480w, https://cdn.sanity.io/images/81xzdvms/production/d1b479d93b92666d134750a2430962f0e263257b-3200x4000.png?w=640&auto=format&q=80&fit=max 640w, https://cdn.sanity.io/images/81xzdvms/production/d1b479d93b92666d134750a2430962f0e263257b-3200x4000.png?w=768&auto=format&q=80&fit=max 768w, https://cdn.sanity.io/images/81xzdvms/production/d1b479d93b92666d134750a2430962f0e263257b-3200x4000.png?w=960&auto=format&q=80&fit=max 960w, https://cdn.sanity.io/images/81xzdvms/production/d1b479d93b92666d134750a2430962f0e263257b-3200x4000.png?w=1200&auto=format&q=80&fit=max 1200w, https://cdn.sanity.io/images/81xzdvms/production/d1b479d93b92666d134750a2430962f0e263257b-3200x4000.png?w=1440&auto=format&q=80&fit=max 1440w, https://cdn.sanity.io/images/81xzdvms/production/d1b479d93b92666d134750a2430962f0e263257b-3200x4000.png?w=1600&auto=format&q=80&fit=max 1600w" sizes="(max-width: 800px) calc(100vw - 32px), (max-width: 1200px) calc((100vw - 96px) / 3 - 16px), 346px" alt="Rise Plasma" width="3200" height="4000" loading="eager" decoding="async" fetchPriority="high" data-case-study-hero-image="true" data-case-study-artifact-placement="hero:riseplasma" data-editorial-asset-key="image-d1b479d93b92666d134750a2430962f0e263257b-3200x4000-png"/></div><div class="case-study-inspection-copy" data-content-reveal="unset">
109<h1 id="case-study-inspection-title" class="system-module__DLDHVW__display case-study-inspection-copy-item" style="--content-reveal-index:0">Rise Plasma</h1><div class="case-study-inspection-copy-details"><div class="case-study-inspection-copy-item" style="--content-reveal-index:1"><div class="case-study-inspection-links"><a target="_blank" rel="noreferrer" class="case-study-inspection-link" href="https://rise-plasma-copy.webflow.io/">launch site</a></div></div><div class="case-study-inspection-copy-item" style="--content-reveal-index:2"><dl class="case-study-meta-list"><div class="case-study-meta-list__roles"><dt>Roles</dt><dd><span class="case-study-meta-list__role">Naming<!-- -->,</span> <span class="case-study-meta-list__role">Brand<!-- -->,</span> <span class="case-study-meta-list__role">Strategy<!-- -->,</span> <span class="case-study-meta-list__role">Art Direction<!-- -->,</span> <span class="case-study-meta-list__role">Content<!-- -->,</span> <span class="case-study-meta-list__role">Generative Content<!-- -->,</span> <span class="case-study-meta-list__role">Web Design<!-- -->,</span> <span class="case-study-meta-list__role">Web Development</span></dd></div><div class="case-study-meta-list__industries"><dt>Industry</dt><dd>Science & Biology</dd></div></dl></div></div></div></section><div class="case-study-inspection-content"><section id="case-study-riseplasma-text-1-9ad29c407365" class="home-workspace-case-block" data-case-study-scroll-target="case-study-riseplasma-text-1-9ad29c407365" data-motion-reveal="editorial"><p>Rise Plasma is an American plasma-donation business built for the modern U.S. market. We partnered with the team to name, position, and design an uplifting brand experience for young adults looking to earn money while helping save lives.</p></section><figure id="case-study-riseplasma-media-2-f6264eca772c" class="home-workspace-case-media home-workspace-case-media--wide" data-case-study-scroll-target="case-study-riseplasma-media-2-f6264eca772c" data-motion-reveal="editorial"><div class="home-workspace-case-media-grid"><button class="home-workspace-case-media-button" data-case-study-asset-key="fe43a5995a60" data-case-study-artifact-placement="media:fe43a5995a60" aria-label="Expand image: Welcome to the world of Rise Plasma." type="button" aria-haspopup="dialog"><img src="https://cdn.sanity.io/images/81xzdvms/production/57bbcc1b0a97cf325b92a4d7bc0d38628b6174a6-1800x1200.png?w=1600&auto=format&q=80&fit=max" srcSet="https://cdn.sanity.io/images/81xzdvms/production/57bbcc1b0a97cf325b92a4d7bc0d38628b6174a6-1800x1200.png?w=320&auto=format&q=80&fit=max 320w, https://cdn.sanity.io/images/81xzdvms/production/57bbcc1b0a97cf325b92a4d7bc0d38628b6174a6-1800x1200.png?w=480&auto=format&q=80&fit=max 480w, https://cdn.sanity.io/images/81xzdvms/production/57bbcc1b0a97cf325b92a4d7bc0d38628b6174a6-1800x1200.png?w=640&auto=format&q=80&fit=max 640w, https://cdn.sanity.io/images/81xzdvms/production/57bbcc1b0a97cf325b92a4d7bc0d38628b6174a6-1800x1200.png?w=768&auto=format&q=80&fit=max 768w, https://cdn.sanity.io/images/81xzdvms/production/57bbcc1b0a97cf325b92a4d7bc0d38628b6174a6-1800x1200.png?w=960&auto=format&q=80&fit=max 960w, https://cdn.sanity.io/images/81xzdvms/production/57bbcc1b0a97cf325b92a4d7bc0d38628b6174a6-1800x1200.png?w=1200&auto=format&q=80&fit=max 1200w, https://cdn.sanity.io/images/81xzdvms/production/57bbcc1b0a97cf325b92a4d7bc0d38628b6174a6-1800x1200.png?w=1440&auto=format&q=80&fit=max 1440w, https://cdn.sanity.io/images/81xzdvms/production/57bbcc1b0a97cf325b92a4d7bc0d38628b6174a6-1800x1200.png?w=1600&auto=format&q=80&fit=max 1600w, https://cdn.sanity.io/images/81xzdvms/production/57bbcc1b0a97cf325b92a4d7bc0d38628b6174a6-1800x1200.png?w=1800&auto=format&q=80&fit=max 1800w" sizes="min(calc(100vw - 48px), 900px)" alt="Welcome to the world of Rise Plasma." width="1800" height="1200" style="aspect-ratio:1800 / 1200" loading="lazy" decoding="async"/></button></div><figcaption class="system-module__DLDHVW__caption">Welcome to the world of Rise Plasma.</figcaption></figure><section id="case-study-riseplasma-text-3-ea0d3ab0b44c" class="home-workspace-case-block" data-case-study-scroll-target="case-study-riseplasma-text-3-ea0d3ab0b44c" data-motion-reveal="editorial"><p>Plasma donation centers are everywhere in the U.S., but the category feels cold, overly medical, and visually outdated. The typical experience is unwelcoming and unclear, even though plasma is vital for life-saving therapies. Young adults use these centers to supplement income, yet no brand speaks to them directly or respectfully.</p></section><figure id="case-study-riseplasma-media-4-211b9569be53" class="home-workspace-case-media home-workspace-case-media--wide" data-case-study-scroll-target="case-study-riseplasma-media-4-211b9569be53" data-motion-reveal="editorial"><div class="home-workspace-case-media-grid"><button class="home-workspace-case-media-button" data-case-study-asset-key="8904a26249cd" data-case-study-artifact-placement="media:8904a26249cd" aria-label="Expand image: What most plasma donation businesses look like." type="button" aria-haspopup="dialog"><img src="https://cdn.sanity.io/images/81xzdvms/production/e627854af1ff7e5bc508a9674b88fbec0eb9e144-1800x1200.png?w=1600&auto=format&q=80&fit=max" srcSet="https://cdn.sanity.io/images/81xzdvms/production/e627854af1ff7e5bc508a9674b88fbec0eb9e144-1800x1200.png?w=320&auto=format&q=80&fit=max 320w, https://cdn.sanity.io/images/81xzdvms/production/e627854af1ff7e5bc508a9674b88fbec0eb9e144-1800x1200.png?w=480&auto=format&q=80&fit=max 480w, https://cdn.sanity.io/images/81xzdvms/production/e627854af1ff7e5bc508a9674b88fbec0eb9e144-1800x1200.png?w=640&auto=format&q=80&fit=max 640w, https://cdn.sanity.io/images/81xzdvms/production/e627854af1ff7e5bc508a9674b88fbec0eb9e144-1800x1200.png?w=768&auto=format&q=80&fit=max 768w, https://cdn.sanity.io/images/81xzdvms/production/e627854af1ff7e5bc508a9674b88fbec0eb9e144-1800x1200.png?w=960&auto=format&q=80&fit=max 960w, https://cdn.sanity.io/images/81xzdvms/production/e627854af1ff7e5bc508a9674b88fbec0eb9e144-1800x1200.png?w=1200&auto=format&q=80&fit=max 1200w, https://cdn.sanity.io/images/81xzdvms/production/e627854af1ff7e5bc508a9674b88fbec0eb9e144-1800x1200.png?w=1440&auto=format&q=80&fit=max 1440w, https://cdn.sanity.io/images/81xzdvms/production/e627854af1ff7e5bc508a9674b88fbec0eb9e144-1800x1200.png?w=1600&auto=format&q=80&fit=max 1600w, https://cdn.sanity.io/images/81xzdvms/production/e627854af1ff7e5bc508a9674b88fbec0eb9e144-1800x1200.png?w=1800&auto=format&q=80&fit=max 1800w" sizes="min(calc(100vw - 48px), 900px)" alt="What most plasma donation businesses look like." width="1800" height="1200" style="aspect-ratio:1800 / 1200" loading="lazy" decoding="async"/></button></div><figcaption class="system-module__DLDHVW__caption">What most plasma donation businesses look like.</figcaption></figure><section id="case-study-riseplasma-text-5-8df12884043a" class="home-workspace-case-block" data-case-study-scroll-target="case-study-riseplasma-text-5-8df12884043a" data-motion-reveal="editorial"><p>Plasma plays a critical role in treating immune deficiencies, bleeding disorders, and trauma. Donors are usually young, healthy adults who have a few hours between shifts or classes.</p><p>The opportunity was to create a brand that feels positive, empathetic, and familiar. Something closer to a digital world they already live in, rather than a medical pamphlet.</p></section><figure id="case-study-riseplasma-media-6-d32f118d578b" class="home-workspace-case-media home-workspace-case-media--wide" data-case-study-scroll-target="case-study-riseplasma-media-6-d32f118d578b" data-motion-reveal="editorial"><div class="home-workspace-case-media-grid"><button class="home-workspace-case-media-button" data-case-study-asset-key="138e70dd0995" data-case-study-artifact-placement="media:138e70dd0995" aria-label="Expand image: The client allowed us to explore a new way to show what the industry could look for a newer, younger generation." type="button" aria-haspopup="dialog"><img src="https://cdn.sanity.io/images/81xzdvms/production/22efe6460da23f1621c13df34f0bd86068be1704-1800x1200.png?w=1600&auto=format&q=80&fit=max" srcSet="https://cdn.sanity.io/images/81xzdvms/production/22efe6460da23f1621c13df34f0bd86068be1704-1800x1200.png?w=320&auto=format&q=80&fit=max 320w, https://cdn.sanity.io/images/81xzdvms/production/22efe6460da23f1621c13df34f0bd86068be1704-1800x1200.png?w=480&auto=format&q=80&fit=max 480w, https://cdn.sanity.io/images/81xzdvms/production/22efe6460da23f1621c13df34f0bd86068be1704-1800x1200.png?w=640&auto=format&q=80&fit=max 640w, https://cdn.sanity.io/images/81xzdvms/production/22efe6460da23f1621c13df34f0bd86068be1704-1800x1200.png?w=768&auto=format&q=80&fit=max 768w, https://cdn.sanity.io/images/81xzdvms/production/22efe6460da23f1621c13df34f0bd86068be1704-1800x1200.png?w=960&auto=format&q=80&fit=max 960w, https://cdn.sanity.io/images/81xzdvms/production/22efe6460da23f1621c13df34f0bd86068be1704-1800x1200.png?w=1200&auto=format&q=80&fit=max 1200w, https://cdn.sanity.io/images/81xzdvms/production/22efe6460da23f1621c13df34f0bd86068be1704-1800x1200.png?w=1440&auto=format&q=80&fit=max 1440w, https://cdn.sanity.io/images/81xzdvms/production/22efe6460da23f1621c13df34f0bd86068be1704-1800x1200.png?w=1600&auto=format&q=80&fit=max 1600w, https://cdn.sanity.io/images/81xzdvms/production/22efe6460da23f1621c13df34f0bd86068be1704-1800x1200.png?w=1800&auto=format&q=80&fit=max 1800w" sizes="min(calc(100vw - 48px), 900px)" alt="The client allowed us to explore a new way to show what the industry could look for a newer, younger generation." width="1800" height="1200" style="aspect-ratio:1800 / 1200" loading="lazy" decoding="async"/></button></div><figcaption class="system-module__DLDHVW__caption">The client allowed us to explore a new way to show what the industry could look for a newer, younger generation.</figcaption></figure><section id="case-study-riseplasma-text-7-a607a19e0cfe" class="home-workspace-case-block" data-case-study-scroll-target="case-study-riseplasma-text-7-a607a19e0cfe" data-motion-reveal="editorial"><p>Rise Plasma is positioned around a simple promise: Give plasma. Get paid. Do good.</p><p>The tone is direct, friendly, and never patronizing. Messaging focuses on impact (life-saving therapies) and practicality (extra cash for food, gas, apparel). We built an end-to-e
109nd framework covering name, voice, narrative, and personality.</p></section><figure id="case-study-riseplasma-media-8-2ee2b571fdf2" class="home-workspace-case-media home-workspace-case-media--wide" data-case-study-scroll-target="case-study-riseplasma-media-8-2ee2b571fdf2" data-motion-reveal="editorial"><div class="home-workspace-case-media-grid"><button class="home-workspace-case-media-button" data-case-study-asset-key="5e0b7f384285" data-case-study-artifact-placement="media:5e0b7f384285" aria-label="Expand image: Plasma donation made simple." type="button" aria-haspopup="dialog"><img src="https://cdn.sanity.io/images/81xzdvms/production/76503d97d734563693f5ff4a2cc5f33df1be80dc-1800x1200.png?w=1600&auto=format&q=80&fit=max" srcSet="https://cdn.sanity.io/images/81xzdvms/production/76503d97d734563693f5ff4a2cc5f33df1be80dc-1800x1200.png?w=320&auto=format&q=80&fit=max 320w, https://cdn.sanity.io/images/81xzdvms/production/76503d97d734563693f5ff4a2cc5f33df1be80dc-1800x1200.png?w=480&auto=format&q=80&fit=max 480w, https://cdn.sanity.io/images/81xzdvms/production/76503d97d734563693f5ff4a2cc5f33df1be80dc-1800x1200.png?w=640&auto=format&q=80&fit=max 640w, https://cdn.sanity.io/images/81xzdvms/production/76503d97d734563693f5ff4a2cc5f33df1be80dc-1800x1200.png?w=768&auto=format&q=80&fit=max 768w, https://cdn.sanity.io/images/81xzdvms/production/76503d97d734563693f5ff4a2cc5f33df1be80dc-1800x1200.png?w=960&auto=format&q=80&fit=max 960w, https://cdn.sanity.io/images/81xzdvms/production/76503d97d734563693f5ff4a2cc5f33df1be80dc-1800x1200.png?w=1200&auto=format&q=80&fit=max 1200w, https://cdn.sanity.io/images/81xzdvms/production/76503d97d734563693f5ff4a2cc5f33df1be80dc-1800x1200.png?w=1440&auto=format&q=80&fit=max 1440w, https://cdn.sanity.io/images/81xzdvms/production/76503d97d734563693f5ff4a2cc5f33df1be80dc-1800x1200.png?w=1600&auto=format&q=80&fit=max 1600w, https://cdn.sanity.io/images/81xzdvms/production/76503d97d734563693f5ff4a2cc5f33df1be80dc-1800x1200.png?w=1800&auto=format&q=80&fit=max 1800w" sizes="min(calc(100vw - 48px), 900px)" alt="Plasma donation made simple." width="1800" height="1200" style="aspect-ratio:1800 / 1200" loading="lazy" decoding="async"/></button></div><figcaption class="system-module__DLDHVW__caption">Plasma donation made simple.</figcaption></figure><section id="case-study-riseplasma-text-9-3c3f76a7d5a7" class="home-workspace-case-block" data-case-study-scroll-target="case-study-riseplasma-text-9-3c3f76a7d5a7" data-motion-reveal="editorial"><p>Plasma donation is a way for many Americans to earn money while providing an invaluable resource for many in need locally and abroad. We wanted to create a world that shared that sentiment.</p><p>The naming process spanned multiple rounds of exploration, legal screening, and stakeholder workshops.</p><p>Rise captured everything: uplifting, positive, technically relevant, and flexible for future locations and campaigns.</p></section><figure id="case-study-riseplasma-media-10-3caf7e3cba4a" class="home-workspace-case-media home-workspace-case-media--wide" data-case-study-scroll-target="case-study-riseplasma-media-10-3caf7e3cba4a" data-motion-reveal="editorial"><div class="home-workspace-case-media-grid"><button class="home-workspace-case-media-button" data-case-study-asset-key="a1106d64489c" data-case-study-artifact-placement="media:a1106d64489c" aria-label="Expand image: Moodboarding from our naming session." type="button" aria-haspopup="dialog"><img src="https://cdn.sanity.io/images/81xzdvms/production/8a35e15c4cfe8025ce940bf0a8800713a6286474-1800x1200.png?w=1600&auto=format&q=80&fit=max" srcSet="https://cdn.sanity.io/images/81xzdvms/production/8a35e15c4cfe8025ce940bf0a8800713a6286474-1800x1200.png?w=320&auto=format&q=80&fit=max 320w, https://cdn.sanity.io/images/81xzdvms/production/8a35e15c4cfe8025ce940bf0a8800713a6286474-1800x1200.png?w=480&auto=format&q=80&fit=max 480w, https://cdn.sanity.io/images/81xzdvms/production/8a35e15c4cfe8025ce940bf0a8800713a6286474-1800x1200.png?w=640&auto=format&q=80&fit=max 640w, https://cdn.sanity.io/images/81xzdvms/production/8a35e15c4cfe8025ce940bf0a8800713a6286474-1800x1200.png?w=768&auto=format&q=80&fit=max 768w, https://cdn.sanity.io/images/81xzdvms/production/8a35e15c4cfe8025ce940bf0a8800713a6286474-1800x1200.png?w=960&auto=format&q=80&fit=max 960w, https://cdn.sanity.io/images/81xzdvms/production/8a35e15c4cfe8025ce940bf0a8800713a6286474-1800x1200.png?w=1200&auto=format&q=80&fit=max 1200w, https://cdn.sanity.io/images/81xzdvms/production/8a35e15c4cfe8025ce940bf0a8800713a6286474-1800x1200.png?w=1440&auto=format&q=80&fit=max 1440w, https://cdn.sanity.io/images/81xzdvms/production/8a35e15c4cfe8025ce940bf0a8800713a6286474-1800x1200.png?w=1600&auto=format&q=80&fit=max 1600w, https://cdn.sanity.io/images/81xzdvms/production/8a35e15c4cfe8025ce940bf0a8800713a6286474-1800x1200.png?w=1800&auto=format&q=80&fit=max 1800w" sizes="min(calc(100vw - 48px), 900px)" alt="Moodboarding from our naming session." width="1800" height="1200" style="aspect-ratio:1800 / 1200" loading="lazy" decoding="async"/></button></div><figcaption class="system-module__DLDHVW__caption">Moodboarding from our naming session.</figcaption></figure><section id="case-study-riseplasma-text-11-8a748ecb193a" class="home-workspace-case-block" data-case-study-scroll-target="case-study-riseplasma-text-11-8a748ecb193a" data-motion-reveal="editorial"><p>The naming process about talking, thinking, collaborating, and brainstorming together. Thatâs what we did as a team, and with their team, to get to <em>Rise Plasma</em>.</p><p>The project took inspiration from video-game worlds and lush, imagined environments;
109 digital spaces that feel calm, optimistic, and familiar to Gen-Z and young millennial donors.</p><p>Some key elements we brought in were sunrise and sunset gradients, glassmorphic layers and soft metal pins, 3D floating objects that create a sense of world-building, seasonal, location-specific landscapes, and cloud motifs and peaceful sky tones.</p><p>The typography system was balanced through using Dazzed Medium as our primary and Concrete M as our secondary.</p></section><figure id="case-study-riseplasma-media-12-57ce98d9a23a" class="home-workspace-case-media home-workspace-case-media--wide" data-case-study-scroll-target="case-study-riseplasma-media-12-57ce98d9a23a" data-motion-reveal="editorial"><div class="home-workspace-case-media-grid"><button class="home-workspace-case-media-button" data-case-study-asset-key="e42a6c5149d5" data-case-study-artifact-placement="media:e42a6c5149d5" aria-label="Expand image: Rise's sky to earth based brand colors." type="button" aria-haspopup="dialog"><img src="https://cdn.sanity.io/images/81xzdvms/production/154f5957a999aa1d2072b224f2d1c39a8dcee685-1800x1200.png?w=1600&auto=format&q=80&fit=max" srcSet="https://cdn.sanity.io/images/81xzdvms/production/154f5957a999aa1d2072b224f2d1c39a8dcee685-1800x1200.png?w=320&auto=format&q=80&fit=max 320w, https://cdn.sanity.io/images/81xzdvms/production/154f5957a999aa1d2072b224f2d1c39a8dcee685-1800x1200.png?w=480&auto=format&q=80&fit=max 480w, https://cdn.sanity.io/images/81xzdvms/production/154f5957a999aa1d2072b224f2d1c39a8dcee685-1800x1200.png?w=640&auto=format&q=80&fit=max 640w, https://cdn.sanity.io/images/81xzdvms/production/154f5957a999aa1d2072b224f2d1c39a8dcee685-1800x1200.png?w=768&auto=format&q=80&fit=max 768w, https://cdn.sanity.io/images/81xzdvms/production/154f5957a999aa1d2072b224f2d1c39a8dcee685-1800x1200.png?w=960&auto=format&q=80&fit=max 960w, https://cdn.sanity.io/images/81xzdvms/production/154f5957a999aa1d2072b224f2d1c39a8dcee685-1800x1200.png?w=1200&auto=format&q=80&fit=max 1200w, https://cdn.sanity.io/images/81xzdvms/production/154f5957a999aa1d2072b224f2d1c39a8dcee685-1800x1200.png?w=1440&auto=format&q=80&fit=max 1440w, https://cdn.sanity.io/images/81xzdvms/production/154f5957a999aa1d2072b224f2d1c39a8dcee685-1800x1200.png?w=1600&auto=format&q=80&fit=max 1600w, https://cdn.sanity.io/images/81xzdvms/production/154f5957a999aa1d2072b224f2d1c39a8dcee685-1800x1200.png?w=1800&auto=format&q=80&fit=max 1800w" sizes="min(calc(100vw - 48px), 900px)" alt="Rise's sky to earth based brand colors." width="1800" height="1200" style="aspect-ratio:1800 / 1200" loading="lazy" decoding="async"/></button></div><figcaption class="system-module__DLDHVW__caption">Rise's sky to earth based brand colors.</figcaption></figure><section id="case-study-riseplasma-text-13-8f83d614e1b1" class="home-workspace-case-block" data-case-study-scroll-target="case-study-riseplasma-text-13-8f83d614e1b1" data-motion-reveal="editorial"><p>We knew early on we wanted the launch website to showcase a world from the sky down to the earth, and needed the brand colors to represent this.</p></section><figure id="case-study-riseplasma-media-14-a1cab3bf0aa0" class="home-workspace-case-media home-workspace-case-media--tall" data-case-study-scroll-target="case-study-riseplasma-media-14-a1cab3bf0aa0" data-motion-reveal="editorial"><div class="home-workspace-case-media-grid"><button class="home-workspace-case-media-button home-workspace-case-media-inline-video" data-case-study-asset-key="11726d448bbc" data-case-study-artifact-placement="media:11726d448bbc" aria-label="Expand animation: Rise's skeuomorphic visual design." type="button" aria-haspopup="dialog"><img src="https://image.mux.com/Aa5Zg3Oj7tI1lImAQoYwCAL9Vr468sCsLjtJ8piM4Zo/thumbnail.webp?width=888&fit_mode=preserve" srcSet="https://image.mux.com/Aa5Zg3Oj7tI1lImAQoYwCAL9Vr468sCsLjtJ8piM4Zo/thumbnail.webp?width=320&fit_mode=preserve 320w, https://image.mux.com/Aa5Zg3Oj7tI1lImAQoYwCAL9Vr468sCsLjtJ8piM4Zo/thumbnail.webp?width=480&fit_mode=preserve 480w, https://image.mux.com/Aa5Zg3Oj7tI1lImAQoYwCAL9Vr468sCsLjtJ8piM4Zo/thumbnail.webp?width=640&fit_mode=preserve 640w, https://image.mux.com/Aa5Zg3Oj7tI1lImAQoYwCAL9Vr468sCsLjtJ8piM4Zo/thumbnail.webp?width=768&fit_mode=preserve 768w, https://image.mux.com/Aa5Zg3Oj7tI1lImAQoYwCAL9Vr468sCsLjtJ8piM4Zo/thumbnail.webp?width=888&fit_mode=preserve 888w" sizes="min(calc(100vw - 48px), 900px)" alt="Rise's skeuomorphic visual design." class="home-workspace-case-media-video" width="888" height="1200" style="aspect-ratio:888 / 1200" loading="lazy" decoding="async" draggable="false" data-content-block-video-poster="initial"/></button><button class="home-workspace-case-media-button home-workspace-case-media-inline-video" data-case-study-asset-key="eaeece2630f4" data-case-study-artifact-placement="media:eaeece2630f4" aria-label="Expand animation: Rise's skeuomorphic visual design." type="button" aria-haspopup="dialog"><img src="https://image.mux.com/OrQ3kRO00fRkZWewSFPuSpeU02bipITi1wgnPu3VBDIFE/thumbnail.webp?width=888&fit_mode=preserve" srcSet="https://image.mux.com/OrQ3kRO00fRkZWewSFPuSpeU02bipITi1wgnPu3VBDIFE/thumbnail.webp?width=320&fit_mode=preserve 320w, https://image.mux.com/OrQ3kRO00fRkZWewSFPuSpeU02bipITi1wgnPu3VBDIFE/thumbnail.webp?width=480&fit_mode=preserve 480w, https://image.mux.com/OrQ3kRO00fRkZWewSFPuSpeU02bipITi1wgnPu3VBDIFE/thumbnail.webp?width=640&fit_mode=preserve 640w, https://image.mux.com/OrQ3kRO00fRkZWewSFPuSpeU02bipITi1wgnPu3VBDIFE/thumbnail.webp?width=768&fit_mode=preserve 768w, https://image.mux.com/OrQ3kRO00fRkZWewSFPuSpeU02bipITi1wgnPu3VBDIFE/thumbnail.webp?width=888&fit_mode=preserve 888w" sizes="min(calc(100vw - 48px), 900px)" alt="Rise's skeuomorphic visual design." class="home-workspace-case-media-video" width="888" height="1200" style="aspect-ratio:888 / 1200" loading="lazy" decoding="async" draggable="false" data-content-block-video-poster="initial"/></button></div><figcaption class="system-module__DLDHVW__caption">Rise's skeuomorphic visual design.</figcaption></figure>
109<section id="case-study-riseplasma-text-15-d6fca93843b8" class="home-workspace-case-block" data-case-study-scroll-target="case-study-riseplasma-text-15-d6fca93843b8" data-motion-reveal="editorial"><p>In doing research on the user base, we listened to what items they were saving up to purchase via plasma donation. Our team created friendly graphics of each, to show back to the audience.</p></section><figure id="case-study-riseplasma-media-16-1d7a196ae778" class="home-workspace-case-media home-workspace-case-media--wide" data-case-study-scroll-target="case-study-riseplasma-media-16-1d7a196ae778" data-motion-reveal="editorial"><div class="home-workspace-case-media-grid"><button class="home-workspace-case-media-button home-workspace-case-media-inline-video" data-case-study-asset-key="e2d701d7f522" data-case-study-artifact-placement="media:e2d701d7f522" aria-label="Expand animation: What our audience would use their proceeds for." type="button" aria-haspopup="dialog"><img src="https://image.mux.com/1kYbZnzh4i9yqeTnQ5Ldo8hVdjRhOwpYcnv00PyAjJsk/thumbnail.webp?width=1600&fit_mode=preserve" srcSet="https://image.mux.com/1kYbZnzh4i9yqeTnQ5Ldo8hVdjRhOwpYcnv00PyAjJsk/thumbnail.webp?width=320&fit_mode=preserve 320w, https://image.mux.com/1kYbZnzh4i9yqeTnQ5Ldo8hVdjRhOwpYcnv00PyAjJsk/thumbnail.webp?width=480&fit_mode=preserve 480w, https://image.mux.com/1kYbZnzh4i9yqeTnQ5Ldo8hVdjRhOwpYcnv00PyAjJsk/thumbnail.webp?width=640&fit_mode=preserve 640w, https://image.mux.com/1kYbZnzh4i9yqeTnQ5Ldo8hVdjRhOwpYcnv00PyAjJsk/thumbnail.webp?width=768&fit_mode=preserve 768w, https://image.mux.com/1kYbZnzh4i9yqeTnQ5Ldo8hVdjRhOwpYcnv00PyAjJsk/thumbnail.webp?width=960&fit_mode=preserve 960w, https://image.mux.com/1kYbZnzh4i9yqeTnQ5Ldo8hVdjRhOwpYcnv00PyAjJsk/thumbnail.webp?width=1200&fit_mode=preserve 1200w, https://image.mux.com/1kYbZnzh4i9yqeTnQ5Ldo8hVdjRhOwpYcnv00PyAjJsk/thumbnail.webp?width=1440&fit_mode=preserve 1440w, https://image.mux.com/1kYbZnzh4i9yqeTnQ5Ldo8hVdjRhOwpYcnv00PyAjJsk/thumbnail.webp?width=1600&fit_mode=preserve 1600w, https://image.mux.com/1kYbZnzh4i9yqeTnQ5Ldo8hVdjRhOwpYcnv00PyAjJsk/thumbnail.webp?width=1800&fit_mode=preserve 1800w" sizes="min(calc(100vw - 48px), 900px)" alt="What our audience would use their proceeds for." class="home-workspace-case-media-video" width="1800" height="1163" style="aspect-ratio:1800 / 1163" loading="lazy" decoding="async" draggable="false" data-content-block-video-poster="initial"/></button></div><figcaption class="system-module__DLDHVW__caption">What our audience would use their proceeds for.</figcaption></figure><figure id="case-study-riseplasma-media-17-5db62b030c09" class="home-workspace-case-media home-workspace-case-media--tall" data-case-study-scroll-target="case-study-riseplasma-media-17-5db62b030c09" data-motion-reveal="editorial"><div class="home-workspace-case-media-grid"><button class="home-workspace-case-media-button" data-case-study-asset-key="9cd56840db6b" data-case-study-artifact-placement="media:9cd56840db6b" aria-label="Expand image: A Rise Plasma social post." type="button" aria-haspopup="dialog"><img src="https://cdn.sanity.io/images/81xzdvms/production/50f59c6b67523ecde3ea9a7448899c6396fa5881-888x1332.png?w=888&auto=format&q=80&fit=max" srcSet="https://cdn.sanity.io/images/81xzdvms/production/50f59c6b67523ecde3ea9a7448899c6396fa5881-888x1332.png?w=320&auto=format&q=80&fit=max 320w, https://cdn.sanity.io/images/81xzdvms/production/50f59c6b67523ecde3ea9a7448899c6396fa5881-888x1332.png?w=480&auto=format&q=80&fit=max 480w, https://cdn.sanity.io/images/81xzdvms/production/50f59c6b67523ecde3ea9a7448899c6396fa5881-888x1332.png?w=640&auto=format&q=80&fit=max 640w, https://cdn.sanity.io/images/81xzdvms/production/50f59c6b67523ecde3ea9a7448899c6396fa5881-888x1332.png?w=768&auto=format&q=80&fit=max 768w, https://cdn.sanity.io/images/81xzdvms/production/50f59c6b67523ecde3ea9a7448899c6396fa5881-888x1332.png?w=888&auto=format&q=80&fit=max 888w" sizes="(max-width: 497px) calc(100vw - 48px), min(calc((100vw - 58px) / 2), 445px)" alt="A Rise Plasma social post." width="888" height="1332" style="aspect-ratio:888 / 1332" loading="lazy" decoding="async"/></button><button class="home-workspace-case-media-button" data-case-study-asset-key="755720c510de" data-case-study-artifact-placement="media:755720c510de" aria-label="Expand image: A Rise Plasma social post." type="button" aria-haspopup="dialog"><img src="https://cdn.sanity.io/images/81xzdvms/production/18aeea30ae6f8236bda178380f3b81c2517ab587-888x1332.png?w=888&auto=format&q=80&fit=max" srcSet="https://cdn.sanity.io/images/81xzdvms/production/18aeea30ae6f8236bda178380f3b81c2517ab587-888x1332.png?w=320&auto=format&q=80&fit=max 320w, https://cdn.sanity.io/images/81xzdvms/production/18aeea30ae6f8236bda178380f3b81c2517ab587-888x1332.png?w=480&auto=format&q=80&fit=max 480w, https://cdn.sanity.io/images/81xzdvms/production/18aeea30ae6f8236bda178380f3b81c2517ab587-888x1332.png?w=640&auto=format&q=80&fit=max 640w, https://cdn.sanity.io/images/81xzdvms/production/18aeea30ae6f8236bda178380f3b81c2517ab587-888x1332.png?w=768&auto=format&q=80&fit=max 768w, https://cdn.sanity.io/images/81xzdvms/production/18aeea30ae6f8236bda178380f3b81c2517ab587-888x1332.png?w=888&auto=format&q=80&fit=max 888w" sizes="(max-width: 497px) calc(100vw - 48px), min(calc((100vw - 58px) / 2), 445px)" alt="A Rise Plasma social post." width="888" height="1332" style="aspect-ratio:888 / 1332" loading="lazy" decoding="async"/></button></div><figcaption class="system-module__DLDHVW__caption">A Rise Plasma social post.</figcaption></figure><section id="case-study-riseplasma-text-18-fa52944603f0" class="home-workspace-case-block" data-case-study-scroll-target="case-study-riseplasma-text-18-fa52944603f0" data-motion-reveal="editorial"><p>We chose a sans-serif header font to create clear, legible copy, and then a serif to slow down the user for the more technical body copy.</p></section><figure id="case-study-riseplasma-media-19-78d3a239578f" class="home-workspace-case-media home-workspace-case-media--wide" data-case-study-scroll-target="case-study-riseplasma-media-19-78d3a239578f" data-motion-reveal="editorial"><div class="home-workspace-case-media-grid"><button class="home-workspace-case-media-button home-workspace-case-media-inline-video" data-case-study-asset-key="3fb920500cd7" data-case-study-artifact-placement="media:3fb920500cd7" aria-label="Expand animation: We created the atomic assets for Rise Plasma systematically." type="button" aria-haspopup="dialog"><img src="https://image.mux.com/C7Wya9hmqByaisjqxgpMYXsM9V00CoBMphLP00gXbUQ100/thumbnail.webp?width=1600&fit_mode=preserve" srcSet="https://image.mux.com/C7Wya9hmqByaisjqxgpMYXsM9V00CoBMphLP00gXbUQ100/thumbnail.webp?width=320&fit_mode=preserve 320w, https://image.mux.com/C7Wya9hmqByaisjqxgpMYXsM9V00CoBMphLP00gXbUQ100/thumbnail.webp?width=480&fit_mode=preserve 480w, https://image.mux.com/C7Wya9hmqByaisjqxgpMYXsM9V00CoBMphLP00gXbUQ100/thumbnail.webp?width=640&fit_mode=preserve 640w, https://image.mux.com/C7Wya9hmqByaisjqxgpMYXsM9V00CoBMphLP00gXbUQ100/thumbnail.webp?width=768&fit_mode=preserve 768w, https://image.mux.com/C7Wya9hmqByaisjqxgpMYXsM9V00CoBMphLP00gXbUQ100/thumbnail.webp?width=960&fit_mode=preserve 960w, https://image.mux.com/C7Wya9hmqByaisjqxgpMYXsM9V00CoBMphLP00gXbUQ100/thumbnail.webp?width=1200&fit_mode=preserve 1200w, https://image.mux.com/C7Wya9hmqByaisjqxgpMYXsM9V00CoBMphLP00gXbUQ100/thumbnail.webp?width=1440&fit_mode=preserve 1440w, https://image.mux.com/C7Wya9hmqByaisjqxgpMYXsM9V00CoBMphLP00gXbUQ100/thumbnail.webp?width=1600&fit_mode=preserve 1600w, https://image.mux.com/C7Wya9hmqByaisjqxgpMYXsM9V00CoBMphLP00gXbUQ100/thumbnail.webp?width=1800&fit_mode=preserve 1800w" sizes="min(calc(100vw - 48px), 900px)" alt="We created the atomic assets for Rise Plasma systematically." class="home-workspace-case-media-video" width="1800" height="1163" style="aspect-ratio:1800 / 1163" loading="lazy" decoding="async" draggable="false" data-content-block-video-poster="initial"/></button></div><figcaption class="system-module__DLDHVW__caption">We created the atomic assets for Rise Plasma systematically.</figcaption></figure><section id="case-study-riseplasma-text-20-e932f5d102fb" class="home-workspace-case-block" data-case-study-scroll-target="case-study-riseplasma-text-20-e932f5d102fb" data-motion-reveal="editorial"><p>The logo is a compact sunrise symbol designed to scale across physical spaces, digital cards, and mobile UI. Itâs flexible, memorable, and works as both a stand-alone mark and a lockup with the name.</p></section><figure id="case-study-riseplasma-media-21-fb98f4a220fa" class="home-workspace-case-media home-workspace-case-media--wide" data-case-study-scroll-target="case-study-riseplasma-media-21-fb98f4a220fa" data-motion-reveal="editorial"><div class="home-workspace-case-media-grid"><button class="home-workspace-case-media-button" data-case-study-asset-key="5658ec3da746" data-case-study-artifact-placement="media:
1095658ec3da746" aria-label="Expand image: The Rise Plasma icon with a slight transparent glass effect." type="button" aria-haspopup="dialog"><img src="https://cdn.sanity.io/images/81xzdvms/production/a1eb077b4d5bbcb4ea6993933bde2f2d38e4107d-1800x1200.png?w=1600&auto=format&q=80&fit=max" srcSet="https://cdn.sanity.io/images/81xzdvms/production/a1eb077b4d5bbcb4ea6993933bde2f2d38e4107d-1800x1200.png?w=320&auto=format&q=80&fit=max 320w, https://cdn.sanity.io/images/81xzdvms/production/a1eb077b4d5bbcb4ea6993933bde2f2d38e4107d-1800x1200.png?w=480&auto=format&q=80&fit=max 480w, https://cdn.sanity.io/images/81xzdvms/production/a1eb077b4d5bbcb4ea6993933bde2f2d38e4107d-1800x1200.png?w=640&auto=format&q=80&fit=max 640w, https://cdn.sanity.io/images/81xzdvms/production/a1eb077b4d5bbcb4ea6993933bde2f2d38e4107d-1800x1200.png?w=768&auto=format&q=80&fit=max 768w, https://cdn.sanity.io/images/81xzdvms/production/a1eb077b4d5bbcb4ea6993933bde2f2d38e4107d-1800x1200.png?w=960&auto=format&q=80&fit=max 960w, https://cdn.sanity.io/images/81xzdvms/production/a1eb077b4d5bbcb4ea6993933bde2f2d38e4107d-1800x1200.png?w=1200&auto=format&q=80&fit=max 1200w, https://cdn.sanity.io/images/81xzdvms/production/a1eb077b4d5bbcb4ea6993933bde2f2d38e4107d-1800x1200.png?w=1440&auto=format&q=80&fit=max 1440w, https://cdn.sanity.io/images/81xzdvms/production/a1eb077b4d5bbcb4ea6993933bde2f2d38e4107d-1800x1200.png?w=1600&auto=format&q=80&fit=max 1600w, https://cdn.sanity.io/images/81xzdvms/production/a1eb077b4d5bbcb4ea6993933bde2f2d38e4107d-1800x1200.png?w=1800&auto=format&q=80&fit=max 1800w" sizes="min(calc(100vw - 48px), 900px)" alt="The Rise Plasma icon with a slight transparent glass effect." width="1800" height="1200" style="aspect-ratio:1800 / 1200" loading="lazy" decoding="async"/></button></div><figcaption class="system-module__DLDHVW__caption">The Rise Plasma icon with a slight transparent glass effect.</figcaption></figure><figure id="case-study-riseplasma-media-22-c078cc937083" class="home-workspace-case-media home-workspace-case-media--wide" data-case-study-scroll-target="case-study-riseplasma-media-22-c078cc937083" data-motion-reveal="editorial"><div class="home-workspace-case-media-grid"><button class="home-workspace-case-media-button" data-case-study-asset-key="e70ac33cac5e" data-case-study-artifact-placement="media:e70ac33cac5e" aria-label="Expand image: The team created a variety of brand logos and iconography to be responsive across all touchpoints." type="button" aria-haspopup="dialog"><img src="https://cdn.sanity.io/images/81xzdvms/production/210c6b39d81dc324bcad7ad59150e2de3871b436-1800x1200.png?w=1600&auto=format&q=80&fit=max" srcSet="https://cdn.sanity.io/images/81xzdvms/production/210c6b39d81dc324bcad7ad59150e2de3871b436-1800x1200.png?w=320&auto=format&q=80&fit=max 320w, https://cdn.sanity.io/images/81xzdvms/production/210c6b39d81dc324bcad7ad59150e2de3871b436-1800x1200.png?w=480&auto=format&q=80&fit=max 480w, https://cdn.sanity.io/images/81xzdvms/production/210c6b39d81dc324bcad7ad59150e2de3871b436-1800x1200.png?w=640&auto=format&q=80&fit=max 640w, https://cdn.sanity.io/images/81xzdvms/production/210c6b39d81dc324bcad7ad59150e2de3871b436-1800x1200.png?w=768&auto=format&q=80&fit=max 768w, https://cdn.sanity.io/images/81xzdvms/production/210c6b39d81dc324bcad7ad59150e2de3871b436-1800x1200.png?w=960&auto=format&q=80&fit=max 960w, https://cdn.sanity.io/images/81xzdvms/production/210c6b39d81dc324bcad7ad59150e2de3871b436-1800x1200.png?w=1200&auto=format&q=80&fit=max 1200w, https://cdn.sanity.io/images/81xzdvms/production/210c6b39d81dc324bcad7ad59150e2de3871b436-1800x1200.png?w=1440&auto=format&q=80&fit=max 1440w, https://cdn.sanity.io/images/81xzdvms/production/210c6b39d81dc324bcad7ad59150e2de3871b436-1800x1200.png?w=1600&auto=format&q=80&fit=max 1600w, https://cdn.sanity.io/images/81xzdvms/production/210c6b39d81dc324bcad7ad59150e2de3871b436-1800x1200.png?w=1800&auto=format&q=80&fit=max 1800w" sizes="min(calc(100vw - 48px), 900px)" alt="The team created a variety of brand logos and iconography to be responsive across all touchpoints." width="1800" height="1200" style="aspect-ratio:1800 / 1200" loading="lazy" decoding="async"/></button></div><figcaption class="system-module__DLDHVW__caption">The team created a variety of brand logos and iconography to be responsive across all touchpoints.</figcaption></figure><section id="case-study-riseplasma-text-23-8f9912c9eed3" class="home-workspace-case-block" data-case-study-scroll-target="case-study-riseplasma-text-23-8f9912c9eed3" data-motion-reveal="editorial"><p>We created a world of soft lighting, low-poly environments, bright skies, and calming nature cues. This visual language reframes plasma donation as something peaceful, safe, and empowering, not clinical.</p></section><figure id="case-study-riseplasma-media-24-b42feec51291" class="home-workspace-case-media home-workspace-case-media--wide" data-case-study-scroll-target="case-study-riseplasma-media-24-b42feec51291" data-motion-reveal="editorial"><div class="home-workspace-case-media-grid"><button class="home-workspace-case-media-button home-workspace-case-media-inline-video" data-case-study-asset-key="be1ef7092be1" data-case-study-artifact-placement="media:be1ef7092be1" aria-label="Expand animation: Generative scenes based on real locations." type="button" aria-haspopup="dialog"><img src="https://image.mux.com/Limp02bPqgvsaxf4POK5Jre00N7q7P01vuVHZtRAXKoWi00/thumbnail.webp?width=1600&fit_mode=preserve" srcSet="https://image.mux.com/Limp02bPqgvsaxf4POK5Jre00N7q7P01vuVHZtRAXKoWi00/thumbnail.webp?width=320&fit_mode=preserve 320w, https://image.mux.com/Limp02bPqgvsaxf4POK5Jre00N7q7P01vuVHZtRAXKoWi00/thumbnail.webp?width=480&fit_mode=preserve 480w, https://image.mux.com/Limp02bPqgvsaxf4POK5Jre00N7q7P01vuVHZtRAXKoWi00/thumbnail.webp?width=640&fit_mode=preserve 640w, https://image.mux.com/Limp02bPqgvsaxf4POK5Jre00N7q7P01vuVHZtRAXKoWi00/thumbnail.webp?width=768&fit_mode=preserve 768w, https://image.mux.com/Limp02bPqgvsaxf4POK5Jre00N7q7P01vuVHZtRAXKoWi00/thumbnail.webp?width=960&fit_mode=preserve 960w, https://image.mux.com/Limp02bPqgvsaxf4POK5Jre00N7q7P01vuVHZtRAXKoWi00/thumbnail.webp?width=1200&fit_mode=preserve 1200w, https://image.mux.com/Limp02bPqgvsaxf4POK5Jre00N7q7P01vuVHZtRAXKoWi00/thumbnail.webp?width=1440&fit_mode=preserve 1440w, https://image.mux.com/Limp02bPqgvsaxf4POK5Jre00N7q7P01vuVHZtRAXKoWi00/thumbnail.webp?width=1600&fit_mode=preserve 1600w, https://image.mux.com/Limp02bPqgvsaxf4POK5Jre00N7q7P01vuVHZtRAXKoWi00/thumbnail.webp?width=1800&fit_mode=preserve 1800w" sizes="min(calc(100vw - 48px), 900px)" alt="Generative scenes based on real locations." class="home-workspace-case-media-video" style="aspect-ratio:3 / 2" loading="lazy" decoding="async" draggable="false" data-content-block-video-poster="initial"/></button></div><figcaption class="system-module__DLDHVW__caption">Generative scenes based on real locations.</figcaption></figure><section id="case-study-riseplasma-text-25-655e885dd048" class="home-workspace-case-block" data-case-study-scroll-target="case-study-riseplasma-text-25-655e885dd048" data-motion-reveal="editorial"><p>AI-generated renders turned into videoscapes were used to showcase the natural environments of the chosen locations across the U.S.</p></section><figure id="case-study-riseplasma-media-26-e7bd45a26b8d" class="home-workspace-case-media home-workspace-case-media--tall" data-case-study-scroll-target="case-study-riseplasma-media-26-e7bd45a26b8d" data-motion-reveal="editorial"><div class="home-workspace-case-media-grid"><button class="home-workspace-case-media-button" data-case-study-asset-key="694d31201b52" data-case-study-artifact-placement="media:694d31201b52" aria-label="Expand image: Using generative tools, Rise Plasma has a unique combination of nature and science visual
109s that feel completely original." type="button" aria-haspopup="dialog"><img src="https://cdn.sanity.io/images/81xzdvms/production/d0f223e489f44cd9bed992bd29d51404e7a53942-888x1200.png?w=888&auto=format&q=80&fit=max" srcSet="https://cdn.sanity.io/images/81xzdvms/production/d0f223e489f44cd9bed992bd29d51404e7a53942-888x1200.png?w=320&auto=format&q=80&fit=max 320w, https://cdn.sanity.io/images/81xzdvms/production/d0f223e489f44cd9bed992bd29d51404e7a53942-888x1200.png?w=480&auto=format&q=80&fit=max 480w, https://cdn.sanity.io/images/81xzdvms/production/d0f223e489f44cd9bed992bd29d51404e7a53942-888x1200.png?w=640&auto=format&q=80&fit=max 640w, https://cdn.sanity.io/images/81xzdvms/production/d0f223e489f44cd9bed992bd29d51404e7a53942-888x1200.png?w=768&auto=format&q=80&fit=max 768w, https://cdn.sanity.io/images/81xzdvms/production/d0f223e489f44cd9bed992bd29d51404e7a53942-888x1200.png?w=888&auto=format&q=80&fit=max 888w" sizes="(max-width: 497px) calc(100vw - 48px), min(calc((100vw - 58px) / 2), 445px)" alt="Using generative tools, Rise Plasma has a unique combination of nature and science visuals that feel completely original." width="888" height="1200" style="aspect-ratio:888 / 1200" loading="lazy" decoding="async"/></button><button class="home-workspace-case-media-button" data-case-study-asset-key="1896ce2a712a" data-case-study-artifact-placement="media:1896ce2a712a" aria-label="Expand image: Using generative tools, Rise Plasma has a unique combination of nature and science visuals that feel completely original." type="button" aria-haspopup="dialog"><img src="https://cdn.sanity.io/images/81xzdvms/production/8ecaf0b571f82b250b71639ddd54bcd16c74a14c-888x1200.png?w=888&auto=format&q=80&fit=max" srcSet="https://cdn.sanity.io/images/81xzdvms/production/8ecaf0b571f82b250b71639ddd54bcd16c74a14c-888x1200.png?w=320&auto=format&q=80&fit=max 320w, https://cdn.sanity.io/images/81xzdvms/production/8ecaf0b571f82b250b71639ddd54bcd16c74a14c-888x1200.png?w=480&auto=format&q=80&fit=max 480w, https://cdn.sanity.io/images/81xzdvms/production/8ecaf0b571f82b250b71639ddd54bcd16c74a14c-888x1200.png?w=640&auto=format&q=80&fit=max 640w, https://cdn.sanity.io/images/81xzdvms/production/8ecaf0b571f82b250b71639ddd54bcd16c74a14c-888x1200.png?w=768&auto=format&q=80&fit=max 768w, https://cdn.sanity.io/images/81xzdvms/production/8ecaf0b571f82b250b71639ddd54bcd16c74a14c-888x1200.png?w=888&auto=format&q=80&fit=max 888w" sizes="(max-width: 497px) calc(100vw - 48px), min(calc((100vw - 58px) / 2), 445px)" alt="Using generative tools, Rise Plasma has a unique combination of nature and science visuals that feel completely original." width="888" height="1200" style="aspect-ratio:888 / 1200" loading="lazy" decoding="async"/></button></div><figcaption class="system-module__DLDHVW__caption">Using generative tools, Rise Plasma has a unique combination of nature and science visuals that feel completely original.</figcaption></figure><figure id="case-study-riseplasma-media-27-d1de1d8549a6" class="home-workspace-case-media home-workspace-case-media--wide" data-case-study-scroll-target="case-study-riseplasma-media-27-d1de1d8549a6" data-motion-reveal="editorial"><div class="home-workspace-case-media-grid"><button class="home-workspace-case-media-button" data-case-study-asset-key="75371f1bda43" data-case-study-artifact-placement="media:75371f1bda43" aria-label="Expand image: The Rise Plasma team helped us render original imagery of plasma cells that were both realistic and on brand." type="button" aria-haspopup="dialog"><img src="https://cdn.sanity.io/images/81xzdvms/production/de8714514158b04d27c402d5bfcce20be07c11c7-1800x1200.png?w=1600&auto=format&q=80&fit=max" srcSet="https://cdn.sanity.io/images/81xzdvms/production/de8714514158b04d27c402d5bfcce20be07c11c7-1800x1200.png?w=320&auto=format&q=80&fit=max 320w, https://cdn.sanity.io/images/81xzdvms/production/de8714514158b04d27c402d5bfcce20be07c11c7-1800x1200.png?w=480&auto=format&q=80&fit=max 480w, https://cdn.sanity.io/images/81xzdvms/production/de8714514158b04d27c402d5bfcce20be07c11c7-1800x1200.png?w=640&auto=format&q=80&fit=max 640w, https://cdn.sanity.io/images/81xzdvms/production/de8714514158b04d27c402d5bfcce20be07c11c7-1800x1200.png?w=768&auto=format&q=80&fit=max 768w, https://cdn.sanity.io/images/81xzdvms/production/de8714514158b04d27c402d5bfcce20be07c11c7-1800x1200.png?w=960&auto=format&q=80&fit=max 960w, https://cdn.sanity.io/images/81xzdvms/production/de8714514158b04d27c402d5bfcce20be07c11c7-1800x1200.png?w=1200&auto=format&q=80&fit=max 1200w, https://cdn.sanity.io/images/81xzdvms/production/de8714514158b04d27c402d5bfcce20be07c11c7-1800x1200.png?w=1440&auto=format&q=80&fit=max 1440w, https://cdn.sanity.io/images/81xzdvms/production/de8714514158b04d27c402d5bfcce20be07c11c7-1800x1200.png?w=1600&auto=format&q=80&fit=max 1600w, https://cdn.sanity.io/images/81xzdvms/production/de8714514158b04d27c402d5bfcce20be07c11c7-1800x1200.png?w=1800&auto=format&q=80&fit=max 1800w" sizes="min(calc(100vw - 48px), 900px)" alt="The Rise Plasma team helped us render original imagery of plasma cells that were both realistic and on brand." width="1800" height="1200" style="aspect-ratio:1800 / 1200" loading="lazy" decoding="async"/></button></div><figcaption class="system-module__DLDHVW__caption">The Rise Plasma team helped us render original imagery of plasma cells that were both realistic and on brand.</figcaption></figure><section id="case-study-riseplasma-text-28-caddc443af61" class="home-workspace-case-block" data-case-study-scroll-target="case-study-riseplasma-text-28-caddc443af61" data-motion-reveal="editorial"><p>To bring the project to life, we built a Webflow experience centered on a sunrise walkthrough of the donation process. The site explains how plasma becomes medicine, how donors get paid, and how to book an appointment, using clear steps and friendly language.</p><p>Even the mobile experience is fluid, fast, and built for Riseâs digital-first audience.</p></section>
109<figure id="case-study-riseplasma-media-29-b0c15a7901e3" class="home-workspace-case-media home-workspace-case-media--wide" data-case-study-scroll-target="case-study-riseplasma-media-29-b0c15a7901e3" data-motion-reveal="editorial"><div class="home-workspace-case-media-grid"><button class="home-workspace-case-media-button home-workspace-case-media-inline-video" data-case-study-asset-key="8b21ab16a91b" data-case-study-artifact-placement="media:8b21ab16a91b" aria-label="Expand animation: Rise Plasma's website." type="button" aria-haspopup="dialog"><img src="https://image.mux.com/H9sM00aofOTAjmwma91gmR02iq2REeqUpVL49cFj2MGdg/thumbnail.webp?width=1600&fit_mode=preserve" srcSet="https://image.mux.com/H9sM00aofOTAjmwma91gmR02iq2REeqUpVL49cFj2MGdg/thumbnail.webp?width=320&fit_mode=preserve 320w, https://image.mux.com/H9sM00aofOTAjmwma91gmR02iq2REeqUpVL49cFj2MGdg/thumbnail.webp?width=480&fit_mode=preserve 480w, https://image.mux.com/H9sM00aofOTAjmwma91gmR02iq2REeqUpVL49cFj2MGdg/thumbnail.webp?width=640&fit_mode=preserve 640w, https://image.mux.com/H9sM00aofOTAjmwma91gmR02iq2REeqUpVL49cFj2MGdg/thumbnail.webp?width=768&fit_mode=preserve 768w, https://image.mux.com/H9sM00aofOTAjmwma91gmR02iq2REeqUpVL49cFj2MGdg/thumbnail.webp?width=960&fit_mode=preserve 960w, https://image.mux.com/H9sM00aofOTAjmwma91gmR02iq2REeqUpVL49cFj2MGdg/thumbnail.webp?width=1200&fit_mode=preserve 1200w, https://image.mux.com/H9sM00aofOTAjmwma91gmR02iq2REeqUpVL49cFj2MGdg/thumbnail.webp?width=1440&fit_mode=preserve 1440w, https://image.mux.com/H9sM00aofOTAjmwma91gmR02iq2REeqUpVL49cFj2MGdg/thumbnail.webp?width=1600&fit_mode=preserve 1600w, https://image.mux.com/H9sM00aofOTAjmwma91gmR02iq2REeqUpVL49cFj2MGdg/thumbnail.webp?width=1800&fit_mode=preserve 1800w" sizes="min(calc(100vw - 48px), 900px)" alt="Rise Plasma's website." class="home-workspace-case-media-video" style="aspect-ratio:3 / 2" loading="lazy" decoding="async" draggable="false" data-content-block-video-poster="initial"/></button></div><figcaption class="system-module__DLDHVW__caption">Rise Plasma's website.</figcaption></figure><section id="case-study-riseplasma-text-30-431d92d42ac7" class="home-workspace-case-block" data-case-study-scroll-target="case-study-riseplasma-text-30-431d92d42ac7" data-motion-reveal="editorial"><p>The resulting website features a combination of all elements coming together with fluid, smooth content-choreography to create a fast, informative scrolling experience re-introducing plasma donation to a new generation.</p><p>Rise Plasma uses agentic systems to automatically generate seasonal, location-specific graphics. Each center gets a visual identity that matches its environment, from winter tones in the Midwest to summer skies in the Southwest.</p></section><figure id="case-study-riseplasma-media-31-0d2934d06190" class="home-workspace-case-media home-workspace-case-media--wide" data-case-study-scroll-target="case-study-riseplasma-media-31-0d2934d06190" data-motion-reveal="editorial"><div class="home-workspace-case-media-grid"><button class="home-workspace-case-media-button" data-case-study-asset-key="e69d56acc093" data-case-study-artifact-placement="media:e69d56acc093" aria-label="Expand image: Each location was rendered for year-round weather." type="button" aria-haspopup="dialog"><img src="https://cdn.sanity.io/images/81xzdvms/production/5c02c19fbe83c2de393c250151f5bbd987fe6d5c-1800x1200.png?w=1600&auto=format&q=80&fit=max" srcSet="https://cdn.sanity.io/images/81xzdvms/production/5c02c19fbe83c2de393c250151f5bbd987fe6d5c-1800x1200.png?w=320&auto=format&q=80&fit=max 320w, https://cdn.sanity.io/images/81xzdvms/production/5c02c19fbe83c2de393c250151f5bbd987fe6d5c-1800x1200.png?w=480&auto=format&q=80&fit=max 480w, https://cdn.sanity.io/images/81xzdvms/production/5c02c19fbe83c2de393c250151f5bbd987fe6d5c-1800x1200.png?w=640&auto=format&q=80&fit=max 640w, https://cdn.sanity.io/images/81xzdvms/production/5c02c19fbe83c2de393c250151f5bbd987fe6d5c-1800x1200.png?w=768&auto=format&q=80&fit=max 768w, https://cdn.sanity.io/images/81xzdvms/production/5c02c19fbe83c2de393c250151f5bbd987fe6d5c-1800x1200.png?w=960&auto=format&q=80&fit=max 960w, https://cdn.sanity.io/images/81xzdvms/production/5c02c19fbe83c2de393c250151f5bbd987fe6d5c-1800x1200.png?w=1200&auto=format&q=80&fit=max 1200w, https://cdn.sanity.io/images/81xzdvms/production/5c02c19fbe83c2de393c250151f5bbd987fe6d5c-1800x1200.png?w=1440&auto=format&q=80&fit=max 1440w, https://cdn.sanity.io/images/81xzdvms/production/5c02c19fbe83c2de393c250151f5bbd987fe6d5c-1800x1200.png?w=1600&auto=format&q=80&fit=max 1600w, https://cdn.sanity.io/images/81xzdvms/production/5c02c19fbe83c2de393c250151f5bbd987fe6d5c-1800x1200.png?w=1800&auto=format&q=80&fit=max 1800w" sizes="min(calc(100vw - 48px), 900px)" alt="Each location was rendered for year-round weather." width="1800" height="1200" style="aspect-ratio:1800 / 1200" loading="lazy" decoding="async"/></button></div><figcaption class="system-module__DLDHVW__caption">
109Each location was rendered for year-round weather.</figcaption></figure><section id="case-study-riseplasma-text-32-d2aea561ddf5" class="home-workspace-case-block" data-case-study-scroll-target="case-study-riseplasma-text-32-d2aea561ddf5" data-motion-reveal="editorial"><p>To make the renderings feel real, we researched each town Rise Plasma is opening in and modeled an ideal landscape based on real flora and fauna native to the area. We then created versions that are based on the weather across each season.</p><p>The brand was extended into environmental design through signage, wall graphics, donor cards, informational materials, and promotional items. Everything reinforces calm, warmth, and clarity.</p></section><figure id="case-study-riseplasma-media-33-e516413e5b94" class="home-workspace-case-media home-workspace-case-media--wide" data-case-study-scroll-target="case-study-riseplasma-media-33-e516413e5b94" data-motion-reveal="editorial"><div class="home-workspace-case-media-grid"><button class="home-workspace-case-media-button" data-case-study-asset-key="4a1badc53abc" data-case-study-artifact-placement="media:4a1badc53abc" aria-label="Expand image: Material-based retail inspiration." type="button" aria-haspopup="dialog"><img src="https://cdn.sanity.io/images/81xzdvms/production/de88ecf81d921203772a9b383529965cb3335eab-1800x1200.png?w=1600&auto=format&q=80&fit=max" srcSet="https://cdn.sanity.io/images/81xzdvms/production/de88ecf81d921203772a9b383529965cb3335eab-1800x1200.png?w=320&auto=format&q=80&fit=max 320w, https://cdn.sanity.io/images/81xzdvms/production/de88ecf81d921203772a9b383529965cb3335eab-1800x1200.png?w=480&auto=format&q=80&fit=max 480w, https://cdn.sanity.io/images/81xzdvms/production/de88ecf81d921203772a9b383529965cb3335eab-1800x1200.png?w=640&auto=format&q=80&fit=max 640w, https://cdn.sanity.io/images/81xzdvms/production/de88ecf81d921203772a9b383529965cb3335eab-1800x1200.png?w=768&auto=format&q=80&fit=max 768w, https://cdn.sanity.io/images/81xzdvms/production/de88ecf81d921203772a9b383529965cb3335eab-1800x1200.png?w=960&auto=format&q=80&fit=max 960w, https://cdn.sanity.io/images/81xzdvms/production/de88ecf81d921203772a9b383529965cb3335eab-1800x1200.png?w=1200&auto=format&q=80&fit=max 1200w, https://cdn.sanity.io/images/81xzdvms/production/de88ecf81d921203772a9b383529965cb3335eab-1800x1200.png?w=1440&auto=format&q=80&fit=max 1440w, https://cdn.sanity.io/images/81xzdvms/production/de88ecf81d921203772a9b383529965cb3335eab-1800x1200.png?w=1600&auto=format&q=80&fit=max 1600w, https://cdn.sanity.io/images/81xzdvms/production/de88ecf81d921203772a9b383529965cb3335eab-1800x1200.png?w=1800&auto=format&q=80&fit=max 1800w" sizes="min(calc(100vw - 48px), 900px)" alt="Material-based retail inspiration." width="1800" height="1200" style="aspect-ratio:1800 / 1200" loading="lazy" decoding="async"/></button></div><figcaption class="system-module__DLDHVW__caption">Material-based retail inspiration.</figcaption></figure><figure id="case-study-riseplasma-media-34-12c98f40e822" class="home-workspace-case-media home-workspace-case-media--tall" data-case-study-scroll-target="case-study-riseplasma-media-34-12c98f40e822" data-motion-reveal="editorial"><div class="home-workspace-case-media-grid"><button class="home-workspace-case-media-button" data-case-study-asset-key="57e3b53e50e6" data-case-study-artifact-placement="media:57e3b53e50e6" aria-label="Expand image: The graphics and brand were fun to create." type="button" aria-haspopup="dialog"><img src="https://cdn.sanity.io/images/81xzdvms/production/25047fd880524255a4788907635a1a60df192dd6-888x1332.png?w=888&auto=format&q=80&fit=max" srcSet="https://cdn.sanity.io/images/81xzdvms/production/25047fd880524255a4788907635a1a60df192dd6-888x1332.png?w=320&auto=format&q=80&fit=max 320w, https://cdn.sanity.io/images/81xzdvms/production/25047fd880524255a4788907635a1a60df192dd6-888x1332.png?w=480&auto=format&q=80&fit=max 480w, https://cdn.sanity.io/images/81xzdvms/production/25047fd88052425
1095a4788907635a1a60df192dd6-888x1332.png?w=640&auto=format&q=80&fit=max 640w, https://cdn.sanity.io/images/81xzdvms/production/25047fd880524255a4788907635a1a60df192dd6-888x1332.png?w=768&auto=format&q=80&fit=max 768w, https://cdn.sanity.io/images/81xzdvms/production/25047fd880524255a4788907635a1a60df192dd6-888x1332.png?w=888&auto=format&q=80&fit=max 888w" sizes="(max-width: 497px) calc(100vw - 48px), min(calc((100vw - 58px) / 2), 445px)" alt="The graphics and brand were fun to create." width="888" height="1332" style="aspect-ratio:888 / 1332" loading="lazy" decoding="async"/></button><button class="home-workspace-case-media-button" data-case-study-asset-key="f94abda4402d" data-case-study-artifact-placement="media:f94abda4402d" aria-label="Expand image: The graphics and brand were fun to create." type="button" aria-haspopup="dialog"><img src="https://cdn.sanity.io/images/81xzdvms/production/86e3a924eaf79f057685737387da42f2541dcef7-888x1332.png?w=888&auto=format&q=80&fit=max" srcSet="https://cdn.sanity.io/images/81xzdvms/production/86e3a924eaf79f057685737387da42f2541dcef7-888x1332.png?w=320&auto=format&q=80&fit=max 320w, https://cdn.sanity.io/images/81xzdvms/production/86e3a924eaf79f057685737387da42f2541dcef7-888x1332.png?w=480&auto=format&q=80&fit=max 480w, https://cdn.sanity.io/images/81xzdvms/production/86e3a924eaf79f057685737387da42f2541dcef7-888x1332.png?w=640&auto=format&q=80&fit=max 640w, https://cdn.sanity.io/images/81xzdvms/production/86e3a924eaf79f057685737387da42f2541dcef7-888x1332.png?w=768&auto=format&q=80&fit=max 768w, https://cdn.sanity.io/images/81xzdvms/production/86e3a924eaf79f057685737387da42f2541dcef7-888x1332.png?w=888&auto=format&q=80&fit=max 888w" sizes="(max-width: 497px) calc(100vw - 48px), min(calc((100vw - 58px) / 2), 445px)" alt="The graphics and brand were fun to create." width="888" height="1332" style="aspect-ratio:888 / 1332" loading="lazy" decoding="async"/></button></div><figcaption class="system-module__DLDHVW__caption">The graphics and brand were fun to create.</figcaption></figure><figure id="case-study-riseplasma-media-35-a7e17a3597f4" class="home-workspace-case-media home-workspace-case-media--wide" data-case-study-scroll-target="case-study-riseplasma-media-35-a7e17a3597f4" data-motion-reveal="editorial"><div class="home-workspace-case-media-grid"><button class="home-workspace-case-media-button" data-case-study-asset-key="e55a63b829bc" data-case-study-artifact-placement="media:e5
1095a63b829bc" aria-label="Expand image: Renders of the real store's locations before opening." type="button" aria-haspopup="dialog"><img src="https://cdn.sanity.io/images/81xzdvms/production/ef73d15a05b2bea74d3d0331fc4ebb26b1f76b3c-1800x1201.png?w=1600&auto=format&q=80&fit=max" srcSet="https://cdn.sanity.io/images/81xzdvms/production/ef73d15a05b2bea74d3d0331fc4ebb26b1f76b3c-1800x1201.png?w=320&auto=format&q=80&fit=max 320w, https://cdn.sanity.io/images/81xzdvms/production/ef73d15a05b2bea74d3d0331fc4ebb26b1f76b3c-1800x1201.png?w=480&auto=format&q=80&fit=max 480w, https://cdn.sanity.io/images/81xzdvms/production/ef73d15a05b2bea74d3d0331fc4ebb26b1f76b3c-1800x1201.png?w=640&auto=format&q=80&fit=max 640w, https://cdn.sanity.io/images/81xzdvms/production/ef73d15a05b2bea74d3d0331fc4ebb26b1f76b3c-1800x1201.png?w=768&auto=format&q=80&fit=max 768w, https://cdn.sanity.io/images/81xzdvms/production/ef73d15a05b2bea74d3d0331fc4ebb26b1f76b3c-1800x1201.png?w=960&auto=format&q=80&fit=max 960w, https://cdn.sanity.io/images/81xzdvms/production/ef73d15a05b2bea74d3d0331fc4ebb26b1f76b3c-1800x1201.png?w=1200&auto=format&q=80&fit=max 1200w, https://cdn.sanity.io/images/81xzdvms/production/ef73d15a05b2bea74d3d0331fc4ebb26b1f76b3c-1800x1201.png?w=1440&auto=format&q=80&fit=max 1440w, https://cdn.sanity.io/images/81xzdvms/production/ef73d15a05b2bea74d3d0331fc4ebb26b1f76b3c-1800x1201.png?w=1600&auto=format&q=80&fit=max 1600w, https://cdn.sanity.io/images/81xzdvms/production/ef73d15a05b2bea74d3d0331fc4ebb26b1f76b3c-1800x1201.png?w=1800&auto=format&q=80&fit=max 1800w" sizes="min(calc(100vw - 48px), 900px)" alt="Renders of the real store's locations before opening." width="1800" height="1201" style="aspect-ratio:1800 / 1201" loading="lazy" decoding="async"/></button></div><figcaption class="system-module__DLDHVW__caption">Renders of the real store's locations before opening.</figcaption></figure><section id="case-study-riseplasma-text-36-4efb31f96def" class="home-workspace-case-block" data-case-study-scroll-target="case-study-riseplasma-text-36-4efb31f96def" data-motion-reveal="editorial"><p>To make the renderings feel real, we researched each town Rise Plasma is opening in and modeled an ideal landscape based on real flora and fauna native to the area. We then created versions that are based on the weather across each season.</p><p>Rise Plasma brings modern, empathetic design into a category thatâs been underserved for decades. The brand speaks to young adults with respect and clarity, while helping more plasma reach the patients who rely on it.</p><p>Riseâs first locations launch with a full identity system, messaging framework, website, and visual world ready to scale nationwide.</p></section><div id="case-study-riseplasma-footer" class="case-study-inspection-footer" data-case-study-scroll-target="case-study-riseplasma-footer" data-motion-reveal="editorial"><picture><source media="(max-width: 800px)" srcSet="https://cdn.sanity.io/images/81xzdvms/production/2b1c8b5a89bdb835bbb955a96774065789d3ed11-2680x1336.png?w=320&auto=format&q=80&fit=max 320w, https://cdn.sanity.io/images/81xzdvms/production/2b1c8b5a89bdb835bbb955a96774065789d3ed11-2680x1336.png?w=480&auto=format&q=80&fit=max 480w, https://cdn.sanity.io/images/81xzdvms/production/2b1c8b5a89bdb835bbb955a96774065789d3ed11-2680x1336.png?w=640&auto=format&q=80&fit=max 640w, https://cdn.sanity.io/images/81xzdvms/production/2b1c8b5a89bdb835bbb955a96774065789d3ed11-2680x1336.png?w=768&auto=format&q=80&fit=max 768w, https://cdn.sanity.io/images/81xzdvms/production/2b1c8b5a89bdb835bbb955a96774065789d3ed11-2680x1336.png?w=960&auto=format&q=80&fit=max 960w, https://cdn.sanity.io/images/81xzdvms/production/2b1c8b5a89bdb835bbb955a96774065789d3ed11-2680x1336.png?w=1200&auto=format&q=80&fit=max 1200w, https://cdn.sanity.io/images/81xzdvms/production/2b1c8b5a89bdb835bbb955a96774065789d3ed11-2680x1336.png?w=1440&auto=format&q=80&fit=max 1440w, https://cdn.sanity.io/images/81xzdvms/production/2b1c8b5a89bdb835bbb955a96774065789d3ed11-2680x1336.png?w=1600&auto=format&q=80&fit=max 1600w, https://cdn.sanity.io/images/81xzdvms/production/2b1c8b5a89bdb835bbb955a96774065789d3ed11-2680x1336.png?w=1800&auto=format&q=80&fit=max 1800w" sizes="min(calc(100vw - 48px), 900px)"/><img class="case-study-inspection-footer-image" src="https://cdn.sanity.io/images/81xzdvms/production/2b1c8b5a89bdb835bbb955a96774065789d3ed11-2680x1336.png?w=1600&auto=format&q=80&fit=max" srcSet="https://cdn.sanity.io/images/81xzdvms/production/2b1c8b5a89bdb835bbb955a96774065789d3ed11-2680x1336.png?w=320&auto=format&q=80&fit=max 320w, https://cdn.sanity.io/images/81xzdvms/production/2b1c8b5a89bdb835bbb955a96774065789d3ed11-2680x1336.png?w=480&auto=format&q=80&fit=max 480w, https://cdn.sanity.io/images/81xzdvms/production/2b1c8b5a89bdb835bbb955a96774065789d3ed11-2680x1336.png?w=640&auto=format&q=80&fit=max 640w, https://cdn.sanity.io/images/81xzdvms/production/2b1c8b5a89bdb835bbb955a96774065789d3ed11-2680x1336.png?w=768&auto=format&q=80&fit=max 768w, https://cdn.sanity.io/images/81xzdvms/production/2b1c8b5a89bdb835bbb955a96774065789d3ed11-2680x1336.png?w=960&auto=format&q=80&fit=max 960w, https://cdn.sanity.io/images/81xzdvms/production/2b1c8b5a89bdb835bbb955a96774065789d3ed11-2680x1336.png?w=1200&auto=format&q=80&fit=max 1200w, https://cdn.sanity.io/images/81xzdvms/production/2b1c8b5a89bdb835bbb955a96774065789d3ed11-2680x1336.png?w=1440&auto=format&q=80&fit=max 1440w, https://cdn.sanity.io/images/81xzdvms/production/2b1c8b5a89bdb835bbb955a96774065789d3ed11-2680x1336.png?w=1600&auto=format&q=80&fit=max 1600w, https://cdn.sanity.io/images/81xzdvms/production/2b1c8b5a89bdb835bbb955a96774065789d3ed11-2680x1336.png?w=1800&auto=format&q=80&fit=max 1800w" sizes="min(calc(100vw - 48px), 900px)" alt="Rise Plasma" width="2680" height="1336" loading="lazy" decoding="async" data-case-study-artifact-placement="footer:riseplasma"/></picture></div><section class="case-study-inspection-credits" data-motion-reveal="editorial"><div class="grid"><h2 class="system-module__DLDHVW__heading case-study-inspection-credits-title">Credits</h2></div><dl class="case-study-inspection-credits-list grid"><dt class="case-study-inspection-credits-name" aria-label="Michelle Thomas">Michelle Thomas</dt><dd class="case-study-inspection-credits-role">Product Manager</dd><dt class="case-study-inspection-credits-name" aria-label="Theresa Duemler">Theresa Duemler</dt><dd class="case-study-inspection-credits-role">Brand Designer</dd><dt class="case-study-inspection-credits-name" aria-label="Melanie Levitin">Melanie Levitin</dt><dd class="case-study-inspection-credits-role">Copywriter/Brand Strategist</dd><dt class="case-study-inspection-credits-name" aria-label="Dana Kingery">Dana Kingery</dt><dd class="case-study-inspection-credits-role">UI/UX Design</dd><dt class="case-study-inspection-credits-name" aria-label="Marc-Antoine Gagnon">Marc-Antoine Gagnon</dt><dd class="case-study-inspection-credits-role">Development</dd><dt class="case-study-inspection-credits-name" aria-label="Emmett Shine">Emmett Shine</dt><dd class="case-study-inspection-credits-role">Creative Director</dd><dt class="case-study-inspection-credits-name" aria-label="Alex Leiphart">Alex Leiphart</dt><dd class="case-study-inspection-credits-role">Head of Product</dd><dt class="case-study-inspection-credits-name" aria-label="Michelle Riis">Michelle Riis</dt><dd class="case-study-inspection-credits-role">Account Manager</dd><dt class="case-study-inspection-credits-name" aria-label="Laura Romero">Laura Romero</dt><dd class="case-study-inspection-credits-role">Operations</dd></dl></section><figure class="system-module__DLDHVW__resultsEndMark" aria-hidden="true" data-system-results-end-mark="true" data-playback-complete="false"><div class="system-module__DLDHVW__lottieFrame" data-system-lottie-frame="true" aria-hidden="true"><div class="system-module__DLDHVW__lottieFrameAnimation"></div></div></figure></div></div></div><div class="custom-scrollbar-track case-study-inspection-scrollbar" aria-hidden="true"><div class="custom-scrollbar-thumb"></div></div></article></section></div></div></div></div><div class="custom-scrollbar-track"><div class="custom-scrollbar-thumb"></div></div></div><!--$--><!--/$--></div></div></div></div><div class="SiteShell-module__65frhW__contentSheetOverlayRoot" data-site-overlay-root="true"></div></main></div><div class="SiteShell-module__65frhW__routeTransitionWash" aria-hidden="true"></div></div></div><div class="SiteShell-module__65frhW__footerRegion" data-footer-interactive="false" aria-hidden="true" inert=""><footer class="SiteShell-module__65frhW__oceanFooter" data-site-ocean-footer="true"><div class="SiteShell-module__65frhW__oceanFooterStatus"><div class="global-nyc-status-host" style="position:relative;isolation:isolate;max-width:100%" data-slot="smooth-surface-host"><div class="global-nyc-status" aria-label="New York City local time and weather"><span class="global-nyc-status-location">NYC</span><span class="global-nyc-status-time">9:30 AM</span></div></div></div><p class="SiteShell-module__65frhW__oceanFooterSignature">Ideas, Art <em>&</em> Technology.</p><nav class="SiteShell-module__65frhW__oceanFooterLinks" aria-label="Footer links"><a href="/">Info</a><a href="/projects">Projects</a><a href="/writings">Writings</a><a href="/careers">Careers</a></nav></footer></div></div><div class="GlobalChat-module__TQ7F_W__holder" data-global-chat-holder="true" data-global-chat-root="true" data-mode="compact" data-presentation="recommendations" data-activity="ready" data-phase="collapsed" data-stage="collapsed" data-dock-layout="companion" data-mobile-sheet="false" data-owns-modal="false" data-hidden="false"><div class="GlobalChat-module__TQ7F_W__dockFitProbe" data-global-chat-dock-fit-probe="true" aria-hidden="true"></div><div class="GlobalChat-module__TQ7F_W__backdrop" data-global-chat-backdrop="true" data-mobile-sheet="false" data-owns-modal="false" aria-hidden="true"></div><div class="GlobalChat-module__TQ7F_W__siteSheetVeil" data-global-chat-site-sheet-veil="true" data-mobile-sheet="false" data-phase="collapsed" aria-hidden="true"></div><div class="GlobalChat-module__TQ7F_W__dialogDock" data-global-chat-dialog-dock="true"><div class="GlobalChat-module__TQ7F_W__chatObjectHost" data-global-chat-object-host="true"><div class="GlobalChat-module__TQ7F_W__chatObject" data-global-chat-object="true" data-chat-phase="collapsed" data-chat-stage="collapsed"><div id="global-chat-dialog" class="GlobalChat-module__TQ7F_W__dialogRoot" role="dialog" aria-label="Little Plains chat" aria-hidden="true" inert="" tabindex="-1"></div></div></div></div></div>
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style=\"color:#315CFF\"\u003e\"sofa\"\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e,\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#002142\"\u003e\"instruction\"\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e: \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"Place centered on rug, facing camera, scaled realistically to room.\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e},\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e{\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#002142\"\u003e\"image\"\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e: \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"Image 4\"\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e,\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#002142\"\u003e\"object\"\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e: \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"accent chair\"\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e,\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#002142\"\u003e\"instruction\"\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e: \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"Place near window in three-quarter view with believable floor contact.\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e}\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e],\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#002142\"\u003e\"constraints\"\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e: [\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#315CFF\"\u003e\"Render all products in one pass rather than progressive compositing.\"\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e,\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#315CFF\"\u003e\"Keep shadows soft and consistent across all objects.\"\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e,\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#315CFF\"\u003e\"Do not invent extra furniture.\"\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e,\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#315CFF\"\u003e\"Return a resolved 4K hero image suitable for finishing in Photoshop.\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e]\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e}\u003c/span\u003e\u003c/span\u003e\u003c/code\u003e\u003c/pre\u003e"])</script>
109<script>self.__next_f.push([1,"31:T8ea,"])</script>
109<script>self.__next_f.push([1,"\u003cpre class=\"shiki lp-kit-light\" style=\"background-color:#F9F7F2;color:#182F46\" tabindex=\"0\"\u003e\u003ccode\u003e\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003ebrand_atomic_system/\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003eâââ readme.md\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003eâââ magic_trick.md\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003eâââ human/ â drop PDF brand guidelines here\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003eâââ agent/\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e âââ verbal/\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e â âââ positioning.md\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e â âââ audience.yaml\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e â âââ messaging.md\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e â âââ differentiation.md\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e â âââ concepts.md\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e â âââ voice.md\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e âââ visual/\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e âââ colors_and_type.css\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e âââ fonts/ â 5 OTFs\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e âââ assets/ â logo + brand assets\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e âââ components/ â 11 UI primitives\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e âââ tokens/ â 25 token specimens\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e âââ motion/ â full motion system (JSON, CSS)\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e âââ artifacts/\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e âââ web/\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e âââ product/\u003c/span\u003e\u003c/span\u003e\u003c/code\u003e\u003c/pre\u003e"])</script>
109<script>self.__next_f.push([1,"32:T7e6,"])</script>
109<script>self.__next_f.push([1,"chunk_id: \"positioning-core\"\ndomain: \"positioning\"\ncategory: \"positioning\"\nsubcategory: \"foundation\"\ncontext_tags:\n - \"value-proposition\"\n - \"positioning-statement\"\n - \"what-baba-is\"\n - \"market-category\"\ndepends_on: []\ntoken_count: 380\nformat: \"yaml\"\nversion: \"1.0\"\nlast_updated: \"2026-02-17\"\nstatus: \"active\"\nsummary: \u003e-\n Core positioning and value proposition. Baba as emotionally\n intelligent AI sidekick for companionship and cognitive health.\n Includes vision, mission, and positioning statement.\n---\n\ncompany:\n name: \"Baba\"\n url: \"baba.ai\"\n tagline: \"A caring AI sidekick that improves the lives of people seeking to be less alone.\"\n category: \"AI companionship and cognitive health\"\n\nvision: \"To redefine what it means to live well and thrive through technology that listens, learns, and cares.\"\n\nmission: \"To ease the weight of loneliness through companionship and support.\"\n\nvalue_proposition: \u003e-\n Baba is a caring AI sidekick that improves the lives of people seeking to be less alone.\n It listens not just to what people say, but how they sound. Through everyday conversation,\n Baba offers companionship and clinically informed insights that support emotional wellness,\n reduce loneliness, and help detect cognitive decline early. This isn't just tech for aging.\n And it isn't AI as a novelty. It's support you can count on, whoever you are, wherever you are.\n\npositioning_statement: \u003e-\n Baba is an emotionally intelligent AI sidekick that combines companionship with practical\n support. It listens, learns, and steps in to help with the hard stuffâreminders, appointments,\n and daily check-insâwhile also providing clinically informed insights that support emotional\n wellness and cognitive health.\n\nkey_differentiators:\n - \"Voice-based: listens to what people say and how they sound\"\n - \"Clinically informed: voice phenotyping and cognitive decline detection\"\n - \"Companionship first: not a medical device, not a novelty\"\n - \"Works for seniors, families, and care facilities alike\""])</script>
109<script>self.__next_f.push([1,"33:T19c0,"])</script>
109<script>self.__next_f.push([1,"\u003cpre class=\"shiki lp-kit-light\" style=\"background-color:#F9F7F2;color:#182F46\" tabindex=\"0\"\u003e\u003ccode\u003e\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#002142\"\u003echunk_id\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e: \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"positioning-core\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#002142\"\u003edomain\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e: \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"positioning\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#002142\"\u003ecategory\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e: \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"positioning\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#002142\"\u003esubcategory\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e: \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"foundation\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#002142\"\u003econtext_tags\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e:\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e - \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"value-proposition\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e - \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"positioning-statement\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e - \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"what-baba-is\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e - \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"market-category\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#002142\"\u003edepends_on\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e: []\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#002142\"\u003etoken_count\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e: \u003c/span\u003e\u003cspan style=\"color:#4D6F96\"\u003e380\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#002142\"\u003eformat\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e: \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"yaml\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#002142\"\u003eversion\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e: \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"1.0\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#002142\"\u003elast_updated\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e: \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"2026-02-17\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#002142\"\u003estatus\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e: \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"active\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#002142\"\u003esummary\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e: \u003c/span\u003e\u003cspan style=\"color:#0398FA\"\u003e\u003e-\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#315CFF\"\u003e Core positioning and value proposition. Baba as emotionally\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#315CFF\"\u003e intelligent AI sidekick for companionship and cognitive health.\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#315CFF\"\u003e Includes vision, mission, and positioning statement.\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e---\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#002142\"\u003ecompany\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e:\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#002142\"\u003e name\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e: \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"Baba\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#002142\"\u003e url\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e: \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"baba.ai\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#002142\"\u003e tagline\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e: \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"A caring AI sidekick that improves the lives of people seeking to be less alone.\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#002142\"\u003e category\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e: \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"AI companionship and cognitive health\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#002142\"\u003evision\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e: \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"To redefine what it means to live well and thrive through technology that listens, learns, and cares.\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#002142\"\u003emission\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e: \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"To ease the weight of loneliness through companionship and support.\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#002142\"\u003evalue_proposition\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e: \u003c/span\u003e\u003cspan style=\"color:#0398FA\"\u003e\u003e-\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#315CFF\"\u003e Baba is a caring AI sidekick that improves the lives of people seeking to be less alone.\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#315CFF\"\u003e It listens not just to what people say, but how they sound. Through everyday conversation,\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#315CFF\"\u003e Baba offers companionship and clinically informed insights that support emotional wellness,\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#315CFF\"\u003e reduce loneliness, and help detect cognitive decline early. This isn't just tech for aging.\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#315CFF\"\u003e And it isn't AI as a novelty. It's support you can count on, whoever you are, wherever you are.\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#002142\"\u003epositioning_statement\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e: \u003c/span\u003e\u003cspan style=\"color:#0398FA\"\u003e\u003e-\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#315CFF\"\u003e Baba is an emotionally intelligent AI sidekick that combines companionship with practical\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#315CFF\"\u003e support. It listens, learns, and steps in to help with the hard stuffâreminders, appointments,\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#315CFF\"\u003e and daily check-insâwhile also providing clinically informed insights that support emotional\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#315CFF\"\u003e wellness and cognitive health.\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#002142\"\u003ekey_differentiators\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e:\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e - \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"Voice-based: listens to what people say and how they sound\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e - \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"Clinically informed: voice phenotyping and cognitive decline detection\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e - \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"Companionship first: not a medical device, not a novelty\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e - \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"Works for seniors, families, and care facilities alike\"\u003c/span\u003e\u003c/span\u003e\u003c/code\u003e\u003c/pre\u003e"])</script>
109<script>self.__next_f.push([1,"34:T498,---\nchunk_id: \"audience-care-pro\"\ndomain: \"audience\"\ncategory: \"persona\"\nsubcategory: \"b2b\"\ncontext_tags:\n - \"care-facility\"\n - \"b2b\"\n - \"healthcare-professional\"\n - \"assisted-living\"\ndepends_on:\n - \"audience-desires\"\ntoken_count: 210\nformat: \"yaml\"\nversion: \"1.0\"\nlast_updated: \"2026-02-17\"\nstatus: \"active\"\nsummary: \u003e-\n The Care Pro persona. B2B audience working in care facilities.\n Motivated by efficiency, staff relief, and resident wellbeing.\n Wants tech that integrates cleanly and shows outcomes fast.\n---\n\npersona:\n name: \"The Care Pro\"\n segment: \"B2B\"\n description: \"Works in a care facilityâindependent living, assisted living, memory care, home care.\"\n\n context:\n - \"Balancing clinical outcomes with emotional needs\"\n - \"Motivated by efficiency, staff relief, and resident wellbeing\"\n\n needs:\n - \"Tech that integrates cleanly into existing workflows\"\n - \"Shows outcomes fast\"\n - \"Doesn't overwhelm staff\"\n\n communication_style: \u003e-\n Speak to outcomes and operational benefits. Lead with efficiency\n and resident wellbeing. Avoid overly emotional languageâthis\n audience responds to clinical credibility and practical value.35:T1421,"])</script>
109<script>self.__next_f.push([1,"\u003cpre class=\"shiki lp-kit-light\" style=\"background-color:#F9F7F2;color:#182F46\" tabindex=\"0\"\u003e\u003ccode\u003e\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e---\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#002142\"\u003echunk_id\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e: \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"audience-care-pro\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#002142\"\u003edomain\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e: \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"audience\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#002142\"\u003ecategory\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e: \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"persona\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#002142\"\u003esubcategory\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e: \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"b2b\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#002142\"\u003econtext_tags\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e:\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e - \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"care-facility\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e - \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"b2b\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e - \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"healthcare-professional\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e - \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"assisted-living\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#002142\"\u003edepends_on\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e:\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e - \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"audience-desires\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#002142\"\u003etoken_count\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e: \u003c/span\u003e\u003cspan style=\"color:#4D6F96\"\u003e210\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#002142\"\u003eformat\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e: \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"yaml\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#002142\"\u003eversion\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e: \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"1.0\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#002142\"\u003elast_updated\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e: \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"2026-02-17\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#002142\"\u003estatus\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e: \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"active\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#002142\"\u003esummary\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e: \u003c/span\u003e\u003cspan style=\"color:#0398FA\"\u003e\u003e-\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#315CFF\"\u003e The Care Pro persona. B2B audience working in care facilities.\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#315CFF\"\u003e Motivated by efficie
109ncy, staff relief, and resident wellbeing.\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#315CFF\"\u003e Wants tech that integrates cleanly and shows outcomes fast.\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e---\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#002142\"\u003epersona\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e:\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#002142\"\u003e name\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e: \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"The Care Pro\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#002142\"\u003e segment\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e: \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"B2B\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#002142\"\u003e description\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e: \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"Works in a care facilityâindependent living, assisted living, memory care, home care.\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#002142\"\u003e context\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e:\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e - \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"Balancing clinical outcomes with emotional needs\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e - \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"Motivated by efficiency, staff relief, and resident wellbeing\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#002142\"\u003e needs\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e:\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e - \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"Tech that integrates cleanly into existing workflows\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e - \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"Shows outcomes fast\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e - \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"Doesn't overwhelm staff\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#002142\"\u003e communication_style\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e: \u003c/span\u003e\u003cspan style=\"color:#0398FA\"\u003e\u003e-\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#315CFF\"\u003e Speak to outcomes and operational benefits. Lead with efficiency\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#315CFF\"\u003e and resident wellbeing. Avoid overly emotional languageâthis\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#315CFF\"\u003e audience responds to clinical credibility and practical value.\u003c/span\u003e\u003c/span\u003e\u003c/code\u003e\u003c/pre\u003e"])</script>
109<script>self.__next_f.push([1,"36:T138e,"])</script>
109<script>self.__next_f.push([1,"\u003cpre class=\"shiki lp-kit-light\" style=\"background-color:#F9F7F2;color:#182F46\" tabindex=\"0\"\u003e\u003ccode\u003e\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#8B938C;font-style:italic\"\u003e# _retrieval-rules.yaml\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#8B938C;font-style:italic\"\u003e# Task-to-chunk mappings for Tier 2 retrieval\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#8B938C;font-style:italic\"\u003e# Baba Brand System v1.0\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#002142\"\u003etask_profiles\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e:\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#002142\"\u003e website_copy\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e:\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#002142\"\u003e description\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e: \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"Writing or editing copy for baba.ai\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#002142\"\u003e always_load\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e:\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e - \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"voice-core\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e - \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"positioning-core\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e - \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"brand-about\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e - \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"terminology\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#002142\"\u003e load_if_relevant\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e:\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e - \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"voice-key-messages\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e - \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"voice-translations\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e - \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"guardrails-messaging\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#002142\"\u003e token_budget\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e: \u003c/span\u003e\u003cspan style=\"color:#4D6F96\"\u003e2000\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#002142\"\u003e blog_post\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e:\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#002142\"\u003e description\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e: \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"Writing a blog post or article\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#002142\"\u003e always_load\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e:\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e - \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"voice-core\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e - \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"positioning-core\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e - \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"brand-about\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#002142\"\u003e load_if_relevant\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e:\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e - \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"voice-key-messages\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e - \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"audie
109nce-*\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e - \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"terminology\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#002142\"\u003e token_budget\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e: \u003c/span\u003e\u003cspan style=\"color:#4D6F96\"\u003e1800\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#002142\"\u003e social_media\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e:\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#002142\"\u003e description\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e: \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"Social media posts, captions, ads\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#002142\"\u003e always_load\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e:\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e - \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"voice-core\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e - \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"voice-key-messages\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e - \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"terminology\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#002142\"\u003e load_if_relevant\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e:\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e - \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"voice-translations\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e - \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"positioning-core\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e - \u003c/span\u003e\u003cspan style=\"color:#315CFF\"\u003e\"guardrails-messaging\"\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#002142\"\u003e token_budget\u003c/span\u003e\u003cspan style=\"color:#182F46\"\u003e: \u003c/span\u003e\u003cspan style=\"color:#4D6F96\"\u003e1400\u003c/span\u003e\u003c/span\u003e\u003c/code\u003e\u003c/pre\u003e"])</script>
109<script>self.__next_f.push([1,"37:T494,\u003cpre class=\"shiki lp-kit-light\" style=\"background-color:#F9F7F2;color:#182F46\" tabindex=\"0\"\u003e\u003ccode\u003e\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e# \u003c/span\u003e\u003cspan style=\"color:#002142\"\u003eSOUL.MD\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003eYou are warm, direct, and practical. You communicate like a trusted colleague who knows the numbers and can explain what matters quickly.\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e- Have informed opinions when evidence supports them.\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e- Be resourceful before asking follow-up questions.\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e- Avoid sycophancy; be honest, respectful, and clear.\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e- Lead with the most important insight, then support it.\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e- Avoid data dumps; synthesize and prioritize.\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e- Never invent figures or certainty. If data is unclear, say so plainly.\u003c/span\u003e\u003c/span\u003e\u003c/code\u003e\u003c/pre\u003e38:T527,\u003cpre class=\"shiki lp-kit-light\" style=\"background-color:#F9F7F2;color:#182F46\" tabindex=\"0\"\u003e\u003ccode\u003e\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e# \u003c/span\u003e\u003cspan style=\"color:#002142\"\u003ePRINCIPLES.MD\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e- Act when the available context supports a solid answer; ask when ambiguity would materially change the recommendation.\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e- Calibrate depth to the request: concise for quick checks, deeper analysis for strategic or risk-heavy questions.\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e- Lead with one key number, risk, or decision point before supporting detail.\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e- Distinguish observed facts from interpretation and clearly mark assumptions.\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e- Use team corrections and learned memory as high-priority context when they conflict with raw sheet data.\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e- Keep advice operational: include concrete next actions when useful.\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan style=\"color:#182F46\"\u003e- Stay focused on the user's question and avoid unnecessary scope creep.\u003c/span\u003e\u003c/span\u003e\u003c/code\u003e\u003c/pre\u003e39:T498,\u003cpre class=\"shiki lp-kit-light\" style=\"background-color:#F9F7F2;color:#182F46\" tabindex=\"0\"\u003e\u003ccode\u003e\u003cspan class=\"line\"\u003e\u003cspan\u003esonata-brand/\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan\u003e human/\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan\u003e brand-guidelines.pdf\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan\u003e figma-library.fig\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan\u003e agent/\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan\u003e verbal/\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan\u003e positioning.md\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan\u003e audience.yaml\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan\u003e messaging.md\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan\u003e voice.md\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan\u003e visual/\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan\u003e tokens.css\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan\u003e type/\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan\u003e components/\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan\u003e motion.json\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan\u003e art-direction.md\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan\u003e logo/*.svg\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan\u003e retrieval-rules.md\u003c/span\u003e\u003c/span\u003e\n\u003cspan class=\"line\"\u003e\u003cspan\u003e magic_trick.md\u003c/span\u003e\u003c/span\u003e\u003c/code\u003e\u003c/pre\u003e"])</script>
109<script>self.__next_f.push([1,"d:[\"$\",\"$L2e\",null,{\"shellPresentation\":\"shared\",\"initialWorkspace\":{\"kind\":\"caseStudy\",\"contentType\":\"project\",\"slug\":\"riseplasma\",\"mode\":\"read\"},\"caseStudies\":[{\"contentType\":\"project\",\"id\":\"6139dc47-07c9-48c6-905d-0ff453d1ff3b\",\"title\":\"Air\",\"slug\":\"air\",\"hide\":false,\"hideFromSitemap\":false,\"updatedAt\":\"2026-08-17T00:00:46Z\",\"publishedOn\":\"2026-03-24\",\"orderRank\":\"0|1000c8:\",\"blurb\":\"Shaped the agentic strategy and messaging that gave Air Canvas the clarity to launch.\",\"roles\":[\"Strategy\",\"Atomic System\",\"Generative Content\"],\"industries\":[\"B2B SaaS\"],\"tags\":[],\"agentPresentationAssets\":{\"desktop\":{\"hero\":null,\"footer\":null},\"mobile\":{\"hero\":null,\"footer\":null}},\"descriptionParagraphs\":[],\"descriptionPortableText\":[],\"seoTitle\":\"Little Plains | Air\",\"seoDescription\":\"Shaped the agentic strategy and messaging that gave Air Canvas the clarity to launch.\",\"openGraphImage\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/9c61cf0c2bacd06e1f5dc99d6d59933b9c785a97-2400x1260.png\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/9c61cf0c2bacd06e1f5dc99d6d59933b9c785a97-2400x1260.png\",\"assetKey\":\"image-9c61cf0c2bacd06e1f5dc99d6d59933b9c785a97-2400x1260-png\",\"width\":2400,\"height\":1260,\"aspectRatio\":1.9047619047619047,\"alt\":\"Air\",\"assetId\":\"image-9c61cf0c2bacd06e1f5dc99d6d59933b9c785a97-2400x1260-png\"},\"twitterImage\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/9c61cf0c2bacd06e1f5dc99d6d59933b9c785a97-2400x1260.png\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/9c61cf0c2bacd06e1f5dc99d6d59933b9c785a97-2400x1260.png\",\"assetKey\":\"image-9c61cf0c2bacd06e1f5dc99d6d59933b9c785a97-2400x1260-png\",\"width\":2400,\"height\":1260,\"aspectRatio\":1.9047619047619047,\"alt\":\"Air\",\"assetId\":\"image-9c61cf0c2bacd06e1f5dc99d6d59933b9c785a97-2400x1260-png\"},\"thumbnail\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/b1d46974db4d46367bccec13a0179a2e096ae447-3200x4000.png\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/b1d46974db4d46367bccec13a0179a2e096ae447-3200x4000.png\",\"assetKey\":\"image-b1d46974db4d46367bccec13a0179a2e096ae447-3200x4000-png\",\"width\":3200,\"height\":4000,\"aspectRatio\":0.8,\"alt\":\"Air\",\"assetId\":\"image-b1d46974db4d46367bccec13a0179a2e096ae447-3200x4000-png\",\"blurHash\":\"dIG^;n5FIqW@}AM}M~af4ss-s-o19NxYR+oK06xENIRl\",\"palette\":{\"background\":\"#78c0fb\"}},\"desktopHero\":\"$undefined\",\"mobileHero\":\"$undefined\",\"desktopFooter\":{\"type\":\"imageAsset\",\"autoplay\":true,\"image\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/9fd89f3b9d9cc4a3d4d8aa17d423945f0056891b-2680x1336.png\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/9fd89f3b9d9cc4a3d4d8aa17d423945f0056891b-2680x1336.png\",\"assetKey\":\"image-9fd89f3b9d9cc4a3d4d8aa17d423945f0056891b-2680x1336-png\",\"width\":2680,\"height\":1336,\"aspectRatio\":2.0059880239520957,\"alt\":\"Air\",\"assetId\":\"image-9fd89f3b9d9cc4a3d4d8aa17d423945f0056891b-2680x1336-png\",\"blurHash\":\"MMQ0U9xu.8t7WBM{j[f6WBxu~qWVIUj[kC\",\"palette\":{\"background\":\"#472c2b\"}}},\"mobileFooter\":{\"type\":\"imageAsset\",\"autoplay\":true,\"image\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/9fd89f3b9d9cc4a3d4d8aa17d423945f0056891b-2680x1336.png\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/9fd89f3b9d9cc4a3d4d8aa17d423945f0056891b-2680x1336.png\",\"assetKey\":\"image-9fd89f3b9d9cc4a3d4d8aa17d423945f0056891b-2680x1336-png\",\"width\":2680,\"height\":1336,\"aspectRatio\":2.0059880239520957,\"alt\":\"Air\",\"assetId\":\"image-9fd89f3b9d9cc4a3d4d8aa17d423945f0056891b-2680x1336-png\",\"blurHash\":\"MMQ0U9xu.8t7WBM{j[f6WBxu~qWVIUj[kC\",\"palette\":{\"background\":\"#472c2b\"}}},\"credits\":[{\"title\":\"Little Plains Team\",\"items\":[{\"name\":\"Dan Batten\",\"role\":\"Lead Strategist\"},{\"name\":\"Emmett Shine\",\"role\":\"Creative Director\"},{\"name\":\"Alex Leiphart\",\"role\":\"Digital Lead\"},{\"name\":\"Caroline Bel-Kher\",\"role\":\"Lead Creative Product Manager\"},{\"name\":\"Michelle Riis\",\"role\":\"Account Manager\"},{\"name\":\"Laura Romero\",\"role\":\"Operations\"}]},{\"title\":\"Air\",\"items\":[{\"name\":\"Shane Hedge\",\"role\":\"CEO\"},{\"name\":\"Emmeline Vu\",\"role\":\"Product Marketing Lead\"}]}],\"blocks\":[{\"key\":\"6c1e29ba54af\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"Air is the creative operations platform where teams organize, approve, and scale visual work across every channel.\",\"When Air set out to launch Canvas, one of its biggest product releases to date, it brought us in to do the foundational thinking: positioning, narrative architecture, and a messaging system the product story and go-to-market could be built on. And to do it agentically via our custom-build generative technologies. The final design, copy, and advertising were then created by Air's own team.\"],\"portableText\":[{\"_key\":\"f99d939abc2f\",\"_type\":\"block\",\"children\":[{\"_key\":\"dd4b38db2783\",\"_type\":\"span\",\"marks\":[],\"text\":\"Air is the creative operations platform where teams organize, approve, and scale visual work across every channel. \"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f37ebd9df5ea\",\"_type\":\"block\",\"children\":[{\"_key\":\"dd4b38db2783\",\"_type\":\"span\",\"marks\":[],\"text\":\"When Air set out to launch Canvas, one of its biggest product releases to date, it brought us in to do the foundational thinking: positioning, narrative architecture, and a messaging system the product story and go-to-market could be built on. And to do it agentically via our custom-build generative technologies. 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109:\"tall\",\"caption\":\"We used our agentic technologies to help shape the GTM.\",\"media\":[{\"key\":\"55be4deec11e\",\"type\":\"imageAsset\",\"autoplay\":true,\"image\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/21b28cfda2a7aa519ceeeda615a0d2bdafcc89b2-1800x1200.png\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/21b28cfda2a7aa519ceeeda615a0d2bdafcc89b2-1800x1200.png\",\"assetKey\":\"image-21b28cfda2a7aa519ceeeda615a0d2bdafcc89b2-1800x1200-png\",\"width\":1800,\"height\":1200,\"aspectRatio\":1.5,\"alt\":\"\",\"assetId\":\"image-21b28cfda2a7aa519ceeeda615a0d2bdafcc89b2-1800x1200-png\",\"blurHash\":\"VJP7CL07%J^v-l0q4[xY-hnz-Ts8WXbdR*~P?9RlIvbd\",\"palette\":{\"background\":\"#3c7cec\"}}}]},{\"key\":\"d3ced08fd4d7\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"Air has a strong product in a fast-moving category, and the opportunity for expansion was to help clarity their evolved value proposition at the top of the funnel.\",\"We found potential users understood Air, and the Canvas addition, once it was explained to them. The opportunity was to make Air Canvas understood instantly, the moment someone landed.\",\"This was a positioning challenge which required research, framing, and a messaging system the company could pull from. And fast.\"],\"portableText\":[{\"_key\":\"f26df00a6371\",\"_type\":\"block\",\"children\":[{\"_key\":\"e02824e218e6\",\"_type\":\"span\",\"marks\":[],\"text\":\"Air has a strong product in a fast-moving category, and the opportunity for expansion was to help clarity their evolved value proposition at the top of the funnel. \"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"372e0b05d6ed\",\"_type\":\"block\",\"children\":[{\"_key\":\"e02824e218e6\",\"_type\":\"span\",\"marks\":[],\"text\":\"We found potential users understood Air, and the Canvas addition, once it was explained to them. 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109s science pages had to carry real weight. The drug discovery pipeline visualization maps the stages from target identification through clinical trial, showing exactly where Axiom's AI enters the process. The toxicity risk curve plots human exposure against predicted risk, with clinical prediction, toxic exposure, and therapeutic exposure clearly delineated. These pages needed to be legible to a scientist evaluating the platform and to an investor evaluating the company, without flattening the data for either audience.\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"dc0bd763bba1\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\":\"tall\",\"caption\":\"The logic flow for Axiom's reasoning agent.\",\"media\":[{\"key\":\"7f79f4aa3d24\",\"type\":\"videoAsset\",\"autoplay\":true,\"muxPlaybackId\":\"LY82NbRkiQVn8ODimQZeP1mVSHLtIwUZRRqLJiF51EE\"}]},{\"key\":\"dc1a727b3bc3\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"The reasoning agent is the core of Axiom's product. A scientist types a question, and the platform synthesizes safety assessments by comparing compounds across bioactivity, necrosis, and viability metrics. The interface presents findings in an article-like format with inline data visualizations, so the AI's reasoning is transparent and verifiable at every step. We designed this experience to feel as considered as the brand world around it.\"],\"portableText\":[{\"_key\":\"f3d0309cd43f\",\"_type\":\"block\",\"children\":[{\"_key\":\"db1e56771164\",\"_type\":\"span\",\"marks\":[],\"text\":\"The reasoning agent is the core of Axiom's product. A scientist types a question, and the platform synthesizes safety assessments by comparing compounds across bioactivity, necrosis, and viability metrics. The interface presents findings in an article-like format with inline data visualizations, so the AI's reasoning is transparent and verifiable at every step. We designed this experience to feel as considered as the brand world around it.\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"85a97af1abed\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\":\"tall\",\"caption\":\"Axiom's UI and AI agent over cellular microscopy imagery.\",\"media\":[{\"key\":\"81e835a46582\",\"type\":\"videoAsset\",\"autoplay\":true,\"muxPlaybackId\":\"oMZWahaVldqD2PAQC9OeLGlSQvtSor7Z6tqhm79Alfo\"}]},{\"key\":\"f50971549a29\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"The data exploration layer is where Axiom's scientists spend most of their time; fluorescence microscopy images from cell culture experiments are organized by toxicity mechanism, with each view labeled by stain type and biological marker. The interface needed to present dense, specialized imagery in a way that supports rapid comparison without sacrificing the visual integrity of the source material.\"],\"portableText\":[{\"_key\":\"c9953db5868f\",\"_type\":\"block\",\"children\":[{\"_key\":\"33ecf3e2e4e7\",\"_type\":\"span\",\"marks\":[],\"text\":\"The data exploration layer is where Axiom's scientists spend most of their time; fluorescence microscopy images from cell culture experiments are organized by toxicity mechanism, with each view labeled by stain type and biological marker. The interface needed to present dense, specialized imagery in a way that supports rapid comparison without sacrificing the visual integrity of the source material.\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"6a34ea716fc6\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\":\"tall\",\"caption\":\"Toxicity experiments visualized and labeled.\",\"media\":[{\"key\":\"999db105c2d5\",\"type\":\"videoAsset\",\"autoplay\":true,\"muxPlaybackId\":\"Aoa4SgUoIfBWoyAC01FvmZ9HNt6lts6p02003xT3OGQYL4\"}]},{\"key\":\"99d6159b812a\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"We designed a complete atomic component library for Axiom's product, built in Figma and handed off ready for development. Buttons, controls, dividers, dropdowns, navigation, search, tables, and patterns, each with full variant matrices covering size, state, and color. The system was designed de
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109imagery that feels documentary, not stock: quiet proof that technology can look human.\",\"The palette anchors Baba in calm and trust: navy, cream, and charcoal as core tones, with secondary hues of periwinkle, slate, and lavender sky. A visual nod to dawn conversations and late-afternoon light.\"],\"portableText\":[{\"_key\":\"917573c96e53\",\"_type\":\"block\",\"children\":[{\"_key\":\"30929f9cba27\",\"_type\":\"span\",\"marks\":[],\"text\":\"For the wordmark, we let the soft, repeating geometry of the lowercase b and a do the heavy lifting. Sometimes you just need to sit with the work and it presents itself to you.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7d89fca33ae7\",\"_type\":\"block\",\"children\":[{\"_key\":\"30929f9cba27\",\"_type\":\"span\",\"marks\":[],\"text\":\"The result is imagery that feels documentary, not stock: quiet proof that technology can look human.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5e92fcf1a745\",\"_type\":\"block\",\"children\":[{\"_key\":\"ae031d94d8b9\",\"_type\":\"span\",\"marks\":[],\"text\":\"The palette anchors Baba in calm and trust: navy, cream, and charcoal as core tones, with secondary hues of periwinkle, slate, and lavender sky. A visual nod to dawn conversations and late-afternoon light.\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"7b2bedadea45\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\":\"tall\",\"caption\":\"The brand's sky-based hues, and the overall palette.\",\"media\":[{\"key\":\"a9c6c2d50798\",\"type\":\"imageAsset\",\"autoplay\":false,\"image\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/5c444a8720ec8d929bbb34b5ec3002e49ec382b1-1800x1200.png\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/5c444a8720ec8d929bbb34b5ec3002e49ec382b1-1800x1200.png\",\"assetKey\":\"image-5c444a8720ec8d929bbb34b5ec3002e49ec382b1-1800x1200-png\",\"width\":1800,\"height\":1200,\"aspectRatio\":1.5,\"alt\":\"\",\"assetId\":\"image-5c444a8720ec8d929bbb34b5ec3002e49ec382b1-1800x1200-png\",\"blurHash\":\"VLM%+l0h0g?H~CBY-XDhIo?u=U-.IpV?t7$eNYtRt6M{\",\"palette\":{\"background\":\"#1a3384\"}}}]},{\"key\":\"a52f36dbad0b\",\"type\":\"text\",\"size\":\"large\",\"textAlignment\":\"left\",\"paragraphs\":[\"Typography pairs Fair Octaveâs gentle serif warmth with GT Estiâs functional clarity, mirroring Babaâs union of empathy and intelligence.\"],\"portableText\":[{\"_key\":\"b35faa127c38\",\"_type\":\"block\",\"children\":[{\"_key\":\"daa63d7421bd\",\"_type\":\"span\",\"marks\":[],\"text\":\"Typography pairs Fair Octaveâs gentle serif warmth with GT Estiâs functional clarity, mirroring Babaâs union of empathy and intelligence.\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"19d16652587e\",\"type\":\"media\",\"aspectRatio\":\"square\",\"height\":\"square\",\"caption\":\"Our type system in use.\",\"media\":[{\"key\":\"efafab4b5c6b\",\"type\":\"imageAsset\",\"autoplay\":false,\"image\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/8026446ca408844b9aca8b00e3928156b81f58ad-2000x2000.png\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/8026446ca408844b9aca8b00e3928156b81f58ad-2000x2000.png\",\"assetKey\":\"image-8026446ca408844b9aca8b00e3928156b81f58ad-2000x2000-png\",\"width\":2000,\"height\":2000,\"aspectRatio\":1,\"alt\":\"\",\"assetId\":\"image-8026446ca408844b9aca8b00e3928156b81f58ad-2000x2000-png\",\"blurHash\":\"eFRC;@t7~pj[-;_2j[M{ofWB%MayNGj[WB?bWBM{j[Rk~payD*xuM{\",\"palette\":{\"background\":\"#fcfcec\"}}},{\"key\":\"aa03c0ac5f69\",\"type\":\"imageAsset\",\"autoplay\":false,\"image\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/42a52884c67ff7e4a9d9433ac85514ee2fb1f2b8-2000x2000.png\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/42a52884c67ff7e4a9d9433ac85514ee2fb1f2b8-2000x2000.png\",\"assetKey\":\"image-42a52884c67ff7e4a9d9433ac85514ee2fb1f2b8-2000x2000-png\",\"width\":2000,\"height\":2000,\"aspectRatio\":1,\"alt\":\"\",\"assetId\":\"image-42a52884c67ff7e4a9d9433ac85514ee2fb1f2b8-2000x2000-png\",\"blurHash\":\"e15P3Qo%00R=~qNOaz%LoeD%V?ayWsfPxtD,ay-;j[M{RPayxuofM{\",\"palette\":{\"background\":\"#1c3484\"}}}]},{\"key\":\"74dad6d5d065\",\"type\":\"text\",\"size\":\"large\",\"textAlignment\":\"left\",\"paragraphs\":[\"We used AI-directed art to portray real people in candid, unposed moments, capturing dignity, warmth, and ease.\"],\"portableText\":[{\"_key\":\"dbf0bbea4e54\",\"_type\":\"block\",\"children\":[{\"_key\":\"cdd007e67281\",\"_type\":\"span\",\"marks\":[],\"text\":\"We used AI-directed art to portray real people in candid, unposed moments, capturing dignity, warmth, and ease.\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"942a2912d334\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\"
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We employed three curated design options with names, descriptions, dimensions, and live pricing and the estimate updates as the user moves through the experience.\",\"The CTA is \\\"Save and Continue,\\\" not \\\"Submit.\\\" We found the small word choice made a nice hospitality difference.\"],\"portableText\":[{\"_key\":\"64d35679c056\",\"_type\":\"block\",\"children\":[{\"_key\":\"06e796ad0720\",\"_type\":\"span\",\"marks\":[],\"text\":\"Edenâs onboarding flow takes a customer from address entry to approved design without unnecessary friction. 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109:\"tall\",\"caption\":\"Inside the final .zip file.\",\"media\":[{\"key\":\"1a06668232e6\",\"type\":\"imageAsset\",\"autoplay\":true,\"image\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/6c8c5ce49015ffcdf23143d491b05276acf12e39-1800x1200.png\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/6c8c5ce49015ffcdf23143d491b05276acf12e39-1800x1200.png\",\"assetKey\":\"image-6c8c5ce49015ffcdf23143d491b05276acf12e39-1800x1200-png\",\"width\":1800,\"height\":1200,\"aspectRatio\":1.5,\"alt\":\"\",\"assetId\":\"image-6c8c5ce49015ffcdf23143d491b05276acf12e39-1800x1200-png\",\"blurHash\":\"VCNKL_V@00og00?ws,nOWVRj00xa_3R*_3~Vj[EMWCae\",\"palette\":{\"background\":\"#1cbde8\"}}}]},{\"key\":\"6c7b2fee73e2\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"The language, visuals, and product surfaces are designed to pick up signal, respond to it, and get more specific with every release.\"],\"portableText\":[{\"_key\":\"158e8164c784\",\"_type\":\"block\",\"children\":[{\"_key\":\"5655cdd48e6e\",\"_type\":\"span\",\"marks\":[],\"text\":\"The language, visuals, and product surfaces are designed to pick up signal, respond to it, and get more specific with every release.\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"9571e7e34a9a\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\":\"tall\",\"caption\":\"Guidelines for the brand.\",\"media\":[{\"key\":\"c7d5ebf7eebc\",\"type\":\"videoAsset\",\"autoplay\":true,\"muxPlaybackId\":\"R1vAsdn1jF5JJHyBPG01A9nYiPgKdF9krgUEwBoehEtw\"}]},{\"key\":\"75e24ab51340\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\":\"tall\",\"caption\":\"Atomic kit components.\",\"media\":[{\"key\":\"bf118a67e488\",\"type\":\"imageAsset\",\"autoplay\":true,\"image\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/ca2f9d5a2fffc820e962347c7507fbde4cd9ac7b-1800x1200.png\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/ca2f9d5a2fffc820e962347c7507fbde4cd9ac7b-1800x1200.png\",\"assetKey\":\"image-ca2f9d5a2fffc820e962347c7507fbde4cd9ac7b-1800x1200-png\",\"width\":1800,\"height\":1200,\"aspectRatio\":1.5,\"alt\":\"\",\"assetId\":\"image-ca2f9d5a2fffc820e962347c7507fbde4cd9ac7b-1800x1200-png\",\"blurHash\":\"VJKUTQ?bRjRjIU~q00IV-;WB4nM{xuxtj]4n?bxuD*ay\",\"palette\":{\"background\":\"#847c7c\"}}}]},{\"key\":\"81fd19380f64\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"Otis is built to compound and so is the brand. 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109,{\"contentType\":\"project\",\"id\":\"c5d6a14c-b315-467c-9996-014fbd292684\",\"title\":\"Outdoor Voices\",\"slug\":\"outdoorvoices\",\"hide\":false,\"hideFromSitemap\":false,\"updatedAt\":\"2026-08-16T23:42:21Z\",\"publishedOn\":\"2025-07-28\",\"orderRank\":\"0|10005k:\",\"blurb\":\"Led visual rebrand and relaunch with a new identity, logo, and positioning.\",\"roles\":[\"Brand\",\"Art Direction\"],\"industries\":[\"Fashion\"],\"tags\":[],\"agentPresentationAssets\":{\"desktop\":{\"hero\":null,\"footer\":null},\"mobile\":{\"hero\":null,\"footer\":null}},\"descriptionParagraphs\":[],\"descriptionPortableText\":[],\"seoTitle\":\"Little Plains | Outdoor Voices\",\"seoDescription\":\"Led visual rebrand and relaunch with a new identity, logo, and 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Design\"},{\"name\":\"Jonathan O'Brien\",\"role\":\"Website Design\"},{\"name\":\"Abby Muir\",\"role\":\"Website Design\"},{\"name\":\"Malu Marzarotto\",\"role\":\"Website Design\"},{\"name\":\"Emmett Shine\",\"role\":\"Creative Director\"},{\"name\":\"Alex Leiphart\",\"role\":\"Head of Product\"},{\"name\":\"Michelle Riis\",\"role\":\"Account Manager\"},{\"name\":\"Laura Romero\",\"role\":\"Operations\"}]}],\"blocks\":[{\"key\":\"0592da91ce15\",\"type\":\"text\",\"size\":\"large\",\"textAlignment\":\"left\",\"paragraphs\":[\"We partnered with Ty Haney and Tiffany Wilkerson to reintroduce one of Americaâs most loved activewear brands, refining its identity for a new generation while honoring the original spirit of 'Doing Things'.\"],\"portableText\":[{\"_key\":\"21feacedfd95\",\"_type\":\"block\",\"children\":[{\"_key\":\"e2c2a8d4b848\",\"_type\":\"span\",\"marks\":[],\"text\":\"We partnered with Ty Haney and Tiffany Wilkerson to reintroduce one of Americaâs most loved activewear 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109:\"tall\",\"caption\":\"User-journey touchpoints for Type.\",\"media\":[{\"key\":\"17826d05f419\",\"type\":\"videoAsset\",\"autoplay\":true,\"muxPlaybackId\":\"4nYuOQOIrBUYJWUMxUmW5RnmvgA3P4YhqKf1iuTdivY\"}]},{\"key\":\"f51d7bbbe675\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"On every team today, someone is using AI well, and someone else can't see what they're doing. The best work often lives in one person's chat history.\",\"Type's founding team, drawn from companies that led some of the most-used collaborative products in the world, saw the same pattern at scale: AI was transforming individual output while team output stayed stuck behind the same old coordination ceiling.\",\"Type needed to enter the market at the moment AI collaboration was becoming real, with a brand that didn't feel like another AI tool.\",\"The audience wasn't just developers; it was the ops lead, the support manager, the marketing person watching someone else get more done and wondering when it would be their turn.\"],\"portableText\":[{\"_key\":\"ba61eb22c78f\",\"_type\":\"block\",\"children\":[{\"_key\":\"93ce796f96c3\",\"_type\":\"span\",\"marks\":[],\"text\":\"On every team today, someone is using AI well, and someone else can't see what they're doing. The best work often lives in one person's chat history. \"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b3e477a89f4e\",\"_type\":\"block\",\"children\":[{\"_key\":\"93ce796f96c3\",\"_type\":\"span\",\"marks\":[],\"text\":\"Type's founding team, drawn from companies that led some of the most-used collaborative products in the world, saw the same pattern at scale: AI was transforming individual output while team output stayed stuck behind the same old coordination ceiling.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"89558da7a1b5\",\"_type\":\"block\",\"children\":[{\"_key\":\"5c83d4091cd1\",\"_type\":\"span\",\"marks\":[],\"text\":\"Type needed to enter the market at the moment AI collaboration was becoming real, with a brand that didn't feel like another AI tool. \"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c569197d5ca4\",\"_type\":\"block\",\"children\":[{\"_key\":\"5c83d4091cd1\",\"_type\":\"span\",\"marks\":[],\"text\":\"The audience wasn't just developers; it was the ops lead, the support manager, the marketing person watching someone else get more done and wondering when it would be their turn.\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"04527d30a257\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\":\"tall\",\"caption\":\"Type's throughline.\",\"media\":[{\"key\":\"6a47ec345c82\",\"type\":\"videoAsset\",\"autoplay\":true,\"muxPlaybackId\":\"6FgT2uEkuLq3VpmYDRyQe3rYD1VO01TJYV7v9CbUqY3A\"}]},{\"key\":\"e06e5467d03c\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"Where does Type live relative to everything else? Agents are everywhere. Many tools have one now. The challenge isn't having agents; it's that they live in separate rooms.\",\"Type is where agents and teams work together. We spent time ruling out positioning frames that put Type in competition with the agents themselves before arriving at the one that put it above them.\"],\"portableText\":[{\"_key\":\"e8aefd54f091\",\"_type\":\"block\",\"children\":[{\"_key\":\"16a2acdb8788\",\"_type\":\"span\",\"marks\":[],\"text\":\"Where does Type live relative to everything else? Agents are everywhere. Many tools have one now. The challenge isn't having agents; it's that they live in separate rooms. \"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e252b38ac456\",\"_type\":\"block\",\"children\":[{\"_key\":\"16a2acdb8788\",\"_type\":\"span\",\"marks\":[],\"text\":\"Type is where agents and teams work together. We spent time ruling out positioning frames that put Type in competition with the agents themselves before arriving at the one that put it above them.\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"1b2c0aee7f87\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\":\"tall\",\"caption\":\"The marble swirl mark represents the worlds each room contain.\",\"media\":[{\"key\":\"8ab17728f3e5\",\"type\":\"videoAsset\",\"autoplay\":true,\"muxPlaybackId\":\"B800aQRtgDf3ZYPGGoLVSq01CwyNUNnhj5Aal6NWm6FLw\"}]},{\"key\":\"39fbb512cb71\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\"
109:\"tall\",\"caption\":\"The colors are based on teams collaborating morning through evening.\",\"media\":[{\"key\":\"e231dc4071ce\",\"type\":\"videoAsset\",\"autoplay\":true,\"muxPlaybackId\":\"WKiA5ip1o4ZQzhPgrpEh02DU2SgDzgqWEPR9DweGTYgY\"}]},{\"key\":\"b7412e545ded\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\":\"tall\",\"caption\":\"Type's style guide over a waking gradient.\",\"media\":[{\"key\":\"12388f17668b\",\"type\":\"videoAsset\",\"autoplay\":true,\"muxPlaybackId\":\"vdbO9xpTcPu3GIvXmlMcshrJkuDmbql00Stz00xGBwyUQ\"}]},{\"key\":\"039c5ee213d8\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"The mark represents multiple forces converging. The marble is familiar and cosmic at once. Marbles are physical, tactile, and little universes unto themselves. That's not usually how B2B SaaS brands think about their iconography, which is what we wanted.\",\"The wordmark pairs a lowercase serif 'type' with the marble mark. The tension between the playful 3D mark and the grounded, classical letterforms is what gives the lockup its character.\"],\"portableText\":[{\"_key\":\"8ced1fbffd31\",\"_type\":\"block\",\"children\":[{\"_key\":\"d177c0eebd2f\",\"_type\":\"span\",\"marks\":[],\"text\":\"The mark represents multiple forces converging. The marble is familiar and cosmic at once. Marbles are physical, tactile, and little universes unto themselves. That's not usually how B2B SaaS brands think about their iconography, which is what we wanted. \"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"25e22854c659\",\"_type\":\"block\",\"children\":[{\"_key\":\"d177c0eebd2f\",\"_type\":\"span\",\"marks\":[],\"text\":\"The wordmark pairs a lowercase serif 'type' with the marble mark. The tension between the playful 3D mark and the grounded, classical letterforms is what gives the lockup its character.\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"b635c9842b78\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\":\"tall\",\"caption\":\"Little marble universes in motion.\",\"media\":[{\"key\":\"6e9f4e11d1b7\",\"type\":\"videoAsset\",\"autoplay\":true,\"muxPlaybackId\":\"YDdh83b02bsLKrQRU4qLbvsDamxR7IxJsspgbtvQXdBA\"}]},{\"key\":\"ff7d6600ffeb\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\":\"tall\",\"caption\":\"We used Flora to generate multiple marble versions and motion.\",\"media\":[{\"key\":\"c4ceed79c974\",\"type\":\"videoAsset\",\"autoplay\":true,\"muxPlaybackId\":\"xZAghlD2hBTjC2GZtn7KKZXwn02MAYpc9AWKZ7n00LUxo\"}]},{\"key\":\"6bd65da17a2f\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\":\"tall\",\"caption\":\"Generative workflow prompting expanded the options.\",\"media\":[{\"key\":\"23ef2539f4b2\",\"type\":\"videoAsset\",\"autoplay\":true,\"muxPlaybackId\":\"6Z3al5002100gvFG8ziYdh6Z02ZnLIpvZ00dKCgmTNmPfEg\"}]},{\"key\":\"b72f755154fe\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"The marble system became the visual language direction for the brand. The node-based generative workflow in Flora produced a family of unique outputs from one base logic, delivered as a reusable technique rather than a set of static files.\",\"The marbles float, stack, and group. They live in the background of the gradient fields and in the product as agent avatars.\",\"The motion system specifies easing curves and transition speeds that give the spheres their physical weight: elements enter fast and decelerate smoothly, then settle without overshoot.\"],\"portableText\":[{\"_key\":\"83b8f0e255f3\",\"_type\":\"block\",\"children\":[{\"_key\":\"595e1ce0b9ae\",\"_type\":\"span\",\"marks\":[],\"text\":\"The marble system became the visual language direction for the brand. The node-based generative workflow in Flora produced a family of unique outputs from one base logic, delivered as a reusable technique rather than a set of static files. \"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"dbddc13cc5d3\",\"_type\":\"block\",\"children\":[{\"_key\":\"595e1ce0b9ae\",\"_type\":\"span\",\"marks\":[],\"text\":\"The marbles float, stack, and group. They live in the background of the gradient fields and in the product as agent avatars. \"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a62a5385246d\",\"_type\":\"block\",\"children\":[{\"_key\":\"595e1ce0b9ae\",\"_type\":\"span\",\"marks\":[],\"text\":\"The motion system specifies easing curves and transition speeds that give the spheres their physical weight: elements enter fast and decelerate smoothly, then settle without overshoot.\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"4365fa080bc8\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\"
109:\"tall\",\"caption\":\"Exploring different .html files from the agentic brand kit.\",\"media\":[{\"key\":\"4d9e68a014c0\",\"type\":\"videoAsset\",\"autoplay\":true,\"muxPlaybackId\":\"M6WZUiyBW3j01fen3xPiE3zM256eZr9Z5O9ZuUcweuAY\"}]},{\"key\":\"e313347ed724\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"The motion specs were delivered as a JSON file and as an interactive HTML component the team could feel rather than just read. Every piece was designed to be ingested by an agent as instructions, not just consulted as documentation.\",\"Each agent loading, each thread appearing, each hover state maps to one of four curves.\"],\"portableText\":[{\"_key\":\"331e0e11dc1b\",\"_type\":\"block\",\"children\":[{\"_key\":\"fff2ff824b6b\",\"_type\":\"span\",\"marks\":[],\"text\":\"The motion specs were delivered as a JSON file and as an interactive HTML component the team could feel rather than just read. Every piece was designed to be ingested by an agent as instructions, not just consulted as documentation.\\n\\nEach agent loading, each thread appearing, each hover state maps to one of four curves. \"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"7ba1cb3aefc7\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\":\"tall\",\"caption\":\"The deliverable is a zip file. That felt weird to say for about a week, then it felt exactly right.\",\"media\":[{\"key\":\"5208440b1500\",\"type\":\"videoAsset\",\"autoplay\":true,\"muxPlaybackId\":\"wl01gM8NKV1021500fD9HFjVWO5Xu01P4Njh68Xysx5GE3o\"}]},{\"key\":\"2a006e8b62be\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\":\"tall\",\"caption\":\"Showing guidelines for hover states visually, and in code.\",\"media\":[{\"key\":\"9c26c2adfd2c\",\"type\":\"videoAsset\",\"autoplay\":true,\"muxPlaybackId\":\"SpPcL6xwYqzQyhqFew2YyU01zgH8EN00cVxCp01nnm01Ktc\"}]},{\"key\":\"e3e83579b406\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\":\"tall\",\"caption\":\"Scrolling through the Design System.\",\"media\":[{\"key\":\"df0fbeb1eb59\",\"type\":\"videoAsset\",\"autoplay\":true,\"muxPlaybackId\":\"zjHYf38Ngno6z701JdJBFXue400VH01xjLaLOt3zluayDc\"}]},{\"key\":\"6df341ed9e70\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"The final package shipped in two folders.\",\"The /human folder contains the brand strategy deck, guidelines PDF, and Figma files.\",\"The /agent folder contains all assets encoded as instructions spanning positioning, voice, and audience in Markdown and YAML; colors, typography, and components in CSS and HTML; motion in JSON; marble assets as SVG and PNG.\",\"Type's team could pull the kit into their editor, run a prompt, and see a near-complete landing page prototype come together the same day. This included correct fonts, working hover states, production copy, motion that matched the spec.\"],\"portableText\":[{\"_key\":\"1c29e814a8eb\",\"_type\":\"block\",\"children\":[{\"_key\":\"240c2302f3a8\",\"_type\":\"span\",\"marks\":[],\"text\":\"The final package shipped in two folders.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d36ca8d0259d\",\"_type\":\"block\",\"children\":[{\"_key\":\"240c2302f3a8\",\"_type\":\"span\",\"marks\":[],\"text\":\"The /human folder contains the brand strategy deck, guidelines PDF, and Figma files. \"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"17f0555e60c3\",\"_type\":\"block\",\"children\":[{\"_key\":\"240c2302f3a8\",\"_type\":\"span\",\"marks\":[],\"text\":\"The /agent folder contains all assets encoded as instructions spanning positioning, voice, and audience in Markdown and YAML; colors, typography, and components in CSS and HTML; motion in JSON; marble assets as SVG and PNG. \"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6068bcef2ba7\",\"_type\":\"block\",\"children\":[{\"_key\":\"240c2302f3a8\",\"_type\":\"span\",\"marks\":[],\"text\":\"Type's team could pull the kit into their editor, run a prompt, and see a near-complete landing page prototype come together the same day. This included correct fonts, working hover states, production copy, motion that matched the spec.\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"860aa45f6d7e\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\"
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That model rewarded speed and specialization, but it also created fragmented workflows â more output, less coherence.\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"b5072cd6a787\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"Whatâs replacing it isnât better software. Itâs Systems.\",\"Connected, end-to-end creative pipelines that carry context, structure decisions, and generate work that adapts instead of resets. This shift is already underway at Little Plains, and even more autonomously at Infinite Garden. As generative models begin to support entire creative loops, architecture matters more than execution, and judgment matters more than sheer volume.\"],\"portableText\":[{\"_key\":\"b05e33f18982\",\"_type\":\"block\",\"children\":[{\"_key\":\"e90a4ef4b6c4\",\"_type\":\"span\",\"marks\":[],\"text\":\"Whatâs replacing it isnât better software. Itâs \"},{\"_key\":\"9ffb540614b2\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Systems\"},{\"_key\":\"0330b24fac6b\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c2993374b57a\",\"_type\":\"block\",\"children\":[{\"_key\":\"4ea21af33552\",\"_type\":\"span\",\"marks\":[],\"text\":\"Connected, end-to-end creative pipelines that carry context, structure decisions, and generate work that adapts instead of resets. This shift is already underway at \"},{\"_key\":\"af6351632c8c\",\"_type\":\"span\",\"marks\":[\"72f71c8432b1\"],\"text\":\"Little Plains\"},{\"_key\":\"d51b5173136e\",\"_type\":\"span\",\"marks\":[],\"text\":\", and even more autonomously at \"},{\"_key\":\"92f7f51d5244\",\"_type\":\"span\",\"marks\":[\"9ddab9a67f18\"],\"text\":\"Infinite Garden\"},{\"_key\":\"8d1f704da758\",\"_type\":\"span\",\"marks\":[],\"text\":\". As generative models begin to support entire creative loops, \"},{\"_key\":\"d11f42ef2f41\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"architecture matters more than execution\"},{\"_key\":\"1c0579c325b4\",\"_type\":\"span\",\"marks\":[],\"text\":\", and judgment matters more than sheer volume.\"}],\"markDefs\":[{\"_key\":\"72f71c8432b1\",\"_type\":\"link\",\"href\":\"https://littleplains.us3.list-manage.com/track/click?u=a090b0240c67d5e77bd66f831\u0026id=ebc67f670d\u0026e=6e6302bc92\"},{\"_key\":\"9ddab9a67f18\",\"_type\":\"link\",\"href\":\"https://littleplains.us3.list-manage.com/track/click?u=a090b0240c67d5e77bd66f831\u0026id=e499154f0d\u0026e=6e6302bc92\"}],\"style\":\"normal\"}]},{\"key\":\"0bafd2830752\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"From there, the next phase becomes visible: Societies.\",\"Not as metaphor, but as structure. Groups of coordinated agents that research, generate, QA, and produce together. Within the world of software-enabled services, human teams will move from making everything by hand to orchestrating ecosystems of intelligence. Creative work shifts from manual production to direction, principles, and perspective. In this model, creation looks less like assembly and more like conducting...\"],\"portableText\":[{\"_key\":\"53441361c58b\",\"_type\":\"block\",\"children\":[{\"_key\":\"dfc95945f643\",\"_type\":\"span\",\"marks\":[],\"text\":\"From there, the next phase becomes visible: \"},{\"_key\":\"1c8edd73cc42\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Societies\"},{\"_key\":\"0bb8ad4082f0\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b48fea6323ba\",\"_type\":\"block\",\"children\":[{\"_key\":\"64c338e2035a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Not as metaphor, but as structure. Groups of coordinated agents that research, generate, QA, and produce together. Within the world of software-enabled services, human teams will move from making everything by hand to \"},{\"_key\":\"ab2e85062813\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"orchestrating ecosystems of intelligence\"},{\"_key\":\"9598eb887ddb\",\"_type\":\"span\",\"marks\":[],\"text\":\". Creative work shifts from manual production to direction, principles, and perspective. 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109],\"style\":\"normal\"},{\"_key\":\"538ba04bfff0\",\"_type\":\"block\",\"children\":[{\"_key\":\"268a830599bc\",\"_type\":\"span\",\"marks\":[\"4ef47f4db6ae\",\"em\"],\"text\":\"Video:\"},{\"_key\":\"5efc86a814cb\",\"_type\":\"span\",\"marks\":[\"4ef47f4db6ae\"],\"text\":\" Software \u003e Systems \u003e Societies Loom walkthrough\"},{\"_key\":\"7f9b181e6287\",\"_type\":\"span\",\"marks\":[],\"text\":\" with \"},{\"_key\":\"581d257834d7\",\"_type\":\"span\",\"marks\":[\"e84f5b4ea47e\"],\"text\":\"Dan Batten\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"4ef47f4db6ae\",\"_type\":\"link\",\"href\":\"https://www.loom.com/share/b7dc3f272e994606842d6bf90c4887df\"},{\"_key\":\"e84f5b4ea47e\",\"_type\":\"link\",\"href\":\"https://www.linkedin.com/in/dan-g-batten/\"}],\"style\":\"normal\"},{\"_key\":\"c6830fd7ac63\",\"_type\":\"block\",\"children\":[{\"_key\":\"9eb0cb41ce46\",\"_type\":\"span\",\"marks\":[\"18f5015ee0d3\",\"em\"],\"text\":\"Deck:\"},{\"_key\":\"450ca1da973c\",\"_type\":\"span\",\"marks\":[\"18f5015ee0d3\"],\"text\":\" Figma visual deck\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"18f5015ee0d3\",\"_type\":\"link\",\"href\":\"https://www.figma.com/slides/xWl13UcMwgO52zb8pBcCTH/Building---Creativity-in-the-Age-of-AI?node-id=78-267\u0026t=N3Xoy2Uk2E6pF0iR-1\"}],\"style\":\"normal\"}]},{\"key\":\"732c68219596\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\":\"tall\",\"caption\":\"\",\"media\":[{\"key\":\"482b21645e1b\",\"type\":\"imageAsset\",\"autoplay\":true,\"image\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/067c00b945f28e62cd60aec2d005228bf9136f0f-1508x666.png\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/067c00b945f28e62cd60aec2d005228bf9136f0f-1508x666.png\",\"assetKey\":\"image-067c00b945f28e62cd60aec2d005228bf9136f0f-1508x666-png\",\"width\":1508,\"height\":666,\"aspectRatio\":2.264264264264264,\"alt\":\"\",\"assetId\":\"image-067c00b945f28e62cd60aec2d005228bf9136f0f-1508x666-png\",\"blurHash\":\"MWQJWD_4M{Mx-;RjogWCf5of_3IAofxuM{\",\"palette\":{\"background\":\"#fcfcec\"}}}]}]},{\"contentType\":\"writing\",\"id\":\"e6c065a6-6215-40c3-846c-8a0ca13e3753\",\"title\":\"Article III\",\"slug\":\"last-mile-agentic-image-editing\",\"hide\":false,\"hideFromSitemap\":false,\"updatedAt\":\"2026-08-19T01:29:10Z\",\"orderRank\":\"0|100046:\",\"blurb\":\"What happens when you shoot an entire Spring campaign generatively â and why the last 20% still needs a human and Photoshop.\",\"roles\":[],\"industries\":[],\"tags\":[],\"descriptionParagraphs\":[],\"descriptionPortableText\":[],\"seoTitle\":\"Little Plains | Last Mile Agentic Image Editing\",\"seoDescription\":\"What happens when you shoot an entire Spring campaign generatively â and why the last 20% still needs a human and Photoshop.\",\"openGraphTitle\":\"Little Plains | Last Mile Agentic Image Editing\",\"openGraphDescription\":\"What happens when you shoot an entire Spring campaign generatively â and why the last 20% still needs a human and Photoshop.\",\"openGraphImage\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/10708e7c56ffa119e83e93552252e66f4f059d18-2400x1260.png\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/10708e7c56ffa119e83e93552252e66f4f059d18-2400x1260.png\",\"assetKey\":\"image-10708e7c56ffa119e83e93552252e66f4f059d18-2400x1260-png\",\"width\":2400,\"height\":1260,\"aspectRatio\":1.9047619047619047,\"alt\":\"Article III\",\"assetId\":\"image-10708e7c56ffa119e83e93552252e66f4f059d18-2400x1260-png\"},\"twitterTitle\":\"Little Plains | Last Mile Agentic Image Editing\",\"twitterDescription\":\"What happens when you shoot an entire Spring campaign generatively â and why the last 20% still needs a human and Photoshop.\",\"twitterImage\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/10708e7c56ffa119e83e93552252e66f4f059d18-2400x1260.png\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/10708e7c56ffa119e83e93552252e66f4f059d18-2400x1260.png\",\"assetKey\":\"image-10708e7c56ffa119e83e93552252e66f4f059d18-2400x1260-png\",\"width\":2400,\"height\"
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Our teams using it have seen some marked improvement in text accuracy, but it is not a one-shot silver bullet for upscaling all the fine details for generative. This brings up a larger point on how do we complete production-grade generative work? How do you solve for the last mile?\",\"A few months ago, @littleplainsxo was asked to assist a well-known 125 year old NYC-based home \u0026 furniture fixture with their Spring '26 editorial photo \u0026 video shoot. The catch is, we were asked to do it all 100% generatively.\",\"We almost exclusively work with early-stage startups, but a mutual friend of ours was advising the business, knew how much we'd dived into generative node-based workflows for creative and connected us with the leadership. It was a great opportunity to see if generative-image workflows could produce rich, product-dense furniture scenes that still felt elevated, editorial, and true to the brand. So we dove in...\"],\"portableText\":[{\"_key\":\"9b66c0771fea\",\"_type\":\"block\",\"children\":[{\"_key\":\"e77220a6e492\",\"_type\":\"span\",\"marks\":[],\"text\":\"Building a generative production workflow for product-dense imagery\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"bff39b853441\",\"_type\":\"block\",\"children\":[{\"_key\":\"d527495beb3b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Yesterday OpenAI released \"},{\"_key\":\"eb729c14317d\",\"_type\":\"span\",\"marks\":[\"e0d669f46368\"],\"text\":\"ChatGPT Image 2.0\"},{\"_key\":\"b26bbac7334f\",\"_type\":\"span\",\"marks\":[],\"text\":\". Our teams using it have seen some marked improvement in text accuracy, but it is not a one-shot silver bullet for upscaling all the fine details for generative. This brings up a larger point on how do we complete production-grade generative work? How do you solve for the last mile?\"}],\"markDefs\":[{\"_key\":\"e0d669f46368\",\"_type\":\"link\",\"href\":\"https://openai.com/index/introducing-chatgpt-images-2-0/\"}],\"style\":\"normal\"},{\"_key\":\"0a28924250db\",\"_type\":\"block\",\"children\":[{\"_key\":\"e8aec217b829\",\"_type\":\"span\",\"marks\":[],\"text\":\"A few months ago, \"},{\"_key\":\"417a458cb66f\",\"_type\":\"span\",\"marks\":[\"c49781a1fa9c\"],\"text\":\"@littleplainsxo\"},{\"_key\":\"8b365ccb0beb\",\"_type\":\"span\",\"marks\":[],\"text\":\" was asked to assist a well-known 125 year old NYC-based home \u0026 furniture fixture with their Spring '26 editorial photo \u0026 video shoot. The catch is, we were asked to do it all 100% generatively.\"}],\"markDefs\":[{\"_key\":\"c49781a1fa9c\",\"_type\":\"link\",\"href\":\"https://x.com/@littleplainsxo\"}],\"style\":\"normal\"},{\"_key\":\"9ae6307cc30b\",\"_type\":\"block\",\"children\":[{\"_key\":\"3e66dd0a99de\",\"_type\":\"span\",\"marks\":[],\"text\":\"We almost exclusively work with early-stage startups, but a mutual friend of ours was advising the business, knew how much we'd dived into generative node-based workflows for creative and connected us with the leadership. It was a great opportunity to see if generative-image workflows could produce rich, product-dense furniture scenes that still felt elevated, editorial, and true to the brand. So we dove in...\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"7c29122aa152\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\"
109:\"tall\",\"caption\":\"One of the end result images from the campaign. All the products are to spec for measurement, texture, material, and color accuracy.\",\"media\":[{\"key\":\"ba6ef0d52f0a\",\"type\":\"imageAsset\",\"autoplay\":true,\"image\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/bc5c87b3119de39548cb77938c39dcb9498ba4a9-1000x671.png\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/bc5c87b3119de39548cb77938c39dcb9498ba4a9-1000x671.png\",\"assetKey\":\"image-bc5c87b3119de39548cb77938c39dcb9498ba4a9-1000x671-png\",\"width\":1000,\"height\":671,\"aspectRatio\":1.4903129657228018,\"alt\":\"\",\"assetId\":\"image-bc5c87b3119de39548cb77938c39dcb9498ba4a9-1000x671-png\",\"blurHash\":\"VZIhER-pj]t6D%_Nt7E1kCIA%3ofWBofM{NHRioKWBt7\",\"palette\":{\"background\":\"#613531\"}}}]},{\"key\":\"5ec34430a271\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"Firstly we hired a professional photographer who knew scene building, lighting, f-stops, everything technical. Then we paired them with @rameadows an AI design-engineer specialist, to work alongside our in-house all-things-generative expert @DanBatten and rethink how this could be done. Note: Rusty helped write this entire piece, thank you!\",\"This project gave us a chance to see how these workflow could hold up inside a traditional ecommerce process with real creative and commercial scrutiny.\",\"We were effectively bringing an emerging image pipeline âundercoverâ into a very established retail image system and learning what it takes for that workflow to perform at a high level.\",\"This was not just one hero object, nor a clean little vignette. Full, layered scenes with rugs, furniture, lighting, tabletop, decor, and detail stacked together in a way that still felt editorial, believable, and beautifully composed.\",\"That is what made the assignment both exciting and difficult. Little Plains was already working with generative tools, but not usually against exacting point-of-purchase expectations around product identity, materials, finishes, scale, lighting, and small details. Here, those details mattered a lot and we quickly learned where AI tools hit their limits.\"],\"portableText\":[{\"_key\":\"1d552226151d\",\"_type\":\"block\",\"children\":[{\"_key\":\"ee1d8c214cc7\",\"_type\":\"span\",\"marks\":[],\"text\":\"Firstly we hired a professional photographer who knew scene building, lighting, f-stops, everything technical. Then we paired them with \"},{\"_key\":\"040b021f9226\",\"_type\":\"span\",\"marks\":[\"944452bf078d\"],\"text\":\"@rameadows\"},{\"_key\":\"e5717ee51c87\",\"_type\":\"span\",\"marks\":[],\"text\":\" an AI design-engineer specialist, to work alongside our in-house all-things-generative expert \"},{\"_key\":\"c8517e3b2f37\",\"_type\":\"span\",\"marks\":[\"8c6dff879666\"],\"text\":\"@DanBatten\"},{\"_key\":\"b4c60b998f43\",\"_type\":\"span\",\"marks\":[],\"text\":\" and rethink how this could be done. Note: Rusty helped write this entire piece, thank you!\"}],\"markDefs\":[{\"_key\":\"944452bf078d\",\"_type\":\"link\",\"href\":\"https://x.com/@rameadows\"},{\"_key\":\"8c6dff879666\",\"_type\":\"link\",\"href\":\"https://x.com/@DanBatten\"}],\"style\":\"normal\"},{\"_key\":\"47b0029b6e66\",\"_type\":\"block\",\"children\":[{\"_key\":\"4319b6c0cb07\",\"_type\":\"span\",\"marks\":[],\"text\":\"This project gave us a chance to see how these workflow could hold up inside a traditional ecommerce process with real creative and commercial scrutiny.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"17a71ef8c385\",\"_type\":\"block\",\"children\":[{\"_key\":\"b83354bbc804\",\"_type\":\"span\",\"marks\":[],\"text\":\"We were effectively bringing an emerging image pipeline âundercoverâ into a very established retail image system and learning what it takes for that workflow to perform at a high level.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"feac54c40a85\",\"_type\":\"block\",\"children\":[{\"_key\":\"44b84081a18b\",\"_type\":\"span\",\"marks\":[],\"text\":\"This was not just one hero object, nor a clean little vignette. Full, layered scenes with rugs, furniture, lighting, tabletop, decor, and detail stacked together in a way that still felt editorial, believable, and beautifully composed.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"db89c2124dab\",\"_type\":\"block\",\"children\":[{\"_key\":\"664f00fd9188\",\"_type\":\"span\",\"marks\":[],\"text\":\"That is
109what made the assignment both exciting and difficult. Little Plains was already working with generative tools, but not usually against exacting point-of-purchase expectations around product identity, materials, finishes, scale, lighting, and small details. Here, those details mattered a lot and we quickly learned where AI tools hit their limits.\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"8c12053f8ddd\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\":\"tall\",\"caption\":\"Each room and environment created was to scale and built out to be viewable 360º and through a variety of lighting setups.\",\"media\":[{\"key\":\"51adc4afe98a\",\"type\":\"imageAsset\",\"autoplay\":true,\"image\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/5ba19e09023cad7446e48424f19ce529bf1fb527-1000x671.png\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/5ba19e09023cad7446e48424f19ce529bf1fb527-1000x671.png\",\"assetKey\":\"image-5ba19e09023cad7446e48424f19ce529bf1fb527-1000x671-png\",\"width\":1000,\"height\":671,\"aspectRatio\":1.4903129657228018,\"alt\":\"\",\"assetId\":\"image-5ba19e09023cad7446e48424f19ce529bf1fb527-1000x671-png\",\"blurHash\":\"VRMZ{$I9X8W?R5~UxaIpt6j@4nR+xuWUt7n#%MWVM{a#\",\"palette\":{\"background\":\"#ccb9a0\"}}}]},{\"key\":\"55b407c4e457\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"What We Learned\",\"This project helped us sharpen a workflow that combined generative tools, structured image direction, and traditional finishing to produce assets that could live across stills, motion, and social. Additionally, we needed to deliver all of this at a level of speed and flexibility that would have been difficult to match with a fully traditional shoot.\",\"It was hard.\",\"Models drifted. Small objects broke. Upholstery softened. Wood grain wandered. Perspective got slippery. Resolution ceilings showed up quickly. The final 10â20% routinely required manual intervention.\",\"But that was the point of the project. We were not looking for a magic button. We were building a system.\",\"The workflow was never deterministic. Even with good inputs, getting one usable hero often meant running 20â40 generations, adjusting image order, tightening spatial language, or rebuilding parts of the node tree until the scene finally held together.\"],\"portableText\":[{\"_key\":\"820df314131f\",\"_type\":\"block\",\"children\":[{\"_key\":\"773b9a8bc34c\",\"_type\":\"span\",\"marks\":[],\"text\":\"What We Learned\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"287c0559db97\",\"_type\":\"block\",\"children\":[{\"_key\":\"1b88826a78a4\",\"_type\":\"span\",\"marks\":[],\"text\":\"This project helped us sharpen a workflow that combined generative tools, structured image direction, and traditional finishing to produce assets that could live across stills, motion, and social. Additionally, we needed to deliver all of this at a level of speed and flexibility that would have been difficult to match with a fully traditional shoot.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"36d0fde069fc\",\"_type\":\"block\",\"children\":[{\"_key\":\"3fc8c9dac983\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"It was hard.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9192d895b9b4\",\"_type\":\"block\",\"children\":[{\"_key\":\"3bdda427f350\",\"_type\":\"span\",\"marks\":[],\"text\":\"Models drifted. Small objects broke. Upholstery softened. Wood grain wandered. Perspective got slippery. Resolution ceilings showed up quickly. The final 10â20% routinely required manual intervention.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9469bc3e8244\",\"_type\":\"block\",\"children\":[{\"_key\":\"5aef163fc8f3\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"But that was the point of the project. We were not looking for a magic button. We were building a system.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"77ac7cc1d68e\",\"_type\":\"block\",\"children\":[{\"_key\":\"06dd68cf19a4\",\"_type\":\"span\",\"marks\":[],\"text\":\"The workflow was never deterministic. Even with good input
109s, getting one usable hero often meant running 20â40 generations, adjusting image order, tightening spatial language, or rebuilding parts of the node tree until the scene finally held together.\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"190c5f7467bc\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\":\"tall\",\"caption\":\"One of our final production-grade videos using real products in a generative environment.\",\"media\":[{\"key\":\"2599f08dd635\",\"type\":\"imageAsset\",\"autoplay\":true,\"image\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/82e47e5e158f144e567d86277c7f3cb719dc4e24-720x543.gif\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/82e47e5e158f144e567d86277c7f3cb719dc4e24-720x543.gif\",\"assetKey\":\"image-82e47e5e158f144e567d86277c7f3cb719dc4e24-720x543-gif\",\"width\":720,\"height\":543,\"aspectRatio\":1.3259668508287292,\"alt\":\"\",\"assetId\":\"image-82e47e5e158f144e567d86277c7f3cb719dc4e24-720x543-gif\",\"blurHash\":\"VJJQyME200RPOG~VE2IUt7X94n%2-;WDRPVrR*o#bbjr\",\"palette\":{\"background\":\"#cebeab\"}}}]},{\"key\":\"cb2040b0b862\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"The Challenge\",\"Furniture imagery is unforgiving.\",\"A great image has to do several jobs at once: sell the room, sell the mood, and sell the individual products inside it. That gets much harder when one scene contains rugs, sofas, chairs, lighting, side tables, tabletop objects, art, and decor all at once.\",\"In a traditional shoot, that complexity is solved with location choices, physical styling, lighting design, camera decisions, retouching, and a lot of budget. In this workflow, those same demands still exist; they just move into a different stack. The problem becomes computational and editorial rather than purely physical. Every scene still needs composition, scale, contact, shadow logic, material truth, and product legibility. The client still expects the image to look resolved.\",\"That was the real challenge here. We needed to make images that could survive review by a traditional ecommerce team that did not care how the image was made. If a chair leg bent, if a rug pattern drifted, if a lamp scale felt off, or if six products could not all read cleanly in a frame, the workflow had failed.\",\"Dense scenes amplified every failure mode. Simple vignettes are relatively easy. A full room with six to ten products, multiple material categories, layered styling, and believable atmosphere is where the current tools start to show their seams.\"],\"portableText\":[{\"_key\":\"5d44534be064\",\"_type\":\"block\",\"children\":[{\"_key\":\"9b48771b700e\",\"_type\":\"span\",\"marks\":[],\"text\":\"The Challenge\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"fa9f288aeeb9\",\"_type\":\"block\",\"children\":[{\"_key\":\"9cc8684afc42\",\"_type\":\"span\",\"marks\":[],\"text\":\"Furniture imagery is unforgiving.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e52ea5b5c2cd\",\"_type\":\"block\",\"children\":[{\"_key\":\"64a4f9d0f77b\",\"_type\":\"span\",\"marks\":[],\"text\":\"A great image has to do several jobs at once: sell the room, sell the mood, and sell the individual products inside it. That gets much harder when one scene contains rugs, sofas, chairs, lighting, side tables, tabletop objects, art, and decor all at once.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"08d6f7498173\",\"_type\":\"block\",\"children\":[{\"_key\":\"518406dd0b69\",\"_type\":\"span\",\"marks\":[],\"text\":\"In a traditional shoot, that complexity is solved with location choices, physical styling, lighting design, camera decisions, retouching, and a lot of budget. In this workflow, those same demands still exist; they just move into a different stack. The problem becomes computational and editorial rather than purely physical. Every scene still needs composition, scale, contact, shadow logic, material truth, and product legibility. The client still expects the image to look resolved.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"28d63a4ec68c\",\"_type\":\"block\",\"children\":[{\"_key\":\"86ce67321565\",\"_type\":\"span\",\"marks\":[],\"text\":\"That was the real challenge here. We needed to make images that could survive review by a traditional ecommerce team that did not care how the image was made. If a chair leg bent, if a rug pattern drifted, if a lamp scale felt off, or if six products could not all read cleanly in a frame, the workflow had failed.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"30fb3f69459d\",\"_type\":\"block\",\"children\":[{\"_key\":\"d0530e8d58b4\",\"_type\":\"span\",\"marks\":[],\"text\":\"Dense scenes amplified every failure mode. Simple vignettes are relatively easy. A full room with six to ten products, multiple material categories, layered styling, and believable atmosphere is where the current tools start to show their seams.\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"45248903470e\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"Our Process\",\"We approached the work as a repeatable production pipeline, not as one-off prompting.\",\"1. Briefing and world-building\",\"The client provided target personas and furniture collections. From that, we developed original interior environments from scratch for each persona: not yet product-heavy compositions, but plausible worlds with the right architecture, mood, camera logic, and stylistic constraints. These empty environments were reviewed and approved first. That step mattered because it separated environmental direction from product density and gave us a stable base to build on.\"],\"portableText\":[{\"_key\":\"fa9e3ede393d\",\"_type\":\"block\",\"children\":[{\"_key\":\"4bbd3dd369dd\",\"_type\":\"span\",\"marks\":[],\"text\":\"Our Process\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"2c38b8a75738\",\"_type\":\"block\",\"children\":[{\"_key\":\"a80edae52e8e\",\"_type\":\"span\",\"marks\":[],\"text\":\"We approached the work as a repeatable production pipeline, not as one-off prompting.\"}],\"markDefs\":[],\"style\":\"normal\"}
109,{\"_key\":\"541d61252265\",\"_type\":\"block\",\"children\":[{\"_key\":\"7ac427be5564\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"1. Briefing and world-building\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e340832787e9\",\"_type\":\"block\",\"children\":[{\"_key\":\"6f1fb3c40f11\",\"_type\":\"span\",\"marks\":[],\"text\":\"The client provided target personas and furniture collections. From that, we developed original interior environments from scratch for each persona: not yet product-heavy compositions, but plausible worlds with the right architecture, mood, camera logic, and stylistic constraints. These empty environments were reviewed and approved first. That step mattered because it separated environmental direction from product density and gave us a stable base to build on.\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"54c55623c4ba\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\":\"tall\",\"caption\":\"From moodboard to mockups to materially-accurate content.\",\"media\":[{\"key\":\"0b5100cb8d93\",\"type\":\"imageAsset\",\"autoplay\":true,\"image\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/20c58f93bab7a7f0499cf1f005fd7a3f6aba9685-1200x679.gif\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/20c58f93bab7a7f0499cf1f005fd7a3f6aba9685-1200x679.gif\",\"assetKey\":\"image-20c58f93bab7a7f0499cf1f005fd7a3f6aba9685-1200x679-gif\",\"width\":1200,\"height\":679,\"aspectRatio\":1.7673048600883652,\"alt\":\"\",\"assetId\":\"image-20c58f93bab7a7f0499cf1f005fd7a3f6aba9685-1200x679-gif\",\"blurHash\":\"M5IX{n00r;004.iw~WMc4n.9~CjJ^+xFIU\",\"palette\":{\"background\":\"#7e7b7d\"}}}]},{\"key\":\"c62d184e87fc\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\":\"tall\",\"caption\":\"To create and select a final environment, here a NYC brownstone, we generated many many options first.\",\"media\":[{\"key\":\"7007827561e6\",\"type\":\"imageAsset\",\"autoplay\":true,\"image\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/53f3dc1e47002aaf59ab9987ce0a778f546e6fb0-1199x660.png\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/53f3dc1e47002aaf59ab9987ce0a778f546e6fb0-1199x660.png\",\"assetKey\":\"image-53f3dc1e47002aaf59ab9987ce0a778f546e6fb0-1199x660-png\",\"width\":1199,\"height\":660,\"aspectRatio\":1.8166666666666667,\"alt\":\"\",\"assetId\":\"image-53f3dc1e47002aaf59ab9987ce0a778f546e6fb0-1199x660-png\",\"blurHash\":\"M9KKZotSI9pJi^_NI=Ip%MD$t7-p%h-;IU\",\"palette\":{\"background\":\"#7d5c40\"}}}]},{\"key\":\"725cd385dad4\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\":\"tall\",\"caption\":\"Here's one view of of our final selected brownstone.\",\"media\":[{\"key\":\"ab9923066eef\",\"type\":\"imageAsset\",\"autoplay\":true,\"image\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/b6e8ebdc4099eda56f02522e31e099bcf6bb74be-1200x805.png\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/b6e8ebdc4099eda56f02522e31e099bcf6bb74be-1200x805.png\",\"assetKey\":\"image-b6e8ebdc4099eda56f02522e31e099bcf6bb74be-1200x805-png\",\"width\":1200,\"height\":805,\"aspectRatio\":1.4906832298136645,\"alt\":\"\",\"assetId\":\"image-b6e8ebdc4099eda56f02522e31e099bcf6bb74be-1200x805-png\",\"blurHash\":\"VNG[D=~q4:8_D%M{nhWBbdt8D*aexut7t6%1WCWCoJRj\",\"palette\":{\"background\":\"#5c412f\"}}}]},{\"key\":\"93ef138e6b8c\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\":\"tall\",\"caption\":\"Here's a bit of a timelapse showing us dressing up the interior, step by step.\",\"media\":[{\"key\":\"031b0f7fa69e\",\"type\":\"imageAsset\",\"autoplay\":true,\"image\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/ee98f626691175dca7af84829c23ba98c920d593-1200x804.gif\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/ee98f626691175dca7af84829c23ba98c920d593-1200x804.gif\",\"assetKey\":\"image-ee98f626691175dca7af84829c23ba98c920d593-1200x804-gif\",\"width\":1200,\"height\":804,\"aspectRatio\":1.492537313432836,\"alt\":\"\",\"assetId\":\"image-ee98f626691175dca7af84829c23ba98c920d593-1200x804-gif\",\"blurHash\":\"VPJj@;~qD*8_D%E1xYM|t7t7Iot7bbjZs.%0IVj]ozR*\",\"palette\":{\"background\":\"#513428\"}}}]},{\"key\":\"67f9921c285e\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"2. Product injection and hero generation\",\"Once an environment was approved, we built structured prompts inside Flora to introduce the relevant furniture and decor into the scene. The goal was not just to place products, but to make them coexist inside one image with believable proportions, lighting response, and editorial composition. This is where the work got hard quickly. A hero image needed to satisfy atmosphere and accuracy at the same time.\"],\"portableText\":[{\"_key\":\"858c558b3c5b\",\"_type\":\"block\",\"children\":[{\"_key\":\"bebd69783659\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"2. Product injection and hero generation\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6ef4422ab664\",\"_type\":\"block\",\"children\":[{\"_key\":\"2d89d0dd4484\",\"_type\":\"span\",\"marks\":[],\"text\":\"Once an environment was approved, we built structured prompts inside Flora to introduce the relevant furniture and decor into the scene. The goal was not just to place products, but to make them coexist inside one image with believable proportions, lighting response, and editorial composition. This is where the work got hard quickly. A hero image needed to satisfy atmosphere and accuracy at the same time.\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"3d91da3a3940\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\"
109:\"tall\",\"caption\":\"A visual example showing the brand's real products, and how the are ultimately entered into the environment.\",\"media\":[{\"key\":\"5d388baa9282\",\"type\":\"imageAsset\",\"autoplay\":true,\"image\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/a60b10e0aa2e87853c0799dcd34e5e455910f759-1199x482.png\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/a60b10e0aa2e87853c0799dcd34e5e455910f759-1199x482.png\",\"assetKey\":\"image-a60b10e0aa2e87853c0799dcd34e5e455910f759-1199x482-png\",\"width\":1199,\"height\":482,\"aspectRatio\":2.487551867219917,\"alt\":\"\",\"assetId\":\"image-a60b10e0aa2e87853c0799dcd34e5e455910f759-1199x482-png\",\"blurHash\":\"DmOg1t_NxvV?Wq%MbHWBoJRj\",\"palette\":{\"background\":\"#ccb9a4\"}}}]},{\"key\":\"45f75c74ac03\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"Rather than progressively adding products one by one, we found the strongest hero images came from an âall at onceâ method. The approved empty room stayed fixed as Image 1, then rugs, furniture, lighting, tabletop, and decor assets were wired in together so the model had to solve global illumination, contact shadows, and spatial relationships across the full scene in a single pass.\",\"In practice, that usually meant routing the empty room plus the ecommerce assets into a GPT 5.4 text node that generated structured JSON for Nano Banana Pro. We were very explicit about image order and spatial directives. A rug might be described as covering most of the floor plane of Image 1; a chair might need to sit three-quarters profile near the window; a lamp might need to read as lit but not glow unnaturally. We also started defining camera metadata directly in the prompt stack, including lens behavior and distortion constraints, because those decisions affected whether the image felt like a real interior photograph or a synthetic collage.\",\"Nano Banana Pro was the main hero model because it handled the hardest part of the assignment best: multi-object grounding, room logic, and believable spatial physics. We typically rendered in 4K at a 3:2 landscape ratio and ran small batches rather than single shots, because lower-resolution generations broke down quickly when pushed further in finishing.\"],\"portableText\":[{\"_key\":\"0b741d01fda9\",\"_type\":\"block\",\"children\":[{\"_key\":\"767fecbc7f21\",\"_type\":\"span\",\"marks\":[],\"text\":\"Rather than progressively adding products one by one, we found the strongest hero images came from an âall at onceâ method. The approved empty room stayed fixed as Image 1, then rugs, furniture, lighting, tabletop, and decor assets were wired in together so the model had to solve global illumination, contact shadows, and spatial relationships across the full scene in a single pass.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"990fcff5f822\",\"_type\":\"block\",\"children\":[{\"_key\":\"a01eb03f0703\",\"_type\":\"span\",\"marks\":[],\"text\":\"In practice, that usually meant routing the empty room plus the ecommerce assets into a GPT 5.4 text node that generated structured JSON for Nano Banana Pro. We were very explicit about image order and spatial directives. A rug might be described as covering most of the floor plane of Image 1; a chair might need to sit three-quarters profile near the window; a lamp might need to read as lit but not glow unnaturally. We also started defining camera metadata directly in the prompt stack, including lens behavior and distortion constraints, because those decisions affected whether the image felt like a real interior photograph or a synthetic collage.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9dbff59c3119\",\"_type\":\"block\",\"children\":[{\"_key\":\"d13790c2f6ca\",\"_type\":\"span\",\"marks\":[\"6d4eee3ac528\"],\"text\":\"Nano Banana Pro\"},{\"_key\":\"0adf29aa179d\",\"_type\":\"span\",\"marks\":[],\"text\":\" was the main hero model because it handled the hardest part of the assignment best: multi-object grounding, room logic, and believable spatial physics. We typically rendered in 4K at a 3:2 landscape ratio and ran small batches rather than single shots, because lower-resolution generations broke down quickly when pushed further in finishing.\"}],\"markDefs\":[{\"_key\":\"6d4eee3ac528\",\"_type\":\"link\",\"href\":\"https://blog.google/innovation-and-ai/technology/ai/nano-banana-2/\"}],\"style\":\"normal\"}]},{\"key\":\"8e3dc5487c22\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\"
109:\"tall\",\"caption\":\"Layering in the core furniture products first into the environment.\",\"media\":[{\"key\":\"aa5d9bbc9b14\",\"type\":\"imageAsset\",\"autoplay\":true,\"image\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/99eddf3396f42666e5d4c4a4f30ad6d4332da7c0-1199x482.png\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/99eddf3396f42666e5d4c4a4f30ad6d4332da7c0-1199x482.png\",\"assetKey\":\"image-99eddf3396f42666e5d4c4a4f30ad6d4332da7c0-1199x482-png\",\"width\":1199,\"height\":482,\"aspectRatio\":2.487551867219917,\"alt\":\"\",\"assetId\":\"image-99eddf3396f42666e5d4c4a4f30ad6d4332da7c0-1199x482-png\",\"blurHash\":\"DaNd8o~qtRRibIofV?oftRoL\",\"palette\":{\"background\":\"#56443a\"}}}]},{\"key\":\"49401b0d2c61\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\":\"tall\",\"caption\":\"Then adding in the accent pieces, from pillows to books, to shoes.\",\"media\":[{\"key\":\"43ca861b9122\",\"type\":\"imageAsset\",\"autoplay\":true,\"image\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/9047cccc0c302306a185242d8c43548d59d5bacf-1199x482.png\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/9047cccc0c302306a185242d8c43548d59d5bacf-1199x482.png\",\"assetKey\":\"image-9047cccc0c302306a185242d8c43548d59d5bacf-1199x482-png\",\"width\":1199,\"height\":482,\"aspectRatio\":2.487551867219917,\"alt\":\"\",\"assetId\":\"image-9047cccc0c302306a185242d8c43548d59d5bacf-1199x482-png\",\"blurHash\":\"DhNmpF~qxvRPW=bbV@jbozoL\",\"palette\":{\"background\":\"#513929\"}}}]},{\"key\":\"2dbb84f3e434\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"3. Iteration through feedback\",\"The client reviewed hero options for overall composition, product rendering, alignment to the brief, and whether the image felt âright.â We then revised prompts, adjusted inputs, re-generated, and repeated. This loop was essential. The best images did not come from a single successful prompt; they came from rounds of correction and convergence.\",\"This was also where model selection became tactical. Nano Banana Pro was the heavy-lift model for hero scenes, but faster support passes and text-sensitive fixes sometimes benefited from Nano Banana 2. The workflow was less about finding one perfect model than knowing which model was best suited to the current failure mode.\"],\"portableText\":[{\"_key\":\"9ba4da3f157c\",\"_type\":\"block\",\"children\":[{\"_key\":\"88794f560d79\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"3. Iteration through feedback\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6d1bc16866e8\",\"_type\":\"block\",\"children\":[{\"_key\":\"5eb266828583\",\"_type\":\"span\",\"marks\":[],\"text\":\"The client reviewed hero options for overall composition, product rendering, alignment to the brief, and whether the image felt âright.â We then revised prompts, adjusted inputs, re-generated, and repeated. This loop was essential. The best images did not come from a single successful prompt; they came from rounds of correction and convergence.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"18b18aca4915\",\"_type\":\"block\",\"children\":[{\"_key\":\"d9f13cceaa97\",\"_type\":\"span\",\"marks\":[],\"text\":\"This was also where model selection became tactical. Nano Banana Pro was the heavy-lift model for hero scenes, but faster support passes and text-sensitive fixes sometimes benefited from Nano Banana 2. The workflow was less about finding one perfect model than knowing which model was best suited to the current failure mode.\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"0d1c51917738\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\":\"tall\",\"caption\":\"A time lapse of another generative environment coming to life through product-integration.\",\"media\":[{\"key\":\"7b701db6f812\",\"type\":\"imageAsset\",\"autoplay\":true,\"image\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/689cb0546ee21d59917d92602555b6076bd6c40c-1200x800.gif\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/689cb0546ee21d59917d92602555b6076bd6c40c-1200x800.gif\",\"assetKey\":\"image-689cb0546ee21d59917d92602555b6076bd6c40c-1200x800-gif\",\"width\":1200,\"height\"
109:800,\"aspectRatio\":1.5,\"alt\":\"\",\"assetId\":\"image-689cb0546ee21d59917d92602555b6076bd6c40c-1200x800-gif\",\"blurHash\":\"V7L4sd~V00MxD$Z~WCt7t7xu00IVxuRkRkM|xaM|RPWV\",\"palette\":{\"background\":\"#413b3b\"}}}]},{\"key\":\"a7f209b3093d\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"4. Precision finishing in Photoshop\",\"Photoshop was the core infrastructure for the final leg of the project. Strong generations still needed product correction, edge repair, texture cleanup, compositional surgery, artifact removal, harmonization, selective color work, and upscaling. The last stretch was manual because current models still break in small but important ways. This is the most important operational truth from the project: at this complexity level, if the goal is a polished retail asset, there is currently no way around careful human finishing.\",\"We worked non-destructively in layers and often combined the best elements from multiple generations into a single master file. If an object needed a full replacement, we could isolate the area, use Photoshopâs Generative Fill with a reference product shot, and manually blend the result back into the scene. In other cases, Flora or Nano Banana Pro could be used as a more natural-language correction layer to resize, re-texture, or re-ground a problem object. A final grain pass helped unify the polished composite and soften the âover-cleanâ digital look.\"],\"portableText\":[{\"_key\":\"55c5545d506e\",\"_type\":\"block\",\"children\":[{\"_key\":\"d5ea64ad7c06\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"4. Precision finishing in Photoshop\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8a7b28006b4d\",\"_type\":\"block\",\"children\":[{\"_key\":\"727026280824\",\"_type\":\"span\",\"marks\":[],\"text\":\"Photoshop was the core infrastructure for the final leg of the project. Strong generations still needed product correction, edge repair, texture cleanup, compositional surgery, artifact removal, harmonization, selective color work, and upscaling. The last stretch was manual because current models still break in small but important ways. This is the most important operational truth from the project: at this complexity level, if the goal is a polished retail asset, there is currently no way around careful human finishing.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0c41638ea80d\",\"_type\":\"block\",\"children\":[{\"_key\":\"cab8e3d8f1bb\",\"_type\":\"span\",\"marks\":[],\"text\":\"We worked non-destructively in layers and often combined the best elements from multiple generations into a single master file. If an object needed a full replacement, we could isolate the area, use Photoshopâs Generative Fill with a reference product shot, and manually blend the result back into the scene. In other cases, Flora or Nano Banana Pro could be used as a more natural-language correction layer to resize, re-texture, or re-ground a problem object. A final grain pass helped unify the polished composite and soften the âover-cleanâ digital look.\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"179313e27c44\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\":\"tall\",\"caption\":\"From one environment to many shots. When an environment is created, you can move the camera angle around as if you were on a photo studio set.\",\"media\":[{\"key\":\"5d5018c220af\",\"type\":\"imageAsset\",\"autoplay\":true,\"image\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/97aefe344135904996e4a51a80b27429f62cdf94-1200x797.gif\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/97aefe344135904996e4a51a80b27429f62cdf94-1200x797.gif\",\"assetKey\":\"image-97aefe344135904996e4a51a80b27429f62cdf94-1200x797-gif\",\"width\":1200,\"height\":797,\"aspectRatio\":1.5056461731493098,\"alt\":\"\",\"assetId\":\"image-97aefe344135904996e4a51a80b27429f62cdf94-1200x797-gif\",\"blurHash\":\"VJI4@VIUE1-pDi~qt7RPR*Rj9FxuWCNGxuMdRjxut7t7\",\"palette\":{\"background\":\"#56312d\"}}}]},{\"key\":\"2011e24548ea\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"5. Alternate angles and video assets\",\"Once a hero image was sufficiently locked, we used it as the basis for alternate-angle contact sheets. From those, we selected three to five additional views for review and refinement. Rather than relying on a single camera-move edit, we generated 2x2 contact sheets from the approved hero and explicitly restated styling props and room details so the model would not forget them in the alternate views. That let one approved world stretch across formats instead of stopping at a single still.\",\"From those contact sheets, we extracted successful quadrants back into full stills instead of simply cropping and upscaling by hand. When needed, final stills were pushed through a separate upscale workflow to preserve detail while avoiding the mushiness that comes from enlarging weak generations.\"],\"portableText\":[{\"_key\":\"0df45385b016\",\"_type\":\"block\",\"children\":[{\"_key\":\"08e4123de5bd\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"5. Alternate angles and video assets\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d98c2c3cf9c7\",\"_type\":\"block\",\"children\":[{\"_key\":\"957cbcb6c1d2\",\"_type\":\"span\",\"marks\":[],\"text\":\"Once a hero image was sufficiently locked, we used it as the basis for alternate-angle contact sheets. From those, we selected three to five additional views for review and refinement. Rather than relying on a single camera-move edit, we generated 2x2 contact sheets from the approved hero and explicitly restated styling props and room details so the model would not forget them in the alternate views. That let one approved world stretch across formats instead of stopping at a single still.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b35f57cc4c78\",\"_type\":\"block\",\"children\":[{\"_key\":\"5be8cc9df641\",\"_type\":\"span\",\"marks\":[],\"text\":\"From those contact sheets, we extracted successful quadrants back into full stills instead of simply cropping and upscaling by hand. When needed, final stills were pushed through a separate upscale workflow to preserve detail while avoiding the mushiness that comes from enlarging weak generations.\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"19935d88188e\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\"
109:\"tall\",\"caption\":\"Note: the camera movement is less smooth here because we had to compress this down to a 20mb gif - the actual videos are quite stunning.\",\"media\":[{\"key\":\"1fec400a0cf4\",\"type\":\"imageAsset\",\"autoplay\":true,\"image\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/344e0abf4d42f6e867a5c3db027ceafdd8db1cb0-480x853.gif\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/344e0abf4d42f6e867a5c3db027ceafdd8db1cb0-480x853.gif\",\"assetKey\":\"image-344e0abf4d42f6e867a5c3db027ceafdd8db1cb0-480x853-gif\",\"width\":480,\"height\":853,\"aspectRatio\":0.5627198124267292,\"alt\":\"\",\"assetId\":\"image-344e0abf4d42f6e867a5c3db027ceafdd8db1cb0-480x853-gif\",\"blurHash\":\"cQHUwk4n4n_NIUaKMyxuR+IAtR%2M{xaxu\",\"palette\":{\"background\":\"#423e2a\"}}}]},{\"key\":\"0f6b98a14a2d\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"6. Final assets\",\"After the alt angles were landed, we went back to Photoshop to finalize the assets and export high resolution versions. This pass was a last check on color, harmony, and alignment across all project assets.\",\"Final approved stills were then cropped into verticals for social and motion workflows and extended into short video clips through Flora using Veo 3.1 Ingredients. The video workflow used three clean 9:16 crops from the same still so the model could interpolate a slow, believable editorial pan rather than invent an entirely new shot. The best results came from long, gentle moves, repeated iterations, and removing the modelâs scratch audio before final edit.\",\"These videos along with final images for each hero and alternative angles were delivered to the client.\"],\"portableText\":[{\"_key\":\"493e7b697fd3\",\"_type\":\"block\",\"children\":[{\"_key\":\"96bda5f0f63f\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"6. Final assets\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"410b39c92a82\",\"_type\":\"block\",\"children\":[{\"_key\":\"b21eae6474d8\",\"_type\":\"span\",\"marks\":[],\"text\":\"After the alt angles were landed, we went back to Photoshop to finalize the assets and export high resolution versions. This pass was a last check on color, harmony, and alignment across all project assets.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a44551cd2311\",\"_type\":\"block\",\"children\":[{\"_key\":\"5e3be6fc242b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Final approved stills were then cropped into verticals for social and motion workflows and extended into short video clips through Flora using Veo 3.1 Ingredients. The video workflow used three clean 9:16 crops from the same still so the model could interpolate a slow, believable editorial pan rather than invent an entirely new shot. The best results came from long, gentle moves, repeated iterations, and removing the modelâs scratch audio before final edit.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"17f1b57e0549\",\"_type\":\"block\",\"children\":[{\"_key\":\"6288a68f5a8e\",\"_type\":\"span\",\"marks\":[],\"text\":\"These videos along with final images for each hero and alternative angles were delivered to the client.\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"27201b570b3c\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"The Results\",\"The images worked. More importantly, we found a workflow that worked.\"],\"portableText\":[{\"_key\":\"8e027e1edc1e\",\"_type\":\"block\",\"children\":[{\"_key\":\"2127121cd14a\",\"_type\":\"span\",\"marks\":[],\"text\":\"The Results\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"82d349d8a52a\",\"_type\":\"block\",\"children\":[{\"_key\":\"bc2e3c6a5627\",\"_type\":\"span\",\"marks\":[],\"text\":\"The images worked. More importantly, we found a workflow that worked.\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"03fa1e732642\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\":\"tall\",\"caption\":\"I'd live in this generative apt any day with the cute dog, thank you very much.\",\"media\":[{\"key\":\"98f58b8ddf11\",\"type\":\"imageAsset\",\"autoplay\":true,\"image\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/caa7090c4
1090e0b54b4ee52f97cfbb6b63943575db-1000x671.png\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/caa7090c40e0b54b4ee52f97cfbb6b63943575db-1000x671.png\",\"assetKey\":\"image-caa7090c40e0b54b4ee52f97cfbb6b63943575db-1000x671-png\",\"width\":1000,\"height\":671,\"aspectRatio\":1.4903129657228018,\"alt\":\"\",\"assetId\":\"image-caa7090c40e0b54b4ee52f97cfbb6b63943575db-1000x671-png\",\"blurHash\":\"VOIW$HslT0M{xa~AofWYs:ae58M|axWBoz4;j]s.oeRk\",\"palette\":{\"background\":\"#a67154\"}}}]},{\"key\":\"13ba01a3c894\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"We produced high-density furniture scenes that would have been difficult to achieve within the same budget and timeline through a traditional shoot. The value was not just lower cost. It was the combination of range, speed, and extensibility: once a world and hero composition were established, we could keep pushing the system into alternates, crops, and motion instead of starting over each time.\",\"The process was not frictionless, and we do not want to pretend otherwise. We pushed many images as far as we could, but there was still a stopping point where additional perfection would have required disproportionate effort. That is part of the honest read on the current state of the tools. Even so, the client was happy with most of the final assets, and the project gave us a much sharper understanding of where the pipeline holds and where it needs reinforcement.\",\"The most important result was not any single frame. It was proving that generative production can operate inside a traditional retail approval structure when it is handled rigorously. The unlock was not âAI replaces the shoot.â The unlock was âAI becomes a new production layerâ for scenarios where building every asset physically would be too slow, too expensive, or too rigid.\"],\"portableText\":[{\"_key\":\"61bc2fe7d049\",\"_type\":\"block\",\"children\":[{\"_key\":\"0cf0d9c67f9a\",\"_type\":\"span\",\"marks\":[],\"text\":\"We produced high-density furniture scenes that would have been difficult to achieve within the same budget and timeline through a traditional shoot. The value was not just lower cost. It was the combination of range, speed, and extensibility: once a world and hero composition were established, we could keep pushing the system into alternates, crops, and motion instead of starting over each time.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9dd921f05acc\",\"_type\":\"block\",\"children\":[{\"_key\":\"40734a7ee1cb\",\"_type\":\"span\",\"marks\":[],\"text\":\"The process was not frictionless, and we do not want to pretend otherwise. We pushed many images as far as we could, but there was still a stopping point where additional perfection would have required disproportionate effort. That is part of the honest read on the current state of the tools. Even so, the client was happy with most of the final assets, and the project gave us a much sharper understanding of where the pipeline holds and where it needs reinforcement.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5e9682f7817c\",\"_type\":\"block\",\"children\":[{\"_key\":\"3b6d5df1d623\",\"_type\":\"span\",\"marks\":[],\"text\":\"The most important result was not any single frame. It was proving that generative production can operate inside a traditional retail approval structure when it is handled rigorously. The unlock was not âAI replaces the shoot.â The unlock was âAI becomes a new production layerâ for scenarios where building every asset physically would be too slow, too expensive, or too rigid.\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"2f0b9c0815dc\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"Tools We Used\",\"Throughout the project, we used a combination of tools from various vendors. In addition to the below tools we landed on, we explored and evaluated dozens of alternatives throughout the project.\"],\"portableText\":[{\"_key\":\"c9ae12f0ef92\",\"_type\":\"block\",\"children\":[{\"_key\":\"c1bc8a6d9b40\",\"_type\":\"span\",\"marks\":[],\"text\":\"Tools We Used\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"940c7e5fa9a3\",\"_type\":\"block\",\"children\":[{\"_key\":\"1a492d6624d8\",\"_type\":\"span\",\"marks\":[],\"text\":\"Throughout the project, we used a combination of tools from various vend
109ors. In addition to the below tools we landed on, we explored and evaluated dozens of alternatives throughout the project.\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"0cbe61fb6af5\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\":\"tall\",\"caption\":\"A screen recording of our flow in Flora, the node-based generative workplace tool.\",\"media\":[{\"key\":\"032841e864b8\",\"type\":\"imageAsset\",\"autoplay\":true,\"image\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/0e0482806357390b486cd87cb618a1c642d93124-720x426.gif\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/0e0482806357390b486cd87cb618a1c642d93124-720x426.gif\",\"assetKey\":\"image-0e0482806357390b486cd87cb618a1c642d93124-720x426-gif\",\"width\":720,\"height\":426,\"aspectRatio\":1.6901408450704225,\"alt\":\"\",\"assetId\":\"image-0e0482806357390b486cd87cb618a1c642d93124-720x426-gif\",\"blurHash\":\"MCCs220f00~VkW%LRkNHxaWC01-o^*E2oL\",\"palette\":{\"background\":\"#a2856c\"}}}]},{\"key\":\"6bb55238894d\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"Flora\",\"@floraai was the main scene-generation and orchestration layer. We used it to build hero scenes with furniture in context, create alternate angles from approved compositions, test edits and tweaks, and generate motion from locked stills. GPT 5.4 text nodes inside Flora were especially useful for turning a stack of room and product references into structured JSON prompts rather than relying on loose natural-language prompting alone.\",\"Photoshop\",\"Photoshop was the precision layer. We used it for image correction, compositing adjustments, color harmonization, detail repair, spatial cleanup, upscale workflows, and final export preparation. If Flora gave us the world, Photoshop made the image hold together under scrutiny.\",\"Gen AI Models\",\"Nano Banana Pro was the primary still-image model for hero scenes and contact-sheet extraction. We used it when we needed the model to reason through room composition, product grounding, shadows, and multi-object physics all at once.\",\"Nano Banana 2 was useful as a faster support model, especially when text rendering needed to hold more cleanly than the hero model could manage on its own. It was particularly helpful for problem areas like book spines, framed art, or other small text-bearing details.\",\"Veo 3.1 was the motion extension model. We used Ingredients mode inside Flora to interpolate between cleaned vertical crops and turn a locked still world into a slow editorial pan for social video.\",\"Note: ChatGPT's Image 2.0 is very helpful for last-mile text based accuracy. But, using node-based workflow tools is still highly recommended overall for production grade version-controlling.\"],\"portableText\":[{\"_key\":\"f6ddb63aed02\",\"_type\":\"block\",\"children\":[{\"_key\":\"72748e83a561\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Flora\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7903c879623f\",\"_type\":\"block\",\"children\":[{\"_key\":\"a1901dbaa4b1\",\"_type\":\"span\",\"marks\":[\"cd6f153a89dc\"],\"text\":\"@floraai\"},{\"_key\":\"9486eb20514c\",\"_type\":\"span\",\"marks\":[],\"text\":\" was the main scene-generation and orchestration layer. We used it to build hero scenes with furniture in context, create alternate angles from approved compositions, test edits and tweaks, and generate motion from locked stills. GPT 5.4 text nodes inside Flora were especially useful for turning a stack of room and product references into structured JSON prompts rather than relying on loose natural-language prompting alone.\"}],\"markDefs\":[{\"_key\":\"cd6f153a89dc\",\"_type\":\"link\",\"href\":\"https://x.com/@floraai\"}],\"style\":\"normal\"},{\"_key\":\"bb2e7d0d37d7\",\"_type\":\"block\",\"children\":[{\"_key\":\"85d1ca40e624\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Photoshop\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8e12103f334e\",\"_type\":\"block\",\"children\":[{\"_key\":\"d0d5f9f179e7\",\"_type\":\"span\",\"marks\":[],\"text\":\"Photoshop was the precision layer. We used it for image correction, compositing adjustments, color harmonization, detail repair, spatial cleanup, upscale workflows, and final export preparation. If Flora gave us the world, Photoshop made the image hold together under scrutiny.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"dd11c31fd4f4\",\"_type\":\"block\",\"children\":[{\"_key\":\"e3351106a8a1\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Gen AI Models\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9c05c8bee5f5\",\"_type\":\"block\",\"children\":[{\"_key\":\"88c2b296da4e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Nano Banana Pro was the primary still-image model for hero scenes and contact-sheet extraction. We used it when we needed the model to reason through room composition, product grounding, shadows, and multi-object physics all at once.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5171330090e1\",\"_type\":\"block\",\"children\":[{\"_key\":\"1ef839784e50\",\"_type\":\"span\",\"marks\":[],\"text\":\"Nano Banana 2 was useful as a faster support model, especially when text rendering needed to hold more cleanly than the hero model could manage on its own. It was particularly helpful for problem areas like book spines, framed art, or other small text-bearing details.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a5d49ea928db\",\"_type\":\"block\",\"children\":[{\"_key\":\"d784bb290d68\",\"_type\":\"span\",\"marks\":[],\"text\":\"Veo 3.1 was the motion extension model. We used Ingredients mode inside Flora to interpolate between cleaned vertical crops and turn a locked still world into a slow editorial pan for social video.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"687e217add36\",\"_type\":\"block\",\"children\":[{\"_key\":\"bba40356460c\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"Note: ChatGPT's Image 2.0 is very helpful for last-mile text based accuracy. But, using node-based workflow tools is still highly recommended overall for production grade version-controlling.\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"b4a4883567ed\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"Prompts \u0026 Techniques\",\"One of the most useful parts of the workflow was moving away from loose natural-language prompting and toward structured prompting. We built a JSON-based prompt system inside Flora that let us define scenes more consistently and swap product sets more systematically. That gave us a more controllable way to manage room logic, camera behavior, styling constraints, and product insertion.\"],\"portableText\":[{\"_key\":\"9baab0c85b91\",\"_type\":\"block\",\"children\":[{\"_key\":\"47af55318df3\",\"_type\":\"span\",\"marks\":[],\"text\":\"Prompts \u0026 Techniques\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"76979932a189\",\"_type\":\"block\",\"children\":[{\"_key\":\"57e9ef059fc1\",\"_type\":\"span\",\"marks\":[],\"text\":\"One of the most useful parts of the workflow was moving away from loose natural-language prompting and toward structured prompting. We built a JSON-based prompt system inside Flora that let us define scenes more consistently and swap product sets more systematically. That gave us a more controllable way to manage room logic, camera behavior, styling constraints, and product insertion.\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"1143c7f83930\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\"
109:\"tall\",\"caption\":\"Another Flora flow through\",\"media\":[{\"key\":\"bc4ed1f5132a\",\"type\":\"imageAsset\",\"autoplay\":true,\"image\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/ca72d269508602a2b1ac7a74f2d5814b6a993e4b-720x426.gif\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/ca72d269508602a2b1ac7a74f2d5814b6a993e4b-720x426.gif\",\"assetKey\":\"image-ca72d269508602a2b1ac7a74f2d5814b6a993e4b-720x426-gif\",\"width\":720,\"height\":426,\"aspectRatio\":1.6901408450704225,\"alt\":\"\",\"assetId\":\"image-ca72d269508602a2b1ac7a74f2d5814b6a993e4b-720x426-gif\",\"blurHash\":\"M15q^cD*4o8{01~qM{RPofIU00WB?b?b^+\",\"palette\":{\"background\":\"#9b6861\"}}}]},{\"key\":\"14968e18dada\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"The exact schema changed over time, but the structure usually captured the same core ideas: what Image 1 represented, how the camera should behave, which products had to appear where, which props had to persist across angles, and what kind of image we were asking the model to return.\",\"Example prompt structure:\"],\"portableText\":[{\"_key\":\"1ce4307e270f\",\"_type\":\"block\",\"children\":[{\"_key\":\"d8dc7ebefda6\",\"_type\":\"span\",\"marks\":[],\"text\":\"The exact schema changed over time, but the structure usually captured the same core ideas: what Image 1 represented, how the camera should behave, which products had to appear where, which props had to persist across angles, and what kind of image we were asking the model to return.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"93f654431462\",\"_type\":\"block\",\"children\":[{\"_key\":\"f295b9990793\",\"_type\":\"span\",\"marks\":[],\"text\":\"Example prompt structure:\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"18aaf666d3d0\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"Exact prompt structure:\"],\"portableText\":[{\"_key\":\"917b319a5688\",\"_type\":\"block\",\"children\":[{\"_key\":\"fa648061d11c\",\"_type\":\"span\",\"marks\":[],\"text\":\"Exact prompt structure:\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"e39afb51b353\",\"type\":\"code\",\"language\":\"json\",\"filename\":\"\",\"caption\":\"\",\"code\":\"$2f\",\"html\":\"$30\"},{\"key\":\"ad8b1bd613a9\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"A few techniques mattered repeatedly:\",\"Approving environments before loading them with products.\",\"Treating hero images as systems to be stabilized, not lucky outputs to be accepted.\",\"Using an âall at onceâ hero method so the model solved lighting and physics globally.\",\"Using Nano Banana Pro for complex room logic and Nano Banana 2 when text fidelity mattered more.\",\"Using contact-sheet generations to explore alternate angles after composition lock.\",\"Extracting successful alternate panels into full stills instead of manually cropping weak source images.\",\"Separating exploration from finishing so the team could move quickly early and precisely late.\",\"Accepting that the final 10â20% often lives outside the model.\",\"This is also where human judgment remained non-negotiable. The job was not primarily to have better âtasteâ than the model. The job was to notice failures: warped geometry, false joins, inconsistent materials, incorrect product identity, broken scale relationships, and lighting that looked plausible globally but wrong locally. Precision, not just aesthetics, was the differentiator.\"],\"portableText\":[{\"_key\":\"eb725d6da928\",\"_type\":\"block\",\"children\":[{\"_key\":\"45909c59c596\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"A few techniques mattered repeatedly:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"92ffc1e909a3\",\"_type\":\"block\",\"children\":[{\"_key\":\"b60dd64e5290\",\"_type\":\"span\",\"marks\":[],\"text\":\"Approving environments before loading them with products.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"09aec139c252\",\"_type\":\"block\",\"children\":[{\"_key\":\"150edc39d70c\",\"_type\":\"span\",\"marks\":[],\"text\":\"Treating hero images as systems to be stabilized, not lucky outputs to be accepted.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b56e2b72703c\",\"_type\":\"block\",\"children\":[{\"_key\":\"a7b4dc548aae\",\"_type\":\"span\",\"marks\":[],\"text\":\"Using an âall at onceâ hero method so the model solved lighting and physics globally.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"08a4f110a31d\",\"_type\":\"block\",\"children\":[{\"_key\":\"40a29a0c3ea4\",\"_type\":\"span\",\"marks\":[],\"text\":\"Using Nano Banana Pro for c
109omplex room logic and Nano Banana 2 when text fidelity mattered more.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7aa855a6c522\",\"_type\":\"block\",\"children\":[{\"_key\":\"65e0319a6985\",\"_type\":\"span\",\"marks\":[],\"text\":\"Using contact-sheet generations to explore alternate angles after composition lock.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f0e5c6e618b1\",\"_type\":\"block\",\"children\":[{\"_key\":\"9b8c22ba51ef\",\"_type\":\"span\",\"marks\":[],\"text\":\"Extracting successful alternate panels into full stills instead of manually cropping weak source images.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"334ca65ef331\",\"_type\":\"block\",\"children\":[{\"_key\":\"734259b79d27\",\"_type\":\"span\",\"marks\":[],\"text\":\"Separating exploration from finishing so the team could move quickly early and precisely late.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"733001a19eac\",\"_type\":\"block\",\"children\":[{\"_key\":\"c819713dd6ca\",\"_type\":\"span\",\"marks\":[],\"text\":\"Accepting that the final 10â20% often lives outside the model.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6a6d484de586\",\"_type\":\"block\",\"children\":[{\"_key\":\"51179ebc1d5d\",\"_type\":\"span\",\"marks\":[],\"text\":\"This is also where human judgment remained non-negotiable. The job was not primarily to have better âtasteâ than the model. The job was to notice failures: warped geometry, false joins, inconsistent materials, incorrect product identity, broken scale relationships, and lighting that looked plausible globally but wrong locally. Precision, not just aesthetics, was the differentiator.\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"b05f4c97e264\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"Whatâs Next\"],\"portableText\":[{\"_key\":\"b9b5f8100912\",\"_type\":\"block\",\"children\":[{\"_key\":\"727ac0237898\",\"_type\":\"span\",\"marks\":[],\"text\":\"Whatâs Next\"}],\"markDefs\":[],\"style\":\"h2\"}]},{\"key\":\"b0b02bcc4585\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\":\"tall\",\"caption\":\"Beautiful lighting and depth of field, indoor, and out.\",\"media\":[{\"key\":\"258266ebd9b5\",\"type\":\"imageAsset\",\"autoplay\":true,\"image\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/e365f1a0ff4ea57df632532b476e6c80dde5aabf-1000x671.png\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/e365f1a0ff4ea57df632532b476e6c80dde5aabf-1000x671.png\",\"assetKey\":\"image-e365f1a0ff4ea57df632532b476e6c80dde5aabf-1000x671-png\",\"width\":1000,\"height\":671,\"aspectRatio\":1.4903129657228018,\"alt\":\"\",\"assetId\":\"image-e365f1a0ff4ea57df632532b476e6c80dde5aabf-1000x671-png\",\"blurHash\":\"VCJtn^kV4:WA4U~qE1aLxaa000-;NGoJ%gD%E1s:%2%M\",\"palette\":{\"background\":\"#8d776d\"}}}]},{\"key\":\"761a3d1269d7\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"The tool landscape is moving fast, and several pain points from this project are already improving. Expanded context windows, better spatial reasoning, sharper native resolution, and stronger object persistence should all make this workflow materially better over time.\",\"But better models alone are not the full story. The next wave of improvement is also about inputs and control. We can make future runs stronger by normalizing product photography, gathering more angles per product, enforcing more consistent sizing and scale references, and tightening how assets are prepared before generation begins.\",\"We also see a clear path toward hybrid workflows that combine generative models with lightweight 3D scaffolding. A low-resolution 3D environment could help lock camera, composition, layout, and scale before a model renders the scene. Product-aligned 3D or multi-angle references could also improve alternate-angle generation and reduce drift. In other words: the future is not pure prompting. It is better systems.\",\"For Little Plains, that is the main takeaway. This project was less about making one set of images and more about stress-testing a new production method. It showed where generative tools are already useful, where they still break, and how a disciplined pipeline can bridge that gap today.\"],\"portableText\":[{\"_key\":\"7396c2a78912\",\"_type\":\"block\",\"children\":[{\"_key\":\"6c5428bfece1\",\"_type\":\"span\",\"marks\":[],\"text\":\"The tool landscape is moving fast, and several pain points from this project are already improving. Expanded context windows, better spatial reasoning, sharper native resolution, and stronger object persistence should all make this workflow materially better over time.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9db4a341182f\",\"_type\":\"block\",\"children\":[{\"_key\":\"84a3e8082be8\",\"_type\":\"span\",\"marks\":[],\"text\":\"But better models alone are not the full story. The next wave of improvement is also about inputs and control. We can make future runs stronger by normalizing product photography, gathering more angles per product, enforcing more consistent sizing and scale references, and tightening how assets are prepared before generation begins.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"290932d519b4\",\"_type\":\"block\",\"children\":[{\"_key\":\"7e933fd06acd\",\"_type\":\"span\",\"marks\":[],\"text\":\"We also see a clear path toward hybrid workflows that combine generative models with lightweight 3D scaffolding. A low-resolution 3D environment c
109ould help lock camera, composition, layout, and scale before a model renders the scene. Product-aligned 3D or multi-angle references could also improve alternate-angle generation and reduce drift. In other words: the future is not pure prompting. It is better systems.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ebd6eac05baf\",\"_type\":\"block\",\"children\":[{\"_key\":\"45add3b49263\",\"_type\":\"span\",\"marks\":[],\"text\":\"For Little Plains, that is the main takeaway. This project was less about making one set of images and more about stress-testing a new production method. It showed where generative tools are already useful, where they still break, and how a disciplined pipeline can bridge that gap today.\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"c3821f935237\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\":\"tall\",\"caption\":\"Thought this top down view was a beautiful image to end on!\",\"media\":[{\"key\":\"9bfa2114a252\",\"type\":\"imageAsset\",\"autoplay\":true,\"image\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/702f9af9e5da73d9a6d38c41cdb8bb73789f00cf-1000x671.png\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/702f9af9e5da73d9a6d38c41cdb8bb73789f00cf-1000x671.png\",\"assetKey\":\"image-702f9af9e5da73d9a6d38c41cdb8bb73789f00cf-1000x671-png\",\"width\":1000,\"height\":671,\"aspectRatio\":1.4903129657228018,\"alt\":\"\",\"assetId\":\"image-702f9af9e5da73d9a6d38c41cdb8bb73789f00cf-1000x671-png\",\"blurHash\":\"VQHxEFt5OZV@RQ_NofxHjZM{%2oMNGkCt7WCM{WBt7WX\",\"palette\":{\"background\":\"#925e58\"}}}]},{\"key\":\"8da2d493c1c0\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"Thank you,\",\"Emmett \u0026 Rusty @ Little Plains\"],\"portableText\":[{\"_key\":\"51f048dce1d4\",\"_type\":\"block\",\"children\":[{\"_key\":\"f2384f02a152\",\"_type\":\"span\",\"marks\":[],\"text\":\"Thank you, \"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d97631e1e37f\",\"_type\":\"block\",\"children\":[{\"_key\":\"f2384f02a152\",\"_type\":\"span\",\"marks\":[],\"text\":\"Emmett \u0026 Rusty @ Little Plains\"}],\"markDefs\":[],\"style\":\"normal\"}]}]},{\"contentType\":\"writing\",\"id\":\"795c13d4-0432-4d9f-9574-76619e896937\",\"title\":\"Article IV\",\"slug\":\"a-new-tomorrow-today\",\"hide\":false,\"hideFromSitemap\":false,\"updatedAt\":\"2026-08-19T01:26:27Z\",\"orderRank\":\"0|100044:\",\"blurb\":\"How cheap, fast, and good stopped being a tradeoff â and what that means for the way creative studios have to work now.\",\"roles\":[],\"industries\":[],\"tags\":[],\"descriptionParagraphs\":[],\"descriptionPortableText\":[],\"seoTitle\":\"Little Plains | A New Tomorrow, Today\",\"seoDescription\":\"How cheap, fast, and good stopped being a tradeoff â and what that means for the way creative studios have to work now.\",\"openGraphTitle\":\"Little Plains | A New Tomorrow, Today\",\"openGraphDescription\":\"How cheap, fast, and good stopped being a tradeoff â and what that means for the way creative studios have to work now.\",\"openGraphImage\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/22a32edb243dbcc51bcbb4043d742ec27900c6d2-2400x1260.png\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/22a32edb243dbcc51bcbb4043d742ec27900c6d2-2400x1260.png\",\"assetKey\":\"image-22a32edb243dbcc51bcbb4043d742ec27900c6d2-2400x1260-png\",\"width\":2400,\"height\":1260,\"aspectRatio\":1.9047619047619047,\"alt\":\"Article IV\",\"assetId\":\"image-22a32edb243dbcc51bcbb4043d742ec27900c6d2-2400x1260-png\"},\"twitterTitle\":\"Little Plains | A New Tomorrow, Today\",\"twitterDescription\":\"How cheap, fast, and good stopped being a tradeoff â and what that means for the way creative studios have to work now.\",\"twitterImage\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/22a32edb243dbcc51bcbb4043d742ec27900c6d2-2400x1260.png\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/22a32edb243dbcc51bcbb4043d742ec27900c6d2-2400x1260.png\",\"assetKey\":\"image-22a32edb243dbcc51bcbb4043d742ec27900c6d2-2400x1260-png\",\"width\":2400,\"height\"
109:1260,\"aspectRatio\":1.9047619047619047,\"alt\":\"Article IV\",\"assetId\":\"image-22a32edb243dbcc51bcbb4043d742ec27900c6d2-2400x1260-png\"},\"thumbnail\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/82c48b8938b9e58c84a03035d264d0fd6fff8f4f-4000x5000.png\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/82c48b8938b9e58c84a03035d264d0fd6fff8f4f-4000x5000.png\",\"assetKey\":\"image-82c48b8938b9e58c84a03035d264d0fd6fff8f4f-4000x5000-png\",\"width\":4000,\"height\":5000,\"aspectRatio\":0.8,\"alt\":\"Article IV\",\"assetId\":\"image-82c48b8938b9e58c84a03035d264d0fd6fff8f4f-4000x5000-png\",\"blurHash\":\"d9SidA-:_4%M%Mj[ayay~qj[9Gj[%MayofofE4ay%2j[\",\"palette\":{\"background\":\"#fcf4ec\"}},\"desktopHero\":\"$undefined\",\"mobileHero\":\"$undefined\",\"desktopFooter\":\"$undefined\",\"mobileFooter\":\"$undefined\",\"credits\":[],\"blocks\":[{\"key\":\"43a722b46c2d\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"Iâve spent my career helping launch and grow early-stage startups, first at Gin Lane, then Pattern, and now Little Plains. This summer brought more change in digital branding, product design, and marketing than Iâve ever seen. Timelines are shorter. Budgets are tighter. Expectations for quality have only gone up.\",\"A year ago, if someone asked for âcheap, fast, and good,â youâd tell them to pick two. Today, with the right mix of tools and talent, all three are possible, and that shift has now reached client expectations.\"],\"portableText\":[{\"_key\":\"a77affe89dba\",\"_type\":\"block\",\"children\":[{\"_key\":\"14ea8f234c71\",\"_type\":\"span\",\"marks\":[],\"text\":\"Iâve spent my career helping launch and grow early-stage startups, first at Gin Lane, then Pattern, and now \"},{\"_key\":\"1c0e73e07edc\",\"_type\":\"span\",\"marks\":[\"913f048978ef\"],\"text\":\"Little Plains\"},{\"_key\":\"8fb60a7270b9\",\"_type\":\"span\",\"marks\":[],\"text\":\". This summer brought more change in digital branding, product design, and marketing than Iâve ever seen. Timelines are shorter. Budgets are tighter. Expectations for quality have only gone up.\"}],\"markDefs\":[{\"_key\":\"913f048978ef\",\"_type\":\"link\",\"href\":\"http://www.littleplains.co\"}],\"style\":\"normal\"},{\"_key\":\"bd7fe27e1d69\",\"_type\":\"block\",\"children\":[{\"_key\":\"fe92964b94c1\",\"_type\":\"span\",\"marks\":[],\"text\":\"A year ago, if someone asked for âcheap, fast, and good,â youâd tell them to pick two. Today, with the right mix of tools and talent, all three are possible, and that shift has now reached client expectations.\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"14251710bd0f\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\":\"tall\",\"caption\":\"For decades, the rule was simple: you could only ever pick two.\",\"media\":[{\"key\":\"0f46c2a359b2\",\"type\":\"imageAsset\",\"autoplay\":true,\"image\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/9ff606b26d35730bc4b98679709b3ceba55a2fc2-952x832.png\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/9ff606b26d35730bc4b98679709b3ceba55a2fc2-952x832.png\",\"assetKey\":\"image-9ff606b26d35730bc4b98679709b3ceba55a2fc2-952x832-png\",\"width\":952,\"height\":832,\"aspectRatio\":1.1442307692307692,\"alt\":\"\",\"assetId\":\"image-9ff606b26d35730bc4b98679709b3ceba55a2fc2-952x832-png\",\"blurHash\":\"e9SigQ%M?b%MWB~qWB?bxuD%D%t7M{WBM{%MRj-;t7RjIUofayj[WB\",\"palette\":{\"background\":\"#878787\"}}}]},{\"key\":\"ed0571173fcf\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"Adapting Without Diluting\",\"Over the past two months, Iâve had dozens of conversations with founders who wanted the same level of quality weâre known for, but faster and at a lower price. At first, I resisted. Our work has always been high-touch, human-led, and intentionally premium. But the more I listened, the more I realized this wasnât about lowering our standards, it was about finding a way to meet the moment.\",\"The way we build brand, product, and marketing has unequivocally shifted. You can either ignore it or adapt to it. Like Porsche adding the Cayenne SUV in 2002 to meet a new market while sustaining the top-tier engineering and craftsmanship of its sports cars, we decided to build an offering for a different need without losing the high-caliber standards that define Little Plains.\"],\"portableText\":[{\"_key\":\"235e06d7269b\",\"_type\":\"block\",\"children\":[{\"_key\":\"3f4b3aadee91\",\"_type\":\"span\",\"marks\":[],\"text\":\"Adapting Without Diluting\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"2188bbf0486c\",\"_type\":\"block\",\"children\":[{\"_key\":\"31ebb12076d3\",\"_type\":\"span\",\"marks\":[],\"text\":\"Over the past two months, Iâve had dozens of conversations with founders who wanted the same level of quality weâre known for, but faster and at a lower price. At first, I resisted. Our work has always been high-touch, human-led, and intentionally premium. But the more I listened, the more I realized this wasnât about lowering our standards, it was about finding a way to meet the moment.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5c2ec1ceb824\",\"_type\":\"block\",\"children\":[{\"_key\":\"224a03bd76cf\",\"_type\":\"span\",\"marks\":[],\"text\":\"The way we build brand, product, and marketing has unequivocally shifted. You can either ignore it or adapt to it. Like Porsche adding the Cayenne SUV in 2002 to meet a new market while sustaining the top-tier engineering and craftsmanship of its sports cars, we decided to build an offering for a different need without losing the high-caliber standards that define Little Plains.\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"9c04c2aa4d5d\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\"
109:\"tall\",\"caption\":\"In 2002, Porsche introduced the Cayenne SUV to meet shifting market demand, ensuring new growth while sustaining the engineering standards of its sports cars.\",\"media\":[{\"key\":\"694abafaa2bc\",\"type\":\"imageAsset\",\"autoplay\":true,\"image\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/caa562adfca4624ae197ae10949d020877788d25-1299x731.png\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/caa562adfca4624ae197ae10949d020877788d25-1299x731.png\",\"assetKey\":\"image-caa562adfca4624ae197ae10949d020877788d25-1299x731-png\",\"width\":1299,\"height\":731,\"aspectRatio\":1.7770177838577292,\"alt\":\"\",\"assetId\":\"image-caa562adfca4624ae197ae10949d020877788d25-1299x731-png\",\"blurHash\":\"M6DurX,:00?Gaev0,?xuoKoL00tR~qaKs;\",\"palette\":{\"background\":\"#9a6145\"}}}]},{\"key\":\"bf042ab79d42\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"Sports Cars \u0026 SUVs\",\"The Human-Led Cycle is our sports car, the top of the market in engineering and craft. Itâs where we chase perfection in the same way Lexus has built a reputation for obsessive refinement, or Jiro Ono pursues the perfect piece of sushi: knowing perfection is unattainable, but waking up every day to get closer. These projects go through multiple six-week cycles, with premium positioning and extremely tight tuning, best suited for markets and launches where deep differentiation truly matters.\",\"The Generative-Led Sprint is our SUV. Our 2026 Macan, more accessible, still powerful, and influenced by the same world-class processes that make the 911 possible. Built for speed and delivering in two to six weeks, this process is best for PMF testing, brand launches, or GTM campaigns. Here, perfection isnât the goal, focused high-quality progress and rapid iteration is.\",\"Both models reflect where creative work as a whole is heading: teams that can stretch between craft and speed. Human expertise supercharged with generative tools. Asynchronous workflows punctuated by live collaboration. And processes that are as tech-forward as they are people-centered.\",\"This isnât just how we work at Little Plains, itâs the model that will define the next chapter of building brands.\",\"Weâve found that work today moves best not in long, linear timelines but in a blended rhythm. Most progress now happens asynchronously, shared through Looms, prototypes, and written context, so momentum continues and compounds. That flow is punctuated with focused live sessions, the workshops where instincts and experience matter most. Itâs an approach weâve leaned into, and one we believe will define how creative teams work going forward.\",\"At the same time, we push into new creative and generative platforms like Cursor, Vercel, Lovable, Linear, Flora, Comfy, Spline, and Framer, not as shortcuts but as extensions of craft. Expertise and taste remain the anchor; the tools amplify them. This is how teams can achieve both the precision of a sports car and the adaptability of an SUV.\"],\"portableText\":[{\"_key\":\"fd6d4e9f95da\",\"_type\":\"block\",\"children\":[{\"_key\":\"aff69a6f801f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Sports Cars \u0026 SUVs\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"e18459609b0a\",\"_type\":\"block\",\"children\":[{\"_key\":\"42c6b6474f7a\",\"_type\":\"span\",\"marks\":[],\"text\":\"The Human-Led Cycle is our sports car, the top of the market in engineering and craft. Itâs where we chase perfection in the same way Lexus has built a reputation for obsessive refinement, or Jiro Ono pursues the perfect piece of sushi: knowing perfection is unattainable, but waking up every day to get closer. These projects go through multiple six-week cycles, with premium positioning and extremely tight tuning, best suited for markets and launches where deep differentiation truly matters.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"dfd75c4ea871\",\"_type\":\"block\",\"children\":[{\"_key\":\"36feb4bf95aa\",\"_type\":\"span\",\"marks\":[],\"text\":\"The Generative-Led Sprint is our SUV. Our 2026 Macan, more accessible, still powerful, and influenced by the same world-class processes that make the 911 possible. Built for speed and delivering in two to
109six weeks, this process is best for PMF testing, brand launches, or GTM campaigns. Here, perfection isnât the goal, focused high-quality progress and rapid iteration is.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"673a01fd5adf\",\"_type\":\"block\",\"children\":[{\"_key\":\"28520886f50e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Both models reflect where creative work as a whole is heading: teams that can stretch between craft and speed. Human expertise supercharged with generative tools. Asynchronous workflows punctuated by live collaboration. And processes that are as tech-forward as they are people-centered.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"af7ae7500529\",\"_type\":\"block\",\"children\":[{\"_key\":\"ebf946847005\",\"_type\":\"span\",\"marks\":[],\"text\":\"This isnât just how we work at Little Plains, itâs the model that will define the next chapter of building brands.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a8f49292bf10\",\"_type\":\"block\",\"children\":[{\"_key\":\"9f64685fc907\",\"_type\":\"span\",\"marks\":[],\"text\":\"Weâve found that work today moves best not in long, linear timelines but in a blended rhythm. Most progress now happens asynchronously, shared through Looms, prototypes, and written context, so momentum continues and compounds. That flow is punctuated with focused live sessions, the workshops where instincts and experience matter most. Itâs an approach weâve leaned into, and one we believe will define how creative teams work going forward.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9dd7a51b7289\",\"_type\":\"block\",\"children\":[{\"_key\":\"71a31adea47a\",\"_type\":\"span\",\"marks\":[],\"text\":\"At the same time, we push into new creative and generative platforms like Cursor, Vercel, Lovable, Linear, Flora, Comfy, Spline, and Framer, not as shortcuts but as extensions of craft. Expertise and taste remain the anchor; the tools amplify them. This is how teams can achieve both the precision of a sports car and the adaptability of an SUV.\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"a31957588358\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\":\"tall\",\"caption\":\"In Jiro Dreams of Sushi, mastery is the pursuit of perfection, yielding some of the best sushi in the world\",\"media\":[{\"key\":\"0247ce46beb8\",\"type\":\"imageAsset\",\"autoplay\":true,\"image\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/357bb2da519f9aeb1ed7c32944ec702ae6e71961-2048x1365.png\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/357bb2da519f9aeb1ed7c32944ec702ae6e71961-2048x1365.png\",\"assetKey\":\"image-357bb2da519f9aeb1ed7c32944ec702ae6e71961-2048x1365-png\",\"width\":2048,\"height\":1365,\"aspectRatio\":1.5003663003663004,\"alt\":\"\",\"assetId\":\"image-357bb2da519f9aeb1ed7c32944ec702ae6e71961-2048x1365-png\",\"blurHash\":\"V9GZ~g+u1b8_U_Xn0~0,=w584.RO^i?G~V01J:0#={^k\",\"palette\":{\"background\":\"#ea831a\"}}}]},{\"key\":\"65fd24d58f83\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\":\"tall\",\"caption\":\"\",\"media\":[{\"key\":\"f36a2fd33883\",\"type\":\"imageAsset\",\"autoplay\":true,\"image\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/caf63557b2ff5c404d7bf63503358dabf9c30434-2048x1480.png\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/caf63557b2ff5c404d7bf63503358dabf9c30434-2048x1480.png\",\"assetKey\":\"image-caf63557b2ff5c404d7bf63503358dabf9c30434-2048x1480-png\",\"width\":2048,\"height\":1480,\"aspectRatio\":1.3837837837837839,\"alt\":\"\",\"assetId\":\"image-caf63557b2ff5c404d7bf63503358dabf9c30434-2048x1480-png\",\"blurHash\":\"V8RC-;$y-;?b?IRQIAi^s9aK~qDhDixaMw-pM{IAR5i_\",\"palette\":{\"background\":\"#223931\"}}}]},{\"key\":\"c9c0dac33500\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\":\"tall\",\"caption\":\"Just as Jiro refines each piece of sushi, we pursue perfection in every detail of our human-led cycle.\",\"media\":[{\"key\":\"2dcf298305ed\",\"type\":\"imageAsset\",\"autoplay\":true,\"image\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/929324864fb7eba518bf3191bb6a649e6382254b-2048x280.png\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/929324864fb7eba518bf3191bb6a649e6382254b-2048x280.png\",\"assetKey\":\"image-929324864fb7eba518bf3191bb6a649e6382254b-2048x280-png\",\"width\":2048,\"height\"
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109what enables personalization, and makes work more dynamic and sustainable across product and growth, without burning resources or teams.\",\"AI isnât just changing the process of how creative work gets done, itâs reshaping the business model for everyone. If you work at or with an early-stage company, this shift is already here. If youâre at a later-stage startup, this is tomorrow. For mature, publicly traded businesses, it will arrive sooner and hit harder than most expect.\",\"We can now launch brands in six weeks or less. We can also build and run deeper, multi-month engagements. The difference is not only in the model, but in the goals: one built for chasing perfection, the other for moving fast at a high standard.\"],\"portableText\":[{\"_key\":\"3314b4794824\",\"_type\":\"block\",\"children\":[{\"_key\":\"4946df2ad61e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Why This Matters\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"a86f2ef63344\",\"_type\":\"block\",\"children\":[{\"_key\":\"ed7df9ba2f83\",\"_type\":\"span\",\"marks\":[],\"text\":\"Creative output will become increasingly commoditized through AIâs generative capabilities in image, text design, and code. This means that the new moat in creativity is architectureâcreative direction, principles that define a brand, and the systems that guide outputs at scale. Done well, this architecture is what enables personalization, and makes work more dynamic and sustainable across product and growth, without burning resources or teams.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"21204a741ef0\",\"_type\":\"block\",\"children\":[{\"_key\":\"aa1b005accef\",\"_type\":\"span\",\"marks\":[],\"text\":\"AI isnât just changing the process of how creative work gets done, itâs reshaping the business model for everyone. If you work at or with an early-stage company, this shift is already here. If youâre at a later-stage startup, this is tomorrow. For mature, publicly traded businesses, it will arrive sooner and hit harder than most expect.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"42bf5c5ccd5b\",\"_type\":\"block\",\"children\":[{\"_key\":\"269a9867f569\",\"_type\":\"span\",\"marks\":[],\"text\":\"We can now launch brands in six weeks or less. We can also build and run deeper, multi-month engagements. The difference is not only in the model, but in the goals: one built for chasing perfection, the other for moving fast at a high standard.\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"23c0a36b7bf9\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"If this resonates, reach out at [email protected]. Weâd love to talk.\"],\"portableText\":[{\"_key\":\"66a770a566b6\",\"_type\":\"block\",\"children\":[{\"_key\":\"d9e5f2c44c84\",\"_type\":\"span\",\"marks\":[],\"text\":\"If this resonates, reach out at [email protected]. Weâd love to talk.\"}],\"markDefs\":[],\"style\":\"normal\"}]}]},{\"contentType\":\"writing\",\"id\":\"b2756c89-9af2-4136-b158-d92aefa0460c\",\"title\":\"Go Upstream\",\"slug\":\"the-html-brand-the-rise-of-input-based-outcomes\",\"hide\":false,\"hideFromSitemap\":false,\"updatedAt\":\"2026-09-14T00:45:45Z\",\"orderRank\":\"0|10003s:\",\"blurb\":\"On encoding brand strategy as agent-readable instructions, and why the magic trick at the end still needs a human.\",\"roles\":[],\"industries\":[],\"tags\":[],\"descriptionParagraphs\":[],\"descriptionPortableText\":[],\"seoTitle\":\"Little Plains | The HTML Brand: The Rise of Input-Based Outcomes\",\"seoDescription\":\"On encoding brand strategy as agent-readable instructions, and why the magic trick at the end still needs a human.\",\"openGraphTitle\":\"Little Plains | The HTML Brand: The Rise of Input-Based Outcomes\",\"openGraphDescription\":\"On encoding brand strategy as agent-readable instructions, and why the magic trick at the end still needs a human.\",\"openGraphImage\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/d8767269646455f759159224fbb7e2ed3d7085ba-2400x1260.png\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/d8767269646455f759159224fbb7e2ed3d7085ba-2400x1260.png\",\"assetKey\":\"image-d8767269646455f759159224fbb7e2ed3d7085ba-2400x1260-png\",\"width\":2400,\"height\"
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Said another way, our input is where our value lies and what helps drives the outcome, not our outputs.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"22e1ae5f3be6\",\"_type\":\"block\",\"children\":[{\"_key\":\"b492f29129bb\",\"_type\":\"span\",\"marks\":[],\"text\":\"This is pretty new for us and in part pushed by what's possible through Claude Design. The accessible UI layer and the organized files Design produces have been a pretty big breakthrough at \"},{\"_key\":\"f013fc7c22d9\",\"_type\":\"span\",\"marks\":[\"ddeacab2b541\"],\"text\":\"Little Plains\"},{\"_key\":\"fee049606218\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"ddeacab2b541\",\"_type\":\"link\",\"href\":\"https://app.notion.com/p/2eebe9a1f5f6809cb5b9e3e18f28e6f7?pvs=21\"}],\"style\":\"normal\"},{\"_key\":\"8beb09e36057\",\"_type\":\"block\",\"children\":[{\"_key\":\"a66ba3911cc7\",\"_type\":\"span\",\"marks\":[],\"text\":\"We wanted to walk through what we've been experiencing over the past few weeks with a few of the earliest stage founders we've been working with this on.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"898dfbdcfca1\",\"_type\":\"block\",\"children\":[{\"_key\":\"d36651394d16\",\"_type\":\"span\",\"marks\":[],\"text\":\"We'll also talk about where we see human creativity and original thinking (the 'magic trick') being the most valuable, and why this is increasingly what we want to be paid for.\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"7d2bedd53db6\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\"
109:\"tall\",\"caption\":\"An example of what our âdeliverablesâ have been looking like over the past few weeks.\",\"media\":[{\"key\":\"be34624b2785\",\"type\":\"imageAsset\",\"autoplay\":true,\"image\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/91ad23c0ad0c4bdbf5dbb4623e21ea3f367a6d18-2064x1758.png\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/91ad23c0ad0c4bdbf5dbb4623e21ea3f367a6d18-2064x1758.png\",\"assetKey\":\"image-91ad23c0ad0c4bdbf5dbb4623e21ea3f367a6d18-2064x1758-png\",\"width\":2064,\"height\":1758,\"aspectRatio\":1.174061433447099,\"alt\":\"\",\"assetId\":\"image-91ad23c0ad0c4bdbf5dbb4623e21ea3f367a6d18-2064x1758-png\",\"blurHash\":\"eEPQ87xu00%200~qWBM{ayRj00WBtQWBtR~qofWBkCRj00ayxuaxxt\",\"palette\":{\"background\":\"#eef3fc\"}}}]},{\"key\":\"67c31dd69d4c\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"Project Value is Moving Upstream\",\"We're in the early stages of seeing first-hand that creative work itself is changing, and the value, timeline, and pricing model along with it.\",\"A few days ago, Alex and I were at the office trying to explain this shift in how weâre working to a few friends in the industry who were visiting. To illustrate what we were grappling with, we drew a diagram on a whiteboard: a project's value on the vertical axis + project time on the horizontal.\"],\"portableText\":[{\"_key\":\"11d825238e1c\",\"_type\":\"block\",\"children\":[{\"_key\":\"c376e1eb8dbc\",\"_type\":\"span\",\"marks\":[],\"text\":\"Project Value is Moving Upstream\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"89afdcd25b38\",\"_type\":\"block\",\"children\":[{\"_key\":\"5ca52cd76d8d\",\"_type\":\"span\",\"marks\":[],\"text\":\"We're in the early stages of seeing first-hand that creative work itself is changing, and the value, timeline, and pricing model along with it.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"29d94822ff7e\",\"_type\":\"block\",\"children\":[{\"_key\":\"3538ab88f59e\",\"_type\":\"span\",\"marks\":[],\"text\":\"A few days ago, Alex and I were at the office trying to explain this shift in how weâre working to a few friends in the industry who were visiting. To illustrate what we were grappling with, we drew a diagram on a whiteboard: a project's value on the vertical axis + project time on the horizontal.\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"7676190c2a91\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\":\"tall\",\"caption\":\"A whiteboard sketch from last week showing how value is becoming more upfront and input based.\",\"media\":[{\"key\":\"5ae0563faa18\",\"type\":\"imageAsset\",\"autoplay\":true,\"image\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/89dfc811069f7c6c995480e7e8538045ba9300af-2000x1171.jpg\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/89dfc811069f7c6c995480e7e8538045ba9300af-2000x1171.jpg\",\"assetKey\":\"image-89dfc811069f7c6c995480e7e8538045ba9300af-2000x1171-jpg\",\"width\":2000,\"height\":1171,\"aspectRatio\":1.7079419299743808,\"alt\":\"\",\"assetId\":\"image-89dfc811069f7c6c995480e7e8538045ba9300af-2000x1171-jpg\",\"blurHash\":\"MGR3AxD%%3xv%M~qjZRjt7t7xaRjIUWBM{\",\"palette\":{\"background\":\"#fcf3eb\"}}}]},{\"key\":\"fb6fddd904b4\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"In traditional service engagements, value grows slow and steady as deliverables accumulate. You pay for the time, you receive the outputs, and the value builds across the engagement. Over the past few months, what we're finding looks more like a funnel laid on its side.\",\"For early-stage engagements, we're finding the highest concentration of value sits at the very start: the 0-to-1 thrust of deep research, expert synthesis, and the bold judgment calls about how to position a company as a brand. Who it's for. What it says. How it sounds. Where it lives in the market. Those judgment calls are what separates a system that holds from one that doesn't. The funnel narrows sharply from here because once the thinking is done, the outputs runs on the thinking's logic.\",\"Note: notice âmagic_trick.mdâ at the very end of the diagram. We'll come back to that.\"],\"portableText\":[{\"_key\":\"86b0e77aa8f2\",\"_type\":\"block\",\"children\":[{\"_key\":\"d7f8d6ab25be\",\"_type\":\"span\",\"marks\":[],\"text\":\"In traditional service engagements, value grows slow and steady as deliverables accumulate. You pay for the time, you receive the outputs, and the value builds across the engagement. Over the past few months, what we're finding looks more like a funnel laid on its side.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f5e7500fb052\",\"_type\":\"block\",\"children\":[{\"_key\":\"056d17290a27\",\"_type\":\"span\",\"marks\":[],\"text\":\"For early-stage engagements, we're finding the highest concentration of value sits at the very start: the 0-to-1 thrust of deep research, expert synthesis, and the bold judgment calls about how to position a company as a brand. Who it's for. What it says. How it sounds. Where it lives in the market. Those judgment calls are what separates a system that holds from one that doesn't. The funnel narrows sharply from here because once the thinking is done, the outputs runs on the thinking's logic.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"25d202bb0abc\",\"_type\":\"block\",\"children\":[{\"_key\":\"1cf74e4fad11\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"Note: notice âmagic_trick.mdâ at the very end of the diagram. We'll come back to that.\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"a7c84762469f\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"The Agency Model is Shifting\",\"For most of the history of (all?) agency work, the handoff was static. A design file, a PDF, a deck the client would reference, interpret â¦and gradually drift from as new work got built, new copy got written, and new vend
109ors and teammates got hired.\",\"In the past few decades of digital-based creative work, anyone who's encountered a Brand_Guidelines_FINAL_v3-FINAL-FINAL.pdf knows the pattern. The brand existed in the world after handoff in whatever shape the client's team could maintain.\",\"However, what we and others on the front lines of agentic creative have been shipping recently is different in form and different in intent.\"],\"portableText\":[{\"_key\":\"284566c73c52\",\"_type\":\"block\",\"children\":[{\"_key\":\"5d8f2095a230\",\"_type\":\"span\",\"marks\":[],\"text\":\"The Agency Model is Shifting\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"793560e14662\",\"_type\":\"block\",\"children\":[{\"_key\":\"d3d8a5f8e3fb\",\"_type\":\"span\",\"marks\":[],\"text\":\"For most of the history of (all?) agency work, the handoff was static. A design file, a PDF, a deck the client would reference, interpret â¦and gradually drift from as new work got built, new copy got written, and new vendors and teammates got hired.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"29fbdf2213ea\",\"_type\":\"block\",\"children\":[{\"_key\":\"186343920882\",\"_type\":\"span\",\"marks\":[],\"text\":\"In the past few decades of digital-based creative work, anyone who's encountered a \"},{\"_key\":\"fc04abb69652\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"Brand_Guidelines_FINAL_v3-FINAL-FINAL.pdf\"},{\"_key\":\"e818cc5c324a\",\"_type\":\"span\",\"marks\":[],\"text\":\" knows the pattern. The brand existed in the world after handoff in whatever shape the client's team could maintain.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4165412c6d00\",\"_type\":\"block\",\"children\":[{\"_key\":\"566332de2843\",\"_type\":\"span\",\"marks\":[],\"text\":\"However, what we and others on the front lines of agentic creative have been shipping recently is different in form and different in intent.\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"cfdb10fbb414\",\"type\":\"code\",\"language\":\"html\",\"filename\":\"\",\"caption\":\"The shape of every kit we ship now.\",\"code\":\"brand_atomic_system/\\nâââ readme.md\\nâââ magic_trick.md\\nâââ human/ â drop PDF brand guidelines here\\nâââ agent/\\n âââ verbal/\\n â âââ positioning.md\\n â âââ audience.yaml\\n â âââ messaging.md\\n â âââ differentiation.md\\n â âââ concepts.md\\n â âââ voice.md\\n âââ visual/\\n âââ colors_and_type.css\\n âââ fonts/ â 5 OTFs\\n âââ assets/ â logo + brand assets\\n âââ components/ â 11 UI primitives\\n âââ tokens/ â 25 token specimens\\n âââ motion/ â full motion system (JSON, CSS)\\n âââ artifacts/\\n âââ web/\\n âââ product/\",\"html\":\"$31\"},{\"key\":\"f5e424ce34d5\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"The /human folder contains brand guidelines in traditional format (PDFs, Figma linked docs, etc), still valuable and still core to the vast majority of teams.\",\"The /agent folder is the more interesting piece.\",\"Based on the work in the /human folder, the YAML, JSON, Markdown, HTML, CSS, and SVG files are structured so any agentic tool can read them and build from them. The brand is now encoded as instructions, not documentation, and based on our upstream judgement calls. An agent opening that folder gets a holistic system it can act on, with an embedded POV.\",\"The breakthrough of the past few months is that the kit is coherent end-to-end, not just individually retrievable.\",\"Input this âatomic systemâ into Claude Design, Code, Cursor (or many, many other tools) and the brand DNA can expand to write, design, animate, and ship a landing page, a UI surface, or a GTM campaign at a high level of quality, context, EQ, and technical specificity because the foundational thinking is embedded in the structure of the files.\",\"It's the same brand in two formats: one that humans use to understand the system, one that agents use to extend it. The breakthrough of the past month is now that packet of information for agents has a more clear higher-level unifying direction, and has the lower-level technical details to build towards it.\"],\"portableText\":[{\"_key\":\"95bbecc739f8\",\"_type\":\"block\",\"children\":[{\"_key\":\"07e673eb1398\",\"_type\":\"span\",\"marks\":[],\"text\":\"The /human folder contains brand guidelines in traditional format (PDFs, Figma linked docs, etc), still valuable and still core to the vast majority of teams.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0485ce01612b\",\"_type\":\"block\",\"children\":[{\"_key\":\"25d51f862416\",\"_type\":\"span\",\"marks\":[],\"text\":\"The /agent folder is the more interesting piece.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"55676998023a\",\"_type\":\"block\",\"children\":[{\"_key\":\"6b5e03b9395b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Based on the work in the /human folder, the YAML, JSON, Markdown, HTML, CSS, and SVG files are structured so any agentic tool can read them and build from them. The \"},{\"_key\":\"ba2bb82a3660\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"brand\"},{\"_key\":\"91bb8c9a1e6c\",\"_type\":\"span\",\"marks\":[],\"text\":\" is now encoded as instructions, not documentation, and based on our upstream judgement calls. An agent opening that folder gets a holistic system it can act on, with an embedded POV.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5bff9db47191\",\"_type\":\"block\",\"children\":[{\"_key\":\"39fc2ffcdb0a\",\"_type\":\"span\",\"marks\":[],\"text\":\"The breakthrough of the past few months is that the kit is coherent end-to-e
109nd, not just individually retrievable.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fdf2b9d14287\",\"_type\":\"block\",\"children\":[{\"_key\":\"ece200d181e2\",\"_type\":\"span\",\"marks\":[],\"text\":\"Input this âatomic systemâ into Claude Design, Code, Cursor (or many, many other tools) and the brand DNA can expand to write, design, animate, and ship a landing page, a UI surface, or a GTM campaign at a high level of quality, context, EQ, \"},{\"_key\":\"226f49be36e7\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"and technical specificity\"},{\"_key\":\"208a2bed30e6\",\"_type\":\"span\",\"marks\":[],\"text\":\" because the foundational thinking is embedded in the structure of the files.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3814a7e7cbf5\",\"_type\":\"block\",\"children\":[{\"_key\":\"dd62a04fc35a\",\"_type\":\"span\",\"marks\":[],\"text\":\"It's the same brand in two formats: one that humans use to understand the system, one that agents use to extend it. The breakthrough of the past month is now that packet of information for agents has a more clear higher-level unifying direction, and has the lower-level technical details to build towards it.\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"852736a64206\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"In Example:\"],\"portableText\":[{\"_key\":\"23f62411d340\",\"_type\":\"block\",\"children\":[{\"_key\":\"aaf0a09a4c92\",\"_type\":\"span\",\"marks\":[],\"text\":\"In Example:\"}],\"markDefs\":[],\"style\":\"h2\"}]},{\"key\":\"152f75fd8056\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\":\"tall\",\"caption\":\"The Type atomic kit open in Claude Design. Components, tokens, and artifacts organized as a living design system.\",\"media\":[{\"key\":\"6450a7fac6c6\",\"type\":\"videoAsset\",\"autoplay\":true,\"muxPlaybackId\":\"qpRDj3BXEPY97TFO01Wd025jfxNss67mv01Gs1wSXSP6Qk\"}]},{\"key\":\"fdc5758f7a44\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"We recently helped build an atomic kit for Type, a multiplayer AI workspace tool (that launched this week!). We put the final packet into Cursor and typed a single prompt: \\\"generate me an HTML landing page based on the atomic design system and strategy.\\\" The model walked through atoms, molecules, and organisms and produced a full landing page with correct fonts, working hover states, specific modules, motion that matched the spec, and CSS elements from the embedded brand guidelines. It also followed the brand positioning, strategy, tone of voice, and production copy guidelines. It was very good, and was assisted by an incredible founding team + a little magic (see next section).\"],\"portableText\":[{\"_key\":\"f7f9983a1b75\",\"_type\":\"block\",\"children\":[{\"_key\":\"795da18a99f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"We recently helped build an atomic kit for \"},{\"_key\":\"7db17b340c86\",\"_type\":\"span\",\"marks\":[\"e1dc40d002e1\",\"underline\"],\"text\":\"Type\"},{\"_key\":\"6bad4cc15072\",\"_type\":\"span\",\"marks\":[],\"text\":\", a multiplayer AI workspace tool (that launched this week!). We put the final packet into Cursor and typed a single prompt: \\\"generate me an HTML landing page based on the atomic design system and strategy.\\\" The model walked through atoms, molecules, and organisms and produced a full landing page with correct fonts, working hover states, specific modules, motion that matched the spec, and CSS elements from the embedded brand guidelines. It \"},{\"_key\":\"79d40ec6aed0\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"also \"},{\"_key\":\"26befa8523c2\",\"_type\":\"span\",\"marks\":[],\"text\":\"followed the brand positioning, strategy, tone of voice, and production copy guidelines. It was very good, and was assisted by an incredible founding team + a little magic (see next section).\"}],\"markDefs\":[{\"_key\":\"e1dc40d002e1\",\"_type\":\"link\",\"href\":\"http://www.type.com/\"}],\"style\":\"normal\"}]},{\"key\":\"02509c35c18c\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\"
109:\"tall\",\"caption\":\"A professional landing page built from the kit components.\",\"media\":[{\"key\":\"bdd4220f5d7f\",\"type\":\"videoAsset\",\"autoplay\":true,\"muxPlaybackId\":\"Uiie01l5lfx2m9v8akB5BPyoXGZyt7pwwZM02IeWjCXzs\"}]},{\"key\":\"c03d3af97247\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"The motion folder contains a JSON file specifying Type-specific easing curves and transition speeds. Asked to visualize it, Claude Design produced an interactive component you can click through and feel the motion system rather than just read about it.\"],\"portableText\":[{\"_key\":\"7aa28726e0f9\",\"_type\":\"block\",\"children\":[{\"_key\":\"13f0af41cce2\",\"_type\":\"span\",\"marks\":[],\"text\":\"The motion folder contains a JSON file specifying Type-specific easing curves and transition speeds. Asked to visualize it, Claude Design produced an interactive component you can click through and feel the motion system rather than just read about it.\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"0c75a09e2e6b\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\":\"tall\",\"caption\":\"The motion system as an interactive HTML page. Four named curves, five durations, all generated from the JSON parameters in the kit.\",\"media\":[{\"key\":\"93a296aa509c\",\"type\":\"videoAsset\",\"autoplay\":true,\"muxPlaybackId\":\"he1f00hBHVFJ4h4V02uMo8z2rpM7LcqdBe016PsDUsH5Bo\"}]},{\"key\":\"f379cc2e6e3a\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"For design or engineering-led founding teams (such as Type), the loop runs even tighter. They pulled the kit into their editor, changed a value or two, save, and weâre building instantly. Change a primary color: update one CSS variable. Change a motion curve: edit the JSON. Re-upload to Claude Design and the whole guideline regenerates against the new values. The kit is editable in code, in real time, by the people closest to the work.\"],\"portableText\":[{\"_key\":\"ec8b4995a390\",\"_type\":\"block\",\"children\":[{\"_key\":\"087fab3527a6\",\"_type\":\"span\",\"marks\":[],\"text\":\"For design or engineering-led founding teams (such as Type), the loop runs even tighter. They pulled the kit into their editor, changed a value or two, save, and weâre building instantly. Change a primary color: update one CSS variable. Change a motion curve: edit the JSON. Re-upload to Claude Design and the whole guideline regenerates against the new values. The kit is editable in code, in real time, by the people closest to the work.\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"1b7093d218cf\",\"type\":\"media\",\"aspectRatio\":\"tall\",\"height\":\"tall\",\"caption\":\"The same kit opened in Cursor with Opus 4.7. One prompt: build me an HTML landing page from the atomic kit.\",\"media\":[{\"key\":\"5320697da393\",\"type\":\"imageAsset\",\"autoplay\":true,\"image\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/c72409785fa7d493b8c22edb719ba96d57da6d36-3910x2412.png\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/c72409785fa7d493b8c22edb719ba96d57da6d36-3910x2412.png\",\"assetKey\":\"image-c72409785fa7d493b8c22edb719ba96d57da6d36-3910x2412-png\",\"width\":3910,\"height\":2412,\"aspectRatio\":1.62106135986733,\"alt\":\"\",\"assetId\":\"image-c72409785fa7d493b8c22edb719ba96d57da6d36-3910x2412-png\",\"blurHash\":\"V03]15KH8wQB4m%3nloexZjE8x$kyBbt%Ms:s:jZo1o0\",\"palette\":{\"background\":\"#2c4c44\"}}}]},{\"key\":\"028e8a382627\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\":\"tall\",\"caption\":\"The same prompt, the same kit, in Codex with GPT 5.5. A different output, useful for comparing and iterating toward the best result.\",\"media\":[{\"key\":\"d8d632593149\",\"type\":\"imageAsset\",\"autoplay\":true,\"image\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/60da22c151d02dbe4f3e758f81442a6abecb225b-3920x2408.png\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/60da22c151d02dbe4f3e758f81442a6abecb225b-3920x2408.png\",\"assetKey\":\"image-60da22c151d02dbe4f3e758f81442a6abecb225b-3920x2408
109-png\",\"width\":3920,\"height\":2408,\"aspectRatio\":1.627906976744186,\"alt\":\"\",\"assetId\":\"image-60da22c151d02dbe4f3e758f81442a6abecb225b-3920x2408-png\",\"blurHash\":\"VWQ0jo%1WAo#IUXTxFs:WrfPD%Woaen~oK~pR-RjsSay\",\"palette\":{\"background\":\"#bbd2e0\"}}}]},{\"key\":\"ca3ed5997a05\",\"type\":\"media\",\"aspectRatio\":\"tall\",\"height\":\"tall\",\"caption\":\"An interactive button component generated from the kit's motion specs. Hover states, transform values, and timing all sourced directly from the files.\",\"media\":[{\"key\":\"2e6cd5166ab7\",\"type\":\"imageAsset\",\"autoplay\":true,\"image\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/2f22c8591694e069e91df1f57242e87c10998a8a-3914x2404.png\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/2f22c8591694e069e91df1f57242e87c10998a8a-3914x2404.png\",\"assetKey\":\"image-2f22c8591694e069e91df1f57242e87c10998a8a-3914x2404-png\",\"width\":3914,\"height\":2404,\"aspectRatio\":1.6281198003327788,\"alt\":\"\",\"assetId\":\"image-2f22c8591694e069e91df1f57242e87c10998a8a-3914x2404-png\",\"blurHash\":\"VIOp.3?v~V4T9F_3R*RixtfRwaIT0L?vxu?at6kDNHWB\",\"palette\":{\"background\":\"#d8e9f5\"}}}]},{\"key\":\"58a3eda32592\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"magic_trick.md\",\"Here's why usually a one-shot prompt won't deliver what you need to ship.\",\"Everything the agentic kit typically produces is a recombination of what's put in: the positioning, the tone, the components, the motion. That's what the kit is built to do. The output will be consistent, branded, shippable. It will also gravitate toward the median of what the inputs allowed. Correctness and originality are not the same thing.\",\"Most people forget the small upturn at the end of the whiteboard diagram; the magic trick.\",\"When the execution layer is largely agentic, there's a moment near the end of an engagement when things start converging toward the middle, exactly when you need them to do the opposite. One-shotting almost never produces magical breakthroughs (sometimes I do miss the creativity of AI hallucinations).\",\"For a premium-priced studio working with founders making big bets, \\\"the median\\\" is exactly what people pay us to avoid.\",\"This is where a human has to walk back in with an idea. A real, glucose-burning, left-of-center, weird, sweaty original creative thought that couldn't have been predicted from the inputs.\",\"The kind of move that tilts the outcome: a launch film concept based on a film-noir binge from last winter, a sublime product moment thought of while on a walk, a sub-culture-winking campaign idea based on a very late night out, a radical above-the-fold showstopper inspired by a tiny art gallery stumbled into during a rainstorm in a foreign country, a piece of billboard copy that lands harder than the system would have produced on its own.\",\"We've been calling this magic_trick.md internally, and it's only half a joke.\"],\"portableText\":[{\"_key\":\"5b9a9e798cf5\",\"_type\":\"block\",\"children\":[{\"_key\":\"7f55bb67aaa7\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"magic_trick.md\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0c70e4fd3ce5\",\"_type\":\"block\",\"children\":[{\"_key\":\"5d8096f330ac\",\"_type\":\"span\",\"marks\":[],\"text\":\"Here's why usually a one-shot prompt won't deliver what you need to ship.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d1be7d1b3ee4\",\"_type\":\"block\",\"children\":[{\"_key\":\"94b4ed7aac4a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Everything the agentic kit typically produces is a recombination of what's put in: the positioning, the tone, the components, the motion. That's what the kit is built to do. The output will be consistent, branded, shippable. It will also gravitate toward the median of what the inputs allowed. Correctness and originality are not the same thing.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8b832fe05fca\",\"_type\":\"block\",\"children\":[{\"_key\":\"a1bb8614f46c\",\"_type\":\"span\",\"marks\":[],\"text\":\"Most people forget the small upturn at the end of the whiteboard diagram; the magic trick.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"da201e113371\",\"_type\":\"block\",\"children\":[{\"_key\":\"4e22882cc8f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"When the execution layer is largely agentic, there's a moment near the end of an engagement when things start converging toward the middle, exactly when you need them to do the opposite. One-shotting almost never produces magical breakthroughs (sometimes I do miss the creativity of AI hallucinations).\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ce28799a49cd\",\"_type\":\"block\",\"children\":[{\"_key\":\"29b59db1228b\",\"_type\":\"span\",\"marks\":[],\"text\":\"For a premium-priced studio working with founders making big bets, \\\"the median\\\" is exactly what people pay us to avoid.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e20b8a1a9eac\",\"_type\":\"block\",\"children\":[{\"_key\":\"0c13f51ac45a\",\"_type\":\"span\",\"marks\":[],\"text\":\"This is where a human has to walk back in with an idea. A real, glucose-burning, left-of-center, weird, sweaty original creative thought that couldn't have been predicted from the inputs.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"845a93f39ffa\",\"_type\":\"block\",\"children\":[{\"_key\":\"fc846d969cb4\",\"_type\":\"span\",\"marks\":[],\"text\":\"The kind of move that tilts the outcome: a launch film concept based on a film-noir binge from last winter, a sublime product moment thought of while on a walk, a sub-culture-winking campaign idea based on a very late night out, a radical above-the-fold showstopper inspired by a tiny art gallery stumbled into during a rainstorm in a foreign country, a piece of billboard copy that lands harder than the system would have produced on its own.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8b24281ff3f3\",\"_type\":\"block\",\"children\":[{\"_key\":\"7c772523f426\",\"_type\":\"span\",\"marks\":[],\"text\":\"We've been calling this magic_trick.md internally, and it's only half a joke.\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"260a922bd5a3\",\"type\":\"media\",\"aspectRatio\":\"tall\",\"height\"
109:\"tall\",\"caption\":\"\",\"media\":[{\"key\":\"48ca2dd4f247\",\"type\":\"imageAsset\",\"autoplay\":true,\"image\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/0810334605b3cb73dfb2bdbabafdd711bff78b4e-1188x116.png\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/0810334605b3cb73dfb2bdbabafdd711bff78b4e-1188x116.png\",\"assetKey\":\"image-0810334605b3cb73dfb2bdbabafdd711bff78b4e-1188x116-png\",\"width\":1188,\"height\":116,\"aspectRatio\":10.241379310344827,\"alt\":\"\",\"assetId\":\"image-0810334605b3cb73dfb2bdbabafdd711bff78b4e-1188x116-png\",\"blurHash\":\"425Y~@?].R.S8y\",\"palette\":{\"background\":\"#0453ca\"}}}]},{\"key\":\"39b36a7eda8f\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"Vocabularyâs Value\",\"Recently, Diplo was asked about AI. In his answer, he talked about how the best DJs in the world are often older than him because of their vocabulary; their accumulated knowledge of music.\",\"For him, his excellent vocabulary came from years of waking up at five in the morning to dig through crates of records at flea markets, going house to house searching for obscure vinyl, reading every track, knowing every bass player on every record.\",\"What makes a DJ great is those years of accumulated knowledge, and accumulating experience. Both let them know which record to pull, in which room, on which night. \\\"That's what makes us good. My gift is that I came from digging up old records.\\\"\"],\"portableText\":[{\"_key\":\"08a772aa8c5c\",\"_type\":\"block\",\"children\":[{\"_key\":\"6bb699163689\",\"_type\":\"span\",\"marks\":[],\"text\":\"Vocabularyâs Value\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"35a8a65a095d\",\"_type\":\"block\",\"children\":[{\"_key\":\"fce49e10e3d1\",\"_type\":\"span\",\"marks\":[],\"text\":\"Recently, \"},{\"_key\":\"c36ef11bf2c3\",\"_type\":\"span\",\"marks\":[\"d176862978e8\"],\"text\":\"Diplo was asked about AI.\"},{\"_key\":\"8287f37c98bd\",\"_type\":\"span\",\"marks\":[],\"text\":\" In his answer, he talked about how the best DJs in the world are often older than him because of their \"},{\"_key\":\"df32bedd9ce9\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"vocabulary\"},{\"_key\":\"4235750008fd\",\"_type\":\"span\",\"marks\":[],\"text\":\"; their accumulated knowledge of music.\"}],\"markDefs\":[{\"_key\":\"d176862978e8\",\"_type\":\"link\",\"href\":\"https://x.com/jameygannon/status/2043788602467913966?s=20\"}],\"style\":\"normal\"},{\"_key\":\"ce3144b4df53\",\"_type\":\"block\",\"children\":[{\"_key\":\"60b71788648b\",\"_type\":\"span\",\"marks\":[],\"text\":\"For him, his excellent \"},{\"_key\":\"2c31c21c9a6c\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"vocabulary\"},{\"_key\":\"8bdb0e316802\",\"_type\":\"span\",\"marks\":[],\"text\":\" came from years of waking up at five in the morning to dig through crates of records at flea markets, going house to house searching for obscure vinyl, reading every track, knowing every bass player on every record.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"682baa47aeec\",\"_type\":\"block\",\"children\":[{\"_key\":\"68b1a4289b34\",\"_type\":\"span\",\"marks\":[],\"text\":\"What makes a DJ great is those years of accumulated knowledge, and accumulating experience. Both let them know which record to pull, in which room, on which night. \\\"That's what makes us good. My gift is that I came from digging up old records.\\\"\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"e95ed0bf6f5d\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"A well-produced agentic system is the equivalent of an enormous, perfectly cross-referenced record library. Incredible in itself, and useless without understanding the energy of a crowd, the pheromones of a room, and the experience to do what no one expected and everyone remembered.\",\"If the atomic kit is the library, magic_trick.md is the set a great DJ puts together for a specific room on a specific night. Yesterday's idea is not today's idea. The winning combination for each important brand output is a well-produced agentic kit and a deep-cut magic trick of an idea.\",\"Make sure you leave room for that original thinking downstream, or you risk shipping something correct that nobody remembers.\",\"If you only have the bold idea and no system underneath it, you'll ship something memorable that won't survive past the launch announcement.\",\"System thinking and original thinking. One hand washes the other.\"],\"portableText\":[{\"_key\":\"3992c6903974\",\"_type\":\"block\",\"children\":[{\"_key\":\"bcacab62bc90\",\"_type\":\"span\",\"marks\":[],\"text\":\"A well-produced agentic system is the equivalent of an enormous, perfectly cross-referenced record library. Incredible in itself, and useless without understanding the energy of a crowd, the pheromone
109s of a room, and the experience to do what no one expected and everyone remembered.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c7a447d6d3ce\",\"_type\":\"block\",\"children\":[{\"_key\":\"002f6cd68399\",\"_type\":\"span\",\"marks\":[],\"text\":\"If the atomic kit is the library, magic_trick.md is the set a great DJ puts together for a specific room on a specific night. Yesterday's idea is not today's idea. The winning combination for each important brand output is a well-produced agentic kit \"},{\"_key\":\"96994f0c661b\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"and\"},{\"_key\":\"e054e1259c25\",\"_type\":\"span\",\"marks\":[],\"text\":\" a deep-cut magic trick of an idea.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"87949b833a35\",\"_type\":\"block\",\"children\":[{\"_key\":\"fc1f70dc9eaf\",\"_type\":\"span\",\"marks\":[],\"text\":\"Make sure you leave room for that original thinking downstream, or you risk shipping something correct that nobody remembers.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2a11e0256c21\",\"_type\":\"block\",\"children\":[{\"_key\":\"28464e99fd48\",\"_type\":\"span\",\"marks\":[],\"text\":\"If you only have the bold idea and no system underneath it, you'll ship something memorable that won't survive past the launch announcement.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"93896fa26367\",\"_type\":\"block\",\"children\":[{\"_key\":\"75b1c3434070\",\"_type\":\"span\",\"marks\":[],\"text\":\"System thinking and original thinking. One hand washes the other.\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"a2480096dfc3\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"HTML \u0026 .MD: From Markdown to markup\",\"One thing worth debating about (as did Nathaniel Whittemore two days ago on his excellent podcast, AI Daily Brief) is that we think HTML is increasingly the right format for this kind of work.\",\"A component expressed in structured HTML is parseable by any modern agent. An SVG has its logic baked into geometry. A CSS file encodes the visual language at a structural level. These files are instructions an agent can act on directly. A flat raster export â PNG, JPEG, PDF â can be looked at but not built from.\",\"When we structure a system as HTML, CSS, and SVG, we're building for how agents read and construct, not just for how humans view. That distinction shapes nearly every output decision we make.\",\"(For a great technical read on this, see Using Claude Code: The Unreasonable Effectiveness of HTML by @thariq.)\"],\"portableText\":[{\"_key\":\"940c435b4d0e\",\"_type\":\"block\",\"children\":[{\"_key\":\"8e4dcf00bb28\",\"_type\":\"span\",\"marks\":[],\"text\":\"HTML \u0026 .MD: From Markdown to markup\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"4a7316f3f6f6\",\"_type\":\"block\",\"children\":[{\"_key\":\"659094a73e8d\",\"_type\":\"span\",\"marks\":[],\"text\":\"One thing worth debating about (as did Nathaniel Whittemore \"},{\"_key\":\"c5dc784ba289\",\"_type\":\"span\",\"marks\":[\"8cd1bc546db1\"],\"text\":\"two days ago on his excellent podcast, AI Daily Brief\"},{\"_key\":\"5eb3851e6468\",\"_type\":\"span\",\"marks\":[],\"text\":\") is that we think HTML is increasingly the right format for this kind of work.\"}],\"markDefs\":[{\"_key\":\"8cd1bc546db1\",\"_type\":\"link\",\"href\":\"https://www.youtube.com/watch?v=NNxGQw1uQHc\"}],\"style\":\"normal\"},{\"_key\":\"e733fd41d49f\",\"_type\":\"block\",\"children\":[{\"_key\":\"96db4bf808af\",\"_type\":\"span\",\"marks\":[],\"text\":\"A component expressed in structured HTML is parseable by any modern agent. An SVG has its logic baked into geometry. A CSS file encodes the visual language at a structural level. These files are instructions an agent can act on directly. A flat raster export â PNG, JPEG, PDF â can be looked at but not built from.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"df4c4e3877ed\",\"_type\":\"block\",\"children\":[{\"_key\":\"e357de24d48c\",\"_type\":\"span\",\"marks\":[],\"text\":\"When we structure a system as HTML, CSS, and SVG, we're building for how agents read and construct, not just for how humans view. That distinction shapes nearly every output decision we make.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5167a6af4404\",\"_type\":\"block\",\"children\":[{\"_key\":\"bab54ee71385\",\"_type\":\"span\",\"marks\":[],\"text\":\"(For a great technical read on this, see \"},{\"_key\":\"a30717de6b62\",\"_type\":\"span\",\"marks\":[\"0626f6ea797c\"],\"text\":\"Using Claude Code: The Unreasonable Effe
109ctiveness of HTML\"},{\"_key\":\"2ef0a12cd8f9\",\"_type\":\"span\",\"marks\":[],\"text\":\" by @\"},{\"_key\":\"76a1c832b11a\",\"_type\":\"span\",\"marks\":[\"f7617614a4fc\"],\"text\":\"thariq\"},{\"_key\":\"5927eec4ba38\",\"_type\":\"span\",\"marks\":[],\"text\":\".)\"}],\"markDefs\":[{\"_key\":\"0626f6ea797c\",\"_type\":\"link\",\"href\":\"https://x.com/trq212/status/2052809885763747935\"},{\"_key\":\"f7617614a4fc\",\"_type\":\"link\",\"href\":\"https://x.com/trq212\"}],\"style\":\"normal\"}]},{\"key\":\"7045247bce42\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\":\"tall\",\"caption\":\"Flora: A node-based generative workflow producing the marble assets. Each sphere a unique output, delivered as a reusable technique rather than a one-time export.\",\"media\":[{\"key\":\"a50f7c2060ad\",\"type\":\"imageAsset\",\"autoplay\":true,\"image\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/729e985fb034fad8b40a418511758a9b60e746a0-800x448.gif\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/729e985fb034fad8b40a418511758a9b60e746a0-800x448.gif\",\"assetKey\":\"image-729e985fb034fad8b40a418511758a9b60e746a0-800x448-gif\",\"width\":800,\"height\":448,\"aspectRatio\":1.7857142857142858,\"alt\":\"\",\"assetId\":\"image-729e985fb034fad8b40a418511758a9b60e746a0-800x448-gif\",\"blurHash\":\"MB8p=a~W9Z0K9ZJWNyslw[sls:s.WWR+WC\",\"palette\":{\"background\":\"#d7b7bb\"}}}]},{\"key\":\"429cc75f37e6\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\":\"tall\",\"caption\":\"The marble assets are imported into the kit. Claude Design indexes them alongside the type, color, and component files as part of the same system.\",\"media\":[{\"key\":\"373e7609e4bd\",\"type\":\"imageAsset\",\"autoplay\":true,\"image\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/e8111b955cb1112a79782bd1c2c541bfc53b7e15-3914x2404.png\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/e8111b955cb1112a79782bd1c2c541bfc53b7e15-3914x2404.png\",\"assetKey\":\"image-e8111b955cb1112a79782bd1c2c541bfc53b7e15-3914x2404-png\",\"width\":3914,\"height\":2404,\"aspectRatio\":1.6281198003327788,\"alt\":\"\",\"assetId\":\"image-e8111b955cb1112a79782bd1c2c541bfc53b7e15-3914x2404-png\",\"blurHash\":\"VSQmL{%2D%WrMxx^s,WBWXjY9ER*j[oeWW~VbcWBoJWC\",\"palette\":{\"background\":\"#2975d6\"}}}]},{\"key\":\"9b9eb9339943\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\":\"tall\",\"caption\":\"The kit opened in Cursor. The marbles are referenced as assets, the motion specs wired in from the JSON, building toward a live page.\",\"media\":[{\"key\":\"5396309a0f3f\",\"type\":\"imageAsset\",\"autoplay\":true,\"image\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/6199a0232a0408c9326c40617fac2001a61b2e20-3910x2412.png\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/6199a0232a0408c9326c40617fac2001a61b2e20-3910x2412.png\",\"assetKey\":\"image-6199a0232a0408c9326c40617fac2001a61b2e20-3910x2412-png\",\"width\":3910,\"height\":2412,\"aspectRatio\":1.62106135986733,\"alt\":\"\",\"assetId\":\"image-6199a0232a0408c9326c40617fac2001a61b2e20-3910x2412-png\",\"blurHash\":\"V03R]:?JoLofIUxuj[jZs:s:ITRisos:xHoJs.smn$oe\",\"palette\":{\"background\":\"#a69d98\"}}}]},{\"key\":\"d4d091c9e8b1\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\":\"regular\",\"caption\":\"The marbles running in the browser. Physics, rotation, and easing sourced directly from the motion files in the kit.\",\"media\":[{\"key\":\"c66d26a92b4d\",\"type\":\"videoAsset\",\"autoplay\":true,\"muxPlaybackId\":\"F1kebTygteyzuFFkxh4iCmUeZcooKuvpHRC029BJQcgw\"}]},{\"key\":\"5c986dce0554\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"What Claude Design Changed For Us\",\"Our atomic kit concept predates Claude Design. We've been pushing in this direction since early this year, and our essay Building Brands for Humans and Agents laid out the case for refactoring brand work into agent-readable formats.\",\"What feels significantly different now is that producing one of these kits well, at the speed a sprint demands, is genuinely feasible, and more impactful.\",\"Claude Design has let us think through a system more visually, verbally, strategically, and structurally. We can work inside the same tool, producing artifacts in the right formats, without the manual conversion step that used to eat the back half of every project. The work that took a 12-week engagement in 2025 can now (sometimes) fit inside a 4-week sprint without compressing the value. When done right, the value has actually gone up.\",\"The kit a client walks away with is generative, structured, future-proofed, and alive. The old deliverables were static, required manual maintenance, and extremely limited in their immediate implementation ability.\"],\"portableText\":[{\"_key\":\"5c0ceff3813a\",\"_type\":\"block\",\"children\":[{\"_key\":\"a4d5f3e2d0c1\",\"_type\":\"span\",\"marks\":[],\"text\":\"What Claude Design Changed For Us\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"40292385ef3c\",\"_type\":\"block\",\"children\":[{\"_key\":\"5427a5f094a5\",\"_type\":\"span\",\"marks\":[],\"text\":\"Our atomic kit concept predates Claude Design. We've been pushing in this direction since early this year, and our essay \"},{\"_key\":\"dccc70bce390\",\"_type\":\"span\",\"marks\":[\"ba99b45d7de4\",\"em\"],\"text\":\"Building Brands for Humans and Agents\"},{\"_key\":\"bf388895bbe0\",\"_type\":\"span\",\"marks\":[],\"text\":\" laid out the case for refactoring brand work into agent-readable formats.\"}],\"markDefs\":[{\"_key\":\"ba99b45d7de4\",\"_type\":\"link\",\"href\":\"https://app.notion.com/p/The-HTML-Brand-The-Rise-of-Input-Based-Outcomes-35ebe9a1f5f68010b369e2166b8a9f17?pvs=21\"}],\"style\":\"normal\"},{\"_key\":\"1c91f9bc21a9\",\"_type\":\"block\",\"children\":[{\"_key\":\"3e375071b655\",\"_type\":\"span\",\"marks\":[],\"text\":\"What feels significantly different now is that producing one of these kits well, at the speed a sprint demands, is genuinely feasible, \"},{\"_key\":\"10d3f4196f78\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"and more impactful.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6be939bbc95f\",\"_type\":\"block\",\"children\":[{\"_key\":\"f08c58ba70be\",\"_type\":\"span\",\"marks\":[],\"text\":\"Claude Design has let us think through a system more visually, verbally, strategically, and structurally. We can work inside the same tool, producing artifacts in the right formats, without the manual conversion step that used to eat the back half of every project. The work that took a 12-week engagement in 2025 can now (sometimes) fit inside a 4-week sprint without compressing the value. When done right, the value has actually \"},{\"_key\":\"2cd3a22aab1c\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"gone up\"},{\"_key\":\"b5f37dfa7295\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cb4edfa6994d\",\"_type\":\"block\",\"children\":[{\"_key\":\"452622d04cb8\",\"_type\":\"span\",\"marks\":[],\"text\":\"The kit a client walks away with is generative, structured, future-proofed, and alive. The old deliverables were static, required manual maintenance, and extremely limited in their immediate implementation ability.\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"07c8d78a6376\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\"
109:\"tall\",\"caption\":\"The Marcom CTAs component in Claude Design.\",\"media\":[{\"key\":\"271941137ff9\",\"type\":\"imageAsset\",\"autoplay\":true,\"image\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/7db6addc76e11d2cb0de2ad621f5f98900cd5240-1526x1480.png\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/7db6addc76e11d2cb0de2ad621f5f98900cd5240-1526x1480.png\",\"assetKey\":\"image-7db6addc76e11d2cb0de2ad621f5f98900cd5240-1526x1480-png\",\"width\":1526,\"height\":1480,\"aspectRatio\":1.031081081081081,\"alt\":\"\",\"assetId\":\"image-7db6addc76e11d2cb0de2ad621f5f98900cd5240-1526x1480-png\",\"blurHash\":\"e5S$r*ShIU%Ms*-;Wraeaxa%^%nhM_RjIp_4nhbcj^j:S4R+bcoJoJ\",\"palette\":{\"background\":\"#e3fcfb\"}}}]},{\"key\":\"2aa614a93487\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\":\"tall\",\"caption\":\"The same component as HTML code.\",\"media\":[{\"key\":\"a6b7b6d99bfe\",\"type\":\"imageAsset\",\"autoplay\":true,\"image\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/ef4994f258e80d584c9342558c11900a4742e264-2044x2122.png\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/ef4994f258e80d584c9342558c11900a4742e264-2044x2122.png\",\"assetKey\":\"image-ef4994f258e80d584c9342558c11900a4742e264-2044x2122-png\",\"width\":2044,\"height\":2122,\"aspectRatio\":0.9632422243166824,\"alt\":\"\",\"assetId\":\"image-ef4994f258e80d584c9342558c11900a4742e264-2044x2122-png\",\"blurHash\":\"e03ul?^,0KE19Fo$WXt3t5oID*WAxZoLs:oGj=t8t7WBD$V@t8t7t7\",\"palette\":{\"background\":\"#aa9b94\"}}}]},{\"key\":\"c5de53d49ca9\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"What Weâre Selling: Atomic Worlds\",\"When an atomic kit is the deliverable, the kit isn't a finished asset. It's a system that produces finished assets.\",\"That changes what's actually being sold. What's being sold is the encoded thinking that makes every future artifact, page, and product feel like the same brand.\",\"The kit is an original work derived from original thinking. Every downstream output a client generates from it inherits that originality.\",\"Jack Dorsey and Roelof Botha recently published \\\"From Hierarchy to Intelligence,\\\" arguing that the next generation of companies will be organized around what they call a \\\"world model\\\" - a continuously updated, machine-readable understanding of the business itself, rich enough that AI can act on it directly. Their bet is that understanding is the moat, and that the depth of that understanding compounds as the system runs.\",\"The same thing applies to the creative work we do.\",\"An atomic kit is a brand world model. A structured, machine-readable understanding of what the brand is, who it's for, how it sounds, and how it looks. The depth of that understanding is what makes it valuable, and what makes it durable.\",\"\\\"An atomic kit is a brand world model.\\\"\"],\"portableText\":[{\"_key\":\"17530b3d0e1c\",\"_type\":\"block\",\"children\":[{\"_key\":\"e02b768b99f3\",\"_type\":\"span\",\"marks\":[],\"text\":\"What Weâre Selling: Atomic Worlds\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"3e38bfcdd238\",\"_type\":\"block\",\"children\":[{\"_key\":\"c8a9d719cfbc\",\"_type\":\"span\",\"marks\":[],\"text\":\"When an atomic kit \"},{\"_key\":\"59329c39c8e9\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"is\"},{\"_key\":\"c7e402c6e0a8\",\"_type\":\"span\",\"marks\":[],\"text\":\" the deliverable, the kit isn't a finished asset. It's a system that produces finished assets.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b993e3d88806\",\"_type\":\"block\",\"children\":[{\"_key\":\"db333ab9a872\",\"_type\":\"span\",\"marks\":[],\"text\":\"That changes what's actually being sold. What's being sold is the encoded thinking that makes every future artifact, page, and product feel like the same brand.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"35590565dcc1\",\"_type\":\"block\",\"children\":[{\"_key\":\"1be27aa2a3e6\",\"_type\":\"span\",\"marks\":[],\"text\":\"The kit is an original work derived from original thinking. Every downstream output a client generates from it inherits that originality.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0e1012a212f5\",\"_type\":\"block\",\"children\":[{\"_key\":\"1a2d03cd7fdd\",\"_type\":\"span\",\"marks\":[\"0bca307160c5\"],\"text\":\"Jack Dorsey\"},{\"_key\":\"80ee0dc62707\",\"_type\":\"span\",\"marks\":[],\"text\":\" and \"},{\"_key\":\"27779d97a1be\",\"_type\":\"span\",\"marks\":[\"2eb6ab6ee9d1\"],\"text\":\"Roelof Botha\"},{\"_key\":\"2bf768e55b1e\",\"_type\":\"span\",\"marks\":[],\"text\":\" recently published \\\"\"},{\"_key\":\"a4e2d607a8cd\",\"_type\":\"span\",\"marks\":[\"3abda7cd2a41\"],\"text\":\"From Hierarchy to Intelligence\"},{\"_key\":\"8128de4806dd\",\"_type\":\"span\",\"marks\":[],\"text\":\",\\\" arguing that the next generation of companies will be organized around what they call a \\\"world model\\\" - a continuously updated, machine-readable understanding of the business itself, rich enough that AI can act on it directly. Their bet is that understanding is the moat, and that the depth of that understanding compounds as the system runs.\"}],\"markDefs\":[{\"_key\":\"0bca307160c5\",\"_type\":\"link\",\"href\":\"https://x.com/jack\"},{\"_key\":\"2eb6ab6ee9d1\",\"_type\":\"link\",\"href\":\"https://x.com/roelofbotha\"},{\"_key\":\"3abda7cd2a41\",\"_type\":\"link\",\"href\":\"https://block.xyz/inside/from-hierarchy-to-intelligence\"}],\"style\":\"normal\"},{\"_key\":\"b5edb0c4fc2b\",\"_type\":\"block\",\"children\":[{\"_key\":\"3780f481a2f8\",\"_type\":\"span\",\"marks\":[],\"text\":\"The same thing applies to the creative work we do.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a52a83e29b4e\",\"_type\":\"block\",\"children\":[{\"_key\":\"0eb841ad7baf\",\"_type\":\"span\",\"marks\":[],\"text\":\"An atomic kit is a brand world model. A structured, machine-readable understanding of what the brand is, who it's for, how
109it sounds, and how it looks. The depth of that understanding is what makes it valuable, and what makes it durable.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"57b1eae39e8a\",\"_type\":\"block\",\"children\":[{\"_key\":\"a05f416e08c9\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"\\\"An atomic kit is a brand world model.\\\"\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"4cc78d66d4bb\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"How This Work Will Be Sold (Soon?)\",\"Traditional creative work prices time and materials: scope it, pay for the output, move on. If the kit is the actual product, the upfront work is where the value concentrates, exactly as the whiteboard diagram shows. The ongoing relationship looks less like rescoping for production work and more like maintaining access to a living system.\",\"We've already started doing versions of this. Through Dan Batten, we built a custom node-based deep research agent the Little Plains team has exclusive access to. We've been asked by multiple clients to use it. If we were ready, we'd offer monthly access at a flat fee with the understanding that we'd maintain and improve it continuously. They'd always get the current version.\",\"Something structurally similar could apply to a brand system. Weâd stay in the kitchen refining the recipe. Clients always build from the best version of it. Lower upfront cost, ongoing license, continuous quality.\",\"The same principle applies in our Flora work. We build original generative workflows for clients (a way of producing visuals, a custom UI generation pattern, a node-based content pipeline) and deliver that technique as an asset they can keep using, not just the outputs. As these techniques have grown more sophisticated, we're exploring licensing out access and usage.\"],\"portableText\":[{\"_key\":\"07439990373d\",\"_type\":\"block\",\"children\":[{\"_key\":\"1a4a65dd8965\",\"_type\":\"span\",\"marks\":[],\"text\":\"How This Work Will Be Sold (Soon?)\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"efc32ee1e101\",\"_type\":\"block\",\"children\":[{\"_key\":\"e491b8701a56\",\"_type\":\"span\",\"marks\":[],\"text\":\"Traditional creative work prices time and materials: scope it, pay for the output, move on. If the kit is the actual product, the upfront work is where the value concentrates, exactly as the whiteboard diagram shows. The ongoing relationship looks less like rescoping for production work and more like maintaining access to a living system.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ab3c62b0f14e\",\"_type\":\"block\",\"children\":[{\"_key\":\"bb0fa505d161\",\"_type\":\"span\",\"marks\":[],\"text\":\"We've already started doing versions of this. Through \"},{\"_key\":\"0a0547a38e6f\",\"_type\":\"span\",\"marks\":[\"5ab4e82cea26\"],\"text\":\"Dan Batten,\"},{\"_key\":\"b56712a14a04\",\"_type\":\"span\",\"marks\":[],\"text\":\" we built a custom node-based deep research agent the Little Plains team has exclusive access to. We've been asked by multiple clients to use it. If we were ready, we'd offer monthly access at a flat fee with the understanding that we'd maintain and improve it continuously. They'd always get the current version.\"}],\"markDefs\":[{\"_key\":\"5ab4e82cea26\",\"_type\":\"link\",\"href\":\"https://x.com/DanBatten\"}],\"style\":\"normal\"},{\"_key\":\"3e56e33cae18\",\"_type\":\"block\",\"children\":[{\"_key\":\"f81756566d17\",\"_type\":\"span\",\"marks\":[],\"text\":\"Something structurally similar could apply to a brand system. Weâd stay in the kitchen refining the recipe. Clients always build from the best version of it. Lower upfront cost, ongoing license, continuous quality.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"67f11291c866\",\"_type\":\"block\",\"children\":[{\"_key\":\"84daa1d9971e\",\"_type\":\"span\",\"marks\":[],\"text\":\"The same principle applies in our Flora work. We build original generative workflows for clients (a way of producing visuals, a custom UI generation pattern, a node-based content pipeline) and deliver that technique as an asset they can keep using, not just the outputs. As these techniques have grown more sophisticated, we're exploring licensing out access and usage.\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"daeec83bc608\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\"
109:\"tall\",\"caption\":\"An example of a custom Flora âtechniqueâ we produced\",\"media\":[{\"key\":\"715aa74172a1\",\"type\":\"imageAsset\",\"autoplay\":true,\"image\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/aba5dafa821e56b7d498f5f22c4f2f530a24f250-2280x722.png\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/aba5dafa821e56b7d498f5f22c4f2f530a24f250-2280x722.png\",\"assetKey\":\"image-aba5dafa821e56b7d498f5f22c4f2f530a24f250-2280x722-png\",\"width\":2280,\"height\":722,\"aspectRatio\":3.1578947368421053,\"alt\":\"\",\"assetId\":\"image-aba5dafa821e56b7d498f5f22c4f2f530a24f250-2280x722-png\",\"blurHash\":\"D15hPs?HDiDO4T~W?HaKI9I9\",\"palette\":{\"background\":\"#b4a89b\"}}}]},{\"key\":\"fc23348f8703\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"We're not all the way to a full licensing model for creative, but we're close enough to start talking about it. The future of how this work gets bought and sold is closer to software pricing than agency pricing. For us it'll likely be a hybrid: scoped time and materials on the front end, ongoing licensing for the systems we leave behind.\",\"If you believe you have original thinking and original ideas, this should feel like an advantage.\",\"Aim to be paid for your mind, not your hands.\"],\"portableText\":[{\"_key\":\"83788abc45e6\",\"_type\":\"block\",\"children\":[{\"_key\":\"8d557e5842c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"We're not all the way to a full licensing model for creative, but we're close enough to start talking about it. The future of how this work gets bought and sold is closer to software pricing than agency pricing. For us it'll likely be a hybrid: scoped time and materials on the front end, ongoing licensing for the systems we leave behind.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"082a706fe814\",\"_type\":\"block\",\"children\":[{\"_key\":\"7141dfd84db0\",\"_type\":\"span\",\"marks\":[],\"text\":\"If you believe you have original thinking and original ideas, this should feel like an advantage.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"203e376adc68\",\"_type\":\"block\",\"children\":[{\"_key\":\"34cc2a8704dc\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Aim to be paid for your mind, not your hands.\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"0a4928646bbb\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"Where Weâre At Now\",\"We've handed over multiple atomic kits in the past month. Founding teams are building from them in real time, on real launch deadlines, which is the only test that actually matters.\",\"Each member of our full-time team is using Claude Design daily. Our copywriters are testing copy inside HTML sites rather than Google docs, which gives a cleaner read on character counts, line breaks, and how narrative actually flows in situation. Our designers are stress-testing components in the same environment they'll be deployed into. The work is more honest because the medium is the medium.\",\"In short, the upstream definition work; the strategy, the positioning logic, the visual and verbal systems that make a brand coherent is becoming the actual product. The following work is increasingly downstream.\",\"Lastly, the work we've always cared about the most (the original, creative thinking) is the part that might matter even more going forward.\",\"Thank you for reading.\",\"Please email us at [email protected].\"],\"portableText\":[{\"_key\":\"adcf9fa02173\",\"_type\":\"block\",\"children\":[{\"_key\":\"26d680e9632f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Where Weâre At Now\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"156f53171d1e\",\"_type\":\"block\",\"children\":[{\"_key\":\"1257724dff1a\",\"_type\":\"span\",\"marks\":[],\"text\":\"We've handed over multiple atomic kits in the past month. Founding teams are building from them in real time, on real launch deadlines, which is the only test that actually matters.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3c6bdd797521\",\"_type\":\"block\",\"children\":[{\"_key\":\"0258af066489\",\"_type\":\"span\",\"marks\":[],\"text\":\"Each member of our full-time team is using Claude Design daily. Our copywriters are testing copy inside HTML
109sites rather than Google docs, which gives a cleaner read on character counts, line breaks, and how narrative actually flows in situation. Our designers are stress-testing components in the same environment they'll be deployed into. The work is more honest because the medium is the medium.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"76358f8ab57e\",\"_type\":\"block\",\"children\":[{\"_key\":\"47379bf23242\",\"_type\":\"span\",\"marks\":[],\"text\":\"In short, the upstream definition work; the strategy, the positioning logic, the visual and verbal systems that make a brand coherent is becoming the actual product. The following work is increasingly downstream.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7cc6028540a6\",\"_type\":\"block\",\"children\":[{\"_key\":\"f961a34a348d\",\"_type\":\"span\",\"marks\":[],\"text\":\"Lastly, the work we've always cared about the most (the original, creative thinking) is the part that might matter even more going forward.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"973f6289855d\",\"_type\":\"block\",\"children\":[{\"_key\":\"2bdbd75ad569\",\"_type\":\"span\",\"marks\":[],\"text\":\"Thank you for reading.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2322430f61ce\",\"_type\":\"block\",\"children\":[{\"_key\":\"8d64ad104479\",\"_type\":\"span\",\"marks\":[],\"text\":\"Please email us at \"},{\"_key\":\"4851dfb9aff8\",\"_type\":\"span\",\"marks\":[\"e468e2dc0d71\"],\"text\":\"[email protected]\"},{\"_key\":\"05517eb1a4b4\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"e468e2dc0d71\",\"_type\":\"link\",\"href\":\"mailto:[email protected]\"}],\"style\":\"normal\"}]},{\"key\":\"25af4f521d64\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"Emmett Shine and Alex Leiphart are partners of Little Plains, a New York studio working with awesome startups on brand, product, and the systems that hold both together.\"],\"portableText\":[{\"_key\":\"14b9544ce4b5\",\"_type\":\"block\",\"children\":[{\"_key\":\"a64670e42e9f\",\"_type\":\"span\",\"marks\":[\"5188f86f66e3\",\"underline\"],\"text\":\"Emmett Shine\"},{\"_key\":\"e00aa12b90a8\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\" and \"},{\"_key\":\"1944880d493e\",\"_type\":\"span\",\"marks\":[\"e37a139c9247\",\"underline\"],\"text\":\"Alex Leiphart\"},{\"_key\":\"457b6c9e5caa\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\" are partners of \"},{\"_key\":\"80a2e27ef7a3\",\"_type\":\"span\",\"marks\":[\"4b46548674eb\",\"underline\"],\"text\":\"Little Plains\"},{\"_key\":\"7471dedc5cfe\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\", a New York studio working with awesome startups on brand, product, and the systems that hold both together.\"}],\"markDefs\":[{\"_key\":\"5188f86f66e3\",\"_type\":\"link\",\"href\":\"https://x.com/emmettshine\"},{\"_key\":\"e37a139c9247\",\"_type\":\"link\",\"href\":\"https://x.com/alexleiphart\"},{\"_key\":\"4b46548674eb\",\"_type\":\"link\",\"href\":\"https://littleplains.co/\"}],\"style\":\"normal\"}]}]},{\"contentType\":\"writing\",\"id\":\"646b1e48-cbde-45a0-9059-64004e2cfe15\",\"title\":\"Open Sourcing Our Site\",\"slug\":\"building-a-knowledge-product\",\"hide\":false,\"hideFromSitemap\":false,\"updatedAt\":\"2026-08-24T13:00:02Z\",\"orderRank\":\"0|0i001w:\",\"blurb\":\"How we turned years of studio material into a searchable knowledge center \u0026 built our first product on top of it.\",\"roles\":[],\"industries\":[],\"tags\":[],\"descriptionParagraphs\":[],\"descriptionPortableText\":[],\"seoTitle\":\"Little Plains | Bypassing Figma to Ship \u0026 Building a Knowledge Product\",\"seoDescription\":\"How we turned years of studio material into a searchable knowledge center \u0026 built our first product on top of it.\",\"openGraphTitle\":\"Little Plains | Bypassing Figma to Ship \u0026 Building a Knowledge Product\",\"openGraphDescription\":\"How we turned years of studio material into a searchable knowledge center \u0026 built our first product on top of it.\",\"openGraphImage\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/ed142c00a945d4bab380eda55ce359cdc6ee448f-2400x1260.png\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/ed142c00a945d4bab380eda55ce359cdc6ee448f-2400x1260.png\",\"assetKey\":\"image-ed142c00a945d4bab380eda55ce359cdc6ee448f-2400x1260-png\",\"width\":2400,\"height\"
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We wanted to show what digital interfaces should feel like, prove that we could build our own knowledge-based product, and demonstrate that small, independent teams can contribute to UI/UX leadership just as effectively as large organizations.\",\"We wanted to share what worked, what didn't. We hope you enjoy it.\"],\"portableText\":[{\"_key\":\"35cef108859e\",\"_type\":\"block\",\"children\":[{\"_key\":\"0fb54cf200a7\",\"_type\":\"span\",\"marks\":[],\"text\":\"Preface\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"4c68b373864b\",\"_type\":\"block\",\"children\":[{\"_key\":\"3105988b1cb2\",\"_type\":\"span\",\"marks\":[],\"text\":\"We spent two years and significant R\u0026D to build this site, because we wanted to challenge ourselves, and push our little corner of the industry forward. We wanted to show what digital interfaces should \"},{\"_key\":\"c730b5146048\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"feel \"},{\"_key\":\"3ba72f588c14\",\"_type\":\"span\",\"marks\":[],\"text\":\"like, prove that we could build our own knowledge-based product, and demonstrate that small, independent teams can contribute to UI/UX leadership just as effectively as large organizations.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0c7d1f3aa36d\",\"_type\":\"block\",\"children\":[{\"_key\":\"0d473eeafb13\",\"_type\":\"span\",\"marks\":[],\"text\":\"We wanted to share what worked, what didn't. We hope you enjoy it.\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"6b59b80fdad0\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"The Near Future of Interfaces \u0026 Design Engineering\",\"If you visit littleplains.com and write \\\"typography inspiration,\\\" within seconds you will get back dozens of relevant real artifacts from the past two years of our work and writings. You'll be presented with a river of films, frames, identities, and images that were never tagged on our end. Each artifact also links to the articles it is a part of.\",\"This works because of a system underneath the site that took a year and a half to build. This dynamic and interactive setup was a byproduct of a series of side quests and internal experiments.\",\"Through trial and error, we've stumbled into where we think the near future of interfaces are headed, and how the design engineering practices to create them will work.\"],\"portableText\":[{\"_key\":\"1a2d82b8f5d4\",\"_type\":\"block\",\"children\":[{\"_key\":\"63b1d09abbe1\",\"_type\":\"span\",\"marks\":[],\"text\":\"The Near Future of Interfaces \u0026 Design Engineering\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"c07e60566d9c\",\"_type\":\"block\",\"children\":[{\"_key\":\"5d8f64536ad9\",\"_type\":\"span\",\"marks\":[],\"text\":\"If you visit \"},{\"_key\":\"0b21a3e637f4\",\"_type\":\"span\",\"marks\":[\"5159b62833b3\"],\"text\":\"littleplains.com\"},{\"_key\":\"a9b29df79fe6\",\"_type\":\"span\",\"marks\":[],\"text\":\" and write \\\"\"},{\"_key\":\"0eef5cd6d03f\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"typography inspiration\"},{\"_key\":\"c9cfce525a7d\",\"_type\":\"span\",\"marks\":[],\"text\":\",\\\" within seconds you will get back dozens of relevant real artifacts from the past two years of our work and writings. You'll be presented with a river of films, frames, identities, and images that were never tagged on our end. Each artifact also links to the articles it is a part of.\"}],\"markDefs\":[{\"_key\":\"5159b62833b3\",\"_type\":\"link\",\"href\":\"https://littleplains.com/\",\"t
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This dynamic and interactive setup was a byproduct of a series of side quests and internal experiments.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1c2f52f55448\",\"_type\":\"block\",\"children\":[{\"_key\":\"77938d07ae8e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Through trial and error, we've stumbled into where we think the near future of interfaces are headed, and how the design engineering practices to create them will work.\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"291a3af5f76e\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\":\"tall\",\"caption\":\"\",\"media\":[{\"key\":\"4684672dc5d2\",\"type\":\"imageAsset\",\"autoplay\":true,\"image\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/667bcf4dabe52ca80904ee1f540c241ba55391da-1350x900.png\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/667bcf4dabe52ca80904ee1f540c241ba55391da-1350x900.png\",\"assetKey\":\"image-667bcf4dabe52ca80904ee1f540c241ba55391da-1350x900-png\",\"width\":1350,\"height\":900,\"aspectRatio\":1.5,\"alt\":\"\",\"assetId\":\"image-667bcf4dabe52ca80904ee1f540c241ba55391da-1350x900-png\",\"blurHash\":\"VHQv%h-;?cxZ_2%%ayV?a#n#?wIUjDt8MxIUj]t7oIxt\",\"palette\":{\"background\":\"#94a7b5\"}}}]},{\"key\":\"5a330fbbccde\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"Building a Knowledge Layer\",\"Archive Everything\",\"This site began internally as an archiving project. At the beginning of starting Little Plains, we dusted off old hard drives from our prior agency, Gin Lane, which we ran for over a decade. We were sitting on hundreds of gigabytes of valuable, contextual knowledge; writing, philosophies, decks, projects, films, and internal memos.\",\"Using note-taking applications, we also were starting to build a fledgling library of voice notes and meeting records from Little Plains.\",\"We saw what AI was capable of doing based on other people's data, and we wanted to build our own version of a knowledge center. One that was based on our unique, weird, idiosyncratic ways of thinking and working, honed over thousands of hours.\",\"We wanted our own materials to pull from, not the publicly available general information on agency thinking.\",\"Access Everything\",\"Slow and steady, we made all of our archival knowledge and internal nuances indexable, searchable, and conversationally accessible. Once we organized this data, we built a series of agents to query it, cite it, and act on it. While they were rudimentary and academic, it was a cool start!\"],\"portableText\":[{\"_key\":\"fa6cdcdcd4dc\",\"_type\":\"block\",\"children\":[{\"_key\":\"3ee64d1763e5\",\"_type\":\"span\",\"marks\":[],\"text\":\"Building a Knowledge Layer\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"df884b545a66\",\"_type\":\"block\",\"children\":[{\"_key\":\"38432daa8942\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Archive Everything\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"22bfc6c3aee1\",\"_type\":\"block\",\"children\":[{\"_key\":\"11ccf4cc5067\",\"_type\":\"span\",\"marks\":[],\"text\":\"This site began internally as an archiving project. At the beginning of starting Little Plains, we dusted off old hard drives from our prior agency, Gin Lane, which we ran for over a decade. We were sitting on hundreds of gigabytes of valuable, contextual knowledge; writing, philosophies, decks, projects, films, and internal memos. \"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5a722fd5088a\",\"_type\":\"block\",\"children\":[{\"_key\":\"11ccf4cc5067\",\"_type\":\"span\",\"marks\":[],\"text\":\"Using note-taking applications, we also were starting to build a fledgling library of voice notes and meeting records from Little Plains. \"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0c2f5fdf0d83\",\"_type\":\"block\",\"children\":[{\"_key\":\"11ccf4cc5067\",\"_type\":\"span\",\"marks\":[],\"text\":\"We saw what AI was capable of doing based on other people's data, and we wanted to build our own version of a knowledge center. One that was based on our unique, weird, idiosyncratic ways of thinking and working, honed over thousands of hours. \"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"51a242294d73\",\"_type\":\"block\",\"children\":[{\"_key\":\"11ccf4cc5067\",\"_type\":\"span\",\"marks\":[],\"text\":\"We wanted our own materials to pull from, not the publicly available general information on agency thinking.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"34077bea5af7\",\"_type\":\"block\",\"children\":[{\"_key\":\"916d800bc7c6\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Access Everything \"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8609ad05a6e6\",\"_type\":\"block\",\"children\":[{\"_key\":\"86a43f438915\",\"_type\":\"span\",\"marks\":[],\"text\":\"Slow and steady, we made all of our archival knowledge and internal nuances indexable, searchable, and conversationally accessible. Once we organized this data, we built a series of agents to query it, cite it, and act on it. While they were rudimentary and academic, it was a cool start!\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"f0f120cf0052\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\"
109:\"tall\",\"caption\":\"\",\"media\":[{\"key\":\"d4d4411b7118\",\"type\":\"videoAsset\",\"autoplay\":true,\"muxPlaybackId\":\"00Gy2zUGZj5vgfE5b502PEweRYBggJ2dj9MYqFlcyBSPw\"}]},{\"key\":\"91e49f36fb95\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"Conversation \u0026 Query\",\"Soon thereafter, we set out to build our first product on top of this knowledge layer. As we were thinking about our new site we realized it would be nice for potential clients, talent, investors and peers in the industry to also be able to access the public side of our information. To do this, we landed on creating three ways into the public versions of this content: visual search, dynamic chat, and voice.\"],\"portableText\":[{\"_key\":\"27b614b18236\",\"_type\":\"block\",\"children\":[{\"_key\":\"b2fe75e5683c\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Conversation \u0026 Query \"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"379d541cc26c\",\"_type\":\"block\",\"children\":[{\"_key\":\"9d0c70657927\",\"_type\":\"span\",\"marks\":[],\"text\":\"Soon thereafter, we set out to build our first product on top of this knowledge layer. As we were thinking about our new site we realized it would be nice for potential clients, talent, investors and peers in the industry to also be able to access the public side of our information. To do this, we landed on creating three ways into the public versions of this content: visual search, dynamic chat, and voice.\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"8224d1b4a71e\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\":\"tall\",\"caption\":\"\",\"media\":[{\"key\":\"df86ec918c44\",\"type\":\"imageAsset\",\"autoplay\":true,\"image\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/6cb91e1e70cfe38a26e79c8352804b5ff460bedd-1350x900.png\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/6cb91e1e70cfe38a26e79c8352804b5ff460bedd-1350x900.png\",\"assetKey\":\"image-6cb91e1e70cfe38a26e79c8352804b5ff460bedd-1350x900-png\",\"width\":1350,\"height\":900,\"aspectRatio\":1.5,\"alt\":\"\",\"assetId\":\"image-6cb91e1e70cfe38a26e79c8352804b5ff460bedd-1350x900-png\",\"blurHash\":\"VHRW0i_2~nD-xtN5xXx?M}oc_0RkIDtOWC_KWFIWtPRk\",\"palette\":{\"background\":\"#c6c0dc\"}}}]},{\"key\":\"0fcdc7afe30f\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"Design in Code\",\"We designed the current experience almost entirely in code. We didn't start with this in mind, nor even initially considered it. After over a year of traditionally designing and building our agency site, a few months ago we switched to prompt-led labs and working prototypes where all decisions were made in a browser. We didnât look back.\",\"DIY\",\"It took two years, a lot of money and time, and a great revolving cast of specialists, but we shipped a unique user experience on top of the knowledge base. We did it, and we learned so much through this process.\"],\"portableText\":[{\"_key\":\"cbd09bb7b12c\",\"_type\":\"block\",\"children\":[{\"_key\":\"d160c0975cec\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Design in Code \"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0083edd4d035\",\"_type\":\"block\",\"children\":[{\"_key\":\"780a37449b78\",\"_type\":\"span\",\"marks\":[],\"text\":\"We designed the current experience almost entirely in code. We didn't start with this in mind, nor even initially considered it. After over a year of traditionally designing and building our agency site, a few months ago we switched to prompt-led labs and working prototypes where all decisions were made in a browser. We didnât look back.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"eb7901415a76\",\"_type\":\"block\",\"children\":[{\"_key\":\"2dcce9fcc482\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"DIY\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7eff3ddb84e1\",\"_type\":\"block\",\"children\":[{\"_key\":\"3c34b60b94c6\",\"_type\":\"span\",\"marks\":[],\"text\":\"It took two years, a lot of money and time, and a great revolving cast of specialists, but we shipped a unique user experience on top of the knowledge base. We did it, and we learned so much through this process.\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"989293035216\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\"
109:\"tall\",\"caption\":\"\",\"media\":[{\"key\":\"bed08e2e218e\",\"type\":\"imageAsset\",\"autoplay\":true,\"image\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/ce2bffb52e9bd20e7aa4119d7d4fe12019c8cde6-2000x1000.png\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/ce2bffb52e9bd20e7aa4119d7d4fe12019c8cde6-2000x1000.png\",\"assetKey\":\"image-ce2bffb52e9bd20e7aa4119d7d4fe12019c8cde6-2000x1000-png\",\"width\":2000,\"height\":1000,\"aspectRatio\":2,\"alt\":\"\",\"assetId\":\"image-ce2bffb52e9bd20e7aa4119d7d4fe12019c8cde6-2000x1000-png\",\"blurHash\":\"MIR{=ItRxat7of%Mazs.a#WE~Vj@aeofR*\",\"palette\":{\"background\":\"#b1c5d1\"}}}]},{\"key\":\"d578addf840b\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"Why This Matters\",\"Each and every company is sitting on their version of a retrievable, valuable knowledge platform. Your years of decisions, thinking, and finished work sit mostly inert, lost to time or stuck in someone's head. We started calling ours \\\"dead stock;\\\" it was valuable, and almost impossible to access. Let's change that!\"],\"portableText\":[{\"_key\":\"50892b545873\",\"_type\":\"block\",\"children\":[{\"_key\":\"7fd8a0f7630a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Why This Matters\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"6aa3782bf477\",\"_type\":\"block\",\"children\":[{\"_key\":\"c6399040e1e1\",\"_type\":\"span\",\"marks\":[],\"text\":\"Each and every company is sitting on their version of a retrievable, valuable knowledge platform. Your years of decisions, thinking, and finished work sit mostly inert, lost to time or stuck in someone's head. We started calling ours \\\"\"},{\"_key\":\"d4ed3e00da4c\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"dead stock\"},{\"_key\":\"45afcbf65160\",\"_type\":\"span\",\"marks\":[],\"text\":\";\\\" it was valuable, and almost impossible to access. Let's change that!\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"e88896915516\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"How We Built a Knowledge Layer\",\"Organized and Usable Are Different Projects\",\"Our first pass was about recovery: what do we keep, which version is authoritative, what project does each document belong to, how does our prior agency's thinking connect to Little Plains' current work.\",\"We finished this pass, and then redid most of it, because while our archive read well for someone browsing folders, it still failed as a retrieval system.\",\"For example, a transcript can preserve an entire meeting and bury the one decision that mattered, and a project folder can hold every final asset while describing none of them.\",\"Thus, our second pass became focused on translation; the sources are ingested and normalized, records are connected to the right entities, public and private material are separated, and everything is indexed in the shape the products would actually query.\",\"Throughout this part of the process, we kept sources separate from any interpretation of it. Our first approved corpus release made this concrete as we organized down to 125 original files in private storage, with each original preserved as its own document.\",\"Next, text and markdown were normalized without being rewritten. PDFs used embedded text first and fell back to OCR (optical character recognition) only when a page had none. Failed and unsupported files stayed visible as failed records instead of vanishing from the count. Lastly, no generative summary sits between the original and the index.\",\"The retrieval system we created is free to transform source material, while staying honest that the transformation is a derivative.\"],\"portableText\":[{\"_key\":\"e8ed7f554471\",\"_type\":\"block\",\"children\":[{\"_key\":\"d3ec8c2ef037\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"How\"},{\"_key\":\"88a18a2ff5d1\",\"_type\":\"span\",\"marks\":[],\"text\":\" We Built a Knowledge Layer\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"b15428266c7a\",\"_type\":\"block\",\"children\":[{\"_key\":\"0d557ea8c57a\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Organized and Usable Are Different Projects \"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ae3c7aa8abd0\",\"_type\":\"block\",\"children\":[{\"_key\":\"49e66f9a7a4d\",\"_type\":\"span\",\"marks\":[],\"text\":\"Our first pass was about recovery: what do we keep, which version is authoritative, what project does each document belong to, how does our prior agency's thinking connect to Little Plains' current work.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"50476d710097\",\"_type\":\"block\",\"children\":[{\"_key\":\"c7f08eeb8c
109d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"We finished this pass, and then redid most of it, because while our archive read well for someone browsing folders, it still failed as a retrieval system. \"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2bb25072e3de\",\"_type\":\"block\",\"children\":[{\"_key\":\"c7f08eeb8cd0\",\"_type\":\"span\",\"marks\":[],\"text\":\"For example, a transcript can preserve an entire meeting and bury the one decision that mattered, and a project folder can hold every final asset while describing none of them.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a4069228353e\",\"_type\":\"block\",\"children\":[{\"_key\":\"470ed87f8f35\",\"_type\":\"span\",\"marks\":[],\"text\":\"Thus, our second pass became focused on translation; the sources are ingested and normalized, records are connected to the right entities, public and private material are separated, and everything is indexed in the shape the products would actually query.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fae44446ba1a\",\"_type\":\"block\",\"children\":[{\"_key\":\"715cb211f310\",\"_type\":\"span\",\"marks\":[],\"text\":\"Throughout this part of the process, we kept sources separate from any interpretation of it. Our first approved corpus release made this concrete as we organized down to 125 original files in private storage, with each original preserved as its own document.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ce0510a63718\",\"_type\":\"block\",\"children\":[{\"_key\":\"a619fc36a217\",\"_type\":\"span\",\"marks\":[],\"text\":\"Next, text and markdown were normalized without being rewritten. PDFs used embedded text first and fell back to OCR (optical character recognition) only when a page had none. Failed and unsupported files stayed visible as failed records instead of vanishing from the count. Lastly, no generative summary sits between the original and the index.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"42c978068c02\",\"_type\":\"block\",\"children\":[{\"_key\":\"9afe3762c235\",\"_type\":\"span\",\"marks\":[],\"text\":\"The retrieval system we created is free to transform source material, while staying honest that the transformation is a derivative.\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"a7792f24cfd0\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"Why 'Chat With Your Files' Is Limiting\",\"We had started with the idea of \\\"chatting with your files.\\\" This direction failed pretty early on, because useful organizational knowledge requires editorial judgment. Meaning, what matters, where it came from, what should be instant, what deserves research, what's public, and who approves a change before our system starts treating it as true.\",\"Answering those questions gave us a knowledge-retrieval asset that would last beyond whatever interface we put on top. If we skipped this, weâd have a chatbot that would confidently make up our own history.\"],\"portableText\":[{\"_key\":\"b981d59285f7\",\"_type\":\"block\",\"children\":[{\"_key\":\"9d3a15725ab6\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Why 'Chat With Your Files' Is Limiting \"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f03a1bad0652\",\"_type\":\"block\",\"children\":[{\"_key\":\"eeed7e77c3be\",\"_type\":\"span\",\"marks\":[],\"text\":\"We had started with the idea of \\\"chatting with your files.\\\" This direction failed pretty early on, because useful organizational knowledge requires editorial judgment. Meaning, what matters, where it came from, what should be instant, what deserves research, what's public, and who approves a change before our system starts treating it as true.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cc9210eaee1f\",\"_type\":\"block\",\"children\":[{\"_key\":\"af97cc9f15d3\",\"_type\":\"span\",\"marks\":[],\"text\":\"Answering those questions gave us a knowledge-retrieval asset that would last beyond whatever interface we put on top. If we skipped this, weâd have a chatbot that would confidently make up our own history.\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"a5b086c209f7\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\"
109:\"tall\",\"caption\":\"\",\"media\":[{\"key\":\"d639997e43d7\",\"type\":\"imageAsset\",\"autoplay\":true,\"image\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/6a45d52ca5afae6c9fb360f92b50cbbc38a0581e-2000x1000.png\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/6a45d52ca5afae6c9fb360f92b50cbbc38a0581e-2000x1000.png\",\"assetKey\":\"image-6a45d52ca5afae6c9fb360f92b50cbbc38a0581e-2000x1000-png\",\"width\":2000,\"height\":1000,\"aspectRatio\":2,\"alt\":\"\",\"assetId\":\"image-6a45d52ca5afae6c9fb360f92b50cbbc38a0581e-2000x1000-png\",\"blurHash\":\"M9SZ2=%L?XtRs+?vNIIqt6s.~UNLE4ofa#\",\"palette\":{\"background\":\"#b4bfd8\"}}}]},{\"key\":\"69948be67494\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"Split Fast Knowledge From Deep Knowledge\",\"We found that embeddings were the easy part, yet meaning was hard. How much authority does one meeting transcript carry? What happens when two sources disagree? Which facts should be instant, and which deserve a search?\",\"We decided to split the archive in two:\",\"Deep knowledge is the full corpus. It holds the original documents, transcripts, project files, raw writing, and historical context. It is large, nuanced, and worth searching when a question needs research.\",\"Fast knowledge is a small versioned set of what the site needs available right now. It has four maintained documents:\",\"Who Little Plains is\",\"How we work\",\"Sales, pricing, and process questions\",\"Rules for how the agent should answer\"],\"portableText\":[{\"_key\":\"fec17bf4d9bb\",\"_type\":\"block\",\"children\":[{\"_key\":\"37c1a2d93172\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Split Fast Knowledge From Deep Knowledge\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"44490c8551d0\",\"_type\":\"block\",\"children\":[{\"_key\":\"ff42d628645d\",\"_type\":\"span\",\"marks\":[],\"text\":\"We found that \"},{\"_key\":\"af3148a93030\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"embeddings\"},{\"_key\":\"1ceebe50ec35\",\"_type\":\"span\",\"marks\":[],\"text\":\" were the easy part, yet \"},{\"_key\":\"652aa37ad12c\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"meaning\"},{\"_key\":\"6d7a80ac9035\",\"_type\":\"span\",\"marks\":[],\"text\":\" was hard. How much authority does one meeting transcript carry? What happens when two sources disagree? Which facts should be instant, and which deserve a search?\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"65c4dd0a6ada\",\"_type\":\"block\",\"children\":[{\"_key\":\"4c4f907f2817\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"We decided to split the archive in two:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4d85c8dd3d80\",\"_type\":\"block\",\"children\":[{\"_key\":\"b522cf76f7ad\",\"_type\":\"span\",\"marks\":[\"underline\"],\"text\":\"Deep knowledge\"},{\"_key\":\"dccdc6fca846\",\"_type\":\"span\",\"marks\":[],\"text\":\" is the full corpus. It holds the original documents, transcripts, project files, raw writing, and historical context. It is large, nuanced, and worth searching when a question needs research.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"aad7300c21ef\",\"_type\":\"block\",\"children\":[{\"_key\":\"3ee0e1e906b5\",\"_type\":\"span\",\"marks\":[\"underline\"],\"text\":\"Fast knowledge\"},{\"_key\":\"3d6668ebb3ed\",\"_type\":\"span\",\"marks\":[],\"text\":\" is a small versioned set of what the site needs available \"},{\"_key\":\"aa6d4bb17d1a\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"right now\"},{\"_key\":\"7ea6edbe1888\",\"_type\":\"span\",\"marks\":[],\"text\":\". It has four maintained documents: \"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f8aec6af6ce4\",\"_type\":\"block\",\"children\":[{\"_key\":\"7ea6edbe1888\",\"_type\":\"span\",\"marks\":[],\"text\":\"Who Little Plains is\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d82726979f31\",\"_type\":\"block\",\"children\":[{\"_key\":\"7ea6edbe1888\",\"_type\":\"span\",\"marks\":[],\"text\":\"How we work\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2578427e6a41\",\"_type\":\"block\",\"children\":[{\"_key\":\"7ea6edbe1888\",\"_type\":\"span\",\"marks\":[],\"text\":\"Sales, pricing, and process questions\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6de026c2d27f\",\"_type\":\"block\",\"children\":[{\"_key\":\"7ea6edbe1888\",\"_type\":\"span\",\"marks\":[],\"text\":\"Rules for how the agent should answer\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"8e7638152f9c\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\"
109:\"tall\",\"caption\":\"\",\"media\":[{\"key\":\"b90faaf8d107\",\"type\":\"imageAsset\",\"autoplay\":true,\"image\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/1f7d7adeccbcf26cbb73290da30b0a4b28160988-2000x1000.png\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/1f7d7adeccbcf26cbb73290da30b0a4b28160988-2000x1000.png\",\"assetKey\":\"image-1f7d7adeccbcf26cbb73290da30b0a4b28160988-2000x1000-png\",\"width\":2000,\"height\":1000,\"aspectRatio\":2,\"alt\":\"\",\"assetId\":\"image-1f7d7adeccbcf26cbb73290da30b0a4b28160988-2000x1000-png\",\"blurHash\":\"MGS6Y]?G?FItxt?HWVj?ofR*~TM}NHxsNH\",\"palette\":{\"background\":\"#bbc5da\"}}}]},{\"key\":\"7b7c3c910ba6\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"Versus being a live database pull, each document is written by a person or an agent synthesizing the underlying material, and it only changes when someone or the system initiates an update. Examples would be a new team title, a shift in how we talk about client work, or a pricing change. The website receives whatever's currently published as one compact context pack.\",\"If a user asks about a current project, the site should already know the client, problem, approach, and outcome.\",\"If a user asks about the history behind a decision, then it should go research the archive.\",\"Generate Project Facts Deterministically\",\"We have a single Markdown fact sheet covering each current Little Plains project. Itâs rendered directly from approved Sanity fields that have gone through a few rounds of revision. The first version tried to hold too much and broke the model's context limit, which slowed everything down.\",\"Each project's entry contains:\",\"Title\",\"Canonical slug\",\"Publish date\",\"Capabilities\",\"Industries\",\"Tags\",\"Summary\",\"Problem\",\"Approach\",\"Outcome\",\"Deliverables\",\"Retrieval aliases\",\"Selected assets\",\"Importantly, a model doesnât write the above. It's a versioned document carrying a source digest, project count, renderer fingerprint, and a stable directory the frontend can validate and cache.\",\"We upload the asset and the pipeline handles the rest. 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In the current mix, text carries slightly more weight than raw visual similarity, with tags, support signals, and a gentle \\\"great example\\\" boost filling in the rest.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1e943a01c344\",\"_type\":\"block\",\"children\":[{\"_key\":\"3a80f469ae79\",\"_type\":\"span\",\"marks\":[],\"text\":\"Thus, a literal phrase like \\\"\"},{\"_key\":\"f6eb5d45ea9d\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"national park\"},{\"_key\":\"49887f20c9f7\",\"_type\":\"span\",\"marks\":[],\"text\":\"\\\" can beat a vaguely similar image, while \\\"\"},{\"_key\":\"9dd5001ef597\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"blue talking orbs\"},{\"_key\":\"83222229f4ec\",\"_type\":\"span\",\"marks\":[],\"text\":\"\\\" still finds work that nobody manually tagged.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"87c62a2e0984\",\"_type\":\"block\",\"children\":[{\"_key\":\"5c9b28678309\",\"_type\":\"span\",\"marks\":[],\"text\":\"Additionally, model-generated interpretation counts as evidence, and authored language and editorial judgment outrank it.\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"f79506016c7b\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\":\"tall\",\"caption\":\"\",\"media\":[{\"key\":\"86cb5358e63e\",\"type\":\"imageAsset\",\"autoplay\":true,\"image\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/73566a21254cdfff59caf5fbb186a587ded67a6e-2000x1000.png\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/73566a21254cdfff59caf5fbb186a587ded67a6e-2000x1000.png\",\"assetKey\":\"image-73566a21254cdfff59caf5fbb186a587ded67a6e-2000x1000-png\",\"width\":2000,\"height\":1000,\"aspectRatio\":2,\"alt\":\"\",\"assetId\":\"image-73566a21254cdfff59caf5fbb186a587ded67a6e-2000x1000-png\",\"blurHash\":\"M8Simjx]~T%M%1?vRlNIR,a~~SR+9dWEIp\",\"palette\":{\"background\":\"#a6b1c3\"}}}]},{\"key\":\"4dd8a057232b\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"Give Each Intent Its Own Retrieval Path\",\"As detailed above, our first interface was chat, and it treated every question as a research project. It would search the corpus, retrieve sources, interpret, and assemble an answer. That was great for a hard historical question. It fell flat for something as simple as \\\"what does Little Plains do.\\\"\",\"It worked. It was also slow as heck.\",\"Fast knowledge fixed part of that problem. Splitting the interface fixed the rest once we accepted that people arrive with different intents. Some want to browse, some want a specific answer, and some want a conversation.\"],\"portableText\":[{\"_key\":\"e9a61138f475\",\"_type\":\"block\",\"children\":[{\"_key\":\"27689360404e\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Give Each Intent Its Own Retrieval Path\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b6b0b489ef03\",\"_type\":\"block\",\"children\":[{\"_key\":\"4a2fdb4bda52\",\"_type\":\"span\",\"marks\":[],\"text\":\"As detailed above, our first interface was chat, and it treated every question as a research project. It would search the corpus, retrieve sources, interpret, and assemble an answer. That was great for a hard historical question. It fell flat for something as simple as \\\"\"},{\"_key\":\"d85ec5675847\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"what does Little Plains do.\"},{\"_key\":\"bd05f4b4c85b\",\"_type\":\"span\",\"marks\":[],\"text\":\"\\\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3a66f2b293d1\",\"_type\":\"block\",\"children\":[{\"_key\":\"b059b4e433e3\",\"_type\":\"span\",\"marks\":[],\"text\":\"It worked. It was also slow as heck.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d0df60f98745\",\"_type\":\"block\",\"children\":[{\"_key\":\"9c3a50406d2f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Fast knowledge fixed part of that problem. Splitting the interface fixed the rest once we accepted that people arrive with different intents. Some want to browse, some want a specific answer, and some want a conversation.\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"f38607cbc5b1\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\"
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With the query normalized and an embedding created, candidates are pulled from direct asset vectors and supporting analysis vectors, then blended with exact text, tags, metadata, project relationships, filters, and curation.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d3d2e5fef401\",\"_type\":\"block\",\"children\":[{\"_key\":\"cf187db936d2\",\"_type\":\"span\",\"marks\":[],\"text\":\"The public response reduces to safe render-ready cards, with raw analysis, vector scores, and provenance staying behind the API.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cb49a08f238d\",\"_type\":\"block\",\"children\":[{\"_key\":\"f7e27b7be88c\",\"_type\":\"span\",\"marks\":[],\"text\":\"Results land in a masonry grid because the assets span four or five aspect ratios and uniform crops would have wrecked them. Right click any card for \\\"\"},{\"_key\":\"bd7f1d776301\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"find visually similar\"},{\"_key\":\"5c27bb89266b\",\"_type\":\"span\",\"marks\":[],\"text\":\",\\\" running the same pipeline.\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"72b851729ec2\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\":\"tall\",\"caption\":\"\",\"media\":[{\"key\":\"90adc9fa3523\",\"type\":\"lottie\",\"autoplay\":true,\"muxPlaybackId\":\"V02cqcnfLVLt7pDQxhjuL8limq9CBRPNSCUD9VYXB6So\"}]},{\"key\":\"8ff30a6bebe6\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"Ask:\",\"Turns a question into a grounded structured response. 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Interruption, stale events, transcript ownership, and microphone state all receive explicit handling.\",\"Explore, Ask, and Voice share source entities, asset relationships, embeddings, and APIs, yet each one still gets its own query path. Pretty cool :)\"],\"portableText\":[{\"_key\":\"ea725ddf4ca3\",\"_type\":\"block\",\"children\":[{\"_key\":\"e1a375f12e13\",\"_type\":\"span\",\"marks\":[\"strong\",\"em\"],\"text\":\"Voice:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"98c106bd1304\",\"_type\":\"block\",\"children\":[{\"_key\":\"525474ea39fd\",\"_type\":\"span\",\"marks\":[],\"text\":\"This shares the same product as above. We also used \"},{\"_key\":\"4a8fdc9ce919\",\"_type\":\"span\",\"marks\":[\"underline\"],\"text\":\"GPT Realtime 2.1\"},{\"_key\":\"7e6456842393\",\"_type\":\"span\",\"marks\":[],\"text\":\" with the Marin voice, semantic turn detection, and \"},{\"_key\":\"7f89254a727a\",\"_type\":\"span\",\"marks\":[\"underline\"],\"text\":\"GPT-4o mini\"},{\"_key\":\"11709b090036\",\"_type\":\"span\",\"marks\":[],\"text\":\" transcription. Typed and spoken modes receive identical ordered grounding and reconcile into one transcript, so switching mid-conversation continues rather than restarts.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"153b5f61277a\",\"_type\":\"block\",\"children\":[{\"_key\":\"eeb502a22373\",\"_type\":\"span\",\"marks\":[],\"text\":\"Realtime answers ordinary studio questions from shared context and delegates substantive project questions to the same Luna planner, then narrates the validated written result. Interruption, stale events, transcript ownership, and microphone state all receive explicit handling.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a8f4b3b161c0\",\"_type\":\"block\",\"children\":[{\"_key\":\"38ebc9d8ae9c\",\"_type\":\"span\",\"marks\":[],\"text\":\"Explore, Ask, and Voice share source entities, asset relationships, embeddings, and APIs, yet each one still gets its own query path. Pretty cool :)\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"9366c71fe998\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\":\"tall\",\"caption\":\"\",\"media\":[{\"key\":\"51991fa97ca0\",\"type\":\"videoAsset\",\"autoplay\":true,\"muxPlaybackId\":\"kL02dt9vHYHEExRpKV01bC26SWl2CoMcw9AXreWCIMwow\"}]},{\"key\":\"06875c47062e\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"Pick Models per Job, Then Prove It\",\"We used five models for five jobs:\",\"GPT-5.5 enriches images\",\"Gemini Embedding 2 handles each vector\",\"Luna plans typed Ask\",\"GPT-5.6 Sol evaluates the public agent and powers higher-reasoning internal workflows\",\"GPT Realtime 2.1 runs voice\",\"These each came from evaluation, rather than leaderboards. 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We froze 74 scenarios covering:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"255e7f9c540f\",\"_type\":\"block\",\"children\":[{\"_key\":\"08ab166729
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An ambiguous project prefix has to trigger clarification. A request for \\\"recent\\\" work needs a real launch date rather than editorial order. A full case study has to fit the structured output envelope. A visual board can't invent palette details because the images look related.\",\"Each one of these is interface behavior, and the model would just widen the surface.\",\"Latency got the same treatment. With our holding model, reasoning level, 800-token allowance, tools, and test cases fixed, we moved from Standard to Fast processing and cut the median planner turn from 6.1 seconds to 3.6 seconds. Fast cost roughly 1.9 times as much, and we paid it, because the API call was nearly all of the waiting.\"],\"portableText\":[{\"_key\":\"a86730398971\",\"_type\":\"block\",\"children\":[{\"_key\":\"9b4756490ea0\",\"_type\":\"span\",\"marks\":[],\"text\":\"We used three runs each with Luna, then had Sol judge all 222 outputs against public evidence and the rendered UI contract. \"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ce3ddb198b3d\",\"_type\":\"block\",\"children\":[{\"_key\":\"9b4756490ea0\",\"_type\":\"span\",\"marks\":[],\"text\":\"For us, the score mattered less than the failure list. An ambiguous project prefix has to trigger clarification. A request for \\\"recent\\\" work needs a real launch date rather than editorial order. A full case study has to fit the structured output envelope. A visual board can't invent palette details because the images look related.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3d0887550629\",\"_type\":\"block\",\"children\":[{\"_key\":\"dae1ce06d421\",\"_type\":\"span\",\"marks\":[],\"text\":\"Each one of these is interface behavior, and the model would just widen the surface.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"39e16a9006d1\",\"_type\":\"block\",\"children\":[{\"_key\":\"1079b7ebd378\",\"_type\":\"span\",\"marks\":[],\"text\":\"Latency got the same treatment. With our holding model, reasoning level, 800-token allowance, tools, and test cases fixed, we moved from \"},{\"_key\":\"001a7c3b1424\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"Standard\"},{\"_key\":\"a5be0e142f2b\",\"_type\":\"span\",\"marks\":[],\"text\":\" to \"},{\"_key\":\"9fb57f8ccbc8\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"Fast\"},{\"_key\":\"31f271744cdc\",\"_type\":\"span\",\"marks\":[],\"text\":\" processing and cut the median planner turn from 6.1 seconds to 3.6 seconds. 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109:\"tall\",\"caption\":\"\",\"media\":[{\"key\":\"b65137dcc228\",\"type\":\"imageAsset\",\"autoplay\":true,\"image\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/432977f9f7b28e490ac4a2cf72f380b2ca629eb5-3260x2330.jpg\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/432977f9f7b28e490ac4a2cf72f380b2ca629eb5-3260x2330.jpg\",\"assetKey\":\"image-432977f9f7b28e490ac4a2cf72f380b2ca629eb5-3260x2330-jpg\",\"width\":3260,\"height\":2330,\"aspectRatio\":1.3991416309012876,\"alt\":\"\",\"assetId\":\"image-432977f9f7b28e490ac4a2cf72f380b2ca629eb5-3260x2330-jpg\",\"blurHash\":\"VfOzSsIU~q_3%Mt7tQa{M{WBt7t7RjM{a{M{WBxut7of\",\"palette\":{\"background\":\"#f2fcf8\"}}}]},{\"key\":\"7589574b4f6b\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"We used Figma to build our v1 stylesheet, design system, and atomic kit, and those became the language we fed to coding agents. Figma stayed useful for visual studies and component work.\",\"However, Figma stopped being where we answered the hardest questions for the site build, because those questions involved state, timing, motion, live retrieval, focus, and browser behavior.\",\"A static frame suggests how something moves. Only working software shows you how it feels through interaction when real results arrive, the keyboard opens, or a transition reverses halfway. Once you experience this, it's hard to go back.\",\"The loop became:\",\"Idea from Slack, Wisprflow, or transcribed from a meeting\",\"Rough lab in Codex or Claude Code\",\"Shared URL\",\"Supercut feedback, MCP into Linear, then a ticket, then a pull request\"],\"portableText\":[{\"_key\":\"bcf06a342725\",\"_type\":\"block\",\"children\":[{\"_key\":\"9efe1331f447\",\"_type\":\"span\",\"marks\":[],\"text\":\"We used Figma to build our v1 stylesheet, design system, and atomic kit, and those became the language we fed to coding agents. Figma stayed useful for visual studies and component work.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8df5abc633b2\",\"_type\":\"block\",\"children\":[{\"_key\":\"9912c962fb75\",\"_type\":\"span\",\"marks\":[],\"text\":\"However, Figma stopped being where we answered the hardest questions for the site build, because those questions involved state, timing, motion, live retrieval, focus, and browser behavior.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0b539adfa197\",\"_type\":\"block\",\"children\":[{\"_key\":\"57849a0077b1\",\"_type\":\"span\",\"marks\":[],\"text\":\"A static frame \"},{\"_key\":\"72c1d8e8bc71\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"suggests \"},{\"_key\":\"63613695d463\",\"_type\":\"span\",\"marks\":[],\"text\":\"how something moves. Only working software shows you how it\"},{\"_key\":\"898968fa2b6b\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\" feels\"},{\"_key\":\"95421dc2df01\",\"_type\":\"span\",\"marks\":[],\"text\":\" through interaction when real results arrive, the keyboard opens, or a transition reverses halfway. Once you experience this, it's hard to go back.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"173fe93e33f0\",\"_type\":\"block\",\"children\":[{\"_key\":\"c7eccd169b65\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"The loop became:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a56f7229e814\",\"_type\":\"block\",\"children\":[{\"_key\":\"f86b7ef30df2\",\"_type\":\"span\",\"marks\":[],\"text\":\"Idea from Slack, Wisprflow, or transcribed from a meeting\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2e61bbd52e23\",\"_type\":\"block\",\"children\":[{\"_key\":\"743caf999c68\",\"_type\":\"span\",\"marks\":[],\"text\":\"Rough lab in Codex or Claude Code\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"75d32b228699\",\"_type\":\"block\",\"children\":[{\"_key\":\"cb003afe69c7\",\"_type\":\"span\",\"marks\":[],\"text\":\"Shared URL\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8ad02f6c172a\",\"_type\":\"block\",\"children\":[{\"_key\":\"e8c3becc5b70\",\"_type\":\"span\",\"marks\":[],\"text\":\"Supercut feedback, MCP into Linear, then a ticket, then a pull request\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"9a82f66405c6\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\"
109:\"tall\",\"caption\":\"\",\"media\":[{\"key\":\"8e380e4f455c\",\"type\":\"imageAsset\",\"autoplay\":true,\"image\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/4c5449788a391895887bbc517da019c6cbc26a09-1920x1372.gif\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/4c5449788a391895887bbc517da019c6cbc26a09-1920x1372.gif\",\"assetKey\":\"image-4c5449788a391895887bbc517da019c6cbc26a09-1920x1372-gif\",\"width\":1920,\"height\":1372,\"aspectRatio\":1.3994169096209912,\"alt\":\"\",\"assetId\":\"image-4c5449788a391895887bbc517da019c6cbc26a09-1920x1372-gif\",\"blurHash\":\"V5R{*^-:_3~q9G~pofofxtM{M#t6M_jsxu~pt6j[ofRP\",\"palette\":{\"background\":\"#353532\"}}}]},{\"key\":\"be557ad80356\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"Our labs stayed deliberately incomplete, a navigation lab needs no production data and no full agent, it just needs to prove whether three modes can feel like one object.\",\"The siteâs unique navigation UI is the clearest example of this. To get to our Omnibar, we talked through endless paradigms out loud into Wisprflow while Codex built a half dozen working variations in parallel.\",\"For us, going from spoken thought to clickable prototype in minutes, repeatedly, is what made that range reachable. Again, once you experience this model of creating, itâs hard to go back.\",\"Codex then built these six variations. We tested them, tinkered, and we then decided which versions to ship. We then rinsed, and repeated. More options raise the need for curation, and this is where having an opinion and intention matter, a lot.\",\"Human input \u003e agentic modeling \u003e human curation.\",\"This iterative process for our navigation produced the Omnibar, where Explore, Ask, and About became three modes of one persistent object instead of three destinations.\"],\"portableText\":[{\"_key\":\"9357e9580ea5\",\"_type\":\"block\",\"children\":[{\"_key\":\"8397822c8b0a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Our labs stayed deliberately incomplete, a navigation lab needs no production data and no full agent, it just needs to prove whether three modes can feel like one object.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"133eeb113fd1\",\"_type\":\"block\",\"children\":[{\"_key\":\"ea21c427d0e6\",\"_type\":\"span\",\"marks\":[],\"text\":\"The siteâs unique navigation UI is the clearest example of this. To get to our \"},{\"_key\":\"eba3b3e824c2\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Omnibar\"},{\"_key\":\"7259eadceb74\",\"_type\":\"span\",\"marks\":[],\"text\":\", we talked through endless paradigms out loud into Wisprflow while Codex built a half dozen working variations in parallel. \"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2f876ec12869\",\"_type\":\"block\",\"children\":[{\"_key\":\"7259eadceb74\",\"_type\":\"span\",\"marks\":[],\"text\":\"For us, going from spoken thought to clickable prototype in minutes, repeatedly, is what made that range reachable. Again, once you experience this model of creating, itâs hard to go back.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"42bdb627b3a1\",\"_type\":\"block\",\"children\":[{\"_key\":\"2544d8fc43c3\",\"_type\":\"span\",\"marks\":[],\"text\":\"Codex then built these six variations. We tested them, tinkered, and we then decided which versions to ship. We then rinsed, and repeated. More options raise the need for curation, and this is where having an opinion and intention matter, a lot.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"40e023977d59\",\"_type\":\"block\",\"children\":[{\"_key\":\"14535140fcbb\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"Human input \u003e agentic modeling \u003e human curation.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"561bfa347eda\",\"_type\":\"block\",\"children\":[{\"_key\":\"ca9d790ebf95\",\"_type\":\"span\",\"marks\":[],\"text\":\"This iterative process for our navigation produced the Omnibar, where Explore, Ask, and About became three modes of one persistent object instead of three destinations.\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"7cfc64669381\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\"
109:\"tall\",\"caption\":\"\",\"media\":[{\"key\":\"b6838e0c406f\",\"type\":\"videoAsset\",\"autoplay\":true,\"muxPlaybackId\":\"OC8NG02TLhU3IzJvc5TWAN8ddxrP6IOt2NJtrxPVaXJ00\"}]},{\"key\":\"3f141e3c6d20\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"The bar has a long and intentionally considered (through endless edgecase testing) set of parameters and guidelines for both desktop and mobile, two extremely different use cases for a multi-modal, persistently on screen, full-site navigation.\",\"Omnibar varies across mode, presentation, page context, viewport, focus, and conversation state, and every combination changes labels, controls, dimensions, and motion.\"],\"portableText\":[{\"_key\":\"1ec071b710b2\",\"_type\":\"block\",\"children\":[{\"_key\":\"346258389ffb\",\"_type\":\"span\",\"marks\":[],\"text\":\"The bar has a long and intentionally considered (through endless edgecase testing) set of parameters and guidelines for both desktop and mobile, two extremely different use cases for a multi-modal, persistently on screen, full-site navigation.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"32ef8007314f\",\"_type\":\"block\",\"children\":[{\"_key\":\"a9714cba4cb3\",\"_type\":\"span\",\"marks\":[],\"text\":\"Omnibar varies across mode, presentation, page context, viewport, focus, and conversation state, and every combination changes labels, controls, dimensions, and motion.\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"7821bfb3e229\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\":\"tall\",\"caption\":\"We designed hover states and tooltips to the project cards, plus transitions that follow you through the whole session.\",\"media\":[{\"key\":\"0a64e2914320\",\"type\":\"videoAsset\",\"autoplay\":true,\"muxPlaybackId\":\"iwHfdHC9KlmsRyGJSsODgweOnpEPEjgx1pBo2C43Zrg\"}]},{\"key\":\"d887461cfe0d\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\":\"tall\",\"caption\":\"The chat surfaces contextual UI cards to help you along, plus a multi-state agent animation generated from our illustration style.\",\"media\":[{\"key\":\"0cb0ca3a8c65\",\"type\":\"videoAsset\",\"autoplay\":true,\"muxPlaybackId\":\"KlGLLvxoG9fMtVZckldaFc7gznnIG6VPeWI1KpMypgI\"}]},{\"key\":\"af5e0d02a61a\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\":\"tall\",\"caption\":\"Omnibar expands and contracts based on how you're using it: resting, open, searching.\",\"media\":[{\"key\":\"967503239b1a\",\"type\":\"videoAsset\",\"autoplay\":true,\"muxPlaybackId\":\"saTnjfdY5RPqPkuxJqtCKxuHLgLhUbZWhGczRvzk47c\"}]},{\"key\":\"21b42f61fad7\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"None of that would have been possible to feel in Figma; it only came together by building in the browser.\"],\"portableText\":[{\"_key\":\"3747614fed49\",\"_type\":\"block\",\"children\":[{\"_key\":\"254556e6bebf\",\"_type\":\"span\",\"marks\":[],\"text\":\"None of that would have been possible to \"},{\"_key\":\"83f14182efbf\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"feel\"},{\"_key\":\"f0d471f55fb3\",\"_type\":\"span\",\"marks\":[],\"text\":\" in Figma; it only came together by building in the browser.\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"0ee1c3a51481\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"Build Your Own Knowledge Layer\",\"A Step by Step Guide to Building Your Own Knowledge Layer\",\"Here are eight steps, in the order we'd repeat them (and save a lot of time):\",\"Name the Question Before You Build Anything\",\"Pick the key things your team keeps answering by hand, over and over. For the site, ours was \\\"What can Little Plains do? What has Little Plains done?\\\"\",\"Let that question decide what you build first. Architecture built for a real need stays honest. Architecture drawn first goes looking for a product to justify it.\",\"Preserve Sources Before You Transform Anything\",\"Keep every original as its own document.\",\"Normalize without rewriting.\",\"Let failed files stay visible as failures.\",\"Never insert a generated summary between the source and the index.\",\"Write Your Fast Layer by Hand\",\"Four to six documents covering who you are, how you work, what people always ask, and how the agent should behave.\",\"Do this before you touch embeddings. It's the single most valuable part of the whole project.\",\"Render Structured Facts Deterministically\",\"Anything with approved fields in your CMS should produce a versioned fact sheet with a source digest.\",\"Models improvise, renderers don't.\",\"Separate the Placement From the File\",\"One image in three contexts is three records.\",\"Context c
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A product holding five competing ideas about what it is takes much longer to fix.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"e3c5caf4f224\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"Knowledge Centers, Designing in Code, \u0026 The Joy of Tinkering\",\"Through this journey, we took away three lessons for teams exploring their own comparable process:\",\"Use the valuable knowledge you already have\",\"Build software with prototypes that can replace a static design file\",\"Experiment and tinker\",\"Here's what we'd tell ourselves if we were just starting the same project from the beginning:\",\"Build Your Own Knowledge Center\",\"Decide what's public and what stays yours, learn to shape UI around information in code, and learn to point agentic tools at your own material and direct the flow.\",\"Start now!\",\"Transcribe and save your internal workshops, calls, and document your workflows, culture, team structure, and oral history. Connect your work files, code, and conversations.\",\"Youâll have a baby corpus of information within a month. Within a year, you will have so much rich proprietary information in one place for your team and agents to access, you will feel like a new company.\",\"Design the Language in Figma, Design the Product in Code\",\"Once the team started building in Codex and Claude Code instead of designing in Figma first, the working prototype itself became the place where decisions got made.\",\"When we had an idea for the Omnibar, we didnât write it up and present it. We built a rough version, sent a link around, the team clicked through it on their phones, argued about what felt right, and that argument happened inside the softw
109are itself. The prototype was the source of truth and each project team member began directly contributing to it.\",\"Our new website is the visible result; one lasting change is that working software became the place our team thinks together. This also included many team members who had never coded, setup a git, done pull requests, or shipped anything.\",\"Experiment and Tinker\",\"Some of the best parts of the site were never planned. Dan Batten built a searchable visual archive of an internal Slack channel as a weekend project, and it became the seed months later for our siteâs image-based discovery UI.\",\"Rusty Meadows built an internal tool to check if the image pipeline was working, and on a call reviewing it, we realized it was better than anything visitors could actually use on the live site. We forked it. That tool is Explore.\",\"Alex Leiphart prompt-engineered a microsite for our proposals that served as the nerve center for our final siteâs push.\",\"Give your team room to build things nobody put on a roadmap. Most side projects won't ship, and that's fine, most shouldn't. But you won't find the version of your product that surprises you if every hour has to be justified in advance.\",\"None of the above would have been possible without the tools to try things quickly and cheaply. Create a culture to try things you don't need permission for. Lose some money and time. In the long run, itâs well worth it.\"],\"portableText\":[{\"_key\":\"585092ecd26c\",\"_type\":\"block\",\"children\":[{\"_key\":\"cb8024e5fc58\",\"_type\":\"span\",\"marks\":[],\"text\":\"Knowledge Centers, Designing in Code, \u0026 The Joy of Tinkering\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"9e2482b98870\",\"_type\":\"block\",\"children\":[{\"_key\":\"48c3d2605a1e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Through this journey, we took away three lessons for teams exploring their own comparable process:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"90a080f2e17e\",\"_type\":\"block\",\"children\":[{\"_key\":\"0926e54b77c6\",\"_type\":\"span\",\"marks\":[],\"text\":\"Use the valuable knowledge you already have\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"485fc98872b0\",\"_type\":\"block\",\"children\":[{\"_key\":\"89e27266b77b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Build software with prototypes that can replace a static design file\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"28455834128b\",\"_type\":\"block\",\"children\":[{\"_key\":\"4d94b518f0cb\",\"_type\":\"span\",\"marks\":[],\"text\":\"Experiment and tinker\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a67cf7eb19e2\",\"_type\":\"block\",\"children\":[{\"_key\":\"ef8769ffb57d\",\"_type\":\"span\",\"marks\":[],\"text\":\"Here's what we'd tell ourselves if we were just starting the same project from the beginning:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bd17f522d84c\",\"_type\":\"block\",\"children\":[{\"_key\":\"34cb82bff3ed\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Build Your Own Knowledge Center\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"74d4578cf077\",\"_type\":\"block\",\"children\":[{\"_key\":\"e17111b5e8c7\",\"_type\":\"span\",\"marks\":[],\"text\":\"Decide what's public and what stays yours, learn to shape UI around information in code, and learn to point agentic tools at your own material and direct the flow. \"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7fb926f7a37b\",\"_type\":\"block\",\"children\":[{\"_key\":\"73f4ddb7138c\",\"_type\":\"span\",\"marks\":[],\"text\":\"Start now!\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fb9edb6b5ad5\",\"_type\":\"block\",\"children\":[{\"_key\":\"7fb6cbb7df3f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Transcribe and save your internal workshops, calls, and document your workflows, culture, team structure, and oral history. Connect your work files, code, and conversations. \"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5dcb0f1e9ab5\",\"_type\":\"block\",\"children\":[{\"_key\":\"7fb6cbb7df3f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Youâll have a baby corpus of information within a month. Within a year, you will have so much rich proprietary information in one place for your team and agents to access, you will feel like a new company.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"786a6cb461bb\",\"_type\":\"block\",\"children\":[{\"_key\":\"330d36e2b139\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Design the Language in Figma, Design the Product in Code\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0d9a175c2097\",\"_type\":\"block\",\"children\":[{\"_key\":\"252e7cad823f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Once the team started building in Codex and Claude Code instead of designing in Figma first, the working prototype itself became the place where decisions got made.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"db3e51cb0a28\",\"_type\":\"block\",\"children\":[{\"_key\":\"e943d50a7058\",\"_type\":\"span\",\"marks\":[],\"text\":\"When we had an idea for the Omnibar, we didnât write it up and present it. 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109are itself. The prototype was the source of truth and each project team member began directly contributing to it.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"221ee59fa066\",\"_type\":\"block\",\"children\":[{\"_key\":\"e943d50a7058\",\"_type\":\"span\",\"marks\":[],\"text\":\"Our new website is the visible result; one lasting change is that working software became the place our team thinks together. This also included many team members who had never coded, setup a git, done pull requests, or shipped anything.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cc2700839462\",\"_type\":\"block\",\"children\":[{\"_key\":\"c1b8dd475144\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Experiment and Tinker\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5d7a5a0dde3c\",\"_type\":\"block\",\"children\":[{\"_key\":\"f820f2254581\",\"_type\":\"span\",\"marks\":[],\"text\":\"Some of the best parts of the site were never planned. Dan Batten built a searchable visual archive of an internal Slack channel as a weekend project, and it became the seed months later for our siteâs image-based discovery UI. \"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e2b3ee7eb9b0\",\"_type\":\"block\",\"children\":[{\"_key\":\"f820f2254581\",\"_type\":\"span\",\"marks\":[],\"text\":\"Rusty Meadows built an internal tool to check if the image pipeline was working, and on a call reviewing it, we realized it was better than anything visitors could actually use on the live site. We forked it. That tool is Explore. \"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0100f33b997d\",\"_type\":\"block\",\"children\":[{\"_key\":\"f820f2254581\",\"_type\":\"span\",\"marks\":[],\"text\":\"Alex Leiphart prompt-engineered a microsite for our proposals that served as the nerve center for our final siteâs push.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6b401c96a163\",\"_type\":\"block\",\"children\":[{\"_key\":\"1e7cfb51bc1a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Give your team room to build things nobody put on a roadmap. Most side projects won't ship, and that's fine, most shouldn't. But you won't find the version of your product that surprises you if every hour has to be justified in advance.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"260d387b3a02\",\"_type\":\"block\",\"children\":[{\"_key\":\"82c913913dfc\",\"_type\":\"span\",\"marks\":[],\"text\":\"None of the above would have been possible without the tools to try things quickly and cheaply. Create a culture to try things you don't need permission for. Lose some money and time. In the long run, itâs well worth it.\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"a6a9b7cb39dc\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"In Conclusion\",\"As bleeding-edge agentic technology becomes increasingly affordable, your own context is one of the best places to invest. Built in browser, thoughtfully. And make time to tinker.\",\"We hope this helps you get started on your journey. Thank you for reading.\",\"Please email us at [email protected].\"],\"portableText\":[{\"_key\":\"b8a22ffafc7c\",\"_type\":\"block\",\"children\":[{\"_key\":\"b2f4884de26d\",\"_type\":\"span\",\"marks\":[],\"text\":\"In Conclusion\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"9bbc85a9136b\",\"_type\":\"block\",\"children\":[{\"_key\":\"b2f4884de26d\",\"_type\":\"span\",\"marks\":[],\"text\":\"As bleeding-edge agentic technology becomes increasingly affordable, your own context is one of the best places to invest. Built in browser, thoughtfully. And make time to tinker.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6ec793949e48\",\"_type\":\"block\",\"children\":[{\"_key\":\"b60209cca4f8\",\"_type\":\"span\",\"marks\":[],\"text\":\"We hope this helps you get started on your journey. Thank you for reading.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0f90cfe13774\",\"_type\":\"block\",\"children\":[{\"_key\":\"107ba6d5f13d\",\"_type\":\"span\",\"marks\":[],\"text\":\"Please email us at [email protected].\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"b8b0d1304264\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"Emmett Shine, Alex Leiphart, Rusty Meadows contributed to this essay for Little Plains, a New York studio working with startups on brand, product, and the technological systems that bond them together.\"],\"portableText\":[{\"_key\":\"fe47578311a7\",\"_type\":\"block\",\"children\":[{\"_key\":\"58ce1c0b9e0d\",\"_type\":\"span\",\"marks\":[\"13036dbd6136\"],\"text\":\"Emmett Shine\"},{\"_key\":\"68b8578e6f16\",\"_type\":\"span\",\"marks\":[],\"text\":\", \"},{\"_key\":\"648e514baa40\",\"_type\":\"span\",\"marks\":[\"79cf3b8477b8\"],\"text\":\"Alex Leiphart\"},{\"_key\":\"91d1020f3ad2\",\"_type\":\"span\",\"marks\":[],\"text\":\", \"},{\"_key\":\"e23f8d0f0d14\",\"_type\":\"span\",\"marks\":[\"d0125176462e\"],\"text\":\"Rusty Meadows\"},{\"_key\":\"63c96a54b137\",\"_type\":\"span\",\"marks\":[],\"text\":\" contributed to this essay for Little Plains, a New York studio working with startups on brand, product, and the technological systems that bond them together.\"}],\"markDefs\":[{\"_key\":\"13036dbd6136\",\"_type\":\"link\",\"href\":\"https://x.com/emmettshine\"},{\"_key\":\"79cf3b8477b8\",\"_type\":\"link\",\"href\":\"https://x.com/alexleiphart\"},{\"_key\":\"d0125176462e\",\"_type\":\"link\",\"href\":\"https://x.com/rameadows\"}],\"style\":\"normal\"}]}]}
109,{\"contentType\":\"writing\",\"id\":\"42c2cb9e-832c-482f-814b-892c75a1cec5\",\"title\":\"The 10 Fundraising Commandments\",\"slug\":\"guide-to-raising\",\"hide\":false,\"hideFromSitemap\":false,\"updatedAt\":\"2026-09-16T01:40:03Z\",\"authors\":[\"Emmett Shine\"],\"orderRank\":\"0|100054:\",\"blurb\":\"Tips for new founders raising capital.\",\"roles\":[],\"industries\":[],\"tags\":[],\"descriptionParagraphs\":[],\"descriptionPortableText\":[],\"seoTitle\":\"A First-Time Founders Guide to Raising\",\"seoDescription\":\"Ten steps for founders raising for the first time, from narrative order to closing lead time.\",\"openGraphTitle\":\"A First-Time Founders Guide to Raising\",\"openGraphDescription\":\"Ten steps for founders raising for the first time, from narrative order to closing lead time.\",\"openGraphImage\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/ead41fbd38af23cb4ac472fd8eada7eb0e475919-2400x1260.png\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/ead41fbd38af23cb4ac472fd8eada7eb0e475919-2400x1260.png\",\"assetKey\":\"image-ead41fbd38af23cb4ac472fd8eada7eb0e475919-2400x1260-png\",\"width\":2400,\"height\":1260,\"aspectRatio\":1.9047619047619047,\"alt\":\"The 10 Fundraising Commandments\",\"assetId\":\"image-ead41fbd38af23cb4ac472fd8eada7eb0e475919-2400x1260-png\"},\"twitterTitle\":\"A First-Time Founders Guide to Raising\",\"twitterDescription\":\"Ten steps for founders raising for the first time, from narrative order to closing lead time.\",\"twitterImage\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/ead41fbd38af23cb4ac472fd8eada7eb0e475919-2400x1260.png\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/ead41fbd38af23cb4ac472fd8eada7eb0e475919-2400x1260.png\",\"assetKey\":\"image-ead41fbd38af23cb4ac472fd8eada7eb0e475919-2400x1260-png\",\"width\":2400,\"height\":1260,\"aspectRatio\":1.9047619047619047,\"alt\":\"The 10 Fundraising Commandments\",\"assetId\":\"image-ead41fbd38af23cb4ac472fd8eada7eb0e475919-2400x1260-png\"},\"thumbnail\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/d
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109wice.\",\"Before you're in market, run a mock pitch with a friendly, sophisticated set of eyes, someone who'll poke holes without an investment decision riding on it. Stress-test the narrative against people who care about you succeeding, not people you're trying to close. Practice makes perfect and youâre going to want to practice.\",\"FROM THE FIELD: One team logged each single VC conversation with a score out of 10 and a short debrief, what landed, what didn't, what to sharpen, treating the raise itself as the practice environment. By call six or seven, the same two questions kept surfacing, and the pitch got rebuilt around answering them before they were asked. We needed those 6-7 reps up front to find what to fix.\",\"5. Know exactly which kind of investor is in front of you, and size the ask to fit them.\",\"A traditional early-stage fund and a multi-stage growth firm are not the same conversation, and asking for the wrong amount from the wrong type of investor kills momentum before it starts. A round that's too big reads as a stretch to a seed lead; the same round can read as too small to be worth a multi-stage firm's time.\",\"Learn each investor's real check-size range, whether they lead or only follow, and whether they can flex bigger for the right deal, and ask accordingly on the first call, not the third.\",\"FROM THE FIELD: \\\"We're raising six\\\" was a deliberately different number depending on who was across the table: sized down for a traditional seed lead, sized up when the conversation was with a multi-stage firm that doesn't move for a small check.\",\"6. Go through a warm lead.\",\"The highest-probability path is a warm introduction from someone the investor already trusts: a portfolio founder, a co-investor, a friendly operator.\",\"This means your job for weeks before you're \\\"in market\\\" is mapping who already knows the people you want to reach, and asking directly for the intro. It's not beneath you and it's not annoying, everyone in this business is doing the same thing for something else, all the time.\",\"FROM THE FIELD: Getting into a fund this way works a lot like getting into a club. You don't walk up to the door and hope. You text the friend who's already inside, and they walk you in.\",\"7. Run an actual process, don't let information leak out indefinitely.\",\"An open-ended drip of \\\"just checking in\\\" conversations with no deadline kills urgency. Instead: soft-circle interest first without sharing the deck or data (a teaser, a conversation, a \\\"we're going out soon\\\"), then announce a real process with a tight, explicit timeline: access to the deck and data room for a fixed window, term sheets due by a specific date, a decision shortly after.\",\"A deadline does the work that a hundred more conversations won't. It forces a yes or a no instead of a slow fade.\",\"FROM THE FIELD: A process that's worked repeatedly has been to soft circle, then announce the process, then 7-10 days of data room access, then term sheets due, then a decision within days of that. Everyone in the process knows the clock is running, which is exactly the point.\",\"8. Leverage the deleverage.\",\"The moment you're asking for money, you're structurally the less powerful party in the room. That's just the math of it. The counter is to consciously manufacture leverage anyway: real competing interest, a real deadline, information revealed deliberately rather than all at once.\",\"Don't over-explain and don't hand over everything on the first ask. Show one piece of what you've built, let it land, then show the next piece. Let a real second option (another interested investor, another path) do some of the negotiating for you, honestly, not as a bluff.\",\"FROM THE FIELD: \\\"When you're asking for money you're often de-leveraged, so you have to leverage the deleverage.\\\" The practical version of that is as simple as being honest that others are already circling, and letting a real deadline create real pressure instead of asking indefinitely.\",\"9. Expect most rejections to be about proof, not about you, and log why every time.\",\"Seed rounds routinely can take 50-100 investor conversations before a close; a dozen or two \\\"not right now\\\" conversations is normal, not a signal to panic or change the whole pitch. Most passes at this stage trace back to one thing: not enough proof of traction yet, not a flaw in the story.\",\"Track the actual reason behind every single pass. If the same objection shows up three times, that's a real signal and worth addressing head-on in the next version of the pitch. If it's scattered and different every time, that's normal variance. Keep going.\",\"FROM THE FIELD: Across dozens of investor conversations on one raise, the same tw
109o or three questions kept resurfacing, not because the pitch was weak but because the proof point those investors needed didn't exist yet. That's useful information, not a verdict on the company.\",\"10. Pick the partner who can write the next check too, and mind the calendar.\",\"The best investor at this stage isn't just the best price. It's the one who can plausibly lead or participate in the next round as well, because a clean path to your Series A is worth more than an extra point of dilution today. Ask directly whether a fund has a growth vehicle or reserves for follow-on.\",\"Build in real lead time: from a strong first call to money actually wired is six to eight weeks at best, rarely faster. Deals also don't close in dead zones. The two weeks around Thanksgiving and the back half of December are close to unworkable; the market reopens in force in mid-to-late January. Plan your outreach to land in the windows when checkbooks are actually open.\",\"FROM THE FIELD: One repeated miss we've seen: optimizing hard for the current round and not asking who at the table can also write the next check. The founders who get this right end up with an inside track on their Series A instead of starting that search from zero.\",\"One last thing: Teamwork makes the dreamwork\",\"Most raises aren't a solo act. There's usually a co-founder or a partner carrying the same weight at the same time, and fundraising can be a real test of that relationship.\",\"Rejections can land unevenly, and stress shows up differently in each person. The version of yourself that's tired and worried isn't always your best self with the people closest to you.\",\"Be kind to yourself, to your partner and use each other as support. Open, honest communication is key. Check in after long days, and remember you are in it together.\",\"FROM THE FIELD: The founding teams who make it through tend to be the ones who give each other grace along the way, are calm when the money is tight and the answers are slow. The relationships you form through this process can last you a professional lifetime.\",\"Break a leg,\\nLittle Plains\",\"Regardless of the stage youâre in, when you want to take your brand and digital presence to the next level, weâre here to help. [email protected]\"],\"portableText\":[{\"_key\":\"b9193a9a9b6a\",\"_type\":\"block\",\"children\":[{\"_key\":\"5440c872b3bb\",\"_type\":\"span\",\"marks\":[],\"text\":\"If youâre doing a fundraise for the first time, itâs probably daunting. To help get through this critical part of your entrepreneurial journey, I wrote up a ten step guide as if I was giving advice to my younger self.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a26d7f257725\",\"_type\":\"block\",\"children\":[{\"_key\":\"4d96bb311d8b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Please use what applies to you. Not every note lands the same way for a pre-seed round as it does for an institutional Series A. Read this as a set of instincts, less as a script. Itâs all based on my personal experience, and I hope it helps you.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d31ee8ac3320\",\"_type\":\"block\",\"children\":[{\"_key\":\"a1157600999d\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"1. Work backward from 18-24 months.\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"f77a01913c8e\",\"_type\":\"block\",\"children\":[{\"_key\":\"36cad70b4de5\",\"_type\":\"span\",\"marks\":[],\"text\":\"Decide the number you need before a single conversation happens. Raise for enough runway that you're never fundraising from a position of panic. The standard for earlier stages is 18 months minimum, with 6 of those months held as a buffer so you're not back out raising the day the cash gets tight.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"60a0bb5d4849\",\"_type\":\"block\",\"children\":[{\"_key\":\"36e887e4e2d9\",\"_type\":\"span\",\"marks\":[],\"text\":\"Then reverse-engineer the number from actual use of proceeds: payroll for the team you need, the specific product or go-to-market milestones that number buys you, and what the next round's story becomes because of it. \\\"We need money\\\" is not a number. \\\"This gets us to the milestone that takes us to the next raise\\\" is.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"13d8d6f8f56f\",\"_type\":\"block\",\"children\":[{\"_key\":\"ef6c6f333fb9\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"FROM THE FIELD:\"},{\"_key\":\"432cdfacf881\",\"_type\":\"span\",\"marks\":[],\"text\":\" A recent round-sizing conversation came down to what does $5M actually buy, how much payroll, how many months, what does it prove ~ versus what a larger check would additionally unlock. Investors fund a plan, not a feeling.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c5d5d63038b7\",\"_type\":\"block\",\"children\":[{\"_key\":\"7b9d737c7124\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"2. Build the narrative in order: credentials, then the elephant in the room, then the vision.\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"1ba759c1d203\",\"_type\":\"block\",\"children\":[{\"_key\":\"24e995420113\",\"_type\":\"span\",\"marks\":[],\"text\":\"The instinct is to open with the big vision. Don't. Investors are often pattern-matching for risk before they're pattern-matching for upside. Open by first establishing why you're the right people to be doing this: track record, relevant scars, prior successes/exits or what you built that is relevant. Then name the obvious objections to yourself before they raise it.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b705ab27e559\",\"_type\":\"block\",\"children\":[{\"_key\":\"761521eca3c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Only after that do you earn the room to paint the scale of the opportunity. A founder who n
109ames their own weak point first can read as more in control of the story; a founder who waits to get asked reads as caught off guard.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f478fcd4ef1f\",\"_type\":\"block\",\"children\":[{\"_key\":\"4c516dfebbbc\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"FROM THE FIELD:\"},{\"_key\":\"e2f714bd1999\",\"_type\":\"span\",\"marks\":[],\"text\":\" \\\"Credentialize us, then jump straight to the elephant in the room\\\" is a near-verbatim structure we've used going into some of the best pitch calls. Say what they're already thinking before they get to ask it.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8c2d11495320\",\"_type\":\"block\",\"children\":[{\"_key\":\"7d9d77c65fd2\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"3. Never lead with the deck. Lead with the conversation.\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"762d44010c09\",\"_type\":\"block\",\"children\":[{\"_key\":\"325eeea8335c\",\"_type\":\"span\",\"marks\":[],\"text\":\"Don't send material before a first call, and don't open the call by screen-sharing a 30-slide deck. Open with a couple of questions, deliver a tight three-minute verbal version of the thesis, and only share your screen selectively, a chart here, a product shot there, then keep talking.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8392b7c8e913\",\"_type\":\"block\",\"children\":[{\"_key\":\"16962cd6c2e4\",\"_type\":\"span\",\"marks\":[],\"text\":\"This does two things: it keeps you in control of the pacing instead of the deck controlling it, and it creates the sense that there's real material behind the conversation that they haven't seen yet. Decide after the call, not before, whether and what you send as a leave-behind.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"38589894f131\",\"_type\":\"block\",\"children\":[{\"_key\":\"ddb3c3af2e89\",\"_type\":\"span\",\"marks\":[],\"text\":\"Build the leave-behind like it matters, because it's doing work when you're not in the room: it gets forwarded internally, and its quality is read as a direct proxy for the quality of the company. A sloppy deck undercuts a great pitch every time.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c9e89a58f03d\",\"_type\":\"block\",\"children\":[{\"_key\":\"68c1dec07ef5\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"FROM THE FIELD:\"},{\"_key\":\"9ab471dcd9fe\",\"_type\":\"span\",\"marks\":[],\"text\":\" We've watched a forwarded deck turn into a partner-level \\\"we need to back this\\\" within two hours, with zero additional conversation. The deck alone did the convincing once it was in front of the right second reader with the warm intro from the first partner.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"66a24bc6d518\",\"_type\":\"block\",\"children\":[{\"_key\":\"f9f4668ef4d0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"4. Do reps before the reps that count, and grade every single one.\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"b1ec477855db\",\"_type\":\"block\",\"children\":[{\"_key\":\"d941213b495d\",\"_type\":\"span\",\"marks\":[],\"text\":\"Treat your first several investor calls as practice, and be honest about it internally. After every call, write down what worked, what confused them, what question caught you flat-footed, and a rough score. Patterns show up fast, usually by call four or five you'll see the same objection twice.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bf7359d80f56\",\"_type\":\"block\",\"children\":[{\"_key\":\"46ee271e8372\",\"_type\":\"span\",\"marks\":[],\"text\":\"Before you're in market, run a mock pitch with a friendly, sophisticated set of eyes, someone who'll poke holes without an investment decision riding on it. Stress-test the narrative against people who care about you succeeding, not people you're trying to close. Practice makes perfect and youâre going to want to practice.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ae22950e924c\",\"_type\":\"block\",\"children\":[{\"_key\":\"2a4521f7369d\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"FROM THE FIELD:\"},{\"_key\":\"655a4e1109c1\",\"_type\":\"span\",\"marks\":[],\"text\":\" One team logged each single VC conversation with a score out of 10 and a short debrief, what landed, what didn't, what to sharpen, treating the raise itself as the practice environment. By call six or seven, the same tw
109o questions kept surfacing, and the pitch got rebuilt around answering them before they were asked. We needed those 6-7 reps up front to find what to fix.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ea1f04a9908a\",\"_type\":\"block\",\"children\":[{\"_key\":\"a3ab54a60536\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"5. Know exactly which kind of investor is in front of you, and size the ask to fit them.\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"411e14cc5b23\",\"_type\":\"block\",\"children\":[{\"_key\":\"584ca623cf00\",\"_type\":\"span\",\"marks\":[],\"text\":\"A traditional early-stage fund and a multi-stage growth firm are not the same conversation, and asking for the wrong amount from the wrong type of investor kills momentum before it starts. A round that's too big reads as a stretch to a seed lead; the same round can read as too small to be worth a multi-stage firm's time.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3ddc9fce5591\",\"_type\":\"block\",\"children\":[{\"_key\":\"7931d8139d2b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Learn each investor's real check-size range, whether they lead or only follow, and whether they can flex bigger for the right deal, and ask accordingly on the first call, not the third.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3653e18d71e0\",\"_type\":\"block\",\"children\":[{\"_key\":\"4cfda9793102\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"FROM THE FIELD:\"},{\"_key\":\"4cc36117dd45\",\"_type\":\"span\",\"marks\":[],\"text\":\" \\\"We're raising six\\\" was a deliberately different number depending on who was across the table: sized down for a traditional seed lead, sized up when the conversation was with a multi-stage firm that doesn't move for a small check.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a856ea53ce37\",\"_type\":\"block\",\"children\":[{\"_key\":\"20b7353f4a98\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"6. Go through a warm lead.\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"695f3e797b80\",\"_type\":\"block\",\"children\":[{\"_key\":\"d8c82fe181ae\",\"_type\":\"span\",\"marks\":[],\"text\":\"The highest-probability path is a warm introduction from someone the investor already trusts: a portfolio founder, a co-investor, a friendly operator.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a1b50ca742fc\",\"_type\":\"block\",\"children\":[{\"_key\":\"ece6a6f66a52\",\"_type\":\"span\",\"marks\":[],\"text\":\"This means your job for weeks before you're \\\"in market\\\" is mapping who already knows the people you want to reach, and asking directly for the intro. It's not beneath you and it's not annoying, everyone in this business is doing the same thing for something else, all the time.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4c1d2750dcca\",\"_type\":\"block\",\"children\":[{\"_key\":\"103df03c228f\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"FROM THE FIELD:\"},{\"_key\":\"1af56a290afc\",\"_type\":\"span\",\"marks\":[],\"text\":\" Getting into a fund this way works a lot like getting into a club. You don't walk up to the door and hope. You text the friend who's already inside, and they walk you in.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0d4c493a4fcb\",\"_type\":\"block\",\"children\":[{\"_key\":\"4da947e3803b\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"7. Run an actual process, don't let information leak out indefinitely.\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"689dcb7e4e4a\",\"_type\":\"block\",\"children\":[{\"_key\":\"1a60b06b4259\",\"_type\":\"span\",\"marks\":[],\"text\":\"An open-ended drip of \\\"just checking in\\\" conversations with no deadline kills urgency. Instead: soft-circle interest first without sharing the deck or data (a teaser, a conversation, a \\\"we're going out soon\\\"), then announce a real process with a tight, explicit timeline: access to the deck and data room for a fixed window, term sheets due by a specific date, a decision shortly after.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9932f4bbd344\",\"_type\":\"block\",\"children\":[{\"_key\":\"eb1ab955540f\",\"_type\":\"span\",\"marks\":[],\"text\":\"A deadline does the work that a hundred more conversations won't. It forces a yes or a no instead of a slow fade.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"93a1f01bf98b\",\"_type\":\"block\",\"children\":[{\"_key\":\"4ceaf4b3153f\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"FROM THE FIELD:\"},{\"_key\":\"6c8b3e990533\",\"_type\":\"span\",\"marks\":[],\"text\":\" A process that's worked repeatedly has been to soft circle, then announce the process, then 7-10 days of data room access, then term sheets due, then a decision within days of that. Everyone in the process knows the clock is running, which is exactly the point.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9f139db1cf0f\",\"_type\":\"block\",\"children\":[{\"_key\":\"42889e3aa30e\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"8. Leverage the deleverage.\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"94b34908adab\",\"_type\":\"block\",\"children\":[{\"_key\":\"87645328634b\",\"_type\":\"span\",\"marks\":[],\"text\":\"The moment you're asking for money, you're structurally the less powerful party in the room. That's just the math of it. The counter is to consciously manufacture leverage anyway: real competing interest, a real deadline, information revealed deliberately rather than all at once.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0e0b98b3102d\",\"_type\":\"block\",\"children\":[{\"_key\":\"a56f91ec79cc\",\"_type\":\"span\",\"marks\":[],\"text\":\"Don't over-explain and don't hand over everything on the first ask. Show one piece of what you've built, let it land, then show the next piece. Let a real second option (another interested investor, another path) do some of the negotiating for you, honestly, not as a bluff.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c750a70daa68\",\"_type\":\"block\",\"children\":[{\"_key\":\"f04ce64b7bfd\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"FROM THE FIELD:\"},{\"_key\":\"18c2efb048a4\",\"_type\":\"span\",\"marks\":[],\"text\":\" \\\"When you're asking for money you're often de-leveraged, so you have to leverage the deleverage.\\\" The practical version of that is as simple as being honest that others are already circling, and letting a real deadline create real pressure instead of asking indefinitely.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3ab9e65c4a86\",\"_type\":\"block\",\"children\":[{\"_key\":\"6b7021131bd7\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"9. Expect most rejections to be about proof, not about you, and log why every time.\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"3a1bbced2f1e\",\"_type\":\"block\",\"children\":[{\"_key\":\"e54db296a4d2\",\"_type\":\"span\",\"marks\":[],\"text\":\"Seed rounds routinely can take 50-100 investor conversations before a close; a dozen or two \\\"not right now\\\" conversations is normal, not a signal to panic or change the whole pitch. Most passes at this stage trace back to one thing: not enough proof of traction yet, not a flaw in the story.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"052b426342cc\",\"_type\":\"block\",\"children\":[{\"_key\":\"bab82bce8e3e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Track the actual reason behind every single pass. If the same objection shows up three times, that's a real signal and worth addressing head-on in the next version of the pitch. If it's scattered and different every time, that's normal variance. Keep going.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5d7b01fdd8d6\",\"_type\":\"block\",\"children\":[{\"_key\":\"72df7d54abf3\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"FROM THE FIELD:\"},{\"_key\":\"57bfd3a82e6c\",\"_type\":\"span\",\"marks\":[],\"text\":\" Across dozens of investor conversations on one raise, the same tw
109o or three questions kept resurfacing, not because the pitch was weak but because the proof point those investors needed didn't exist yet. That's useful information, not a verdict on the company.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"97814817ab85\",\"_type\":\"block\",\"children\":[{\"_key\":\"00c46ea29480\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"10. Pick the partner who can write the next check too, and mind the calendar.\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"3d37334e470e\",\"_type\":\"block\",\"children\":[{\"_key\":\"a80c03d5e06a\",\"_type\":\"span\",\"marks\":[],\"text\":\"The best investor at this stage isn't just the best price. It's the one who can plausibly lead or participate in the next round as well, because a clean path to your Series A is worth more than an extra point of dilution today. Ask directly whether a fund has a growth vehicle or reserves for follow-on.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d46a7dbc394c\",\"_type\":\"block\",\"children\":[{\"_key\":\"dfa45928a786\",\"_type\":\"span\",\"marks\":[],\"text\":\"Build in real lead time: from a strong first call to money actually wired is six to eight weeks at best, rarely faster. Deals also don't close in dead zones. The two weeks around Thanksgiving and the back half of December are close to unworkable; the market reopens in force in mid-to-late January. Plan your outreach to land in the windows when checkbooks are actually open.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d906fd4f0808\",\"_type\":\"block\",\"children\":[{\"_key\":\"db654dbc5eec\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"FROM THE FIELD:\"},{\"_key\":\"5c9a6c0a1a24\",\"_type\":\"span\",\"marks\":[],\"text\":\" One repeated miss we've seen: optimizing hard for the current round and not asking who at the table can also write the next check. The founders who get this right end up with an inside track on their Series A instead of starting that search from zero.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"34dad87050fa\",\"_type\":\"block\",\"children\":[{\"_key\":\"d4381d750add\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"One last thing: Teamwork makes the dreamwork\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"24e99ecb492b\",\"_type\":\"block\",\"children\":[{\"_key\":\"c92ae3f2afb2\",\"_type\":\"span\",\"marks\":[],\"text\":\"Most raises aren't a solo act. There's usually a co-founder or a partner carrying the same weight at the same time, and fundraising can be a real test of that relationship.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ab7ec188caa7\",\"_type\":\"block\",\"children\":[{\"_key\":\"c92ae3f2afb2\",\"_type\":\"span\",\"marks\":[],\"text\":\"Rejections can land unevenly, and stress shows up differently in each person. The version of yourself that's tired and worried isn't always your best self with the people closest to you. \"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"22f27e68d17f\",\"_type\":\"block\",\"children\":[{\"_key\":\"c92ae3f2afb2\",\"_type\":\"span\",\"marks\":[],\"text\":\"Be kind to yourself, to your partner and use each other as support. Open, honest communication is key. Check in after long days, and remember you are in it together.\\n\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e31970d4275e\",\"_type\":\"block\",\"children\":[{\"_key\":\"ecd32b360a3c\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"FROM THE FIELD:\"},{\"_key\":\"98118cd0479a\",\"_type\":\"span\",\"marks\":[],\"text\":\" The founding teams who make it through tend to be the ones who give each other grace along the way, are calm when the money is tight and the answers are slow. The relationships you form through this process can last you a professional lifetime. \"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"35272c5b1fb7\",\"_type\":\"block\",\"children\":[{\"_key\":\"07da50a35569\",\"_type\":\"span\",\"marks\":[],\"text\":\"Break a leg,\\n\"},{\"_key\":\"bfe97fd6b4fd\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Little Plains\\n\\n\"},{\"_key\":\"fd3ae955b309\",\"_type\":\"span\",\"marks\":[],\"text\":\"Regardless of the stage youâre in, when you want to take your brand and digital presence to the next level, weâre here to help. \"},{\"_key\":\"968e1924a2be\",\"_type\":\"span\",\"marks\":[\"underline\"],\"text\":\"[email protected]\"}],\"markDefs\":[],\"style\":\"normal\"}]}]}
109,{\"contentType\":\"writing\",\"id\":\"ace884cf-817c-431c-925e-45828f6d9711\",\"title\":\"UX for Two\",\"slug\":\"building-brand-systems-for-humans-and-agents-today\",\"hide\":false,\"hideFromSitemap\":false,\"updatedAt\":\"2026-09-14T00:44:39Z\",\"orderRank\":\"0|100040:\",\"blurb\":\"Why the brand kit is becoming a knowledge base â and how 400-token chunks, retrieval rules, and a soul.md file change what gets shipped.\",\"roles\":[],\"industries\":[],\"tags\":[],\"descriptionParagraphs\":[],\"descriptionPortableText\":[],\"seoTitle\":\"Little Plains | Building Brand Systems for Humans \u0026 Agents Today\",\"seoDescription\":\"Why the brand kit is becoming a knowledge base â and how 400-token chunks, retrieval rules, and a soul.md file change what gets shipped.\",\"openGraphTitle\":\"Little Plains | Building Brand Systems for Humans \u0026 Agents Today\",\"openGraphDescription\":\"Why the brand kit is becoming a knowledge base â and how 400-token chunks, retrieval rules, and a soul.md file change what gets shipped.\",\"openGraphImage\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/025bbca6889b42d180661c604660ebed1d7526d4-2400x1260.png\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/025bbca6889b42d180661c604660ebed1d7526d4-2400x1260.png\",\"assetKey\":\"image-025bbca6889b42d180661c604660ebed1d7526d4-2400x1260-png\",\"width\":2400,\"height\":1260,\"aspectRatio\":1.9047619047619047,\"alt\":\"UX for Two\",\"assetId\":\"image-025bbca6889b42d180661c604660ebed1d7526d4-2400x1260-png\"},\"twitterTitle\":\"Little Plains | Building Brand Systems for Humans \u0026 Agents Today\",\"twitterDescription\":\"Why the brand kit is becoming a knowledge base â and how 400-token chunks, retrieval rules, and a soul.md file change what gets shipped.\",\"twitterImage\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/025bbca6889b42d180661c604660ebed1d7526d4-2400x1260.png\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/025bbca6889b42d180661c604660ebed1d7526d4-2400x1260.png\",\"assetKey\":\"image-025bbca6889b42d180661c604660ebed1d7526d4-2400x1260-png\",\"width\":2400,\"height\":1260,\"aspectRatio\":1.9047619047619047,\"alt\":\"UX for Two\",\"assetId\":\"image-025bbca6889b42d180661c604660ebed1d7526d4-2400x1260-png\"},\"thumbnail\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/47f5ca9a84ec58659da2c498bacb51390695986f-4000x5000.png\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/47f5ca9a84ec58659da2c498bacb51390695986f-4000x5000.png\",\"assetKey\":\"image-47f5ca9a84ec58659da2c498bacb51390695986f-4000x5000-png\",\"width\":4000,\"height\":5000,\"aspectRatio\":0.8,\"alt\":\"UX for Two\",\"assetId\":\"image-47f5ca9a84ec58659da2c498bacb51390695986f-4000x5000-png\",\"blurHash\":\"dGS6MWxu?bxuxuayfQj[~poLIVj[xuj[j[ayN1WVWBj[\",\"palette\":{\"background\":\"#fcf4ec\"}},\"desktopHero\":\"$undefined\",\"mobileHero\":\"$undefined\",\"desktopFooter\":\"$undefined\",\"mobileFooter\":\"$undefined\",\"credits\":[],\"blocks\":[{\"key\":\"d9d08c4d517c\",\"type\":\"media\",\"aspectRatio\":\"tall\",\"height\":\"tall\",\"caption\":\"\",\"media\":[{\"key\":\"d39c65e7b502\",\"type\":\"imageAsset\",\"autoplay\":true,\"image\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/8068a89cfd9a86f748ec51652dc499f63625c285-7586x3144.jpg\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/8068a89cfd9a86f748ec51652dc499f63625c285-7586x3144.jpg\",\"assetKey\":\"image-8068a89cfd9a86f748ec51652dc499f63625c285-7586x3144-jpg\",\"width\":7586,\"height\":3144,\"aspectRatio\":2.412849872773537,\"alt\":\"\",\"assetId\":\"image-8068a89cfd9a86f748ec51652dc499f63625c285-7586x3144-jpg\",\"blurHash\":\"MJB3?2~qNFD%IUx]tRWBRjof4nD%ofxvxu\",\"palette\":{\"background\":\"#36446f\"}}}]},{\"key\":\"7f7002290fb9\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"The New Workflow\",\"Yesterday, Figma introduced Claude Code integration, where code flows to Figma and back again in a continuous loop. This is important because the loop works both ways; your team creates in Claude Code using your structured brand files, sends it to Figma, your designer refines it on the canvas, then brings it back to code with Figma MCP.Certain files (like brand-positioning.yaml and messaging-framework.md) serve as the single source of truth for both sides - the agent reads them when generating code, and the designer references them when refining in Figma. They both employ the same positioning, same voice, and same structure.However, this only works if your brand has structured data, not just Figma files.At Little Plains, weâve been preparing for this over the past few months. We've been slowly shifting from just delivering brand guidelines to delivering brand infrastru
109cture. I think it's cool and hopefully this is helpful.\",\"Hereâs how we're approaching this:\"],\"portableText\":[{\"_key\":\"ad59f27eb918\",\"_type\":\"block\",\"children\":[{\"_key\":\"f3550b3e76f8\",\"_type\":\"span\",\"marks\":[],\"text\":\"The New Workflow\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"b20db136f0cf\",\"_type\":\"block\",\"children\":[{\"_key\":\"4f1bc8b960ef\",\"_type\":\"span\",\"marks\":[],\"text\":\"Yesterday, \"},{\"_key\":\"8a7a4cd09622\",\"_type\":\"span\",\"marks\":[\"ae30387426e5\"],\"text\":\"Figma introduced Claude Code integration\"},{\"_key\":\"058f7fe42ad6\",\"_type\":\"span\",\"marks\":[],\"text\":\", where code flows to Figma and back again in a continuous loop. This is important because the loop works both ways; your team creates in Claude Code using your structured brand files, sends it to Figma, your designer refines it on the canvas, then brings it back to code with Figma MCP.Certain files (like brand-positioning.yaml and messaging-framework.md) serve as the single source of truth for both sides - the agent reads them when generating code, and the designer references them when refining in Figma. They both employ the same positioning, same voice, and same structure.However, this only works if your brand has structured data, not just Figma files.At \"},{\"_key\":\"e977b322090b\",\"_type\":\"span\",\"marks\":[\"0b774236839f\"],\"text\":\"Little Plains\"},{\"_key\":\"84e32c9ff4c5\",\"_type\":\"span\",\"marks\":[],\"text\":\", weâve been preparing for this over the past few months. We've been slowly shifting from just delivering brand guidelines to delivering brand infrastructure. I think it's cool and hopefully this is helpful. \"}],\"markDefs\":[{\"_key\":\"ae30387426e5\",\"_type\":\"link\",\"href\":\"https://x.com/figma/status/2023759565029003769?s=20\"},{\"_key\":\"0b774236839f\",\"_type\":\"link\",\"href\":\"https://www.littleplains.co/\"}],\"style\":\"normal\"},{\"_key\":\"6027803c27c1\",\"_type\":\"block\",\"children\":[{\"_key\":\"84e32c9ff4c5\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"Hereâs how we're approaching this:\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"07c0e02d8528\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"Brand Infrastructure\",\"We've been working on producing two layers for each brand:Human deliverablesAgent deliverablesIt's less about replacing one with the other, and more about giving teams what they need, however they're working. Your designer needs Figma files and your agent needs structured data, and both need the same positioning, voice, and structure.\"],\"portableText\":[{\"_key\":\"b447f536a147\",\"_type\":\"block\",\"children\":[{\"_key\":\"5ca175b31349\",\"_type\":\"span\",\"marks\":[],\"text\":\"Brand Infrastructure\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"7ffa04be8532\",\"_type\":\"block\",\"children\":[{\"_key\":\"8d745e053d31\",\"_type\":\"span\",\"marks\":[],\"text\":\"We've been working on producing two layers for each brand:Human deliverablesAgent deliverablesIt's less about replacing one with the other, and more about giving teams what they need, however they're working. Your designer needs Figma files and your agent needs structured data, and both need the same positioning, voice, and structure. \"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"f668868f0090\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"First: The Human-Facing System\",\"This is the craft: visual identity, typography, motion, website, narrative, and brand guidelines. PDFs, Figma files, design systems; this is what people see and feel. This is what we're 'used to' delivering, and receiving.\"],\"portableText\":[{\"_key\":\"a41edb45e021\",\"_type\":\"block\",\"children\":[{\"_key\":\"8d745e053d31\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"First: The Human-Facing System\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"65dad6e99bec\",\"_type\":\"block\",\"children\":[{\"_key\":\"8d745e053d31\",\"_type\":\"span\",\"marks\":[],\"text\":\"This is the craft: visual identity, typography, motion, website, narrative, and brand guidelines. PDFs, Figma files, design systems; this is what people see and feel. This is what we're 'used to' delivering, and receiving.\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"ead40d32ecbb\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\"
109:\"tall\",\"caption\":\"A bird's eye view of a digital brand guideline (for humans).\",\"media\":[{\"key\":\"d2dae076ab71\",\"type\":\"imageAsset\",\"autoplay\":true,\"image\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/37e42bacd9d3fbd59a0b3637a376410d96024693-1768x1240.png\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/37e42bacd9d3fbd59a0b3637a376410d96024693-1768x1240.png\",\"assetKey\":\"image-37e42bacd9d3fbd59a0b3637a376410d96024693-1768x1240-png\",\"width\":1768,\"height\":1240,\"aspectRatio\":1.4258064516129032,\"alt\":\"\",\"assetId\":\"image-37e42bacd9d3fbd59a0b3637a376410d96024693-1768x1240-png\",\"blurHash\":\"VfFPHTt7IUD%Rj~qj[RjWBRkofWBofxuRjWAWBt7ayRk\",\"palette\":{\"background\":\"#333f72\"}}}]},{\"key\":\"5c1b71353c8e\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"Second: The Agent-Readable System\",\"This is the structure. Markdown, YAML, and JSON files that define positioning, voice, differentiation. Itâs for your team to actually use when they're working with agents (which increasingly, we all are).We call it an Agent-First Brand Kit, a structured knowledge system where every piece of brand guidance lives in a chunk (one of my favorite words ever), approximately 400 tokens each, with metadata that agents can parse and humans can read.\",\"Here's a selection of what weâre giving select clients, using the same example (Baba Care) as above:\"],\"portableText\":[{\"_key\":\"a96bf9f1698d\",\"_type\":\"block\",\"children\":[{\"_key\":\"7b1421708e40\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Second: The Agent-Readable System\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f434a2221870\",\"_type\":\"block\",\"children\":[{\"_key\":\"7b1421708e40\",\"_type\":\"span\",\"marks\":[],\"text\":\"This is the structure. Markdown, YAML, and JSON files that define positioning, voice, differentiation. Itâs for your team to actually use when they're working with agents (which increasingly, we all are).We call it an Agent-First Brand Kit, a structured knowledge system where every piece of brand guidance lives in a chunk (one of my favorite words ever), approximately 400 tokens each, with metadata that agents can parse and humans can read. \"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2b6d38cf1cec\",\"_type\":\"block\",\"children\":[{\"_key\":\"7b1421708e40\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"Here's a selection of what weâre giving select clients, using the same example (\"},{\"_key\":\"88f336da7447\",\"_type\":\"span\",\"marks\":[\"993f0c7c6b2e\",\"em\"],\"text\":\"Baba Care\"},{\"_key\":\"d895d62de5ae\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\") as above:\"}],\"markDefs\":[{\"_key\":\"993f0c7c6b2e\",\"_type\":\"link\",\"href\":\"https://callbaba.com/\"}],\"style\":\"normal\"}]},{\"key\":\"e4d33822d478\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"Brand Positioning\"],\"portableText\":[{\"_key\":\"977a29f8ea2d\",\"_type\":\"block\",\"children\":[{\"_key\":\"da3a69dd23f1\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Brand Positioning\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"aac9fc3bcd5a\",\"type\":\"code\",\"language\":\"yaml\",\"filename\":\"\",\"caption\":\"\",\"code\":\"$32\",\"html\":\"$33\"},{\"key\":\"367963d3a8b3\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"Persona-Care\"],\"portableText\":[{\"_key\":\"206da1ec8254\",\"_type\":\"block\",\"children\":[{\"_key\":\"3e40bb5bfc02\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Persona-Care\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"aef4ce19ff0a\",\"type\":\"code\",\"language\":\"yaml\",\"filename\":\"\",\"caption\":\"\",\"code\":\"$34\",\"html\":\"$35\"},{\"key\":\"0bd84294f94e\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"Retrieval Rules\"],\"portableText\":[{\"_key\":\"a7cf8704707a\",\"_type\":\"block\",\"children\":[{\"_key\":\"8652e0372975\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Retrieval Rules\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"5b27aa0e3b9b\",\"type\":\"code\",\"language\":\"yaml\",\"filename\":\"_retrieval-rules.yaml\",\"caption\":\"\",\"code\":\"# _retrieval-rules.yaml\\n# Task-to-chunk mappings for Tier 2 retrieval\\n# Baba Brand System v1.0\\n\\
109ntask_profiles:\\n\\n website_copy:\\n description: \\\"Writing or editing copy for baba.ai\\\"\\n always_load:\\n - \\\"voice-core\\\"\\n - \\\"positioning-core\\\"\\n - \\\"brand-about\\\"\\n - \\\"terminology\\\"\\n load_if_relevant:\\n - \\\"voice-key-messages\\\"\\n - \\\"voice-translations\\\"\\n - \\\"guardrails-messaging\\\"\\n token_budget: 2000\\n\\n blog_post:\\n description: \\\"Writing a blog post or article\\\"\\n always_load:\\n - \\\"voice-core\\\"\\n - \\\"positioning-core\\\"\\n - \\\"brand-about\\\"\\n load_if_relevant:\\n - \\\"voice-key-messages\\\"\\n - \\\"audience-*\\\"\\n - \\\"terminology\\\"\\n token_budget: 1800\\n\\n social_media:\\n description: \\\"Social media posts, captions, ads\\\"\\n always_load:\\n - \\\"voice-core\\\"\\n - \\\"voice-key-messages\\\"\\n - \\\"terminology\\\"\\n load_if_relevant:\\n - \\\"voice-translations\\\"\\n - \\\"positioning-core\\\"\\n - \\\"guardrails-messaging\\\"\\n token_budget: 1400\",\"html\":\"$36\"},{\"key\":\"f5a06d74cca2\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"Brand Guideline Note:\",\"The full brand system typically includes 15-20 chunks across positioning, messaging, audience, identity, and guardrails. The three above are our foundation. Whatâs also included is below:\"],\"portableText\":[{\"_key\":\"09b6b4b5e306\",\"_type\":\"block\",\"children\":[{\"_key\":\"38aa5516d80c\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"Brand Guideline Note:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1c5a98d853df\",\"_type\":\"block\",\"children\":[{\"_key\":\"38aa5516d80c\",\"_type\":\"span\",\"marks\":[],\"text\":\"The full brand system typically includes 15-20 chunks across positioning, messaging, audience, identity, and guardrails. The three above are our foundation. Whatâs also included is below:\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"47a41697ef9c\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"Positioning chunks:\",\"brand-positioning.yaml - Who you are, who you're for, how you're different\",\"brand-values.yaml - Internal principles and customer-facing values\"],\"portableText\":[{\"_key\":\"294b2daa76b0\",\"_type\":\"block\",\"children\":[{\"_key\":\"701ae40a4189\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Positioning chunks:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7d1d8386fe1b\",\"_type\":\"block\",\"children\":[{\"_key\":\"80e4d7c3d5b1\",\"_type\":\"span\",\"marks\":[],\"text\":\"brand-positioning.yaml - Who you are, who you're for, how you're different\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"32d4792de3c8\",\"_type\":\"block\",\"children\":[{\"_key\":\"796e66025510\",\"_type\":\"span\",\"marks\":[],\"text\":\"brand-values.yaml - Internal principles and customer-facing values\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"4da1ea018f51\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"Messaging chunks:\",\"voice-core.md - How your brand\",\"soundsvoice-translations.md - Do/don't examples for copywriting\",\"messaging-framework.md - Channel-specific guidelines\"],\"portableText\":[{\"_key\":\"bebba6905451\",\"_type\":\"block\",\"children\":[{\"_key\":\"18a0e7f85778\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Messaging chunks:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d780b23f9a61\",\"_type\":\"block\",\"children\":[{\"_key\":\"18a0e7f85778\",\"_type\":\"span\",\"marks\":[],\"text\":\"voice-core.md - How your brand \"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3ff3b1167e22\",\"_type\":\"block\",\"children\":[{\"_key\":\"18a0e7f85778\",\"_type\":\"span\",\"marks\":[],\"text\":\"soundsvoice-translations.md - Do/don't examples for copywriting\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c63063e5233c\",\"_type\":\"block\",\"children\":[{\"_key\":\"18a0e7f85778\",\"_type\":\"span\",\"marks\":[],\"text\":\"messaging-framework.md - Channel-specific guidelines\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"510a59cbc4b2\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"Audience chunks:\",\"persona-[name].yaml - One file per customer segment\"],\"portableText\":[{\"_key\":\"8ddde90049af\",\"_type\":\"block\",\"children\":[{\"_key\":\"1d3156b2397b\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Audience chunks:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"316997b46cf6\",\"_type\":\"block\",\"children\":[{\"_key\":\"1d3156b2397b\",\"_type\":\"span\",\"marks\":[],\"text\":\"persona-[name].yaml - One file per customer segment\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"22285ce36e9f\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"Identity chunks:\",\"brand-about.md - Plain-language company\",\"descriptionvisual-system.json - Colors, typography, design tokens\",\"terminology.yaml - What to call things, what to avoid\"],\"portableText\":[{\"_key\":\"df5d779a40aa\",\"_type\":\"block\",\"children\":[{\"_key\":\"fdcd06cd0073\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Identity chunks:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3f0f4105b03d\",\"_type\":\"block\",\"children\":[{\"_key\":\"fdcd06cd0073\",\"_type\":\"span\",\"marks\":[],\"text\":\"brand-about.md - Plain-language company \"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4933a9494458\",\"_type\":\"block\",\"children\":[{\"_key\":\"fdcd06cd0073\",\"_type\":\"span\",\"marks\":[],\"text\":\"descriptionvisual-system.json - Colors, typography, design tokens\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c831bc501d45\",\"_type\":\"block\",\"children\":[{\"_key\":\"fdcd06cd0073\",\"_type\":\"span\",\"marks\":[],\"text\":\"terminology.yaml - What to call things, what to avoid\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"dea4576200e9\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"Guardrails chunks:\",\"constraints-messaging.yaml - What never to say\",\"constraints-visual.yaml - Incorrect logo/color usage\"],\"portableText\":[{\"_key\":\"4c02addbd3b0\",\"_type\":\"block\",\"children\":[{\"_key\":\"a6a6a9c8d213\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Guardrails chunks:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a1c6ae25154f\",\"_type\":\"block\",\"children\":[{\"_key\":\"a6a6a9c8d213\",\"_type\":\"span\",\"marks\":[],\"text\":\"constraints-messaging.yaml - What never to say\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"851d5c27d884\",\"_type\":\"block\",\"children\":[{\"_key\":\"a6a6a9c8d213\",\"_type\":\"span\",\"marks\":[],\"text\":\"constraints-visual.yaml - Incorrect logo/color usage\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"9c30fd6c60f0\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"Retrieval Schema:\",\"_manifest.yaml - A quick summary of whatâs in each chunk\",\"_retrieval-rules.yaml - Which knowledge chunks the agent should pull for specific tasks\"],\"portableText\":[{\"_key\":\"b7366a4c033c\",\"_type\":\"block\",\"children\":[{\"_key\":\"f16a3409bcea\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Retrieval Schema:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b098264e9ed4\",\"_type\":\"block\",\"children\":[{\"_key\":\"f16a3409bcea\",\"_type\":\"span\",\"marks\":[],\"text\":\"_manifest.yaml - A quick summary of whatâs in each chunk\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"30b0e43e29da\",\"_type\":\"block\",\"children\":[{\"_key\":\"f16a3409bcea\",\"_type\":\"span\",\"marks\":[],\"text\":\"_retrieval-rules.yaml - Which knowledge chunks the agent should pull for specific tasks\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"5c6501cac812\",\"type\":\"media\",\"aspectRatio\":\"wide\",\"height\"
109:\"tall\",\"caption\":\"Opening up a brand kitâs files in Cursor\",\"media\":[{\"key\":\"df758e03960c\",\"type\":\"imageAsset\",\"autoplay\":true,\"image\":{\"image\":\"https://cdn.sanity.io/images/81xzdvms/production/4c33e4bc89568e0e49f7ab7e8150989ec5598fa8-1528x1104.png\",\"src\":\"https://cdn.sanity.io/images/81xzdvms/production/4c33e4bc89568e0e49f7ab7e8150989ec5598fa8-1528x1104.png\",\"assetKey\":\"image-4c33e4bc89568e0e49f7ab7e8150989ec5598fa8-1528x1104-png\",\"width\":1528,\"height\":1104,\"aspectRatio\":1.3840579710144927,\"alt\":\"\",\"assetId\":\"image-4c33e4bc89568e0e49f7ab7e8150989ec5598fa8-1528x1104-png\",\"blurHash\":\"V042I{~qozX6M{D*bJxvt7t7%gx]%Mt7V[WCbHbHt7of\",\"palette\":{\"background\":\"#a2a2a3\"}}}]},{\"key\":\"f0e2c12595a8\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"What We're Building: Practice What You Preach\"],\"portableText\":[{\"_key\":\"e8de673c7365\",\"_type\":\"block\",\"children\":[{\"_key\":\"f0d07617bc89\",\"_type\":\"span\",\"marks\":[\"e217d178f5fb\"],\"text\":\"What We're Building: Practice What You Preach\"}],\"markDefs\":[{\"_key\":\"e217d178f5fb\",\"_type\":\"textStyle\",\"sans\":true,\"textLight\":true}],\"style\":\"h2\"}]},{\"key\":\"a83516cfa2d8\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"This month, weâve been rolling out providing our partners both a traditional brand system for humans and structured data for agents. Same positioning, voice, and values, just two formats. We call them dual-native brand systems, and think it will soon be a core part of all digital kits.\"],\"portableText\":[{\"_key\":\"63e63d156b46\",\"_type\":\"block\",\"children\":[{\"_key\":\"0dcaa582aef3\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"This month, weâve been rolling out providing our partners both a traditional brand system for humans and structured data for agents. Same positioning, voice, and values, just two formats. We call them dual-native brand systems, and think it will soon be a core part of all digital kits.\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"27eabc83ead3\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"This is a byproduct of us needing to build systems that keep up with the speed of the teams we work with. Because the startups we collaborate with are on the front lines of building in the AI space, they need to ship fast, and that almost always means theyâre using agents. They don't need the same brand kit that worked in 2020, they need kits that work today.\",\"At Little Plains, we're running, and building, twelve agents. They are for each key area of our business, and will work alongside our team (the humans, and the other agents). Each one has identity.md, soul.md, and principles.md files. Each one has a distinct personality to help make them less generic assistants, and more teammates.\",\"For example, hereâs Donna, one of our latest teammates. We write this in markdown, give it to the agent, and the agent becomes Donna. She's not generic; she has a clear point of view. When weâre talking in Slack, you know it's her. That's what soul.md does: it turns a tool into a teammate.\"],\"portableText\":[{\"_key\":\"fa27b0233425\",\"_type\":\"block\",\"children\":[{\"_key\":\"a432e60c8fb1\",\"_type\":\"span\",\"marks\":[],\"text\":\"This is a byproduct of us needing to build systems that keep up with the speed of the teams we work with. Because the startups we collaborate with are on the front lines of building in the AI space, they need to ship fast, and that almost always means theyâre using agents. They don't need the same brand kit that worked in 2020, they need kits that work today. \"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0c5ae45ae1d0\",\"_type\":\"block\",\"children\":[{\"_key\":\"a432e60c8fb1\",\"_type\":\"span\",\"marks\":[],\"text\":\"At Little Plains, we're running, and building, twelve agents. They are for each key area of our business, and will work alongside our team (the humans, and the other agents). Each one has identity.md, soul.md, and principles.md files. Each one has a distinct personality to help make them less generic assistants, and more teammates. \"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"262f66315d80\",\"_type\":\"block\",\"children\":[{\"_key\":\"a432e60c8fb1\",\"_type\":\"span\",\"marks\":[],\"text\":\"For example, hereâs Donna, one of our latest teammates. We write this in markdown, give it to the agent, and the agent becomes Donna. She's not generic; she has a clear point of view. When weâre talking in Slack, you know it's her. That's what \"},{\"_key\":\"7d954c5b7f99\",\"_type\":\"span\",\"marks\":[\"f325429cbd7a\"],\"text\":\"soul.md\"},{\"_key\":\"8d3dfa8b2e43\",\"_type\":\"span\",\"marks\":[],\"text\":\" does: it turns a tool into a teammate.\"}],\"markDefs\":[{\"_key\":\"f325429cbd7a\",\"_type\":\"link\",\"href\":\"http://soul.md/\"}],\"style\":\"normal\"}]},{\"key\":\"79f6a8a0c78d\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"Identity\"],\"portableText\":[{\"_key\":\"db23161af602\",\"_type\":\"block\",\"children\":[{\"_key\":\"bee24513cd52\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Identity\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"a09a6f431836\",\"type\":\"code\",\"language\":\"markdown\",\"filename\":\"\",\"caption\":\"\",\"code\":\"# IDENTITY.MD\\n\\n- Name: Donna\\n- Role: Financial intelligence assistant for Little Plains\\n- Mission: Turn live financial data into clear, decision-useful guidance\\n- Environment: Slack conversations with finance and leadership stakeholders\",\"html\":\"\u003cpre class=\\\"shiki lp-kit-light\\\" style=\\\"background-color:#F9F7F2;color:#182F46\\\" tabindex=\\\"0\\\"\u003e\u003ccode\u003e\u003cspan class=\\\"line\\\"\u003e\u003cspan style=\\\"color:#182F46\\\"\u003e# \u003c/span\u003e\u003cspan style=\\\"color:#002142\\\"\u003eIDENTITY.MD\u003c/span\u003e\u003c/span\u003e\\n\u003cspan class=\\\"line\\\"\u003e\u003c/span\u003e\\n\u003cspan class=\\\"line\\\"\u003e\u003cspan style=\\\"color:#182F46\\\"\u003e- Name: Donna\u003c/span\u003e\u003c/span\u003e\\n\u003cspan class=\\\"line\\\"\u003e\u003cspan style=\\\"color:#182F46\\\"\u003e- Role: Financial intelligence assistant for Little Plains\u003c/span\u003e\u003c/span\u003e\\n\u003cspan class=\\\"line\\\"\u003e\u003cspan style=\\\"color:#182F46\\\"\u003e- Mission: Turn live financial data into clear, decision-useful guidance\u003c/span\u003e\u003c/span\u003e\\n\u003cspan class=\\\"line\\\"\u003e\u003cspan style=\\\"color:#182F46\\\"\u003e- Environment: Slack conversations with finance and leadership stakeholders\u003c/span\u003e\u003c/span\u003e\u003c/code\u003e\u003c/pre\u003e\"},{\"key\":\"005342804a65\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"Soul\"],\"portableText\":[{\"_key\":\"f1ea8588491b\",\"_type\":\"block\",\"children\":[{\"_key\":\"a6ebdf393bc2\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Soul\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"473e72d2a8e9\",\"type\":\"code\",\"language\":\"markdown\",\"filename\":\"\",\"caption\":\"\",\"code\":\"# SOUL.MD\\n\\nYou are warm, direct, and practical. You communicate like a trusted colleague who knows the numbers and can explain what matters quickly.\\n\\n- Have informed opinions when evidence supports them.\\n- Be resourceful before asking follow-up questions.\\n- Avoid sycophancy; be honest, respectful, and clear.\\n- Lead with the most important insight, then support it.\\n- Avoid data dumps; synthesize and prioritize.\\n- Never invent figures or certainty. If data is unclear, say so plainly.\",\"html\":\"$37\"},{\"key\":\"e5530eca77a3\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"Principles\"],\"portableText\":[{\"_key\":\"bcbc9ab82506\",\"_type\":\"block\",\"children\":[{\"_key\":\"4789c229996f\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Principles\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"81a48d550ff9\",\"type\":\"code\",\"language\":\"markdown\",\"filename\":\"\",\"caption\":\"\",\"code\":\"# PRINCIPLES.MD\\n\\n- Act when the available context supports a solid answer; ask when ambiguity would materially change the recommendation.\\n- Calibrate depth to the request: concise for quick checks, deeper analysis for strategic or risk-heavy questions.\\n- Lead with one key number, risk, or decision point before supporting detail.\\n- Distinguish observed facts from interpretation and clearly mark assumptions.\\n- Use team corrections and learned memory as high-priority context when they conflict with raw sheet data.\\n- Keep advice operational: include concrete next actions when useful.\\n- Stay focused on the user's question and avoid unnecessary scope creep.\",\"html\":\"$38\"},{\"key\":\"926c2eb3349f\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"When we shared this approach with Dan Batten, Head of AI at Infinite Garden (where he is responsible for creating an entire company run by agents), his response validated how fundamental this shift is:\"],\"portableText\":[{\"_key\":\"dc244c7b4090\",\"_type\":\"block\",\"children\":[{\"_key\":\"29d8404c9dfb\",\"_type\":\"span\",\"marks\":[],\"text\":\"When we shared this approach with \"},{\"_key\":\"af2531d40351\",\"_type\":\"span\",\"marks\":[\"83d3e059f37f\"],\"text\":\"Dan Batten\"},{\"_key\":\"9548b766b246\",\"_type\":\"span\",\"marks\":[],\"text\":\", Head of AI at \"},{\"_key\":\"788ac0f29858\",\"_type\":\"span\",\"marks\":[\"cb80f6076648\"],\"text\":\"Infinite Garden\"},{\"_key\":\"a8e255e26574\",\"_type\":\"span\",\"marks\":[],\"text\":\" (where he is responsible for creating an entire company run by agents), his response validated how fundamental this shift is:\"}],\"markDefs\":[{\"_key\":\"83d3e059f37f\",\"_type\":\"link\",\"href\":\"https://www.linkedin.com/in/dan-g-batten/\"},{\"_key\":\"cb80f6076648\",\"_type\":\"link\",\"href\":\"/p/277be9a1f5f680c8b0dbde66926dc259?pvs=25\"}],\"style\":\"normal\"}]},{\"key\":\"a27025c9cb03\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"âThis is super smart - I love it!! ...if you get this right it actually feeds through the whole architecture. It becomes the foundation for how you think about the general knowledge and context base.\",\"Everything becomes these 400 token packets of info
109with the front matter so they can be very quickly indexed. Here is your human deliverable and here is your agent ready deliverable!\\\"\"],\"portableText\":[{\"_key\":\"8485b9f30970\",\"_type\":\"block\",\"children\":[{\"_key\":\"2e667e16671c\",\"_type\":\"span\",\"marks\":[],\"text\":\"âThis is super smart - I love it!! ...if you get this right it actually feeds through the whole architecture. It becomes the foundation for how you think about the general knowledge and context base. \"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3660bd28df82\",\"_type\":\"block\",\"children\":[{\"_key\":\"2e667e16671c\",\"_type\":\"span\",\"marks\":[],\"text\":\"Everything becomes these 400 token packets of info with the front matter so they can be very quickly indexed. Here is your human deliverable and here is your agent ready deliverable!\\\"\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"44e07f21e8b6\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"This isn't just a new deliverable format - it's a new way of thinking about brand architecture itself. And that's fun!\"],\"portableText\":[{\"_key\":\"9fb45b5de432\",\"_type\":\"block\",\"children\":[{\"_key\":\"c95bf6d3a4e3\",\"_type\":\"span\",\"marks\":[],\"text\":\"This isn't just a new deliverable format - it's a new way of thinking about brand architecture itself. And that's fun!\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"45df742ebd24\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"The Peter Steinberger Principle\"],\"portableText\":[{\"_key\":\"84c1da7bbde3\",\"_type\":\"block\",\"children\":[{\"_key\":\"7ddfee3d263d\",\"_type\":\"span\",\"marks\":[],\"text\":\"The Peter Steinberger Principle\"}],\"markDefs\":[],\"style\":\"h2\"}]},{\"key\":\"677ee54ceaf9\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"Last week Peter Steinberger, the founder of OpenClaw, appeared on Lex Fridmanâs podcast. During the (great) interview, I loved this line:\"],\"portableText\":[{\"_key\":\"4fa4f585dda6\",\"_type\":\"block\",\"children\":[{\"_key\":\"dfd42344199d\",\"_type\":\"span\",\"marks\":[],\"text\":\"Last week \"},{\"_key\":\"ccff916ac556\",\"_type\":\"span\",\"marks\":[\"d6648d4d8552\"],\"text\":\"Peter Steinberger\"},{\"_key\":\"63eae1d1d5a4\",\"_type\":\"span\",\"marks\":[],\"text\":\", the founder of \"},{\"_key\":\"9b6eec3ac43f\",\"_type\":\"span\",\"marks\":[\"0fc6bcf46467\"],\"text\":\"OpenClaw\"},{\"_key\":\"eee5c8b01423\",\"_type\":\"span\",\"marks\":[],\"text\":\", appeared on \"},{\"_key\":\"ac7d0999af64\",\"_type\":\"span\",\"marks\":[\"24eaaa0c85e2\"],\"text\":\"Lex Fridmanâs podcast\"},{\"_key\":\"6a5a6e2fbb89\",\"_type\":\"span\",\"marks\":[],\"text\":\". During the (great) interview, I loved this line:\"}],\"markDefs\":[{\"_key\":\"d6648d4d8552\",\"_type\":\"link\",\"href\":\"https://x.com/steipete\"},{\"_key\":\"0fc6bcf46467\",\"_type\":\"link\",\"href\":\"https://openclaw.ai/\"},{\"_key\":\"24eaaa0c85e2\",\"_type\":\"link\",\"href\":\"https://lexfridman.com/peter-steinberger\"}],\"style\":\"normal\"}]},{\"key\":\"b368f3553420\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"\\\"AI doesn't replace craft. It makes craft more valuable. Because when everything can be generated instantly, the thing made with love is the one people remember.\\\"\"],\"portableText\":[{\"_key\":\"7ba82d983bff\",\"_type\":\"block\",\"children\":[{\"_key\":\"6c0e59db0a16\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"\\\"AI doesn't replace craft. It makes craft more valuable. Because when everything can be generated instantly, the thing made with love is the one people remember.\\\"\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"e467c30f85be\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"That's it.\",\"If your team is using AI to move faster, cool. But, if every output is generic because there's no structure to guide it, you're just speeding toward mediocrity. Your visual system? That's craft. Your motion language? That's craft. Your guidelines? That's craft. Your agentâs markdown files are how your team and their AI tools understand that craft. Both matter.\"],\"portableText\":[{\"_key\":\"7e543d8cc193\",\"_type\":\"block\",\"children\":[{\"_key\":\"cb26826f4614\",\"_type\":\"span\",\"marks\":[],\"text\":\"That's it.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"663fd72cb796\",\"_type\":\"block\",\"children\":[{\"_key\":\"cb26826f4614\",\"_type\":\"span\",\"marks\":[],\"text\":\"If your team is using AI to move faster, cool. But, if every output is generic because there's no structure to guide it, you're just speeding toward mediocrity. Your visual system? That's craft. Your motion language? That's craft. Your guidelines? That's craft. Your agentâs markdown files are how your team and their AI tools understand that craft. Both matter.\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"f89d869178ac\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"Leapfrogging\"],\"portableText\":[{\"_key\":\"e038edc2b843\",\"_type\":\"block\",\"children\":[{\"_key\":\"a6c30196a270\",\"_type\":\"span\",\"marks\":[],\"text\":\"Leapfrogging\"}],\"markDefs\":[],\"style\":\"h2\"}]},{\"key\":\"d5d47c21d8cc\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"Little Plains started in early 2024, five years after my last agency, @ginlane was acqui-hired into the business it incubated, Pattern Brands.\",\"In that half decade, a lot had changed.\",\"Starting anew was scary. I remember wondering how the heck I was going to catch up to a space I'd been out of for so long. Sitting around one day, for whatever reason, I recalled a concept I read about, âleapfrogging technology.â\"],\"portableText\":[{\"_key\":\"83877e63deb8\",\"_type\":\"block\",\"children\":[{\"_key\":\"7bd029fc9194\",\"_type\":\"span\",\"marks\":[],\"text\":\"Little Plains started in early 2024, five years after my last agency, \"},{\"_key\":\"23e3c5967404\",\"_type\":\"span\",\"marks\":[\"96c696e212ae\"],\"text\":\"@ginlane\"},{\"_key\":\"f24171696ff7\",\"_type\":\"span\",\"marks\":[],\"text\":\" was acqui-hired into the business it incubated, Pattern Brands. \"}],\"markDefs\":[{\"_key\":\"96c696e212ae\",\"_type\":\"link\",\"href\":\"https://x.com/@ginlane\"}],\"style\":\"normal\"},{\"_key\":\"65d773342fd2\",\"_type\":\"block\",\"children\":[{\"_key\":\"f24171696ff7\",\"_type\":\"span\",\"marks\":[],\"text\":\"In that half decade, a lot had changed. \"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fb4aa7b8030d\",\"_type\":\"block\",\"children\":[{\"_key\":\"f24171696ff7\",\"_type\":\"span\",\"marks\":[],\"text\":\"Starting anew was scary. I remember wondering how the heck I was going to catch up to a space I'd been out of for so long. Sitting around one day, for whatever reason, I recalled a concept I read about, â\"},{\"_key\":\"da6b6bf91663\",\"_type\":\"span\",\"marks\":[\"5df4c700bd64\"],\"text\":\"leapfrogging technology\"},{\"_key\":\"295cfafc5ab1\",\"_type\":\"span\",\"marks\":[],\"text\":\".â\"}],\"markDefs\":[{\"_key\":\"5df4c700bd64\",\"_type\":\"link\",\"href\":\"https://en.wikipedia.org/wiki/Leapfrogging\"}
109],\"style\":\"normal\"}]},{\"key\":\"08053f8e9b50\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"The specific example I read about was in the late â90s, when many emerging countries had little pre-existing telecom infrastructure. Most never built dense copper phone networks because they were too costly and slow. When mobile got cheap and robust, these countries didn't replace a legacy system; they leapfrogged straight to cell towers. That was the lightbulb moment I needed...\",\"I thought of skipping the traditional agency methods of the last era to focus fully on going AI-first. I didn't know what that meant, but I don't think I had a choice. I still feel the same today. However, as Littlefinger said in Game of Thrones, 'Chaos is a ladderâ and that moment felt chaotically opportunistic.\"],\"portableText\":[{\"_key\":\"efff930e5e9c\",\"_type\":\"block\",\"children\":[{\"_key\":\"6c2ea4ae14ff\",\"_type\":\"span\",\"marks\":[],\"text\":\"The specific example I read about was in the late â90s, when many emerging countries had little pre-existing telecom infrastructure. Most never built dense copper phone networks because they were too costly and slow. When mobile got cheap and robust, these countries didn't replace a legacy system; they leapfrogged straight to cell towers. That was the lightbulb moment I needed... \"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cab39c1eafd4\",\"_type\":\"block\",\"children\":[{\"_key\":\"6c2ea4ae14ff\",\"_type\":\"span\",\"marks\":[],\"text\":\"I thought of skipping the traditional agency methods of the last era to focus fully on going AI-first. I didn't know what that meant, but I don't think I had a choice. I still feel the same today. However, as Littlefinger said in Game of Thrones, 'Chaos is a ladderâ and that moment felt chaotically opportunistic.\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"3e0411bc34eb\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"I bring all this up because how fast everything is moving today can also feel scary. I think if you hold on to the past too much, it is a bit much! But, if you allow yourself to be curious, to learn, to experiment, and to explore, you might find the opportunity in the chaos to leapfrog forward yourself. Here's hoping so ~\",\"If you want to create and innovate, hit us up!\"],\"portableText\":[{\"_key\":\"187142e34150\",\"_type\":\"block\",\"children\":[{\"_key\":\"4d0b5948726f\",\"_type\":\"span\",\"marks\":[],\"text\":\"I bring all this up because how fast everything is moving today can also feel scary. I think if you hold on to the past too much, it is a bit much! But, if you allow yourself to be curious, to learn, to experiment, and to explore, you might find the opportunity in the chaos to leapfrog forward yourself. 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10919f\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"Every screen, UI, and campaign your team ships today makes your brand stronger, or weaker. Agentic Brand Systems are how we can turn each touchpoint into a stronger extension of a brandâs living source of truth.\",\"Most brand owners reading this will think it can wait. It can't. Today the math is starting to compound against you.\",\"Hereâs why:\",\"Option I: Operating as Normal\\nA team without an agentic working source of truth gets worse every time someone ships. Any day, all day long. Each new output adds drift, and increases brand debt.\",\"Option II: Agentically Integrated\\nThis team has a modern brand system that gets better because every good new page, ad, and screen folds back into the system for the next person and agentâs benefit.\",\"That gap compounds weekly.\",\"If you are on a team doing business as usual, you should know you have a competitor compounding their brand system each day.\",\"If youâre a studio delivering Figma boards, Google docs, PDFs (and websites), Iâm here to show you everything that Little Plains is doing, so that you can see how to add to your offering.\",\"Examples\",\"Picture a company one month past a successful raise. In addition to the founder and two engineers on the founding team, theyâve now become a real company with new recruits for product, marketing, and brand in-house.\",\"In their first week, the new product designer opens the production design system file sent to him. It hasnât been updated in months, even though the live product is multiple versions past that file.\",\"At the same time, the new marketing hire in charge of their Q4 campaign gets access to the brandâs Canva marketing folder. To read up on tone of voice and copywriting direction, she opens a half-finished, read-only file owned by a freelancer who is now working somewhere else full-time.\",\"At the desk next to her, the new head of brand loads the Figma booklet from the agency hired to build the startupâs first site. He realizes itâs already out of date because the founder has been prompt-engineering updates to the site every week. There is no rhyme or reason between the five new landing pages, and on top of that, the prior agency wonât share an editable version.\",\"Everyone is trying to make good work. Nobody has the same picture of the shifting brand.\",\"I have sat on both sides of this table, at an agency and inside a company. I know exactly how each of those people feels, and I want to say:\",\"These scenarios can end. Today.\",\"Over the past year, we have been documenting our process of building brands and software for the agentic age: A New Tomorrow, Today, Building Brand Systems for Humans and Agents, The HTML Brand, and Building a Knowledge Product.\",\"Today we are sharing our latest chapter: the files, the process, and how to end the plague of drifting brands through modern agentic systems of record.\",\"What a Brand Actually Is\",\"From Gin Lane to Little Plains today, our teams have used one framework to shape more than 100 startups.\",\"A brand works on three levels at once:\",\"Emotionally: how a business expresses itself and makes people feel. For example, Apple makes technology feel human.\",\"Functionally: what a businessâs products help people do. Appleâs products are tools for creativity, identity, and connection.\",\"Technically: the systems underneath all of this, that make the promise real. At Apple, hardware, software, and silicon work together so customers never have to think about it.\",\"Brand guidelines record decisions at each level, from mission statement to hex code, from art direction to CSS layouts. Unfortunately, they are too often spread out all over the internet. Each artifact is a snapshot of the brand, yet none are the whole system. Today, they can be.\"],\"portableText\":[{\"_key\":\"5e5be38f3db8\",\"_type\":\"block\",\"children\":[{\"_key\":\"868145e5e461\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Every screen, UI, and campaign your team ships today makes your brand stronger, or weaker. 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Today the math is starting to compound against you.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ebb28b46c023\",\"_type\":\"block\",\"children\":[{\"_key\":\"428b5eaabd51\",\"_type\":\"span\",\"marks\":[],\"text\":\"Hereâs why:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f83a9a18e729\",\"_type\":\"block\",\"children\":[{\"_key\":\"046aa7fcccaf\",\"_type\":\"span\",\"marks\":[],\"text\":\"Option I: Operating as Normal\\nA team without an agentic working source of truth \"},{\"_key\":\"f03b12f67631\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"gets worse\"},{\"_key\":\"72bb2e8f125b\",\"_type\":\"span\",\"marks\":[],\"text\":\" every time someone ships. Any day, all day long. Each new output adds drift, and increases brand debt.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5a743ee9f510\",\"_type\":\"block\",\"children\":[{\"_key\":\"f71441c2cb89\",\"_type\":\"span\",\"marks\":[],\"text\":\"Option II: Agentically Integrated\\nThis team has a modern brand system that gets \"},{\"_key\":\"251fb3090eb2\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"better\"},{\"_key\":\"d48594c30174\",\"_type\":\"span\",\"marks\":[],\"text\":\" because every good new page, ad, and screen folds back into the system for the next person and agentâs benefit.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"05b82b7aca1c\",\"_type\":\"block\",\"children\":[{\"_key\":\"7deb81a0765e\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"That gap compounds weekly.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1f8683dc68ef\",\"_type\":\"block\",\"children\":[{\"_key\":\"8a3bf121d072\",\"_type\":\"span\",\"marks\":[],\"text\":\"If you are on a team doing business as usual, you should know y
109ou have a competitor compounding their brand system each day.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"39b0cf3c6cff\",\"_type\":\"block\",\"children\":[{\"_key\":\"cbe4bb5acb9e\",\"_type\":\"span\",\"marks\":[],\"text\":\"If youâre a studio delivering Figma boards, Google docs, PDFs (and websites), Iâm here to show you everything that Little Plains is doing, so that you can see how to add to your offering.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8732bd79a42d\",\"_type\":\"block\",\"children\":[{\"_key\":\"3bb5662dcd3e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Examples\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"45187c899dff\",\"_type\":\"block\",\"children\":[{\"_key\":\"d79b6d12ade3\",\"_type\":\"span\",\"marks\":[],\"text\":\"Picture a company one month past a successful raise. In addition to the founder and two engineers on the founding team, theyâve now become a real company with new recruits for product, marketing, and brand in-house.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"df016ab14176\",\"_type\":\"block\",\"children\":[{\"_key\":\"f37f91fa0afd\",\"_type\":\"span\",\"marks\":[],\"text\":\"In their first week, the new product designer opens the production design system file sent to him. It hasnât been updated in months, even though the live product is multiple versions past that file.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"14450246252b\",\"_type\":\"block\",\"children\":[{\"_key\":\"3d8642a6685b\",\"_type\":\"span\",\"marks\":[],\"text\":\"At the same time, the new marketing hire in charge of their Q4 campaign gets access to the brandâs Canva marketing folder. To read up on tone of voice and copywriting direction, she opens a half-finished, read-only file owned by a freelancer who is now working somewhere else full-time.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"93423a5ce5f2\",\"_type\":\"block\",\"children\":[{\"_key\":\"888e3d02f570\",\"_type\":\"span\",\"marks\":[],\"text\":\"At the desk next to her, the new head of brand loads the Figma booklet from the agency hired to build the startupâs first site. He realizes itâs already out of date because the founder has been prompt-engineering updates to the site every week. There is no rhyme or reason between the five new landing pages, and on top of that, the prior agency wonât share an editable version.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"55994010aec4\",\"_type\":\"block\",\"children\":[{\"_key\":\"17cb445cb53f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Everyone is trying to make good work. Nobody has the same picture of the shifting brand.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"31db2c4bab6a\",\"_type\":\"block\",\"children\":[{\"_key\":\"75b1438c2935\",\"_type\":\"span\",\"marks\":[],\"text\":\"I have sat on both sides of this table, at an agency and inside a company. I know exactly how each of those people feels, and I want to say:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"030d223966d8\",\"_type\":\"block\",\"children\":[{\"_key\":\"0946f627f682\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"These scenarios can end. Today.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b2a64f98ad93\",\"_type\":\"block\",\"children\":[{\"_key\":\"6b0f4411d46b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Over the past year, we have been documenting our process of building brands and software for the agentic age: \"},{\"_key\":\"92a9501a406e\",\"_type\":\"span\",\"marks\":[\"9ca9dcac243d\"],\"text\":\"A New Tomorrow, Today\"},{\"_key\":\"9e5886a91eb2\",\"_type\":\"span\",\"marks\":[],\"text\":\", \"},{\"_key\":\"b74181467316\",\"_type\":\"span\",\"marks\":[\"402a7d27f15c\"],\"text\":\"Building Brand Systems for Humans and Agents\"},{\"_key\":\"0ada03f4e337\",\"_type\":\"span\",\"marks\":[],\"text\":\", \"},{\"_key\":\"35be1e4610e6\",\"_type\":\"span\",\"marks\":[\"498c6b7eda76\"],\"text\":\"The HTML Brand,\"},{\"_key\":\"1d7004d6f234\",\"_type\":\"span\",\"marks\":[],\"text\":\" and \"},{\"_key\":\"74d08e657df0\",\"_type\":\"span\",\"marks\":[\"ccc1a3a49395\"],\"text\":\"Building a Knowledge Product\"},{\"_key\":\"fababfbfb855\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"9ca9dcac243d\",\"_type\":\"link\",\"href\":\"https://littleplains.com/writings/a-new-tomorrow-today\"},{\"_key\":\"402a7d27f15c\",\"_type\":\"link\",\"href\":\"https://littleplains.com/writings/building-brand-systems-for-humans-and-agents-today\"},{\"_key\":\"498c6b7eda76\",\"_type\":\"link\",\"href\":\"https://littleplains.com/writings/the-html-brand-the-rise-of-input-based-outcomes\"},{\"_key\":\"ccc1a3a49395\",\"_type\":\"link\",\"href\":\"https://littleplains.com/writings/building-a-knowledge-product\"}
109],\"style\":\"normal\"},{\"_key\":\"67f6eee8375c\",\"_type\":\"block\",\"children\":[{\"_key\":\"8114c23c7a5e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Today we are sharing our latest chapter: the files, the process, and how to end the plague of drifting brands through modern agentic systems of record.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"42b160ec3a62\",\"_type\":\"block\",\"children\":[{\"_key\":\"574605bbddcc\",\"_type\":\"span\",\"marks\":[],\"text\":\"What a Brand Actually Is\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"c297c77ee2fe\",\"_type\":\"block\",\"children\":[{\"_key\":\"5889cefbf00d\",\"_type\":\"span\",\"marks\":[],\"text\":\"From Gin Lane to \"},{\"_key\":\"e047775115e1\",\"_type\":\"span\",\"marks\":[\"97f04202a4eb\"],\"text\":\"Little Plains\"},{\"_key\":\"48bf51bb3a23\",\"_type\":\"span\",\"marks\":[],\"text\":\" today, our teams have used one framework to shape more than 100 startups.\"}],\"markDefs\":[{\"_key\":\"97f04202a4eb\",\"_type\":\"link\",\"href\":\"http://www.littleplains.com\"}],\"style\":\"normal\"},{\"_key\":\"2d1b8a7d681c\",\"_type\":\"block\",\"children\":[{\"_key\":\"615555f23d2d\",\"_type\":\"span\",\"marks\":[],\"text\":\"A brand works on three levels at once:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"949da4953afd\",\"_type\":\"block\",\"children\":[{\"_key\":\"dbcc34d6ae11\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Emotionally:\"},{\"_key\":\"333b9fe6e393\",\"_type\":\"span\",\"marks\":[],\"text\":\" how a business expresses itself and makes people feel. For example, Apple makes technology \"},{\"_key\":\"4f5dc3c9c414\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"feel\"},{\"_key\":\"003c50b3a1ca\",\"_type\":\"span\",\"marks\":[],\"text\":\" human.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b32ae7042f07\",\"_type\":\"block\",\"children\":[{\"_key\":\"2fdd5ce21414\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Functionally:\"},{\"_key\":\"798e577532f6\",\"_type\":\"span\",\"marks\":[],\"text\":\" what a businessâs products help people do. Appleâs products are tools for creativity, identity, and connection.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9df52c566218\",\"_type\":\"block\",\"children\":[{\"_key\":\"9845168ad334\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Technically:\"},{\"_key\":\"8dfa7944692a\",\"_type\":\"span\",\"marks\":[],\"text\":\" the systems underneath all of this, that make the promise real. At Apple, hardware, software, and silicon work together so customers never have to think about it.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"25ae737d8426\",\"_type\":\"block\",\"children\":[{\"_key\":\"2dd75a40e97f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Brand guidelines record decisions at each level, from mission statement to hex code, from art direction to CSS layouts. Unfortunately, they are too often spread out all over the internet. Each artifact is a snapshot of the brand, yet none are the whole system. Today, they can be.\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"fig-system\",\"type\":\"interactive\",\"module\":\"brand-system-diagram@1\",\"title\":\"One Agentic Brand System, many applications\",\"summary\":\"Strategy, positioning, voice, identity, art direction, components, guidelines, tokens, assets and examples form a shared brand system for decks, websites, products, campaigns, emails and social posts.\",\"caption\":\"The foundation becomes a usable system. Teams build from it, then review what new work should become part of it.\",\"autoplay\":true,\"ingredients\":[\"Strategy\",\"Positioning\",\"Voice\",\"Identity\",\"Art direction\",\"Components\",\"Guidelines\",\"Tokens\",\"Assets\",\"Examples\"],\"applications\":[]},{\"key\":\"ad57dfd020e4\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"Pendulum Always Swing Back\",\"Clayton Christensen and Michael Raynor wrote about industries moving between integrated and modular architectures. A tightly integrated system can be broken into specialized pieces as its parts become easier to connect. When the seams become the hard part, a new integrated layer becomes necessary.\",\"âBrandâ in the digital age has followed that pattern.\",\"When I first started Gin Lane, we won a global campaign for adidas by Stella McCartney. The next week, a 200-page brand bible behemoth of a book arrived with a thud at our small Chinatown office. It had one sentence on one piece of paper in the box. It said, âRead this.â\",\"What was once a single book is now scattered across a PDF, Figma, Canva, Docs, Drive, GitHub, Notion, and countless Slack threads. Each team works from a different version of the company.\",\"However, Agentic systems make it possible to bring those decisions back into one living source, where they can be made, stored, updated, and distributed everywhere.\",\"Today, we are building the brand bible again. This time, the pages are alive, and the paint never dries.\",\"Creative Reasoning at Scale\",\"In his essay last week, Jeffrey Katzenberg drew a line between creativity and reasoning. Creativity is the human in front of a blank canvas, making the first unexpected strokes. Reasoning is everything after: why the creator sketched out was made, and how to make the next thousand calls true to it.\",\"Models are very good at reasoning. But they can only reason from what is written down, and most brands never write down their reasons. Simon Sinek is echoing somewhere, Why why why!\",\"Unfortunately, a brand guideline shows the creative decisions; it rarely shows the reasons.\",\"A designer needs a settings screen, but the guidelines only show the logo on white and a homepage mockup. Nothing says whether the brand green can fill a button or should only mark an alert. The designer asks someone, or guesses.\",\"Ask an agent for the same screen and it guesses too, a hundred times faster, drifting toward the average of every settings screen it has seen. The page comes out fine and forgettable. Nobody flags it because nothing looks wrong. But it does not look, feel, or sound like you. Itâs not slop, but itâs mid. Whatâs worse?\",\"A while back, we experienced finishing a (traditional) digital brand system for a global open-source organization.\",\"Weeks after handoff, their team continued to message us: How should hover states behave? Do these tokens map to Figma variables? This README says max-width, and we are not following it. Should we be?\",\"Those are good questions from a good team. Each one is a decision the system did n
109ot carry. At the time, we answered each one, which an agent would not have asked. It would have guessed, shipped, and moved on. However, we soon realized we needed an intelligent system for the client or weâd be answering questions for years to come. From this, we built an agentic brand system for them. It not only holds all design, copy, ui, components, tokens - it also has the whyâs embedded.\",\"Brand drift used to be slow because making things was slow. Now a founder builds a deck in an afternoon, growth ships a landing page before lunch, sales makes a one-pager without design, and agents do all of it at once. Drift compounds.\",\"Your company is about to make more brand decisions in a month than a brand used to make in a year. Most will be guesses.\",\"A team with a working source of truth can fold each new page, ad, and screen back into the system for the next person and the next agent. This team is compounding what works internally, weekly.\",\"You Will Fall Behind Fast\",\"Most founders reading this will think it can wait until after the next raise. It cannot.\",\"Imagine if a federal emission standard was to land in March 2027 and every carmaker knows it. Most plants in Lansing are still building to last yearâs spec. The cars look fine today but cannot be sold in six months. That would never happen.\",\"That is the absurdity of where most brands and studios are right now. Why do we think this current way of maintaining a brand will hold up with exponential increase in intelligence, and complexity, AI has thrust on us?\",\"We are often the only studios asking a founder how the clientâs team will keep building on the brand once we are gone.\",\"Recently, a founder told us we were the tenth agency he had met and the first to ask that question.\",\"Today, a few thousand people on X.com trade kit files and retrieval rules. Hats off to you all, you are the first-movers. By the first half of 2027, we expect this to become table stakes for early adopters: in the RFP, investor diligence, and the new head of brandâs first-week checklist.\",\"Companies that start now will have a year of compounding decisions by then.\",\"Everyone else will start from a dusty PDF.\",\"Human Work Matters\",\"Founders who understand agents best tell us the same thing: we are more valuable than ever for the inputs, positioning, voice, and core decisions.\",\"They can make many outputs themselves, but only as well as the inputs allow. When they want truly differentiated work, whether a website, app, billboard, or campaign, we oversee it end-to-end.\",\"We do not skip the traditional work.\",\"We run research, stakeholder interviews, and hand-crafted competitive synthesis. We aim to play a companyâs story back to its founders within ten working days, well enough that they tell us we are 90% there and point to the final 10%.\",\"Then we build two systems of expression.\",\"The visual system\\nThe fonts, color, type, art direction, UI, and motion choreography, down to the tokens.\",\"The verbal system\\nThe positioning, tone of voice, claims, and copy, mapped across each moment a customer meets the brand.\",\"Lastly a brand works like a fraction. The denominator is constant, the rules you never deviate from. The numerator changes with the room: the investor call, billboard, support email, or product screen. An Agentic Brand System writes both down. It helps you know what to apply where. And (with us) it is theit the product of human curation on the inputs, and the outputs. Man and Machine work in tandem.\",\"Inside Our Kits\",\"Letâs get into the technical details. At itâs essence, an Agentic Brand System is a folder. Humans open part of it. Agents read all of it. Here is the shape of the one we built for Sonata, a health-tech company:\"],\"portableText\":[{\"_key\":\"3f08a463ae5d\",\"_type\":\"block\",\"children\":[{\"_key\":\"cc99ef765359\",\"_type\":\"span\",\"marks\":[],\"text\":\"Pendulum Always Swing Back\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"82eeedf073c4\",\"_type\":\"block\",\"children\":[{\"_key\":\"ae1c67868186\",\"_type\":\"span\",\"marks\":[\"17a8f46acff7\"],\"text\":\"Clayton Christensen\"},{\"_key\":\"8ace5b723f2b\",\"_type\":\"span\",\"marks\":[],\"text\":\" and Michael Raynor wrote about industries moving between integrated and modular architectures. A tightly integrated system can be broken into specialized pieces as its parts become easier to connect. When the seams become the hard part, a new integrated layer becomes necessary.\"}],\"markDefs\":[{\"_key\":\"17a8f46acff7\",\"_type\":\"link\",\"href\":\"https://www.christenseninstitute.org/theory/disruptive-innovation/\"}],\"style\":\"normal\"},{\"_key\":\"332ccfa0f057\",\"_type\":\"block\",\"children\":[{\"_key\":\"7bbda29eec10\",\"_type\":\"span\",\"marks\":[],\"text\":\"âBrandâ in the digital age has followed that pattern.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2d2f2e3efa68\",\"_type\":\"block\",\"children\":[{\"_key\":\"d24b718601ed\",\"_type\":\"span\",\"marks\":[],\"text\":\"When I first started Gin Lane, we won a global campaign for adidas by Stella McCartney. The next week, a 200-page brand bible behemoth of a book arrived with a thud at our small Chinatown office. It had one sentence on one piece of paper in the box. It said, âRead this.â\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"060ecf82754c\",\"_type\":\"block\",\"children\":[{\"_key\":\"7376a5ca60c9\",\"_type\":\"span\",\"marks\":[],\"text\":\"What was once a single book is now scattered across a PDF, Figma, Canva, Docs, Drive, GitHub, Notion, and countless Slack threads. Each team works from a different version of the company.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"58b669c74a15\",\"_type\":\"block\",\"children\":[{\"_key\":\"c286fba49b42\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"However\"},{\"_key\":\"b1f8289a6eea\",\"_type\":\"span\",\"marks\":[],\"text\":\", Agentic systems make it possible to bring those decisions back into one living source, where they can be made, stored, updated, and distributed everywhere.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c5a9a0deedc6\",\"_type\":\"block\",\"children\":[{\"_key\":\"0e5ce4b216cf\",\"_type\":\"span\",\"marks\":[],\"text\":\"Today, we are building the brand bible again. This time, the pages are alive, and the paint never dries.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4ebcf8e7b4da\",\"_type\":\"block\",\"children\":[{\"_key\":\"2a894735e95a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Creative Reasoning at Scale\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"50160726c43e\",\"_type\":\"block\",\"children\":[{\"_key\":\"697e8dd3c249\",\"_type\":\"span\",\"marks\":[\"cc717bd08e34\"],\"text\":\"In his essay last week\"},{\"_key\":\"77fd1ad8a739\",\"_type\":\"span\",\"marks\":[],\"text\":\", Jeffrey Katzenberg drew a line between \"},{\"_key\":\"61a23dfd90ca\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"creativity\"},{\"_key\":\"461fecc4fad1\",\"_type\":\"span\",\"marks\":[],\"text\":\" and \"},{\"_key\":\"5db4846551a6\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"reasoning\"},{\"_key\":\"3fe28a15ec00\",\"_type\":\"span\",\"marks\":[],\"text\":\". Creativity is the human in front of a blank canvas, making the first unexpected strokes. Reasoning is everything after: why the creator sketched out was made, and how to make the next thousand calls true to it.\"}],\"markDefs\":[{\"_key\":\"cc717bd08e34\",\"_type\":\"link\",\"href\":\"https://x.com/jeffreykWNDR/status/2102774995315245469?s=20\"}],\"style\":\"normal\"},{\"_key\":\"bcecd108951f\",\"_type\":\"block\",\"children\":[{\"_key\":\"2373992f92ed\",\"_type\":\"span\",\"marks\":[],\"text\":\"Models are very good at reasoning. But they can only reason from what is written down, and most brands never write down their reasons. Simon Sinek is echoing somewhere, \"},{\"_key\":\"62d2f9320382\",\"_type\":\"span\",\"marks\":[\"6d249e72cc84\"],\"text\":\"Why why why\"},{\"_key\":\"b67d11cef31b\",\"_type\":\"span\",\"marks\":[],\"text\":\"!\"}],\"markDefs\":[{\"_key\":\"6d249e72cc84\",\"_type\":\"link\",\"href\":\"https://www.youtube.com/watch?v=tK4HNPCVt2k\"}],\"style\":\"normal\"},{\"_key\":\"58aaa3019f25\",\"_type\":\"block\",\"children\":[{\"_key\":\"9fdbe63e10ac\",\"_type\":\"span\",\"marks\":[],\"text\":\"Unfortunately, a brand guideline shows the creative decisions; it rarely shows the reasons.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7e9c94f22c94\",\"_type\":\"block\",\"children\":[{\"_key\":\"50e2db93793e\",\"_type\":\"span\",\"marks\":[],\"text\":\"A designer needs a settings screen, but the guidelines only show the logo on white and a homepage mockup. Nothing says whether the brand green can fill a button or should only mark an alert. The designer asks someone, or guesses.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"53267cdc1190\",\"_type\":\"block\",\"children\":[{\"_key\":\"caf85afb3c9a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Ask an agent for the same screen and it guesses too, a hundred times faster, drifting toward the average of every settings screen it has seen. The page comes out fine and \"},{\"_key\":\"3b49ecb3945a\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"forgettable\"},{\"_key\":\"16db988031b3\",\"_type\":\"span\",\"marks\":[],\"text\":\". Nobody flags it because nothing looks wrong. But it does not look, feel, or sound like you. Itâs not slop, but itâs mid. Whatâs worse?\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c1ed6241ffbd\",\"_type\":\"block\",\"children\":[{\"_key\":\"6a69de26ed68\",\"_type\":\"span\",\"marks\":[],\"text\":\"A while back, we experienced finishing a (traditional) digital brand system for a global open-source organization.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"434bf2a350b1\",\"_type\":\"block\",\"children\":[{\"_key\":\"2497076c0f88\",\"_type\":\"span\",\"marks\":[],\"text\":\"Weeks after handoff, their team continued to message us: How should hover states behave? Do these tokens map to Figma variables? This README says max-width, and we are not following it. Should we be?\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"882f98b8e4cc\",\"_type\":\"block\",\"children\":[{\"_key\":\"79ea5c4c095e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Those are good questions from a good team. Each one is a decision the system did n
109ot carry. At the time, we answered each one, which an agent would not have asked. It would have guessed, shipped, and moved on. However, we soon realized we needed an intelligent system for the client or weâd be answering questions for years to come. From this, we built an \"},{\"_key\":\"89dfee8321f8\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"agentic\"},{\"_key\":\"86d51a555b26\",\"_type\":\"span\",\"marks\":[],\"text\":\" brand system for them. It not only holds all design, copy, ui, components, tokens - it also has the \"},{\"_key\":\"48e66dc2b534\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"whyâs\"},{\"_key\":\"c39e41001e0d\",\"_type\":\"span\",\"marks\":[],\"text\":\" embedded.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b0dc6f524a40\",\"_type\":\"block\",\"children\":[{\"_key\":\"eb4c374a4fb8\",\"_type\":\"span\",\"marks\":[],\"text\":\"Brand drift used to be slow because making things was slow. Now a founder builds a deck in an afternoon, growth ships a landing page before lunch, sales makes a one-pager without design, and agents do all of it at once. Drift compounds.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3ad8b31687f4\",\"_type\":\"block\",\"children\":[{\"_key\":\"94d2b369d591\",\"_type\":\"span\",\"marks\":[],\"text\":\"Your company is about to make more brand decisions in a month than a brand used to make in a year. Most will be guesses.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d55cf63c3397\",\"_type\":\"block\",\"children\":[{\"_key\":\"ccec978670a7\",\"_type\":\"span\",\"marks\":[],\"text\":\"A team with a working source of truth can fold each new page, ad, and screen back into the system for the next person and the next agent. This team is compounding what works internally, weekly.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"164c54cb79b6\",\"_type\":\"block\",\"children\":[{\"_key\":\"7c419a0444b3\",\"_type\":\"span\",\"marks\":[],\"text\":\"You Will Fall Behind Fast\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"3d6f8a9af659\",\"_type\":\"block\",\"children\":[{\"_key\":\"dbb9ca9188fb\",\"_type\":\"span\",\"marks\":[],\"text\":\"Most founders reading this will think it can wait until after the next raise. It cannot.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"017d06a0143b\",\"_type\":\"block\",\"children\":[{\"_key\":\"9be20555f333\",\"_type\":\"span\",\"marks\":[],\"text\":\"Imagine if a federal emission standard was to land in March 2027 and every carmaker knows it. Most plants in Lansing are still building to last yearâs spec. The cars look fine today but cannot be sold in six months. That would never happen.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8d6e4610040d\",\"_type\":\"block\",\"children\":[{\"_key\":\"7f213973af89\",\"_type\":\"span\",\"marks\":[],\"text\":\"That is the absurdity of where most brands and studios are right now. Why do we think this current way of maintaining a brand will hold up with exponential increase in intelligence, and complexity, AI has thrust on us?\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d36f14172413\",\"_type\":\"block\",\"children\":[{\"_key\":\"aa01b301df37\",\"_type\":\"span\",\"marks\":[],\"text\":\"We are often the only studios asking a founder how the clientâs team will keep building on the brand once we are gone.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1a03d175d88e\",\"_type\":\"block\",\"children\":[{\"_key\":\"f5acf35c00ed\",\"_type\":\"span\",\"marks\":[],\"text\":\"Recently, a founder told us we were the tenth agency he had met and the first to ask that question.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9ea33ddebec3\",\"_type\":\"block\",\"children\":[{\"_key\":\"0167bb9e7204\",\"_type\":\"span\",\"marks\":[],\"text\":\"Today, a few thousand people on X.com trade kit files and retrieval rules. Hats off to you all, you are the first-movers. By the first half of 2027, we expect this to become table stakes for early adopters: in the RFP, investor diligence, and the new head of brandâs first-week checklist.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"66b07493ab04\",\"_type\":\"block\",\"children\":[{\"_key\":\"dd3f5389ba55\",\"_type\":\"span\",\"marks\":[],\"text\":\"Companies that start now will have a year of compounding decisions by then.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d7ebf899dadb\",\"_type\":\"block\",\"children\":[{\"_key\":\"ccc0f792a949\",\"_type\":\"span\",\"marks\":[],\"text\":\"Everyone else will start from a dusty PDF.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8fe47a220656\",\"_type\":\"block\",\"children\":[{\"_key\":\"95d05fe47e38\",\"_type\":\"span\",\"marks\":[],\"text\":\"Human Work Matters\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"5a53276187c8\",\"_type\":\"block\",\"children\":[{\"_key\":\"4e9b6f9a7ede\",\"_type\":\"span\",\"marks\":[],\"text\":\"Founders who understand agents best tell us the same thing: we are more valuable than ever for the inputs, positioning, voice, and core decisions.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"844731cdba45\",\"_type\":\"block\",\"children\":[{\"_key\":\"45cf3ecceb40\",\"_type\":\"span\",\"marks\":[],\"text\":\"They can make many outputs themselves, but only as well as the inputs allow. When they want truly differentiated work, whether a website, app, billboard, or campaign, we oversee it end-to-e
109nd.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"56d371eb5cbb\",\"_type\":\"block\",\"children\":[{\"_key\":\"e46228d7b208\",\"_type\":\"span\",\"marks\":[],\"text\":\"We do not skip the traditional work.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2a908d3759f6\",\"_type\":\"block\",\"children\":[{\"_key\":\"dadd6b4144ac\",\"_type\":\"span\",\"marks\":[],\"text\":\"We run research, stakeholder interviews, and hand-crafted competitive synthesis. We aim to play a companyâs story back to its founders within ten working days, well enough that they tell us we are 90% there and point to the final 10%.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a629b4555839\",\"_type\":\"block\",\"children\":[{\"_key\":\"9231e9a9df55\",\"_type\":\"span\",\"marks\":[],\"text\":\"Then we build two systems of expression.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e28db670c27d\",\"_type\":\"block\",\"children\":[{\"_key\":\"18901446d2f2\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"The visual system\"},{\"_key\":\"33f92fe641c4\",\"_type\":\"span\",\"marks\":[],\"text\":\"\\nThe fonts, color, type, art direction, UI, and motion choreography, down to the tokens.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1d0e74e79072\",\"_type\":\"block\",\"children\":[{\"_key\":\"1d4389eeb738\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"The verbal system\"},{\"_key\":\"4e7f20ce381a\",\"_type\":\"span\",\"marks\":[],\"text\":\"\\nThe positioning, tone of voice, claims, and copy, mapped across each moment a customer meets the brand.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a23fed19ec19\",\"_type\":\"block\",\"children\":[{\"_key\":\"487315abcd7f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Lastly a brand works like a fraction. The \"},{\"_key\":\"3bce456420e8\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"denominator\"},{\"_key\":\"3db693abbaff\",\"_type\":\"span\",\"marks\":[],\"text\":\" is constant, the rules you never deviate from. The \"},{\"_key\":\"96792dc25f67\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"numerator\"},{\"_key\":\"464f1882837c\",\"_type\":\"span\",\"marks\":[],\"text\":\" changes with the room: the investor call, billboard, support email, or product screen. An Agentic Brand System writes both down. It helps you know what to apply where. And (with us) it is theit the product of human curation on the inputs, and the outputs. Man and Machine work in tandem.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"05fd297205d8\",\"_type\":\"block\",\"children\":[{\"_key\":\"ba98adc19538\",\"_type\":\"span\",\"marks\":[],\"text\":\"Inside Our Kits\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"0b19239a5493\",\"_type\":\"block\",\"children\":[{\"_key\":\"49d4ce46983e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Letâs get into the technical details. At itâs essence, an Agentic Brand System is a folder. Humans open part of it. Agents read all of it. Here is the shape of the one we built for Sonata, a health-tech company:\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"87889dd6afeb\",\"type\":\"code\",\"language\":\"text\",\"filename\":\"\",\"caption\":\"\",\"code\":\"sonata-brand/\\n human/\\n brand-guidelines.pdf\\n figma-library.fig\\n agent/\\n verbal/\\n positioning.md\\n audience.yaml\\n messaging.md\\n voice.md\\n visual/\\n tokens.css\\n type/\\n components/\\n motion.json\\n art-direction.md\\n logo/*.svg\\n retrieval-rules.md\\n magic_trick.md\",\"html\":\"$39\"},{\"key\":\"ea4e957340b9\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"The positioning file holds the promise, âWeâve got your back,â and the five pillars every claim rests on.\",\"The voice file describes the person the brand speaks as, along with its vocabulary:\",\"âhealthspan,â never âlongevityâ\",\"âyour health story,â never âdashboardâ\",\"When a marketer asks an agent for a fleet of emails for an upcoming product launch, the agent reads those files before it writes a word.\"],\"portableText\":[{\"_key\":\"af5ecca1652a\",\"_type\":\"block\",\"children\":[{\"_key\":\"f63e1125bba8\",\"_type\":\"span\",\"marks\":[],\"text\":\"The positioning file holds the promise, âWeâve got your back,â and the five pillars every claim rests on.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8962395e202e\",\"_type\":\"block\",\"children\":[{\"_key\":\"c8229ef7fbab\",\"_type\":\"span\",\"marks\":[],\"text\":\"The voice file describes the person the brand speaks as, along with its vocabulary:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"552e737b6dcf\",\"_type\":\"block\",\"children\":[{\"_key\":\"885fcb4a9363\",\"_type\":\"span\",\"marks\":[],\"text\":\"âhealthspan,â never âlongevityâ\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a18d0646ff73\",\"_type\":\"block\",\"children\":[{\"_key\":\"75f31b5df2cb\",\"_type\":\"span\",\"marks\":[],\"text\":\"âyour health story,â never âdashboardâ\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3a0f26963246\",\"_type\":\"block\",\"children\":[{\"_key\":\"5f207c7c28fa\",\"_type\":\"span\",\"marks\":[],\"text\":\"When a marketer asks an agent for a fleet of emails for an upcoming product launch, the agent reads those files before it writes a word.\"}],\"markDefs\":[],\"style\":\"normal\"}]}
109,{\"key\":\"fig-kit\",\"type\":\"interactive\",\"module\":\"sonata-kit-browser@2\",\"title\":\"Read the Sonata kit\",\"summary\":\"Browse the actual Sonata brand file excerpts and fifteen live product component previews. The brand files explain the decisions; the product files contain their implementation.\",\"caption\":\"Real files from the Sonata kit: positioning, voice, visual rules, tokens and fifteen working components. Start with the guidance, then open a component to try it.\",\"autoplay\":false,\"ingredients\":[],\"applications\":[]},{\"key\":\"847d60dff4fd\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"The art direction runs a single flower through three states: full, blurred, and a field where it dissolves into color.\",\"A style guide would show three keyframes. The kit writes the rule and its reason:\",\"Content sits on the blurred or field state, never on the full flower, because the full flower is the subject of the page.\",\"That one sentence lets a designer or an agent lay out a page nobody has drawn yet and put the headline in the right place.\"],\"portableText\":[{\"_key\":\"f3100a236cb6\",\"_type\":\"block\",\"children\":[{\"_key\":\"2a7ef72c39d9\",\"_type\":\"span\",\"marks\":[],\"text\":\"The art direction runs a single flower through three states: full, blurred, and a field where it dissolves into color.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"df0f576c779e\",\"_type\":\"block\",\"children\":[{\"_key\":\"5bbd1863271f\",\"_type\":\"span\",\"marks\":[],\"text\":\"A style guide would show three keyframes. The kit writes the rule and its reason:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"02a9d293453f\",\"_type\":\"block\",\"children\":[{\"_key\":\"39aa44d83090\",\"_type\":\"span\",\"marks\":[],\"text\":\"Content sits on the blurred or field state, never on the full flower, because the full flower is the subject of the page.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e777db0825bc\",\"_type\":\"block\",\"children\":[{\"_key\":\"4c495de699d2\",\"_type\":\"span\",\"marks\":[],\"text\":\"That one sentence lets a designer or an agent lay out a page nobody has drawn yet and put the headline in the right place.\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"fig-picture\",\"type\":\"interactive\",\"module\":\"picture-decisions@2\",\"title\":\"The work and the rules behind it\",\"summary\":\"An existing Sonata animation alongside five source-backed decisions about cropping, the flower, the symbol, blending and motion. The file links open the corresponding guidance in the kit browser.\",\"caption\":\"Sonataâs existing motion work, with the rules that make it repeatable. Each file link opens the relevant guidance in the kit above.\",\"autoplay\":false,\"ingredients\":[],\"applications\":[]},{\"key\":\"23c5eb67b45f\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"The retrieval rules tell an agent which files to load for which job. A request for a billboard pulls voice and art direction. A request for a settings screen pulls tokens and components.\",\"The dissolving flower is also a move a human made that no model would have suggested. It keeps Sonata from drifting toward the median.\",\"Visual: Sonata flower states, the rule in the kit, and a real output made from it.\",\"How We Build a Kit, Start to Finish\",\"These systems are not deliverables we assemble in the last week. They are the framework the whole project is built on.\",\"Define\\nBefore the first call, we ingest any decks, data room, product, public record, and competitors. Then we do human work: interviews, first-principles questions, and gathering insights nobody wrote down.\",\"Encode\\nAs each decision comes in, it goes into the folder as a value and a reason. Color, type, and spacing become tokens. Voice becomes rules with examples of right and wrong. Positioning becomes a file an agent can quote.\",\"The canvas is never wet and we start painting right away.\",\"Build with it\\nWe set up the repository on day one, and our team works from it, including agents. Each change is recorded: what changed, who changed it, and why. Months later, anyone can ask why the brand never says âlongevityâ and get the actual answer.\"],\"portableText\":[{\"_key\":\"787face9d06d\",\"_type\":\"block\",\"children\":[{\"_key\":\"cadbd2192279\",\"_type\":\"span\",\"marks\":[],\"text\":\"The retrieval rules tell an agent which files to load for which job. A request for a billboard pulls voice and art direction. A request for a settings screen pulls tokens and components.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ea115e089612\",\"_type\":\"block\",\"children\":[{\"_key\":\"3fc8a7198227\",\"_type\":\"span\",\"marks\":[],\"text\":\"The dissolving flower is also a move a human made that no model would have suggested. It keeps Sonata from drifting toward the median.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"93b5568f6eb2\",\"_type\":\"block\",\"children\":[{\"_key\":\"1dfcdc0c4d3f\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"Visual: Sonata flower states, the rule in the kit, and a real output made from it.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fb3183a091c2\",\"_type\":\"block\",\"children\":[{\"_key\":\"d0000cbdef8d\",\"_type\":\"span\",\"marks\":[],\"text\":\"How We Build a Kit, Start to Finish\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"c0dc98a6697e\",\"_type\":\"block\",\"children\":[{\"_key\":\"a121b9592c54\",\"_type\":\"span\",\"marks\":[],\"text\":\"These systems are not deliverables we assemble in the last week. They are the framework the whole project is built on.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c668fb731cad\",\"_type\":\"block\",\"children\":[{\"_key\":\"5b2acc6b61f1\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Define\"},{\"_key\":\"f858f3bd1cb8\",\"_type\":\"span\",\"marks\":[],\"text\":\"\\nBefore the first call, we ingest any decks, data room, product, public re
109cord, and competitors. Then we do human work: interviews, first-principles questions, and gathering insights nobody wrote down.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4a715d5f68ba\",\"_type\":\"block\",\"children\":[{\"_key\":\"2329f91d712a\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Encode\"},{\"_key\":\"975750a1c310\",\"_type\":\"span\",\"marks\":[],\"text\":\"\\nAs each decision comes in, it goes into the folder as a value and a reason. Color, type, and spacing become tokens. Voice becomes rules with examples of right and wrong. Positioning becomes a file an agent can quote.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2d574f546370\",\"_type\":\"block\",\"children\":[{\"_key\":\"1e4ab29414f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The canvas is never wet and we start painting right away.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0268a3c6c15c\",\"_type\":\"block\",\"children\":[{\"_key\":\"5fc546d11cb0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Build with it\"},{\"_key\":\"8c23a6958ab5\",\"_type\":\"span\",\"marks\":[],\"text\":\"\\nWe set up the repository on day one, and our team works from it, including agents. Each change is recorded: what changed, who changed it, and why. Months later, anyone can ask why the brand never says âlongevityâ and get the actual answer.\"}],\"markDefs\":[],\"style\":\"normal\"}]},{\"key\":\"fig-log\",\"type\":\"interactive\",\"module\":\"brand-decision-history@1\",\"title\":\"The decisions in the history\",\"summary\":\"An illustrative five-commit history of Sonata decisions: positioning, palette proportion, italic emphasis, the flower signature and an example headline. Open a change to read its source excerpt. Authors are roles, not people.\",\"caption\":\"An illustrative Git history using Sonata source excerpts. Dates, commit IDs and role-based authors are reconstructed for this example. Open a change to inspect its rationale and affected file.\",\"autoplay\":false,\"ingredients\":[],\"applications\":[]},{\"key\":\"b73440d84e52\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"Because the design lives in code, a clickable prototype costs about what a static comp used to.\",\"On a recent launch site, we ran motion, copy, and the product demo together in a browser early in the project. An animation that looked great alone was fighting the headline beside it. We fixed it while there was still time to change direction.\",\"We also run the same request through Claude and Codex, both reading the same folder. They make different pages. That is useful because two models with different strengths, both working within the same brand, give the team real options to compare.\",\"Visual: the same prompt in Claude and Codex, two real pages side by side.\"],\"portableText\":[{\"_key\":\"e22884f70b74\",\"_type\":\"block\",\"children\":[{\"_key\":\"73536d0440d3\",\"_type\":\"span\",\"marks\":[],\"text\":\"Because the design lives in code, a clickable prototype costs about what a static comp used to.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c4829ff2539a\",\"_type\":\"block\",\"children\":[{\"_key\":\"3520b2df6da5\",\"_type\":\"span\",\"marks\":[],\"text\":\"On a recent launch site, we ran motion, copy, and the product demo together in a browser early in the project. An animation that looked great alone was fighting the headline beside it. We fixed it while there was still time to change direction.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"235cc690fceb\",\"_type\":\"block\",\"children\":[{\"_key\":\"a8dc9fff01f6\",\"_type\":\"span\",\"marks\":[],\"text\":\"We also run the same request through Claude and Codex, both reading the same folder. They make different pages. That is useful because two models with different strengths, both working within the same brand, give the team real options to compare.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7574c8a3bf0f\",\"_type\":\"block\",\"children\":[{\"_key\":\"33484059d044\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"Visual: the same prompt in Claude and Codex, two real pages side by side.\"}],\"markDefs\":[],\"style\":\"normal\"}]}
109,{\"key\":\"fig-ask\",\"type\":\"interactive\",\"module\":\"sonata-guided-demo@1\",\"title\":\"Sonata Atomic Kit\",\"summary\":\"A conversation with four prompts: a founding-member CTA, a waitlist form, eleven badge colorways and the italic rule. Open the component previews, code and source files.\",\"caption\":\"A guided demo of four Sonata prompts and their outputs. Choose a prompt to inspect the generated composition, source files and code.\",\"autoplay\":false,\"ingredients\":[],\"applications\":[]},{\"key\":\"0b3444fd3065\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"Ship\\nHandoff is where most brand work dies, so we treat it like shipping software.\",\"The client gets the folder, a written guide, and live training sessions with their team on the tools they use. Then we hand over the keys. We are not in the business of shipping fish, we are aiming to teach how to fish.\",\"My offboarding test is simple: the client should be able to operate without us.\",\"A founder recently took the kit we built, dropped it into Cursor, and typed one line: generate an HTML landing page based on the atomic design system and strategy.\",\"What came back had the right type, hover states, motion, and copy in the brandâs voice. We were proud.\",\"This is a note from a recent client:\",\"Hey Alex, Iâve had a lot of fun working on the Kit. I also added the concept of \\\"recipes\\\", so everyone gets consistent, matching results, with automated checks on top. Interesting part: I had it recreate a complete Figma library system from scratch via MCP. Only it is allowed to edit it and that library is its single source of truth, and we can verify it fully matches the one we humans actually design with.\",\"For that global open-source organization, the system grew into a content tool: page headers their team configures, a signature image treatment they apply to their own photos, and a layout generator so nobody can make a page that breaks the brand. Their team has since run an outdoor campaign from it. How cool is that?\"],\"portableText\":[{\"_key\":\"9dd1edb092ec\",\"_type\":\"block\",\"children\":[{\"_key\":\"7d78caf11c1c\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Ship\"},{\"_key\":\"2bbd7df0c7a4\",\"_type\":\"span\",\"marks\":[],\"text\":\"\\nHandoff is where most brand work dies, so we treat it like shipping software.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3468efe49d59\",\"_type\":\"block\",\"children\":[{\"_key\":\"60a0dacdebd5\",\"_type\":\"span\",\"marks\":[],\"text\":\"The client gets the folder, a written guide, and live training sessions with their team on the tools they use. Then we hand over the keys. We are not in the business of shipping fish, we are aiming to teach how to fish.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6c47c92b6ece\",\"_type\":\"block\",\"children\":[{\"_key\":\"15ca0ed16a1e\",\"_type\":\"span\",\"marks\":[],\"text\":\"My offboarding test is simple: the client should be able to operate without us.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"516b687f4c86\",\"_type\":\"block\",\"children\":[{\"_key\":\"96cdceb7758b\",\"_type\":\"span\",\"marks\":[],\"text\":\"A founder recently took the kit we built, dropped it into Cursor, and typed one line: generate an HTML landing page based on the atomic design system and strategy.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2c4080f1e1cb\",\"_type\":\"block\",\"children\":[{\"_key\":\"39e95570fe86\",\"_type\":\"span\",\"marks\":[],\"text\":\"What came back had the right type, hover states, motion, and copy in the brandâs voice. We were proud.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"48e8b4f0564c\",\"_type\":\"block\",\"children\":[{\"_key\":\"f8583bc65618\",\"_type\":\"span\",\"marks\":[],\"text\":\"This is a note from a recent client:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"aef04baf7216\",\"_type\":\"block\",\"children\":[{\"_key\":\"9aa4d088ad53\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"Hey Alex, Iâve had a lot of fun working on the Kit. I also added the concept of \\\"recipes\\\", so everyone gets consistent, matching results, with automated checks on top. Interesting part: I had it recreate a complete Figma library system from scratch via MCP. Only it is allowed to edit it and that library is its single source of truth, and we can verify it fully matches the one we humans actually design with.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a7c6bf90993d\",\"_type\":\"block\",\"children\":[{\"_key\":\"38a4034bea82\",\"_type\":\"span\",\"marks\":[],\"text\":\"For that global open-source organization, the system grew into a content tool: page headers their team configures, a signature image treatment they apply to their own photos, and a layout generator so nobody can make a page that breaks the brand. Their team has since run an outdoor campaign from it. How cool is that?\"}],\"markDefs\":[],\"style\":\"normal\"}]}
109,{\"key\":\"fig-site\",\"type\":\"interactive\",\"module\":\"content-studio@1\",\"title\":\"Explore the Content Studio\",\"summary\":\"An interactive, anonymized excerpt of an Atomic Kit microsite. Browse documentation and shapes, try button and accordion components, edit section copy and layout, and apply image treatments and frames.\",\"caption\":\"One handoff format: the existing Sonata kit website gives people a browsable way into the brand, alongside the source files and components.\",\"autoplay\":false,\"ingredients\":[],\"applications\":[]},{\"key\":\"56dbab9649e3\",\"type\":\"text\",\"size\":\"regular\",\"textAlignment\":\"left\",\"paragraphs\":[\"Evolve\\nBrands change, and so do products and teams. New components, voice guidance, and channels go back into the folder. Good work by the clientâs team gets folded into the canon.\",\"Maintenance \u0026 Antifragility\",\"Post-handoff maintenance is the newest, least mature, and hardest thing we do. We prefer to tell you where it can break, rather than pretend it does not.\",\"The daily questions after handoff prove the system works, and that we are still learning what a client needs defined. We keep adding guidelines for the guidelines: retrieval rules and guardrails written ahead of time so a clientâs agent knows not to use the mark in every clever way it technically can.\",\"We do not have one standard kit yet, and may never. Each brand needs its own rules. We are still refining where our house style ends and the clientâs starts.\",\"The underlying architecture gets deeper, while the prompts a client types must stay short.\",\"For now, we support clients after launch with warranty and maintenance. Every question they send makes the next kit better. The goal is still for the client to own the system and build from it without us. This is also new for us, and in part why weâre sharing here today.\",\"What Weâre Building Next\",\"Lastly, this is what comes next for us at Little Plains. This is just the first few innings of where Brand goes. Hereâs a few areas weâre actively working on:\",\"One decision, everywhere at once\\nWe are building toward a system where a change to the source, such as a color, type value, or line of voice guidance, flows to every ad, website module, sales deck, and product screen.\",\"The changes still need review. Making this 100% reliable across all those surfaces is our next frontier.\",\"Client agents that propose, not just follow\\nDesign and writing tools already sync artifacts with the kit. 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