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Over the past few months, the way we build and hand off brand & digital work is changing. Recently, the deliverables on our early-stage engagements have shifted from finished outputs (a website, a deck, a brand book) to systems that produce those finished outputs.

Increasingly, the input is where the value lives, and what drives the outcome.

This week, we wrote a full piece on what’s been happening, and what it’s doing to creative work.

A few of the main takeaways:

Value is moving upstream.
The highest concentration of value sits at the very start of a project; the deep research, the expert synthesis, the judgment calls about how to position a company as a brand. Once that thinking is done, the outputs run on the thinking’s logic.

The deliverable has changed shape.
We’ve been shipping what we call atomic kits, a zip with a human-readable side and an agent-readable side, where the brand is encoded as instructions, not documentation. The breakthrough is that the kit is coherent end-to-end. Drop it into Claude Design, Cursor, or Codex and the brand DNA can write, design, animate, and ship a landing page or a UI surface, because the foundational thinking is embedded in the structure of the files.

magic_trick.md
But the agentic kit only gets you so far. Everything it produces is a recombination of what was put in. The output is consistent, branded, shippable. It also gravitates toward the median of what the inputs allow.

That’s where a human walks back in with an original idea, the kind of move that tilts the outcome from competent to memorable. If the atomic kit is the record library, what we’re calling magic_trick.md is the set a great DJ puts together for a specific room on a specific night.

The pricing model is going to follow.
If the kit is the actual product, the ongoing relationship looks less like rescoping for production work and more like maintaining access to a living system. Closer to software pricing than agency pricing.

Aim to be paid for your mind, not your hands.

Over the past few months, the way we build and hand off brand & digital work is changing. Recently, the deliverables on our early-stage engagements have shifted from finished outputs (a website, a deck, a brand book) to systems that produce those finished outputs.

Increasingly, the input is where the value lives, and what drives the outcome.

This week, we wrote a full piece on what’s been happening, and what it’s doing to creative work.

A few of the main takeaways:

Value is moving upstream.
The highest concentration of value sits at the very start of a project; the deep research, the expert synthesis, the judgment calls about how to position a company as a brand. Once that thinking is done, the outputs run on the thinking’s logic.

The deliverable has changed shape.
We’ve been shipping what we call atomic kits, a zip with a human-readable side and an agent-readable side, where the brand is encoded as instructions, not documentation. The breakthrough is that the kit is coherent end-to-end. Drop it into Claude Design, Cursor, or Codex and the brand DNA can write, design, animate, and ship a landing page or a UI surface, because the foundational thinking is embedded in the structure of the files.

magic_trick.md
But the agentic kit only gets you so far. Everything it produces is a recombination of what was put in. The output is consistent, branded, shippable. It also gravitates toward the median of what the inputs allow.

That’s where a human walks back in with an original idea, the kind of move that tilts the outcome from competent to memorable. If the atomic kit is the record library, what we’re calling magic_trick.md is the set a great DJ puts together for a specific room on a specific night.

The pricing model is going to follow.
If the kit is the actual product, the ongoing relationship looks less like rescoping for production work and more like maintaining access to a living system. Closer to software pricing than agency pricing.

Aim to be paid for your mind, not your hands.

Over the past few months, the way we build and hand off brand & digital work is changing. Recently, the deliverables on our early-stage engagements have shifted from finished outputs (a website, a deck, a brand book) to systems that produce those finished outputs.

Increasingly, the input is where the value lives, and what drives the outcome.

This week, we wrote a full piece on what’s been happening, and what it’s doing to creative work.

A few of the main takeaways:

Value is moving upstream.
The highest concentration of value sits at the very start of a project; the deep research, the expert synthesis, the judgment calls about how to position a company as a brand. Once that thinking is done, the outputs run on the thinking’s logic.

The deliverable has changed shape.
We’ve been shipping what we call atomic kits, a zip with a human-readable side and an agent-readable side, where the brand is encoded as instructions, not documentation. The breakthrough is that the kit is coherent end-to-end. Drop it into Claude Design, Cursor, or Codex and the brand DNA can write, design, animate, and ship a landing page or a UI surface, because the foundational thinking is embedded in the structure of the files.

magic_trick.md
But the agentic kit only gets you so far. Everything it produces is a recombination of what was put in. The output is consistent, branded, shippable. It also gravitates toward the median of what the inputs allow.

That’s where a human walks back in with an original idea, the kind of move that tilts the outcome from competent to memorable. If the atomic kit is the record library, what we’re calling magic_trick.md is the set a great DJ puts together for a specific room on a specific night.

The pricing model is going to follow.
If the kit is the actual product, the ongoing relationship looks less like rescoping for production work and more like maintaining access to a living system. Closer to software pricing than agency pricing.

Aim to be paid for your mind, not your hands.

Over the past few months, the way we build and hand off brand & digital work is changing. Recently, the deliverables on our early-stage engagements have shifted from finished outputs (a website, a deck, a brand book) to systems that produce those finished outputs.

Increasingly, the input is where the value lives, and what drives the outcome.

This week, we wrote a full piece on what’s been happening, and what it’s doing to creative work.

A few of the main takeaways:

Value is moving upstream.
The highest concentration of value sits at the very start of a project; the deep research, the expert synthesis, the judgment calls about how to position a company as a brand. Once that thinking is done, the outputs run on the thinking’s logic.

The deliverable has changed shape.
We’ve been shipping what we call atomic kits, a zip with a human-readable side and an agent-readable side, where the brand is encoded as instructions, not documentation. The breakthrough is that the kit is coherent end-to-end. Drop it into Claude Design, Cursor, or Codex and the brand DNA can write, design, animate, and ship a landing page or a UI surface, because the foundational thinking is embedded in the structure of the files.

magic_trick.md
But the agentic kit only gets you so far. Everything it produces is a recombination of what was put in. The output is consistent, branded, shippable. It also gravitates toward the median of what the inputs allow.

That’s where a human walks back in with an original idea, the kind of move that tilts the outcome from competent to memorable. If the atomic kit is the record library, what we’re calling magic_trick.md is the set a great DJ puts together for a specific room on a specific night.

The pricing model is going to follow.
If the kit is the actual product, the ongoing relationship looks less like rescoping for production work and more like maintaining access to a living system. Closer to software pricing than agency pricing.

Aim to be paid for your mind, not your hands.

Over the past few months, the way we build and hand off brand & digital work is changing. Recently, the deliverables on our early-stage engagements have shifted from finished outputs (a website, a deck, a brand book) to systems that produce those finished outputs.

Increasingly, the input is where the value lives, and what drives the outcome.

This week, we wrote a full piece on what’s been happening, and what it’s doing to creative work.

A few of the main takeaways:

Value is moving upstream.
The highest concentration of value sits at the very start of a project; the deep research, the expert synthesis, the judgment calls about how to position a company as a brand. Once that thinking is done, the outputs run on the thinking’s logic.

The deliverable has changed shape.
We’ve been shipping what we call atomic kits, a zip with a human-readable side and an agent-readable side, where the brand is encoded as instructions, not documentation. The breakthrough is that the kit is coherent end-to-end. Drop it into Claude Design, Cursor, or Codex and the brand DNA can write, design, animate, and ship a landing page or a UI surface, because the foundational thinking is embedded in the structure of the files.

magic_trick.md
But the agentic kit only gets you so far. Everything it produces is a recombination of what was put in. The output is consistent, branded, shippable. It also gravitates toward the median of what the inputs allow.

That’s where a human walks back in with an original idea, the kind of move that tilts the outcome from competent to memorable. If the atomic kit is the record library, what we’re calling magic_trick.md is the set a great DJ puts together for a specific room on a specific night.

The pricing model is going to follow.
If the kit is the actual product, the ongoing relationship looks less like rescoping for production work and more like maintaining access to a living system. Closer to software pricing than agency pricing.

Aim to be paid for your mind, not your hands.

Over the past few months, the way we build and hand off brand & digital work is changing. Recently, the deliverables on our early-stage engagements have shifted from finished outputs (a website, a deck, a brand book) to systems that produce those finished outputs.

Increasingly, the input is where the value lives, and what drives the outcome.

This week, we wrote a full piece on what’s been happening, and what it’s doing to creative work.

A few of the main takeaways:

Value is moving upstream.
The highest concentration of value sits at the very start of a project; the deep research, the expert synthesis, the judgment calls about how to position a company as a brand. Once that thinking is done, the outputs run on the thinking’s logic.

The deliverable has changed shape.
We’ve been shipping what we call atomic kits, a zip with a human-readable side and an agent-readable side, where the brand is encoded as instructions, not documentation. The breakthrough is that the kit is coherent end-to-end. Drop it into Claude Design, Cursor, or Codex and the brand DNA can write, design, animate, and ship a landing page or a UI surface, because the foundational thinking is embedded in the structure of the files.

magic_trick.md
But the agentic kit only gets you so far. Everything it produces is a recombination of what was put in. The output is consistent, branded, shippable. It also gravitates toward the median of what the inputs allow.

That’s where a human walks back in with an original idea, the kind of move that tilts the outcome from competent to memorable. If the atomic kit is the record library, what we’re calling magic_trick.md is the set a great DJ puts together for a specific room on a specific night.

The pricing model is going to follow.
If the kit is the actual product, the ongoing relationship looks less like rescoping for production work and more like maintaining access to a living system. Closer to software pricing than agency pricing.

Aim to be paid for your mind, not your hands.

Over the past few months, the way we build and hand off brand & digital work is changing. Recently, the deliverables on our early-stage engagements have shifted from finished outputs (a website, a deck, a brand book) to systems that produce those finished outputs.

Increasingly, the input is where the value lives, and what drives the outcome.

This week, we wrote a full piece on what’s been happening, and what it’s doing to creative work.

A few of the main takeaways:

Value is moving upstream.
The highest concentration of value sits at the very start of a project; the deep research, the expert synthesis, the judgment calls about how to position a company as a brand. Once that thinking is done, the outputs run on the thinking’s logic.

The deliverable has changed shape.
We’ve been shipping what we call atomic kits, a zip with a human-readable side and an agent-readable side, where the brand is encoded as instructions, not documentation. The breakthrough is that the kit is coherent end-to-end. Drop it into Claude Design, Cursor, or Codex and the brand DNA can write, design, animate, and ship a landing page or a UI surface, because the foundational thinking is embedded in the structure of the files.

magic_trick.md
But the agentic kit only gets you so far. Everything it produces is a recombination of what was put in. The output is consistent, branded, shippable. It also gravitates toward the median of what the inputs allow.

That’s where a human walks back in with an original idea, the kind of move that tilts the outcome from competent to memorable. If the atomic kit is the record library, what we’re calling magic_trick.md is the set a great DJ puts together for a specific room on a specific night.

The pricing model is going to follow.
If the kit is the actual product, the ongoing relationship looks less like rescoping for production work and more like maintaining access to a living system. Closer to software pricing than agency pricing.

Aim to be paid for your mind, not your hands.

Over the past few months, the way we build and hand off brand & digital work is changing. Recently, the deliverables on our early-stage engagements have shifted from finished outputs (a website, a deck, a brand book) to systems that produce those finished outputs.

Increasingly, the input is where the value lives, and what drives the outcome.

This week, we wrote a full piece on what’s been happening, and what it’s doing to creative work.

A few of the main takeaways:

Value is moving upstream.
The highest concentration of value sits at the very start of a project; the deep research, the expert synthesis, the judgment calls about how to position a company as a brand. Once that thinking is done, the outputs run on the thinking’s logic.

The deliverable has changed shape.
We’ve been shipping what we call atomic kits, a zip with a human-readable side and an agent-readable side, where the brand is encoded as instructions, not documentation. The breakthrough is that the kit is coherent end-to-end. Drop it into Claude Design, Cursor, or Codex and the brand DNA can write, design, animate, and ship a landing page or a UI surface, because the foundational thinking is embedded in the structure of the files.

magic_trick.md
But the agentic kit only gets you so far. Everything it produces is a recombination of what was put in. The output is consistent, branded, shippable. It also gravitates toward the median of what the inputs allow.

That’s where a human walks back in with an original idea, the kind of move that tilts the outcome from competent to memorable. If the atomic kit is the record library, what we’re calling magic_trick.md is the set a great DJ puts together for a specific room on a specific night.

The pricing model is going to follow.
If the kit is the actual product, the ongoing relationship looks less like rescoping for production work and more like maintaining access to a living system. Closer to software pricing than agency pricing.

Aim to be paid for your mind, not your hands.

Over the past few months, the way we build and hand off brand & digital work is changing. Recently, the deliverables on our early-stage engagements have shifted from finished outputs (a website, a deck, a brand book) to systems that produce those finished outputs.

Increasingly, the input is where the value lives, and what drives the outcome.

This week, we wrote a full piece on what’s been happening, and what it’s doing to creative work.

A few of the main takeaways:

Value is moving upstream.
The highest concentration of value sits at the very start of a project; the deep research, the expert synthesis, the judgment calls about how to position a company as a brand. Once that thinking is done, the outputs run on the thinking’s logic.

The deliverable has changed shape.
We’ve been shipping what we call atomic kits, a zip with a human-readable side and an agent-readable side, where the brand is encoded as instructions, not documentation. The breakthrough is that the kit is coherent end-to-end. Drop it into Claude Design, Cursor, or Codex and the brand DNA can write, design, animate, and ship a landing page or a UI surface, because the foundational thinking is embedded in the structure of the files.

magic_trick.md
But the agentic kit only gets you so far. Everything it produces is a recombination of what was put in. The output is consistent, branded, shippable. It also gravitates toward the median of what the inputs allow.

That’s where a human walks back in with an original idea, the kind of move that tilts the outcome from competent to memorable. If the atomic kit is the record library, what we’re calling magic_trick.md is the set a great DJ puts together for a specific room on a specific night.

The pricing model is going to follow.
If the kit is the actual product, the ongoing relationship looks less like rescoping for production work and more like maintaining access to a living system. Closer to software pricing than agency pricing.

Aim to be paid for your mind, not your hands.

Over the past few months, the way we build and hand off brand & digital work is changing. Recently, the deliverables on our early-stage engagements have shifted from finished outputs (a website, a deck, a brand book) to systems that produce those finished outputs.

Increasingly, the input is where the value lives, and what drives the outcome.

This week, we wrote a full piece on what’s been happening, and what it’s doing to creative work.

A few of the main takeaways:

Value is moving upstream.
The highest concentration of value sits at the very start of a project; the deep research, the expert synthesis, the judgment calls about how to position a company as a brand. Once that thinking is done, the outputs run on the thinking’s logic.

The deliverable has changed shape.
We’ve been shipping what we call atomic kits, a zip with a human-readable side and an agent-readable side, where the brand is encoded as instructions, not documentation. The breakthrough is that the kit is coherent end-to-end. Drop it into Claude Design, Cursor, or Codex and the brand DNA can write, design, animate, and ship a landing page or a UI surface, because the foundational thinking is embedded in the structure of the files.

magic_trick.md
But the agentic kit only gets you so far. Everything it produces is a recombination of what was put in. The output is consistent, branded, shippable. It also gravitates toward the median of what the inputs allow.

That’s where a human walks back in with an original idea, the kind of move that tilts the outcome from competent to memorable. If the atomic kit is the record library, what we’re calling magic_trick.md is the set a great DJ puts together for a specific room on a specific night.

The pricing model is going to follow.
If the kit is the actual product, the ongoing relationship looks less like rescoping for production work and more like maintaining access to a living system. Closer to software pricing than agency pricing.

Aim to be paid for your mind, not your hands.

Over the past few months, the way we build and hand off brand & digital work is changing. Recently, the deliverables on our early-stage engagements have shifted from finished outputs (a website, a deck, a brand book) to systems that produce those finished outputs.

Increasingly, the input is where the value lives, and what drives the outcome.

This week, we wrote a full piece on what’s been happening, and what it’s doing to creative work.

A few of the main takeaways:

Value is moving upstream.
The highest concentration of value sits at the very start of a project; the deep research, the expert synthesis, the judgment calls about how to position a company as a brand. Once that thinking is done, the outputs run on the thinking’s logic.

The deliverable has changed shape.
We’ve been shipping what we call atomic kits, a zip with a human-readable side and an agent-readable side, where the brand is encoded as instructions, not documentation. The breakthrough is that the kit is coherent end-to-end. Drop it into Claude Design, Cursor, or Codex and the brand DNA can write, design, animate, and ship a landing page or a UI surface, because the foundational thinking is embedded in the structure of the files.

magic_trick.md
But the agentic kit only gets you so far. Everything it produces is a recombination of what was put in. The output is consistent, branded, shippable. It also gravitates toward the median of what the inputs allow.

That’s where a human walks back in with an original idea, the kind of move that tilts the outcome from competent to memorable. If the atomic kit is the record library, what we’re calling magic_trick.md is the set a great DJ puts together for a specific room on a specific night.

The pricing model is going to follow.
If the kit is the actual product, the ongoing relationship looks less like rescoping for production work and more like maintaining access to a living system. Closer to software pricing than agency pricing.

Aim to be paid for your mind, not your hands.

Over the past few months, the way we build and hand off brand & digital work is changing. Recently, the deliverables on our early-stage engagements have shifted from finished outputs (a website, a deck, a brand book) to systems that produce those finished outputs.

Increasingly, the input is where the value lives, and what drives the outcome.

This week, we wrote a full piece on what’s been happening, and what it’s doing to creative work.

A few of the main takeaways:

Value is moving upstream.
The highest concentration of value sits at the very start of a project; the deep research, the expert synthesis, the judgment calls about how to position a company as a brand. Once that thinking is done, the outputs run on the thinking’s logic.

The deliverable has changed shape.
We’ve been shipping what we call atomic kits, a zip with a human-readable side and an agent-readable side, where the brand is encoded as instructions, not documentation. The breakthrough is that the kit is coherent end-to-end. Drop it into Claude Design, Cursor, or Codex and the brand DNA can write, design, animate, and ship a landing page or a UI surface, because the foundational thinking is embedded in the structure of the files.

magic_trick.md
But the agentic kit only gets you so far. Everything it produces is a recombination of what was put in. The output is consistent, branded, shippable. It also gravitates toward the median of what the inputs allow.

That’s where a human walks back in with an original idea, the kind of move that tilts the outcome from competent to memorable. If the atomic kit is the record library, what we’re calling magic_trick.md is the set a great DJ puts together for a specific room on a specific night.

The pricing model is going to follow.
If the kit is the actual product, the ongoing relationship looks less like rescoping for production work and more like maintaining access to a living system. Closer to software pricing than agency pricing.

Aim to be paid for your mind, not your hands.

Over the past few months, the way we build and hand off brand & digital work is changing. Recently, the deliverables on our early-stage engagements have shifted from finished outputs (a website, a deck, a brand book) to systems that produce those finished outputs.

Increasingly, the input is where the value lives, and what drives the outcome.

This week, we wrote a full piece on what’s been happening, and what it’s doing to creative work.

A few of the main takeaways:

Value is moving upstream.
The highest concentration of value sits at the very start of a project; the deep research, the expert synthesis, the judgment calls about how to position a company as a brand. Once that thinking is done, the outputs run on the thinking’s logic.

The deliverable has changed shape.
We’ve been shipping what we call atomic kits, a zip with a human-readable side and an agent-readable side, where the brand is encoded as instructions, not documentation. The breakthrough is that the kit is coherent end-to-end. Drop it into Claude Design, Cursor, or Codex and the brand DNA can write, design, animate, and ship a landing page or a UI surface, because the foundational thinking is embedded in the structure of the files.

magic_trick.md
But the agentic kit only gets you so far. Everything it produces is a recombination of what was put in. The output is consistent, branded, shippable. It also gravitates toward the median of what the inputs allow.

That’s where a human walks back in with an original idea, the kind of move that tilts the outcome from competent to memorable. If the atomic kit is the record library, what we’re calling magic_trick.md is the set a great DJ puts together for a specific room on a specific night.

The pricing model is going to follow.
If the kit is the actual product, the ongoing relationship looks less like rescoping for production work and more like maintaining access to a living system. Closer to software pricing than agency pricing.

Aim to be paid for your mind, not your hands.

Over the past few months, the way we build and hand off brand & digital work is changing. Recently, the deliverables on our early-stage engagements have shifted from finished outputs (a website, a deck, a brand book) to systems that produce those finished outputs.

Increasingly, the input is where the value lives, and what drives the outcome.

This week, we wrote a full piece on what’s been happening, and what it’s doing to creative work.

A few of the main takeaways:

Value is moving upstream.
The highest concentration of value sits at the very start of a project; the deep research, the expert synthesis, the judgment calls about how to position a company as a brand. Once that thinking is done, the outputs run on the thinking’s logic.

The deliverable has changed shape.
We’ve been shipping what we call atomic kits, a zip with a human-readable side and an agent-readable side, where the brand is encoded as instructions, not documentation. The breakthrough is that the kit is coherent end-to-end. Drop it into Claude Design, Cursor, or Codex and the brand DNA can write, design, animate, and ship a landing page or a UI surface, because the foundational thinking is embedded in the structure of the files.

magic_trick.md
But the agentic kit only gets you so far. Everything it produces is a recombination of what was put in. The output is consistent, branded, shippable. It also gravitates toward the median of what the inputs allow.

That’s where a human walks back in with an original idea, the kind of move that tilts the outcome from competent to memorable. If the atomic kit is the record library, what we’re calling magic_trick.md is the set a great DJ puts together for a specific room on a specific night.

The pricing model is going to follow.
If the kit is the actual product, the ongoing relationship looks less like rescoping for production work and more like maintaining access to a living system. Closer to software pricing than agency pricing.

Aim to be paid for your mind, not your hands.

Over the past few months, the way we build and hand off brand & digital work is changing. Recently, the deliverables on our early-stage engagements have shifted from finished outputs (a website, a deck, a brand book) to systems that produce those finished outputs.

Increasingly, the input is where the value lives, and what drives the outcome.

This week, we wrote a full piece on what’s been happening, and what it’s doing to creative work.

A few of the main takeaways:

Value is moving upstream.
The highest concentration of value sits at the very start of a project; the deep research, the expert synthesis, the judgment calls about how to position a company as a brand. Once that thinking is done, the outputs run on the thinking’s logic.

The deliverable has changed shape.
We’ve been shipping what we call atomic kits, a zip with a human-readable side and an agent-readable side, where the brand is encoded as instructions, not documentation. The breakthrough is that the kit is coherent end-to-end. Drop it into Claude Design, Cursor, or Codex and the brand DNA can write, design, animate, and ship a landing page or a UI surface, because the foundational thinking is embedded in the structure of the files.

magic_trick.md
But the agentic kit only gets you so far. Everything it produces is a recombination of what was put in. The output is consistent, branded, shippable. It also gravitates toward the median of what the inputs allow.

That’s where a human walks back in with an original idea, the kind of move that tilts the outcome from competent to memorable. If the atomic kit is the record library, what we’re calling magic_trick.md is the set a great DJ puts together for a specific room on a specific night.

The pricing model is going to follow.
If the kit is the actual product, the ongoing relationship looks less like rescoping for production work and more like maintaining access to a living system. Closer to software pricing than agency pricing.

Aim to be paid for your mind, not your hands.

Over the past few months, the way we build and hand off brand & digital work is changing. Recently, the deliverables on our early-stage engagements have shifted from finished outputs (a website, a deck, a brand book) to systems that produce those finished outputs.

Increasingly, the input is where the value lives, and what drives the outcome.

This week, we wrote a full piece on what’s been happening, and what it’s doing to creative work.

A few of the main takeaways:

Value is moving upstream.
The highest concentration of value sits at the very start of a project; the deep research, the expert synthesis, the judgment calls about how to position a company as a brand. Once that thinking is done, the outputs run on the thinking’s logic.

The deliverable has changed shape.
We’ve been shipping what we call atomic kits, a zip with a human-readable side and an agent-readable side, where the brand is encoded as instructions, not documentation. The breakthrough is that the kit is coherent end-to-end. Drop it into Claude Design, Cursor, or Codex and the brand DNA can write, design, animate, and ship a landing page or a UI surface, because the foundational thinking is embedded in the structure of the files.

magic_trick.md
But the agentic kit only gets you so far. Everything it produces is a recombination of what was put in. The output is consistent, branded, shippable. It also gravitates toward the median of what the inputs allow.

That’s where a human walks back in with an original idea, the kind of move that tilts the outcome from competent to memorable. If the atomic kit is the record library, what we’re calling magic_trick.md is the set a great DJ puts together for a specific room on a specific night.

The pricing model is going to follow.
If the kit is the actual product, the ongoing relationship looks less like rescoping for production work and more like maintaining access to a living system. Closer to software pricing than agency pricing.

Aim to be paid for your mind, not your hands.

Over the past few months, the way we build and hand off brand & digital work is changing. Recently, the deliverables on our early-stage engagements have shifted from finished outputs (a website, a deck, a brand book) to systems that produce those finished outputs.

Increasingly, the input is where the value lives, and what drives the outcome.

This week, we wrote a full piece on what’s been happening, and what it’s doing to creative work.

A few of the main takeaways:

Value is moving upstream.
The highest concentration of value sits at the very start of a project; the deep research, the expert synthesis, the judgment calls about how to position a company as a brand. Once that thinking is done, the outputs run on the thinking’s logic.

The deliverable has changed shape.
We’ve been shipping what we call atomic kits, a zip with a human-readable side and an agent-readable side, where the brand is encoded as instructions, not documentation. The breakthrough is that the kit is coherent end-to-end. Drop it into Claude Design, Cursor, or Codex and the brand DNA can write, design, animate, and ship a landing page or a UI surface, because the foundational thinking is embedded in the structure of the files.

magic_trick.md
But the agentic kit only gets you so far. Everything it produces is a recombination of what was put in. The output is consistent, branded, shippable. It also gravitates toward the median of what the inputs allow.

That’s where a human walks back in with an original idea, the kind of move that tilts the outcome from competent to memorable. If the atomic kit is the record library, what we’re calling magic_trick.md is the set a great DJ puts together for a specific room on a specific night.

The pricing model is going to follow.
If the kit is the actual product, the ongoing relationship looks less like rescoping for production work and more like maintaining access to a living system. Closer to software pricing than agency pricing.

Aim to be paid for your mind, not your hands.

Over the past few months, the way we build and hand off brand & digital work is changing. Recently, the deliverables on our early-stage engagements have shifted from finished outputs (a website, a deck, a brand book) to systems that produce those finished outputs.

Increasingly, the input is where the value lives, and what drives the outcome.

This week, we wrote a full piece on what’s been happening, and what it’s doing to creative work.

A few of the main takeaways:

Value is moving upstream.
The highest concentration of value sits at the very start of a project; the deep research, the expert synthesis, the judgment calls about how to position a company as a brand. Once that thinking is done, the outputs run on the thinking’s logic.

The deliverable has changed shape.
We’ve been shipping what we call atomic kits, a zip with a human-readable side and an agent-readable side, where the brand is encoded as instructions, not documentation. The breakthrough is that the kit is coherent end-to-end. Drop it into Claude Design, Cursor, or Codex and the brand DNA can write, design, animate, and ship a landing page or a UI surface, because the foundational thinking is embedded in the structure of the files.

magic_trick.md
But the agentic kit only gets you so far. Everything it produces is a recombination of what was put in. The output is consistent, branded, shippable. It also gravitates toward the median of what the inputs allow.

That’s where a human walks back in with an original idea, the kind of move that tilts the outcome from competent to memorable. If the atomic kit is the record library, what we’re calling magic_trick.md is the set a great DJ puts together for a specific room on a specific night.

The pricing model is going to follow.
If the kit is the actual product, the ongoing relationship looks less like rescoping for production work and more like maintaining access to a living system. Closer to software pricing than agency pricing.

Aim to be paid for your mind, not your hands.

Excited to finally share the NYC office, photographed by @balaramaheller and built out by @3rd_rail_fab including all the custom oak wood tables, desks, and shelving.

Located across from City Hall in the historic Woolworth building, the studio is home to Little Plains, Infinite Garden, & IngredientAI - as well as many original pieces of artwork, photography, zines, books, and mementos from the @ginlane Lane days and gracious partners since.

This is where ‘ideas, art, & technology’ flourish in a sun-drenched corner office overlooking the Hudson River, the Freedom Tower, and playing jazz non-stop...

As spring turns to summer in NYC, we’re excited to open our windows, let the breeze in, and cook up beautiful designs, and intelligent technologies. 🏙️

Cheers: @shahakash @alexleiphart @scottyweeks & @la.wruh

Excited to finally share the NYC office, photographed by @balaramaheller and built out by @3rd_rail_fab including all the custom oak wood tables, desks, and shelving.

Located across from City Hall in the historic Woolworth building, the studio is home to Little Plains, Infinite Garden, & IngredientAI - as well as many original pieces of artwork, photography, zines, books, and mementos from the @ginlane Lane days and gracious partners since.

This is where ‘ideas, art, & technology’ flourish in a sun-drenched corner office overlooking the Hudson River, the Freedom Tower, and playing jazz non-stop...

As spring turns to summer in NYC, we’re excited to open our windows, let the breeze in, and cook up beautiful designs, and intelligent technologies. 🏙️

Cheers: @shahakash @alexleiphart @scottyweeks & @la.wruh

Excited to finally share the NYC office, photographed by @balaramaheller and built out by @3rd_rail_fab including all the custom oak wood tables, desks, and shelving.

Located across from City Hall in the historic Woolworth building, the studio is home to Little Plains, Infinite Garden, & IngredientAI - as well as many original pieces of artwork, photography, zines, books, and mementos from the @ginlane Lane days and gracious partners since.

This is where ‘ideas, art, & technology’ flourish in a sun-drenched corner office overlooking the Hudson River, the Freedom Tower, and playing jazz non-stop...

As spring turns to summer in NYC, we’re excited to open our windows, let the breeze in, and cook up beautiful designs, and intelligent technologies. 🏙️

Cheers: @shahakash @alexleiphart @scottyweeks & @la.wruh

Excited to finally share the NYC office, photographed by @balaramaheller and built out by @3rd_rail_fab including all the custom oak wood tables, desks, and shelving.

Located across from City Hall in the historic Woolworth building, the studio is home to Little Plains, Infinite Garden, & IngredientAI - as well as many original pieces of artwork, photography, zines, books, and mementos from the @ginlane Lane days and gracious partners since.

This is where ‘ideas, art, & technology’ flourish in a sun-drenched corner office overlooking the Hudson River, the Freedom Tower, and playing jazz non-stop...

As spring turns to summer in NYC, we’re excited to open our windows, let the breeze in, and cook up beautiful designs, and intelligent technologies. 🏙️

Cheers: @shahakash @alexleiphart @scottyweeks & @la.wruh

Excited to finally share the NYC office, photographed by @balaramaheller and built out by @3rd_rail_fab including all the custom oak wood tables, desks, and shelving.

Located across from City Hall in the historic Woolworth building, the studio is home to Little Plains, Infinite Garden, & IngredientAI - as well as many original pieces of artwork, photography, zines, books, and mementos from the @ginlane Lane days and gracious partners since.

This is where ‘ideas, art, & technology’ flourish in a sun-drenched corner office overlooking the Hudson River, the Freedom Tower, and playing jazz non-stop...

As spring turns to summer in NYC, we’re excited to open our windows, let the breeze in, and cook up beautiful designs, and intelligent technologies. 🏙️

Cheers: @shahakash @alexleiphart @scottyweeks & @la.wruh

Excited to finally share the NYC office, photographed by @balaramaheller and built out by @3rd_rail_fab including all the custom oak wood tables, desks, and shelving.

Located across from City Hall in the historic Woolworth building, the studio is home to Little Plains, Infinite Garden, & IngredientAI - as well as many original pieces of artwork, photography, zines, books, and mementos from the @ginlane Lane days and gracious partners since.

This is where ‘ideas, art, & technology’ flourish in a sun-drenched corner office overlooking the Hudson River, the Freedom Tower, and playing jazz non-stop...

As spring turns to summer in NYC, we’re excited to open our windows, let the breeze in, and cook up beautiful designs, and intelligent technologies. 🏙️

Cheers: @shahakash @alexleiphart @scottyweeks & @la.wruh

Excited to finally share the NYC office, photographed by @balaramaheller and built out by @3rd_rail_fab including all the custom oak wood tables, desks, and shelving.

Located across from City Hall in the historic Woolworth building, the studio is home to Little Plains, Infinite Garden, & IngredientAI - as well as many original pieces of artwork, photography, zines, books, and mementos from the @ginlane Lane days and gracious partners since.

This is where ‘ideas, art, & technology’ flourish in a sun-drenched corner office overlooking the Hudson River, the Freedom Tower, and playing jazz non-stop...

As spring turns to summer in NYC, we’re excited to open our windows, let the breeze in, and cook up beautiful designs, and intelligent technologies. 🏙️

Cheers: @shahakash @alexleiphart @scottyweeks & @la.wruh

Excited to finally share the NYC office, photographed by @balaramaheller and built out by @3rd_rail_fab including all the custom oak wood tables, desks, and shelving.

Located across from City Hall in the historic Woolworth building, the studio is home to Little Plains, Infinite Garden, & IngredientAI - as well as many original pieces of artwork, photography, zines, books, and mementos from the @ginlane Lane days and gracious partners since.

This is where ‘ideas, art, & technology’ flourish in a sun-drenched corner office overlooking the Hudson River, the Freedom Tower, and playing jazz non-stop...

As spring turns to summer in NYC, we’re excited to open our windows, let the breeze in, and cook up beautiful designs, and intelligent technologies. 🏙️

Cheers: @shahakash @alexleiphart @scottyweeks & @la.wruh

Excited to finally share the NYC office, photographed by @balaramaheller and built out by @3rd_rail_fab including all the custom oak wood tables, desks, and shelving.

Located across from City Hall in the historic Woolworth building, the studio is home to Little Plains, Infinite Garden, & IngredientAI - as well as many original pieces of artwork, photography, zines, books, and mementos from the @ginlane Lane days and gracious partners since.

This is where ‘ideas, art, & technology’ flourish in a sun-drenched corner office overlooking the Hudson River, the Freedom Tower, and playing jazz non-stop...

As spring turns to summer in NYC, we’re excited to open our windows, let the breeze in, and cook up beautiful designs, and intelligent technologies. 🏙️

Cheers: @shahakash @alexleiphart @scottyweeks & @la.wruh

Excited to finally share the NYC office, photographed by @balaramaheller and built out by @3rd_rail_fab including all the custom oak wood tables, desks, and shelving.

Located across from City Hall in the historic Woolworth building, the studio is home to Little Plains, Infinite Garden, & IngredientAI - as well as many original pieces of artwork, photography, zines, books, and mementos from the @ginlane Lane days and gracious partners since.

This is where ‘ideas, art, & technology’ flourish in a sun-drenched corner office overlooking the Hudson River, the Freedom Tower, and playing jazz non-stop...

As spring turns to summer in NYC, we’re excited to open our windows, let the breeze in, and cook up beautiful designs, and intelligent technologies. 🏙️

Cheers: @shahakash @alexleiphart @scottyweeks & @la.wruh

Excited to finally share the NYC office, photographed by @balaramaheller and built out by @3rd_rail_fab including all the custom oak wood tables, desks, and shelving.

Located across from City Hall in the historic Woolworth building, the studio is home to Little Plains, Infinite Garden, & IngredientAI - as well as many original pieces of artwork, photography, zines, books, and mementos from the @ginlane Lane days and gracious partners since.

This is where ‘ideas, art, & technology’ flourish in a sun-drenched corner office overlooking the Hudson River, the Freedom Tower, and playing jazz non-stop...

As spring turns to summer in NYC, we’re excited to open our windows, let the breeze in, and cook up beautiful designs, and intelligent technologies. 🏙️

Cheers: @shahakash @alexleiphart @scottyweeks & @la.wruh

Excited to finally share the NYC office, photographed by @balaramaheller and built out by @3rd_rail_fab including all the custom oak wood tables, desks, and shelving.

Located across from City Hall in the historic Woolworth building, the studio is home to Little Plains, Infinite Garden, & IngredientAI - as well as many original pieces of artwork, photography, zines, books, and mementos from the @ginlane Lane days and gracious partners since.

This is where ‘ideas, art, & technology’ flourish in a sun-drenched corner office overlooking the Hudson River, the Freedom Tower, and playing jazz non-stop...

As spring turns to summer in NYC, we’re excited to open our windows, let the breeze in, and cook up beautiful designs, and intelligent technologies. 🏙️

Cheers: @shahakash @alexleiphart @scottyweeks & @la.wruh

Excited to finally share the NYC office, photographed by @balaramaheller and built out by @3rd_rail_fab including all the custom oak wood tables, desks, and shelving.

Located across from City Hall in the historic Woolworth building, the studio is home to Little Plains, Infinite Garden, & IngredientAI - as well as many original pieces of artwork, photography, zines, books, and mementos from the @ginlane Lane days and gracious partners since.

This is where ‘ideas, art, & technology’ flourish in a sun-drenched corner office overlooking the Hudson River, the Freedom Tower, and playing jazz non-stop...

As spring turns to summer in NYC, we’re excited to open our windows, let the breeze in, and cook up beautiful designs, and intelligent technologies. 🏙️

Cheers: @shahakash @alexleiphart @scottyweeks & @la.wruh

Excited to finally share the NYC office, photographed by @balaramaheller and built out by @3rd_rail_fab including all the custom oak wood tables, desks, and shelving.

Located across from City Hall in the historic Woolworth building, the studio is home to Little Plains, Infinite Garden, & IngredientAI - as well as many original pieces of artwork, photography, zines, books, and mementos from the @ginlane Lane days and gracious partners since.

This is where ‘ideas, art, & technology’ flourish in a sun-drenched corner office overlooking the Hudson River, the Freedom Tower, and playing jazz non-stop...

As spring turns to summer in NYC, we’re excited to open our windows, let the breeze in, and cook up beautiful designs, and intelligent technologies. 🏙️

Cheers: @shahakash @alexleiphart @scottyweeks & @la.wruh

Excited to finally share the NYC office, photographed by @balaramaheller and built out by @3rd_rail_fab including all the custom oak wood tables, desks, and shelving.

Located across from City Hall in the historic Woolworth building, the studio is home to Little Plains, Infinite Garden, & IngredientAI - as well as many original pieces of artwork, photography, zines, books, and mementos from the @ginlane Lane days and gracious partners since.

This is where ‘ideas, art, & technology’ flourish in a sun-drenched corner office overlooking the Hudson River, the Freedom Tower, and playing jazz non-stop...

As spring turns to summer in NYC, we’re excited to open our windows, let the breeze in, and cook up beautiful designs, and intelligent technologies. 🏙️

Cheers: @shahakash @alexleiphart @scottyweeks & @la.wruh

Excited to finally share the NYC office, photographed by @balaramaheller and built out by @3rd_rail_fab including all the custom oak wood tables, desks, and shelving.

Located across from City Hall in the historic Woolworth building, the studio is home to Little Plains, Infinite Garden, & IngredientAI - as well as many original pieces of artwork, photography, zines, books, and mementos from the @ginlane Lane days and gracious partners since.

This is where ‘ideas, art, & technology’ flourish in a sun-drenched corner office overlooking the Hudson River, the Freedom Tower, and playing jazz non-stop...

As spring turns to summer in NYC, we’re excited to open our windows, let the breeze in, and cook up beautiful designs, and intelligent technologies. 🏙️

Cheers: @shahakash @alexleiphart @scottyweeks & @la.wruh

Excited to finally share the NYC office, photographed by @balaramaheller and built out by @3rd_rail_fab including all the custom oak wood tables, desks, and shelving.

Located across from City Hall in the historic Woolworth building, the studio is home to Little Plains, Infinite Garden, & IngredientAI - as well as many original pieces of artwork, photography, zines, books, and mementos from the @ginlane Lane days and gracious partners since.

This is where ‘ideas, art, & technology’ flourish in a sun-drenched corner office overlooking the Hudson River, the Freedom Tower, and playing jazz non-stop...

As spring turns to summer in NYC, we’re excited to open our windows, let the breeze in, and cook up beautiful designs, and intelligent technologies. 🏙️

Cheers: @shahakash @alexleiphart @scottyweeks & @la.wruh

Excited to finally share the NYC office, photographed by @balaramaheller and built out by @3rd_rail_fab including all the custom oak wood tables, desks, and shelving.

Located across from City Hall in the historic Woolworth building, the studio is home to Little Plains, Infinite Garden, & IngredientAI - as well as many original pieces of artwork, photography, zines, books, and mementos from the @ginlane Lane days and gracious partners since.

This is where ‘ideas, art, & technology’ flourish in a sun-drenched corner office overlooking the Hudson River, the Freedom Tower, and playing jazz non-stop...

As spring turns to summer in NYC, we’re excited to open our windows, let the breeze in, and cook up beautiful designs, and intelligent technologies. 🏙️

Cheers: @shahakash @alexleiphart @scottyweeks & @la.wruh

Excited to finally share the NYC office, photographed by @balaramaheller and built out by @3rd_rail_fab including all the custom oak wood tables, desks, and shelving.

Located across from City Hall in the historic Woolworth building, the studio is home to Little Plains, Infinite Garden, & IngredientAI - as well as many original pieces of artwork, photography, zines, books, and mementos from the @ginlane Lane days and gracious partners since.

This is where ‘ideas, art, & technology’ flourish in a sun-drenched corner office overlooking the Hudson River, the Freedom Tower, and playing jazz non-stop...

As spring turns to summer in NYC, we’re excited to open our windows, let the breeze in, and cook up beautiful designs, and intelligent technologies. 🏙️

Cheers: @shahakash @alexleiphart @scottyweeks & @la.wruh

How do you tell a story about cutting-edge science that feels like it’s about love and family? We hired my mom, a professional painter, to create original watercolors.

Conception is a stem cell biology company working to help families have children who might not otherwise be able to. Their work is deeply technical, but their story needed warmth.

My mom painted textures, colors, and compositions throughout the project, scanning them in as she went and the Little Plains team took those originals into custom node-based workflows to generatively build new scenes, get feedback, and repeat. A creative cycle between real materials and generative systems that stays human no matter how far it scales.

As we work more and more with agentic tools and generative systems, we find ourselves hiring more artists, painters, and photographers to help us explore new ways to express creativity.

Overall, we completed the brand strategy, positioning, copywriting, identity, generative illustration, site design and development. Grateful to Matt and the Conception team for the trust.🧡

Team Credits:

@carolinebelkher - Lead Creative Product Manager
Sanghee Han - UI/UX Design
@mel_lev - Copywriter
Nicole Fernandez - Copy Director
@h_skyseo - AI Art Director
@juliyennnnnnnnnnnn - AI Art Director
Katie Sims - Brand Strategy & Copy
@alcoven - Brand Design
@b_s_elliot - Motion Director
@mads.jr - Motion Designer
@fyzampieri - Developer
Phillip McClure - Graphic Designer
Andrea Shine - Watercolor
@emmett - Creative Director
@alexleiphart - Digital Creative Director
@allieepstein - Marketing Operations
@michelleriis_ - Account Manager
@la.wruh - Operations

How do you tell a story about cutting-edge science that feels like it’s about love and family? We hired my mom, a professional painter, to create original watercolors.

Conception is a stem cell biology company working to help families have children who might not otherwise be able to. Their work is deeply technical, but their story needed warmth.

My mom painted textures, colors, and compositions throughout the project, scanning them in as she went and the Little Plains team took those originals into custom node-based workflows to generatively build new scenes, get feedback, and repeat. A creative cycle between real materials and generative systems that stays human no matter how far it scales.

As we work more and more with agentic tools and generative systems, we find ourselves hiring more artists, painters, and photographers to help us explore new ways to express creativity.

Overall, we completed the brand strategy, positioning, copywriting, identity, generative illustration, site design and development. Grateful to Matt and the Conception team for the trust.🧡

Team Credits:

@carolinebelkher - Lead Creative Product Manager
Sanghee Han - UI/UX Design
@mel_lev - Copywriter
Nicole Fernandez - Copy Director
@h_skyseo - AI Art Director
@juliyennnnnnnnnnnn - AI Art Director
Katie Sims - Brand Strategy & Copy
@alcoven - Brand Design
@b_s_elliot - Motion Director
@mads.jr - Motion Designer
@fyzampieri - Developer
Phillip McClure - Graphic Designer
Andrea Shine - Watercolor
@emmett - Creative Director
@alexleiphart - Digital Creative Director
@allieepstein - Marketing Operations
@michelleriis_ - Account Manager
@la.wruh - Operations

How do you tell a story about cutting-edge science that feels like it’s about love and family? We hired my mom, a professional painter, to create original watercolors.

Conception is a stem cell biology company working to help families have children who might not otherwise be able to. Their work is deeply technical, but their story needed warmth.

My mom painted textures, colors, and compositions throughout the project, scanning them in as she went and the Little Plains team took those originals into custom node-based workflows to generatively build new scenes, get feedback, and repeat. A creative cycle between real materials and generative systems that stays human no matter how far it scales.

As we work more and more with agentic tools and generative systems, we find ourselves hiring more artists, painters, and photographers to help us explore new ways to express creativity.

Overall, we completed the brand strategy, positioning, copywriting, identity, generative illustration, site design and development. Grateful to Matt and the Conception team for the trust.🧡

Team Credits:

@carolinebelkher - Lead Creative Product Manager
Sanghee Han - UI/UX Design
@mel_lev - Copywriter
Nicole Fernandez - Copy Director
@h_skyseo - AI Art Director
@juliyennnnnnnnnnnn - AI Art Director
Katie Sims - Brand Strategy & Copy
@alcoven - Brand Design
@b_s_elliot - Motion Director
@mads.jr - Motion Designer
@fyzampieri - Developer
Phillip McClure - Graphic Designer
Andrea Shine - Watercolor
@emmett - Creative Director
@alexleiphart - Digital Creative Director
@allieepstein - Marketing Operations
@michelleriis_ - Account Manager
@la.wruh - Operations

How do you tell a story about cutting-edge science that feels like it’s about love and family? We hired my mom, a professional painter, to create original watercolors.

Conception is a stem cell biology company working to help families have children who might not otherwise be able to. Their work is deeply technical, but their story needed warmth.

My mom painted textures, colors, and compositions throughout the project, scanning them in as she went and the Little Plains team took those originals into custom node-based workflows to generatively build new scenes, get feedback, and repeat. A creative cycle between real materials and generative systems that stays human no matter how far it scales.

As we work more and more with agentic tools and generative systems, we find ourselves hiring more artists, painters, and photographers to help us explore new ways to express creativity.

Overall, we completed the brand strategy, positioning, copywriting, identity, generative illustration, site design and development. Grateful to Matt and the Conception team for the trust.🧡

Team Credits:

@carolinebelkher - Lead Creative Product Manager
Sanghee Han - UI/UX Design
@mel_lev - Copywriter
Nicole Fernandez - Copy Director
@h_skyseo - AI Art Director
@juliyennnnnnnnnnnn - AI Art Director
Katie Sims - Brand Strategy & Copy
@alcoven - Brand Design
@b_s_elliot - Motion Director
@mads.jr - Motion Designer
@fyzampieri - Developer
Phillip McClure - Graphic Designer
Andrea Shine - Watercolor
@emmett - Creative Director
@alexleiphart - Digital Creative Director
@allieepstein - Marketing Operations
@michelleriis_ - Account Manager
@la.wruh - Operations

How do you tell a story about cutting-edge science that feels like it’s about love and family? We hired my mom, a professional painter, to create original watercolors.

Conception is a stem cell biology company working to help families have children who might not otherwise be able to. Their work is deeply technical, but their story needed warmth.

My mom painted textures, colors, and compositions throughout the project, scanning them in as she went and the Little Plains team took those originals into custom node-based workflows to generatively build new scenes, get feedback, and repeat. A creative cycle between real materials and generative systems that stays human no matter how far it scales.

As we work more and more with agentic tools and generative systems, we find ourselves hiring more artists, painters, and photographers to help us explore new ways to express creativity.

Overall, we completed the brand strategy, positioning, copywriting, identity, generative illustration, site design and development. Grateful to Matt and the Conception team for the trust.🧡

Team Credits:

@carolinebelkher - Lead Creative Product Manager
Sanghee Han - UI/UX Design
@mel_lev - Copywriter
Nicole Fernandez - Copy Director
@h_skyseo - AI Art Director
@juliyennnnnnnnnnnn - AI Art Director
Katie Sims - Brand Strategy & Copy
@alcoven - Brand Design
@b_s_elliot - Motion Director
@mads.jr - Motion Designer
@fyzampieri - Developer
Phillip McClure - Graphic Designer
Andrea Shine - Watercolor
@emmett - Creative Director
@alexleiphart - Digital Creative Director
@allieepstein - Marketing Operations
@michelleriis_ - Account Manager
@la.wruh - Operations

How do you tell a story about cutting-edge science that feels like it’s about love and family? We hired my mom, a professional painter, to create original watercolors.

Conception is a stem cell biology company working to help families have children who might not otherwise be able to. Their work is deeply technical, but their story needed warmth.

My mom painted textures, colors, and compositions throughout the project, scanning them in as she went and the Little Plains team took those originals into custom node-based workflows to generatively build new scenes, get feedback, and repeat. A creative cycle between real materials and generative systems that stays human no matter how far it scales.

As we work more and more with agentic tools and generative systems, we find ourselves hiring more artists, painters, and photographers to help us explore new ways to express creativity.

Overall, we completed the brand strategy, positioning, copywriting, identity, generative illustration, site design and development. Grateful to Matt and the Conception team for the trust.🧡

Team Credits:

@carolinebelkher - Lead Creative Product Manager
Sanghee Han - UI/UX Design
@mel_lev - Copywriter
Nicole Fernandez - Copy Director
@h_skyseo - AI Art Director
@juliyennnnnnnnnnnn - AI Art Director
Katie Sims - Brand Strategy & Copy
@alcoven - Brand Design
@b_s_elliot - Motion Director
@mads.jr - Motion Designer
@fyzampieri - Developer
Phillip McClure - Graphic Designer
Andrea Shine - Watercolor
@emmett - Creative Director
@alexleiphart - Digital Creative Director
@allieepstein - Marketing Operations
@michelleriis_ - Account Manager
@la.wruh - Operations

How do you tell a story about cutting-edge science that feels like it’s about love and family? We hired my mom, a professional painter, to create original watercolors.

Conception is a stem cell biology company working to help families have children who might not otherwise be able to. Their work is deeply technical, but their story needed warmth.

My mom painted textures, colors, and compositions throughout the project, scanning them in as she went and the Little Plains team took those originals into custom node-based workflows to generatively build new scenes, get feedback, and repeat. A creative cycle between real materials and generative systems that stays human no matter how far it scales.

As we work more and more with agentic tools and generative systems, we find ourselves hiring more artists, painters, and photographers to help us explore new ways to express creativity.

Overall, we completed the brand strategy, positioning, copywriting, identity, generative illustration, site design and development. Grateful to Matt and the Conception team for the trust.🧡

Team Credits:

@carolinebelkher - Lead Creative Product Manager
Sanghee Han - UI/UX Design
@mel_lev - Copywriter
Nicole Fernandez - Copy Director
@h_skyseo - AI Art Director
@juliyennnnnnnnnnnn - AI Art Director
Katie Sims - Brand Strategy & Copy
@alcoven - Brand Design
@b_s_elliot - Motion Director
@mads.jr - Motion Designer
@fyzampieri - Developer
Phillip McClure - Graphic Designer
Andrea Shine - Watercolor
@emmett - Creative Director
@alexleiphart - Digital Creative Director
@allieepstein - Marketing Operations
@michelleriis_ - Account Manager
@la.wruh - Operations

How do you tell a story about cutting-edge science that feels like it’s about love and family? We hired my mom, a professional painter, to create original watercolors.

Conception is a stem cell biology company working to help families have children who might not otherwise be able to. Their work is deeply technical, but their story needed warmth.

My mom painted textures, colors, and compositions throughout the project, scanning them in as she went and the Little Plains team took those originals into custom node-based workflows to generatively build new scenes, get feedback, and repeat. A creative cycle between real materials and generative systems that stays human no matter how far it scales.

As we work more and more with agentic tools and generative systems, we find ourselves hiring more artists, painters, and photographers to help us explore new ways to express creativity.

Overall, we completed the brand strategy, positioning, copywriting, identity, generative illustration, site design and development. Grateful to Matt and the Conception team for the trust.🧡

Team Credits:

@carolinebelkher - Lead Creative Product Manager
Sanghee Han - UI/UX Design
@mel_lev - Copywriter
Nicole Fernandez - Copy Director
@h_skyseo - AI Art Director
@juliyennnnnnnnnnnn - AI Art Director
Katie Sims - Brand Strategy & Copy
@alcoven - Brand Design
@b_s_elliot - Motion Director
@mads.jr - Motion Designer
@fyzampieri - Developer
Phillip McClure - Graphic Designer
Andrea Shine - Watercolor
@emmett - Creative Director
@alexleiphart - Digital Creative Director
@allieepstein - Marketing Operations
@michelleriis_ - Account Manager
@la.wruh - Operations

How do you tell a story about cutting-edge science that feels like it’s about love and family? We hired my mom, a professional painter, to create original watercolors.

Conception is a stem cell biology company working to help families have children who might not otherwise be able to. Their work is deeply technical, but their story needed warmth.

My mom painted textures, colors, and compositions throughout the project, scanning them in as she went and the Little Plains team took those originals into custom node-based workflows to generatively build new scenes, get feedback, and repeat. A creative cycle between real materials and generative systems that stays human no matter how far it scales.

As we work more and more with agentic tools and generative systems, we find ourselves hiring more artists, painters, and photographers to help us explore new ways to express creativity.

Overall, we completed the brand strategy, positioning, copywriting, identity, generative illustration, site design and development. Grateful to Matt and the Conception team for the trust.🧡

Team Credits:

@carolinebelkher - Lead Creative Product Manager
Sanghee Han - UI/UX Design
@mel_lev - Copywriter
Nicole Fernandez - Copy Director
@h_skyseo - AI Art Director
@juliyennnnnnnnnnnn - AI Art Director
Katie Sims - Brand Strategy & Copy
@alcoven - Brand Design
@b_s_elliot - Motion Director
@mads.jr - Motion Designer
@fyzampieri - Developer
Phillip McClure - Graphic Designer
Andrea Shine - Watercolor
@emmett - Creative Director
@alexleiphart - Digital Creative Director
@allieepstein - Marketing Operations
@michelleriis_ - Account Manager
@la.wruh - Operations

How do you tell a story about cutting-edge science that feels like it’s about love and family? We hired my mom, a professional painter, to create original watercolors.

Conception is a stem cell biology company working to help families have children who might not otherwise be able to. Their work is deeply technical, but their story needed warmth.

My mom painted textures, colors, and compositions throughout the project, scanning them in as she went and the Little Plains team took those originals into custom node-based workflows to generatively build new scenes, get feedback, and repeat. A creative cycle between real materials and generative systems that stays human no matter how far it scales.

As we work more and more with agentic tools and generative systems, we find ourselves hiring more artists, painters, and photographers to help us explore new ways to express creativity.

Overall, we completed the brand strategy, positioning, copywriting, identity, generative illustration, site design and development. Grateful to Matt and the Conception team for the trust.🧡

Team Credits:

@carolinebelkher - Lead Creative Product Manager
Sanghee Han - UI/UX Design
@mel_lev - Copywriter
Nicole Fernandez - Copy Director
@h_skyseo - AI Art Director
@juliyennnnnnnnnnnn - AI Art Director
Katie Sims - Brand Strategy & Copy
@alcoven - Brand Design
@b_s_elliot - Motion Director
@mads.jr - Motion Designer
@fyzampieri - Developer
Phillip McClure - Graphic Designer
Andrea Shine - Watercolor
@emmett - Creative Director
@alexleiphart - Digital Creative Director
@allieepstein - Marketing Operations
@michelleriis_ - Account Manager
@la.wruh - Operations

How do you tell a story about cutting-edge science that feels like it’s about love and family? We hired my mom, a professional painter, to create original watercolors.

Conception is a stem cell biology company working to help families have children who might not otherwise be able to. Their work is deeply technical, but their story needed warmth.

My mom painted textures, colors, and compositions throughout the project, scanning them in as she went and the Little Plains team took those originals into custom node-based workflows to generatively build new scenes, get feedback, and repeat. A creative cycle between real materials and generative systems that stays human no matter how far it scales.

As we work more and more with agentic tools and generative systems, we find ourselves hiring more artists, painters, and photographers to help us explore new ways to express creativity.

Overall, we completed the brand strategy, positioning, copywriting, identity, generative illustration, site design and development. Grateful to Matt and the Conception team for the trust.🧡

Team Credits:

@carolinebelkher - Lead Creative Product Manager
Sanghee Han - UI/UX Design
@mel_lev - Copywriter
Nicole Fernandez - Copy Director
@h_skyseo - AI Art Director
@juliyennnnnnnnnnnn - AI Art Director
Katie Sims - Brand Strategy & Copy
@alcoven - Brand Design
@b_s_elliot - Motion Director
@mads.jr - Motion Designer
@fyzampieri - Developer
Phillip McClure - Graphic Designer
Andrea Shine - Watercolor
@emmett - Creative Director
@alexleiphart - Digital Creative Director
@allieepstein - Marketing Operations
@michelleriis_ - Account Manager
@la.wruh - Operations

How do you tell a story about cutting-edge science that feels like it’s about love and family? We hired my mom, a professional painter, to create original watercolors.

Conception is a stem cell biology company working to help families have children who might not otherwise be able to. Their work is deeply technical, but their story needed warmth.

My mom painted textures, colors, and compositions throughout the project, scanning them in as she went and the Little Plains team took those originals into custom node-based workflows to generatively build new scenes, get feedback, and repeat. A creative cycle between real materials and generative systems that stays human no matter how far it scales.

As we work more and more with agentic tools and generative systems, we find ourselves hiring more artists, painters, and photographers to help us explore new ways to express creativity.

Overall, we completed the brand strategy, positioning, copywriting, identity, generative illustration, site design and development. Grateful to Matt and the Conception team for the trust.🧡

Team Credits:

@carolinebelkher - Lead Creative Product Manager
Sanghee Han - UI/UX Design
@mel_lev - Copywriter
Nicole Fernandez - Copy Director
@h_skyseo - AI Art Director
@juliyennnnnnnnnnnn - AI Art Director
Katie Sims - Brand Strategy & Copy
@alcoven - Brand Design
@b_s_elliot - Motion Director
@mads.jr - Motion Designer
@fyzampieri - Developer
Phillip McClure - Graphic Designer
Andrea Shine - Watercolor
@emmett - Creative Director
@alexleiphart - Digital Creative Director
@allieepstein - Marketing Operations
@michelleriis_ - Account Manager
@la.wruh - Operations

@air.hq Canvas is live!!! It’s a huge leap forward as a product, and service from Air, one we’re excited to use ourselves. We helped lead the strategic sprint behind this launch’s positioning a few months back: positioning, narrative architecture, messaging system; the foundational thinking that the product story and go-to-market are built on.

All the design, final copy, and advertising is Air’s team excellent work. For a powerful new AI-first tool, Air asked us to use our proprietary blends of AI-first research & strategy. You can see of our markdown files, Notion docs, strategy frameworks in the carousel - that helped inform that foundation. Proud of this one. Congrats @air.hq

Credits:
@danbatten - Lead Strategist, Generative Director
@emmett - Creative Director
@alexleiphart - Digital Lead
@carolinebelkher - Lead Creative Product Manager
@michelleriis_ - Account Manager
@la.wruh - Operations

Client:
Shane Hegde - CEO
@emmelinevu - Product Marketing Lead

@air.hq Canvas is live!!! It’s a huge leap forward as a product, and service from Air, one we’re excited to use ourselves. We helped lead the strategic sprint behind this launch’s positioning a few months back: positioning, narrative architecture, messaging system; the foundational thinking that the product story and go-to-market are built on.

All the design, final copy, and advertising is Air’s team excellent work. For a powerful new AI-first tool, Air asked us to use our proprietary blends of AI-first research & strategy. You can see of our markdown files, Notion docs, strategy frameworks in the carousel - that helped inform that foundation. Proud of this one. Congrats @air.hq

Credits:
@danbatten - Lead Strategist, Generative Director
@emmett - Creative Director
@alexleiphart - Digital Lead
@carolinebelkher - Lead Creative Product Manager
@michelleriis_ - Account Manager
@la.wruh - Operations

Client:
Shane Hegde - CEO
@emmelinevu - Product Marketing Lead

@air.hq Canvas is live!!! It’s a huge leap forward as a product, and service from Air, one we’re excited to use ourselves. We helped lead the strategic sprint behind this launch’s positioning a few months back: positioning, narrative architecture, messaging system; the foundational thinking that the product story and go-to-market are built on.

All the design, final copy, and advertising is Air’s team excellent work. For a powerful new AI-first tool, Air asked us to use our proprietary blends of AI-first research & strategy. You can see of our markdown files, Notion docs, strategy frameworks in the carousel - that helped inform that foundation. Proud of this one. Congrats @air.hq

Credits:
@danbatten - Lead Strategist, Generative Director
@emmett - Creative Director
@alexleiphart - Digital Lead
@carolinebelkher - Lead Creative Product Manager
@michelleriis_ - Account Manager
@la.wruh - Operations

Client:
Shane Hegde - CEO
@emmelinevu - Product Marketing Lead

@air.hq Canvas is live!!! It’s a huge leap forward as a product, and service from Air, one we’re excited to use ourselves. We helped lead the strategic sprint behind this launch’s positioning a few months back: positioning, narrative architecture, messaging system; the foundational thinking that the product story and go-to-market are built on.

All the design, final copy, and advertising is Air’s team excellent work. For a powerful new AI-first tool, Air asked us to use our proprietary blends of AI-first research & strategy. You can see of our markdown files, Notion docs, strategy frameworks in the carousel - that helped inform that foundation. Proud of this one. Congrats @air.hq

Credits:
@danbatten - Lead Strategist, Generative Director
@emmett - Creative Director
@alexleiphart - Digital Lead
@carolinebelkher - Lead Creative Product Manager
@michelleriis_ - Account Manager
@la.wruh - Operations

Client:
Shane Hegde - CEO
@emmelinevu - Product Marketing Lead

@air.hq Canvas is live!!! It’s a huge leap forward as a product, and service from Air, one we’re excited to use ourselves. We helped lead the strategic sprint behind this launch’s positioning a few months back: positioning, narrative architecture, messaging system; the foundational thinking that the product story and go-to-market are built on.

All the design, final copy, and advertising is Air’s team excellent work. For a powerful new AI-first tool, Air asked us to use our proprietary blends of AI-first research & strategy. You can see of our markdown files, Notion docs, strategy frameworks in the carousel - that helped inform that foundation. Proud of this one. Congrats @air.hq

Credits:
@danbatten - Lead Strategist, Generative Director
@emmett - Creative Director
@alexleiphart - Digital Lead
@carolinebelkher - Lead Creative Product Manager
@michelleriis_ - Account Manager
@la.wruh - Operations

Client:
Shane Hegde - CEO
@emmelinevu - Product Marketing Lead

@air.hq Canvas is live!!! It’s a huge leap forward as a product, and service from Air, one we’re excited to use ourselves. We helped lead the strategic sprint behind this launch’s positioning a few months back: positioning, narrative architecture, messaging system; the foundational thinking that the product story and go-to-market are built on.

All the design, final copy, and advertising is Air’s team excellent work. For a powerful new AI-first tool, Air asked us to use our proprietary blends of AI-first research & strategy. You can see of our markdown files, Notion docs, strategy frameworks in the carousel - that helped inform that foundation. Proud of this one. Congrats @air.hq

Credits:
@danbatten - Lead Strategist, Generative Director
@emmett - Creative Director
@alexleiphart - Digital Lead
@carolinebelkher - Lead Creative Product Manager
@michelleriis_ - Account Manager
@la.wruh - Operations

Client:
Shane Hegde - CEO
@emmelinevu - Product Marketing Lead

Proud to have helped bring Ease to life alongside Zach Cohen, Raymond Wang, and the awesome team at easehealth.com. Led by @a16z , Ease is an AI-native operating system for behavioral health, unifying CRM, EHR, and RCM into one connected platform.

We worked closely with the founding team + Abstract on the brand strategy and messaging, and developed the identity and visual system, designed the UX/UI and motion language, & built the (extremely smooth) full website experience for launch.

Thank you to the Ease team for the trust. Shoutout to abstractgroup.co for the early partnership in helping bring the Ease foundation to life, and thank you @dhaber for the support, as well!

Ease:
Zach Cohen
Raymond Wang
Michael Li
Daniel Chaparro

Abstract:
Emily Vernon
Kanan Kapadia

Little Plains:
Creative Product Manager - @carolinebelkher
Brand Director - @ykl.design
Brand Designer - @brooksheintz
UI/UX Designer - Sanghee Han
Brand Strategy -@nickceglia
Copywriting - Nicole Fernandez
Motion & Interaction Director - @b_s_elliot
Motion Designer - @ausmullin.motion
Social Motion Assets - @aniasemgoi
Development - Marc Gagnon
Creative Director - @emmett
Digital Creative Director - @alexleiphart
Account Management - @michelleriis_
Operations - @la.wruh

Proud to have helped bring Ease to life alongside Zach Cohen, Raymond Wang, and the awesome team at easehealth.com. Led by @a16z , Ease is an AI-native operating system for behavioral health, unifying CRM, EHR, and RCM into one connected platform.

We worked closely with the founding team + Abstract on the brand strategy and messaging, and developed the identity and visual system, designed the UX/UI and motion language, & built the (extremely smooth) full website experience for launch.

Thank you to the Ease team for the trust. Shoutout to abstractgroup.co for the early partnership in helping bring the Ease foundation to life, and thank you @dhaber for the support, as well!

Ease:
Zach Cohen
Raymond Wang
Michael Li
Daniel Chaparro

Abstract:
Emily Vernon
Kanan Kapadia

Little Plains:
Creative Product Manager - @carolinebelkher
Brand Director - @ykl.design
Brand Designer - @brooksheintz
UI/UX Designer - Sanghee Han
Brand Strategy -@nickceglia
Copywriting - Nicole Fernandez
Motion & Interaction Director - @b_s_elliot
Motion Designer - @ausmullin.motion
Social Motion Assets - @aniasemgoi
Development - Marc Gagnon
Creative Director - @emmett
Digital Creative Director - @alexleiphart
Account Management - @michelleriis_
Operations - @la.wruh

Proud to have helped bring Ease to life alongside Zach Cohen, Raymond Wang, and the awesome team at easehealth.com. Led by @a16z , Ease is an AI-native operating system for behavioral health, unifying CRM, EHR, and RCM into one connected platform.

We worked closely with the founding team + Abstract on the brand strategy and messaging, and developed the identity and visual system, designed the UX/UI and motion language, & built the (extremely smooth) full website experience for launch.

Thank you to the Ease team for the trust. Shoutout to abstractgroup.co for the early partnership in helping bring the Ease foundation to life, and thank you @dhaber for the support, as well!

Ease:
Zach Cohen
Raymond Wang
Michael Li
Daniel Chaparro

Abstract:
Emily Vernon
Kanan Kapadia

Little Plains:
Creative Product Manager - @carolinebelkher
Brand Director - @ykl.design
Brand Designer - @brooksheintz
UI/UX Designer - Sanghee Han
Brand Strategy -@nickceglia
Copywriting - Nicole Fernandez
Motion & Interaction Director - @b_s_elliot
Motion Designer - @ausmullin.motion
Social Motion Assets - @aniasemgoi
Development - Marc Gagnon
Creative Director - @emmett
Digital Creative Director - @alexleiphart
Account Management - @michelleriis_
Operations - @la.wruh

Proud to have helped bring Ease to life alongside Zach Cohen, Raymond Wang, and the awesome team at easehealth.com. Led by @a16z , Ease is an AI-native operating system for behavioral health, unifying CRM, EHR, and RCM into one connected platform.

We worked closely with the founding team + Abstract on the brand strategy and messaging, and developed the identity and visual system, designed the UX/UI and motion language, & built the (extremely smooth) full website experience for launch.

Thank you to the Ease team for the trust. Shoutout to abstractgroup.co for the early partnership in helping bring the Ease foundation to life, and thank you @dhaber for the support, as well!

Ease:
Zach Cohen
Raymond Wang
Michael Li
Daniel Chaparro

Abstract:
Emily Vernon
Kanan Kapadia

Little Plains:
Creative Product Manager - @carolinebelkher
Brand Director - @ykl.design
Brand Designer - @brooksheintz
UI/UX Designer - Sanghee Han
Brand Strategy -@nickceglia
Copywriting - Nicole Fernandez
Motion & Interaction Director - @b_s_elliot
Motion Designer - @ausmullin.motion
Social Motion Assets - @aniasemgoi
Development - Marc Gagnon
Creative Director - @emmett
Digital Creative Director - @alexleiphart
Account Management - @michelleriis_
Operations - @la.wruh

Proud to have helped bring Ease to life alongside Zach Cohen, Raymond Wang, and the awesome team at easehealth.com. Led by @a16z , Ease is an AI-native operating system for behavioral health, unifying CRM, EHR, and RCM into one connected platform.

We worked closely with the founding team + Abstract on the brand strategy and messaging, and developed the identity and visual system, designed the UX/UI and motion language, & built the (extremely smooth) full website experience for launch.

Thank you to the Ease team for the trust. Shoutout to abstractgroup.co for the early partnership in helping bring the Ease foundation to life, and thank you @dhaber for the support, as well!

Ease:
Zach Cohen
Raymond Wang
Michael Li
Daniel Chaparro

Abstract:
Emily Vernon
Kanan Kapadia

Little Plains:
Creative Product Manager - @carolinebelkher
Brand Director - @ykl.design
Brand Designer - @brooksheintz
UI/UX Designer - Sanghee Han
Brand Strategy -@nickceglia
Copywriting - Nicole Fernandez
Motion & Interaction Director - @b_s_elliot
Motion Designer - @ausmullin.motion
Social Motion Assets - @aniasemgoi
Development - Marc Gagnon
Creative Director - @emmett
Digital Creative Director - @alexleiphart
Account Management - @michelleriis_
Operations - @la.wruh

Proud to have helped bring Ease to life alongside Zach Cohen, Raymond Wang, and the awesome team at easehealth.com. Led by @a16z , Ease is an AI-native operating system for behavioral health, unifying CRM, EHR, and RCM into one connected platform.

We worked closely with the founding team + Abstract on the brand strategy and messaging, and developed the identity and visual system, designed the UX/UI and motion language, & built the (extremely smooth) full website experience for launch.

Thank you to the Ease team for the trust. Shoutout to abstractgroup.co for the early partnership in helping bring the Ease foundation to life, and thank you @dhaber for the support, as well!

Ease:
Zach Cohen
Raymond Wang
Michael Li
Daniel Chaparro

Abstract:
Emily Vernon
Kanan Kapadia

Little Plains:
Creative Product Manager - @carolinebelkher
Brand Director - @ykl.design
Brand Designer - @brooksheintz
UI/UX Designer - Sanghee Han
Brand Strategy -@nickceglia
Copywriting - Nicole Fernandez
Motion & Interaction Director - @b_s_elliot
Motion Designer - @ausmullin.motion
Social Motion Assets - @aniasemgoi
Development - Marc Gagnon
Creative Director - @emmett
Digital Creative Director - @alexleiphart
Account Management - @michelleriis_
Operations - @la.wruh

Proud to have helped bring Ease to life alongside Zach Cohen, Raymond Wang, and the awesome team at easehealth.com. Led by @a16z , Ease is an AI-native operating system for behavioral health, unifying CRM, EHR, and RCM into one connected platform.

We worked closely with the founding team + Abstract on the brand strategy and messaging, and developed the identity and visual system, designed the UX/UI and motion language, & built the (extremely smooth) full website experience for launch.

Thank you to the Ease team for the trust. Shoutout to abstractgroup.co for the early partnership in helping bring the Ease foundation to life, and thank you @dhaber for the support, as well!

Ease:
Zach Cohen
Raymond Wang
Michael Li
Daniel Chaparro

Abstract:
Emily Vernon
Kanan Kapadia

Little Plains:
Creative Product Manager - @carolinebelkher
Brand Director - @ykl.design
Brand Designer - @brooksheintz
UI/UX Designer - Sanghee Han
Brand Strategy -@nickceglia
Copywriting - Nicole Fernandez
Motion & Interaction Director - @b_s_elliot
Motion Designer - @ausmullin.motion
Social Motion Assets - @aniasemgoi
Development - Marc Gagnon
Creative Director - @emmett
Digital Creative Director - @alexleiphart
Account Management - @michelleriis_
Operations - @la.wruh

Proud to have helped bring Ease to life alongside Zach Cohen, Raymond Wang, and the awesome team at easehealth.com. Led by @a16z , Ease is an AI-native operating system for behavioral health, unifying CRM, EHR, and RCM into one connected platform.

We worked closely with the founding team + Abstract on the brand strategy and messaging, and developed the identity and visual system, designed the UX/UI and motion language, & built the (extremely smooth) full website experience for launch.

Thank you to the Ease team for the trust. Shoutout to abstractgroup.co for the early partnership in helping bring the Ease foundation to life, and thank you @dhaber for the support, as well!

Ease:
Zach Cohen
Raymond Wang
Michael Li
Daniel Chaparro

Abstract:
Emily Vernon
Kanan Kapadia

Little Plains:
Creative Product Manager - @carolinebelkher
Brand Director - @ykl.design
Brand Designer - @brooksheintz
UI/UX Designer - Sanghee Han
Brand Strategy -@nickceglia
Copywriting - Nicole Fernandez
Motion & Interaction Director - @b_s_elliot
Motion Designer - @ausmullin.motion
Social Motion Assets - @aniasemgoi
Development - Marc Gagnon
Creative Director - @emmett
Digital Creative Director - @alexleiphart
Account Management - @michelleriis_
Operations - @la.wruh

Proud to have helped bring Ease to life alongside Zach Cohen, Raymond Wang, and the awesome team at easehealth.com. Led by @a16z , Ease is an AI-native operating system for behavioral health, unifying CRM, EHR, and RCM into one connected platform.

We worked closely with the founding team + Abstract on the brand strategy and messaging, and developed the identity and visual system, designed the UX/UI and motion language, & built the (extremely smooth) full website experience for launch.

Thank you to the Ease team for the trust. Shoutout to abstractgroup.co for the early partnership in helping bring the Ease foundation to life, and thank you @dhaber for the support, as well!

Ease:
Zach Cohen
Raymond Wang
Michael Li
Daniel Chaparro

Abstract:
Emily Vernon
Kanan Kapadia

Little Plains:
Creative Product Manager - @carolinebelkher
Brand Director - @ykl.design
Brand Designer - @brooksheintz
UI/UX Designer - Sanghee Han
Brand Strategy -@nickceglia
Copywriting - Nicole Fernandez
Motion & Interaction Director - @b_s_elliot
Motion Designer - @ausmullin.motion
Social Motion Assets - @aniasemgoi
Development - Marc Gagnon
Creative Director - @emmett
Digital Creative Director - @alexleiphart
Account Management - @michelleriis_
Operations - @la.wruh

Proud to have helped bring Ease to life alongside Zach Cohen, Raymond Wang, and the awesome team at easehealth.com. Led by @a16z , Ease is an AI-native operating system for behavioral health, unifying CRM, EHR, and RCM into one connected platform.

We worked closely with the founding team + Abstract on the brand strategy and messaging, and developed the identity and visual system, designed the UX/UI and motion language, & built the (extremely smooth) full website experience for launch.

Thank you to the Ease team for the trust. Shoutout to abstractgroup.co for the early partnership in helping bring the Ease foundation to life, and thank you @dhaber for the support, as well!

Ease:
Zach Cohen
Raymond Wang
Michael Li
Daniel Chaparro

Abstract:
Emily Vernon
Kanan Kapadia

Little Plains:
Creative Product Manager - @carolinebelkher
Brand Director - @ykl.design
Brand Designer - @brooksheintz
UI/UX Designer - Sanghee Han
Brand Strategy -@nickceglia
Copywriting - Nicole Fernandez
Motion & Interaction Director - @b_s_elliot
Motion Designer - @ausmullin.motion
Social Motion Assets - @aniasemgoi
Development - Marc Gagnon
Creative Director - @emmett
Digital Creative Director - @alexleiphart
Account Management - @michelleriis_
Operations - @la.wruh

Proud to have helped bring Ease to life alongside Zach Cohen, Raymond Wang, and the awesome team at easehealth.com. Led by @a16z , Ease is an AI-native operating system for behavioral health, unifying CRM, EHR, and RCM into one connected platform.

We worked closely with the founding team + Abstract on the brand strategy and messaging, and developed the identity and visual system, designed the UX/UI and motion language, & built the (extremely smooth) full website experience for launch.

Thank you to the Ease team for the trust. Shoutout to abstractgroup.co for the early partnership in helping bring the Ease foundation to life, and thank you @dhaber for the support, as well!

Ease:
Zach Cohen
Raymond Wang
Michael Li
Daniel Chaparro

Abstract:
Emily Vernon
Kanan Kapadia

Little Plains:
Creative Product Manager - @carolinebelkher
Brand Director - @ykl.design
Brand Designer - @brooksheintz
UI/UX Designer - Sanghee Han
Brand Strategy -@nickceglia
Copywriting - Nicole Fernandez
Motion & Interaction Director - @b_s_elliot
Motion Designer - @ausmullin.motion
Social Motion Assets - @aniasemgoi
Development - Marc Gagnon
Creative Director - @emmett
Digital Creative Director - @alexleiphart
Account Management - @michelleriis_
Operations - @la.wruh

Proud to have helped bring Ease to life alongside Zach Cohen, Raymond Wang, and the awesome team at easehealth.com. Led by @a16z , Ease is an AI-native operating system for behavioral health, unifying CRM, EHR, and RCM into one connected platform.

We worked closely with the founding team + Abstract on the brand strategy and messaging, and developed the identity and visual system, designed the UX/UI and motion language, & built the (extremely smooth) full website experience for launch.

Thank you to the Ease team for the trust. Shoutout to abstractgroup.co for the early partnership in helping bring the Ease foundation to life, and thank you @dhaber for the support, as well!

Ease:
Zach Cohen
Raymond Wang
Michael Li
Daniel Chaparro

Abstract:
Emily Vernon
Kanan Kapadia

Little Plains:
Creative Product Manager - @carolinebelkher
Brand Director - @ykl.design
Brand Designer - @brooksheintz
UI/UX Designer - Sanghee Han
Brand Strategy -@nickceglia
Copywriting - Nicole Fernandez
Motion & Interaction Director - @b_s_elliot
Motion Designer - @ausmullin.motion
Social Motion Assets - @aniasemgoi
Development - Marc Gagnon
Creative Director - @emmett
Digital Creative Director - @alexleiphart
Account Management - @michelleriis_
Operations - @la.wruh

Proud to have helped bring Ease to life alongside Zach Cohen, Raymond Wang, and the awesome team at easehealth.com. Led by @a16z , Ease is an AI-native operating system for behavioral health, unifying CRM, EHR, and RCM into one connected platform.

We worked closely with the founding team + Abstract on the brand strategy and messaging, and developed the identity and visual system, designed the UX/UI and motion language, & built the (extremely smooth) full website experience for launch.

Thank you to the Ease team for the trust. Shoutout to abstractgroup.co for the early partnership in helping bring the Ease foundation to life, and thank you @dhaber for the support, as well!

Ease:
Zach Cohen
Raymond Wang
Michael Li
Daniel Chaparro

Abstract:
Emily Vernon
Kanan Kapadia

Little Plains:
Creative Product Manager - @carolinebelkher
Brand Director - @ykl.design
Brand Designer - @brooksheintz
UI/UX Designer - Sanghee Han
Brand Strategy -@nickceglia
Copywriting - Nicole Fernandez
Motion & Interaction Director - @b_s_elliot
Motion Designer - @ausmullin.motion
Social Motion Assets - @aniasemgoi
Development - Marc Gagnon
Creative Director - @emmett
Digital Creative Director - @alexleiphart
Account Management - @michelleriis_
Operations - @la.wruh

Proud to have helped bring Ease to life alongside Zach Cohen, Raymond Wang, and the awesome team at easehealth.com. Led by @a16z , Ease is an AI-native operating system for behavioral health, unifying CRM, EHR, and RCM into one connected platform.

We worked closely with the founding team + Abstract on the brand strategy and messaging, and developed the identity and visual system, designed the UX/UI and motion language, & built the (extremely smooth) full website experience for launch.

Thank you to the Ease team for the trust. Shoutout to abstractgroup.co for the early partnership in helping bring the Ease foundation to life, and thank you @dhaber for the support, as well!

Ease:
Zach Cohen
Raymond Wang
Michael Li
Daniel Chaparro

Abstract:
Emily Vernon
Kanan Kapadia

Little Plains:
Creative Product Manager - @carolinebelkher
Brand Director - @ykl.design
Brand Designer - @brooksheintz
UI/UX Designer - Sanghee Han
Brand Strategy -@nickceglia
Copywriting - Nicole Fernandez
Motion & Interaction Director - @b_s_elliot
Motion Designer - @ausmullin.motion
Social Motion Assets - @aniasemgoi
Development - Marc Gagnon
Creative Director - @emmett
Digital Creative Director - @alexleiphart
Account Management - @michelleriis_
Operations - @la.wruh

A Guide to Building Brands for Humans & Agents: The New Workflow.

Yesterday, Figma introduced Claude Code integration, where code flows to Figma and back again in a continuous loop. Certain files 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.

We’ve been experimenting with this ‘loop’ of agents & humans over the past few months, and it’s caused us to shift from just delivering brand guidelines to more delivering brand infrastructure for teams (of humans and agents). I think it’s cool and hopefully this is helpful.

Here’s how we’re approaching this new ‘Brand Infrastructure’ reality.

We’ve been working on producing two layers for each brand:
- Human deliverables
- Agent deliverables

It’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.

Let’s review each:

First: The Human-Facing System
This is the craft: visual identity, typography, motion, website, narrative, and guidelines. PDFs, Figma files, design systems; this is what people see and feel. This is what we’re ‘used to’ delivering, and receiving.

Second: The Agent-Readable System
This is the structure. Markdown, YAML, and JSON files that define positioning, voice, differentiation. It’s 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.

Lastly, 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, soul, and principles files. Each one has a distinct personality to help make them less generic assistants, and more teammates.

If curious or you’re building in the space, hit us up!

A Guide to Building Brands for Humans & Agents: The New Workflow.

Yesterday, Figma introduced Claude Code integration, where code flows to Figma and back again in a continuous loop. Certain files 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.

We’ve been experimenting with this ‘loop’ of agents & humans over the past few months, and it’s caused us to shift from just delivering brand guidelines to more delivering brand infrastructure for teams (of humans and agents). I think it’s cool and hopefully this is helpful.

Here’s how we’re approaching this new ‘Brand Infrastructure’ reality.

We’ve been working on producing two layers for each brand:
- Human deliverables
- Agent deliverables

It’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.

Let’s review each:

First: The Human-Facing System
This is the craft: visual identity, typography, motion, website, narrative, and guidelines. PDFs, Figma files, design systems; this is what people see and feel. This is what we’re ‘used to’ delivering, and receiving.

Second: The Agent-Readable System
This is the structure. Markdown, YAML, and JSON files that define positioning, voice, differentiation. It’s 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.

Lastly, 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, soul, and principles files. Each one has a distinct personality to help make them less generic assistants, and more teammates.

If curious or you’re building in the space, hit us up!

A Guide to Building Brands for Humans & Agents: The New Workflow.

Yesterday, Figma introduced Claude Code integration, where code flows to Figma and back again in a continuous loop. Certain files 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.

We’ve been experimenting with this ‘loop’ of agents & humans over the past few months, and it’s caused us to shift from just delivering brand guidelines to more delivering brand infrastructure for teams (of humans and agents). I think it’s cool and hopefully this is helpful.

Here’s how we’re approaching this new ‘Brand Infrastructure’ reality.

We’ve been working on producing two layers for each brand:
- Human deliverables
- Agent deliverables

It’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.

Let’s review each:

First: The Human-Facing System
This is the craft: visual identity, typography, motion, website, narrative, and guidelines. PDFs, Figma files, design systems; this is what people see and feel. This is what we’re ‘used to’ delivering, and receiving.

Second: The Agent-Readable System
This is the structure. Markdown, YAML, and JSON files that define positioning, voice, differentiation. It’s 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.

Lastly, 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, soul, and principles files. Each one has a distinct personality to help make them less generic assistants, and more teammates.

If curious or you’re building in the space, hit us up!

A Guide to Building Brands for Humans & Agents: The New Workflow.

Yesterday, Figma introduced Claude Code integration, where code flows to Figma and back again in a continuous loop. Certain files 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.

We’ve been experimenting with this ‘loop’ of agents & humans over the past few months, and it’s caused us to shift from just delivering brand guidelines to more delivering brand infrastructure for teams (of humans and agents). I think it’s cool and hopefully this is helpful.

Here’s how we’re approaching this new ‘Brand Infrastructure’ reality.

We’ve been working on producing two layers for each brand:
- Human deliverables
- Agent deliverables

It’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.

Let’s review each:

First: The Human-Facing System
This is the craft: visual identity, typography, motion, website, narrative, and guidelines. PDFs, Figma files, design systems; this is what people see and feel. This is what we’re ‘used to’ delivering, and receiving.

Second: The Agent-Readable System
This is the structure. Markdown, YAML, and JSON files that define positioning, voice, differentiation. It’s 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.

Lastly, 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, soul, and principles files. Each one has a distinct personality to help make them less generic assistants, and more teammates.

If curious or you’re building in the space, hit us up!

A Guide to Building Brands for Humans & Agents: The New Workflow.

Yesterday, Figma introduced Claude Code integration, where code flows to Figma and back again in a continuous loop. Certain files 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.

We’ve been experimenting with this ‘loop’ of agents & humans over the past few months, and it’s caused us to shift from just delivering brand guidelines to more delivering brand infrastructure for teams (of humans and agents). I think it’s cool and hopefully this is helpful.

Here’s how we’re approaching this new ‘Brand Infrastructure’ reality.

We’ve been working on producing two layers for each brand:
- Human deliverables
- Agent deliverables

It’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.

Let’s review each:

First: The Human-Facing System
This is the craft: visual identity, typography, motion, website, narrative, and guidelines. PDFs, Figma files, design systems; this is what people see and feel. This is what we’re ‘used to’ delivering, and receiving.

Second: The Agent-Readable System
This is the structure. Markdown, YAML, and JSON files that define positioning, voice, differentiation. It’s 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.

Lastly, 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, soul, and principles files. Each one has a distinct personality to help make them less generic assistants, and more teammates.

If curious or you’re building in the space, hit us up!

A Guide to Building Brands for Humans & Agents: The New Workflow.

Yesterday, Figma introduced Claude Code integration, where code flows to Figma and back again in a continuous loop. Certain files 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.

We’ve been experimenting with this ‘loop’ of agents & humans over the past few months, and it’s caused us to shift from just delivering brand guidelines to more delivering brand infrastructure for teams (of humans and agents). I think it’s cool and hopefully this is helpful.

Here’s how we’re approaching this new ‘Brand Infrastructure’ reality.

We’ve been working on producing two layers for each brand:
- Human deliverables
- Agent deliverables

It’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.

Let’s review each:

First: The Human-Facing System
This is the craft: visual identity, typography, motion, website, narrative, and guidelines. PDFs, Figma files, design systems; this is what people see and feel. This is what we’re ‘used to’ delivering, and receiving.

Second: The Agent-Readable System
This is the structure. Markdown, YAML, and JSON files that define positioning, voice, differentiation. It’s 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.

Lastly, 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, soul, and principles files. Each one has a distinct personality to help make them less generic assistants, and more teammates.

If curious or you’re building in the space, hit us up!

A Guide to Building Brands for Humans & Agents: The New Workflow.

Yesterday, Figma introduced Claude Code integration, where code flows to Figma and back again in a continuous loop. Certain files 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.

We’ve been experimenting with this ‘loop’ of agents & humans over the past few months, and it’s caused us to shift from just delivering brand guidelines to more delivering brand infrastructure for teams (of humans and agents). I think it’s cool and hopefully this is helpful.

Here’s how we’re approaching this new ‘Brand Infrastructure’ reality.

We’ve been working on producing two layers for each brand:
- Human deliverables
- Agent deliverables

It’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.

Let’s review each:

First: The Human-Facing System
This is the craft: visual identity, typography, motion, website, narrative, and guidelines. PDFs, Figma files, design systems; this is what people see and feel. This is what we’re ‘used to’ delivering, and receiving.

Second: The Agent-Readable System
This is the structure. Markdown, YAML, and JSON files that define positioning, voice, differentiation. It’s 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.

Lastly, 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, soul, and principles files. Each one has a distinct personality to help make them less generic assistants, and more teammates.

If curious or you’re building in the space, hit us up!

A Guide to Building Brands for Humans & Agents: The New Workflow.

Yesterday, Figma introduced Claude Code integration, where code flows to Figma and back again in a continuous loop. Certain files 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.

We’ve been experimenting with this ‘loop’ of agents & humans over the past few months, and it’s caused us to shift from just delivering brand guidelines to more delivering brand infrastructure for teams (of humans and agents). I think it’s cool and hopefully this is helpful.

Here’s how we’re approaching this new ‘Brand Infrastructure’ reality.

We’ve been working on producing two layers for each brand:
- Human deliverables
- Agent deliverables

It’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.

Let’s review each:

First: The Human-Facing System
This is the craft: visual identity, typography, motion, website, narrative, and guidelines. PDFs, Figma files, design systems; this is what people see and feel. This is what we’re ‘used to’ delivering, and receiving.

Second: The Agent-Readable System
This is the structure. Markdown, YAML, and JSON files that define positioning, voice, differentiation. It’s 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.

Lastly, 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, soul, and principles files. Each one has a distinct personality to help make them less generic assistants, and more teammates.

If curious or you’re building in the space, hit us up!

A Guide to Building Brands for Humans & Agents: The New Workflow.

Yesterday, Figma introduced Claude Code integration, where code flows to Figma and back again in a continuous loop. Certain files 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.

We’ve been experimenting with this ‘loop’ of agents & humans over the past few months, and it’s caused us to shift from just delivering brand guidelines to more delivering brand infrastructure for teams (of humans and agents). I think it’s cool and hopefully this is helpful.

Here’s how we’re approaching this new ‘Brand Infrastructure’ reality.

We’ve been working on producing two layers for each brand:
- Human deliverables
- Agent deliverables

It’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.

Let’s review each:

First: The Human-Facing System
This is the craft: visual identity, typography, motion, website, narrative, and guidelines. PDFs, Figma files, design systems; this is what people see and feel. This is what we’re ‘used to’ delivering, and receiving.

Second: The Agent-Readable System
This is the structure. Markdown, YAML, and JSON files that define positioning, voice, differentiation. It’s 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.

Lastly, 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, soul, and principles files. Each one has a distinct personality to help make them less generic assistants, and more teammates.

If curious or you’re building in the space, hit us up!

A Guide to Building Brands for Humans & Agents: The New Workflow.

Yesterday, Figma introduced Claude Code integration, where code flows to Figma and back again in a continuous loop. Certain files 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.

We’ve been experimenting with this ‘loop’ of agents & humans over the past few months, and it’s caused us to shift from just delivering brand guidelines to more delivering brand infrastructure for teams (of humans and agents). I think it’s cool and hopefully this is helpful.

Here’s how we’re approaching this new ‘Brand Infrastructure’ reality.

We’ve been working on producing two layers for each brand:
- Human deliverables
- Agent deliverables

It’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.

Let’s review each:

First: The Human-Facing System
This is the craft: visual identity, typography, motion, website, narrative, and guidelines. PDFs, Figma files, design systems; this is what people see and feel. This is what we’re ‘used to’ delivering, and receiving.

Second: The Agent-Readable System
This is the structure. Markdown, YAML, and JSON files that define positioning, voice, differentiation. It’s 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.

Lastly, 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, soul, and principles files. Each one has a distinct personality to help make them less generic assistants, and more teammates.

If curious or you’re building in the space, hit us up!

A Guide to Building Brands for Humans & Agents: The New Workflow.

Yesterday, Figma introduced Claude Code integration, where code flows to Figma and back again in a continuous loop. Certain files 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.

We’ve been experimenting with this ‘loop’ of agents & humans over the past few months, and it’s caused us to shift from just delivering brand guidelines to more delivering brand infrastructure for teams (of humans and agents). I think it’s cool and hopefully this is helpful.

Here’s how we’re approaching this new ‘Brand Infrastructure’ reality.

We’ve been working on producing two layers for each brand:
- Human deliverables
- Agent deliverables

It’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.

Let’s review each:

First: The Human-Facing System
This is the craft: visual identity, typography, motion, website, narrative, and guidelines. PDFs, Figma files, design systems; this is what people see and feel. This is what we’re ‘used to’ delivering, and receiving.

Second: The Agent-Readable System
This is the structure. Markdown, YAML, and JSON files that define positioning, voice, differentiation. It’s 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.

Lastly, 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, soul, and principles files. Each one has a distinct personality to help make them less generic assistants, and more teammates.

If curious or you’re building in the space, hit us up!

A Guide to Building Brands for Humans & Agents: The New Workflow.

Yesterday, Figma introduced Claude Code integration, where code flows to Figma and back again in a continuous loop. Certain files 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.

We’ve been experimenting with this ‘loop’ of agents & humans over the past few months, and it’s caused us to shift from just delivering brand guidelines to more delivering brand infrastructure for teams (of humans and agents). I think it’s cool and hopefully this is helpful.

Here’s how we’re approaching this new ‘Brand Infrastructure’ reality.

We’ve been working on producing two layers for each brand:
- Human deliverables
- Agent deliverables

It’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.

Let’s review each:

First: The Human-Facing System
This is the craft: visual identity, typography, motion, website, narrative, and guidelines. PDFs, Figma files, design systems; this is what people see and feel. This is what we’re ‘used to’ delivering, and receiving.

Second: The Agent-Readable System
This is the structure. Markdown, YAML, and JSON files that define positioning, voice, differentiation. It’s 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.

Lastly, 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, soul, and principles files. Each one has a distinct personality to help make them less generic assistants, and more teammates.

If curious or you’re building in the space, hit us up!

A Guide to Building Brands for Humans & Agents: The New Workflow.

Yesterday, Figma introduced Claude Code integration, where code flows to Figma and back again in a continuous loop. Certain files 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.

We’ve been experimenting with this ‘loop’ of agents & humans over the past few months, and it’s caused us to shift from just delivering brand guidelines to more delivering brand infrastructure for teams (of humans and agents). I think it’s cool and hopefully this is helpful.

Here’s how we’re approaching this new ‘Brand Infrastructure’ reality.

We’ve been working on producing two layers for each brand:
- Human deliverables
- Agent deliverables

It’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.

Let’s review each:

First: The Human-Facing System
This is the craft: visual identity, typography, motion, website, narrative, and guidelines. PDFs, Figma files, design systems; this is what people see and feel. This is what we’re ‘used to’ delivering, and receiving.

Second: The Agent-Readable System
This is the structure. Markdown, YAML, and JSON files that define positioning, voice, differentiation. It’s 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.

Lastly, 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, soul, and principles files. Each one has a distinct personality to help make them less generic assistants, and more teammates.

If curious or you’re building in the space, hit us up!

A Guide to Building Brands for Humans & Agents: The New Workflow.

Yesterday, Figma introduced Claude Code integration, where code flows to Figma and back again in a continuous loop. Certain files 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.

We’ve been experimenting with this ‘loop’ of agents & humans over the past few months, and it’s caused us to shift from just delivering brand guidelines to more delivering brand infrastructure for teams (of humans and agents). I think it’s cool and hopefully this is helpful.

Here’s how we’re approaching this new ‘Brand Infrastructure’ reality.

We’ve been working on producing two layers for each brand:
- Human deliverables
- Agent deliverables

It’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.

Let’s review each:

First: The Human-Facing System
This is the craft: visual identity, typography, motion, website, narrative, and guidelines. PDFs, Figma files, design systems; this is what people see and feel. This is what we’re ‘used to’ delivering, and receiving.

Second: The Agent-Readable System
This is the structure. Markdown, YAML, and JSON files that define positioning, voice, differentiation. It’s 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.

Lastly, 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, soul, and principles files. Each one has a distinct personality to help make them less generic assistants, and more teammates.

If curious or you’re building in the space, hit us up!

Welcome to Aspects a secluded yet accessible mountain property designed to help people reconnect with what matters in Big Sky, Montana. 🌾

@aspectsbigsky was one of our first and most meaningful projects at Little Plains. It has become the blueprint for how we think about hospitality, world building, and designing places that endure.

The getaway was created as an antidote to modern life. Instead of always-on, life at Aspects if always-unplugged. High altitude living planted at the doorstep of the outdoors that kindly demands a slower rhythm of life.

Set in Big Sky halfway between Bozeman and Yellowstone, it blends concierge level hospitality with the privacy, flexibility, and personality of a cabin with caretaker, offering a rare balance in a place known for extremes.

We were brought in to build the entire world around the idea of making space to ‘reconnect with what matters.’ Over the course of a year, we created the brand, design system, content, signage, photography, and full guest journey.

To let the brand grow beyond just the 6 acres, the team launched Local Aspects, an ongoing series inviting guests and creators to document their stays and add their own stories to the place. Together, these moments accrue meaning over time, turning a stay into a living archive of experience.

Every detail was designed with noted hospitality, creating a cohesive high-country experience meant to be lived in, not just visited. Reconnect with what matters.

Team Credits:
Project management - @beentrish
Brand strategy - @camillezig
Copywriting - @leefromamerica , @camillemuson
Branding, Art Direction - @abbymuir__
Creative Direction - @abbymuir__ , @emmett
Social media - @cryscastles
Videography - @marcel.leif
Photography - @gre.gor.y
Illustration - Andrea Shine, @eileennvidal
Site Development - @isaacm
Digital direction - @alexleiphart
Ops - @la.wruh
Marketing design - @ranivestal
-
Founders - @albertcnichols @bry_dunn

Welcome to Aspects a secluded yet accessible mountain property designed to help people reconnect with what matters in Big Sky, Montana. 🌾

@aspectsbigsky was one of our first and most meaningful projects at Little Plains. It has become the blueprint for how we think about hospitality, world building, and designing places that endure.

The getaway was created as an antidote to modern life. Instead of always-on, life at Aspects if always-unplugged. High altitude living planted at the doorstep of the outdoors that kindly demands a slower rhythm of life.

Set in Big Sky halfway between Bozeman and Yellowstone, it blends concierge level hospitality with the privacy, flexibility, and personality of a cabin with caretaker, offering a rare balance in a place known for extremes.

We were brought in to build the entire world around the idea of making space to ‘reconnect with what matters.’ Over the course of a year, we created the brand, design system, content, signage, photography, and full guest journey.

To let the brand grow beyond just the 6 acres, the team launched Local Aspects, an ongoing series inviting guests and creators to document their stays and add their own stories to the place. Together, these moments accrue meaning over time, turning a stay into a living archive of experience.

Every detail was designed with noted hospitality, creating a cohesive high-country experience meant to be lived in, not just visited. Reconnect with what matters.

Team Credits:
Project management - @beentrish
Brand strategy - @camillezig
Copywriting - @leefromamerica , @camillemuson
Branding, Art Direction - @abbymuir__
Creative Direction - @abbymuir__ , @emmett
Social media - @cryscastles
Videography - @marcel.leif
Photography - @gre.gor.y
Illustration - Andrea Shine, @eileennvidal
Site Development - @isaacm
Digital direction - @alexleiphart
Ops - @la.wruh
Marketing design - @ranivestal
-
Founders - @albertcnichols @bry_dunn

Welcome to Aspects a secluded yet accessible mountain property designed to help people reconnect with what matters in Big Sky, Montana. 🌾

@aspectsbigsky was one of our first and most meaningful projects at Little Plains. It has become the blueprint for how we think about hospitality, world building, and designing places that endure.

The getaway was created as an antidote to modern life. Instead of always-on, life at Aspects if always-unplugged. High altitude living planted at the doorstep of the outdoors that kindly demands a slower rhythm of life.

Set in Big Sky halfway between Bozeman and Yellowstone, it blends concierge level hospitality with the privacy, flexibility, and personality of a cabin with caretaker, offering a rare balance in a place known for extremes.

We were brought in to build the entire world around the idea of making space to ‘reconnect with what matters.’ Over the course of a year, we created the brand, design system, content, signage, photography, and full guest journey.

To let the brand grow beyond just the 6 acres, the team launched Local Aspects, an ongoing series inviting guests and creators to document their stays and add their own stories to the place. Together, these moments accrue meaning over time, turning a stay into a living archive of experience.

Every detail was designed with noted hospitality, creating a cohesive high-country experience meant to be lived in, not just visited. Reconnect with what matters.

Team Credits:
Project management - @beentrish
Brand strategy - @camillezig
Copywriting - @leefromamerica , @camillemuson
Branding, Art Direction - @abbymuir__
Creative Direction - @abbymuir__ , @emmett
Social media - @cryscastles
Videography - @marcel.leif
Photography - @gre.gor.y
Illustration - Andrea Shine, @eileennvidal
Site Development - @isaacm
Digital direction - @alexleiphart
Ops - @la.wruh
Marketing design - @ranivestal
-
Founders - @albertcnichols @bry_dunn

Welcome to Aspects a secluded yet accessible mountain property designed to help people reconnect with what matters in Big Sky, Montana. 🌾

@aspectsbigsky was one of our first and most meaningful projects at Little Plains. It has become the blueprint for how we think about hospitality, world building, and designing places that endure.

The getaway was created as an antidote to modern life. Instead of always-on, life at Aspects if always-unplugged. High altitude living planted at the doorstep of the outdoors that kindly demands a slower rhythm of life.

Set in Big Sky halfway between Bozeman and Yellowstone, it blends concierge level hospitality with the privacy, flexibility, and personality of a cabin with caretaker, offering a rare balance in a place known for extremes.

We were brought in to build the entire world around the idea of making space to ‘reconnect with what matters.’ Over the course of a year, we created the brand, design system, content, signage, photography, and full guest journey.

To let the brand grow beyond just the 6 acres, the team launched Local Aspects, an ongoing series inviting guests and creators to document their stays and add their own stories to the place. Together, these moments accrue meaning over time, turning a stay into a living archive of experience.

Every detail was designed with noted hospitality, creating a cohesive high-country experience meant to be lived in, not just visited. Reconnect with what matters.

Team Credits:
Project management - @beentrish
Brand strategy - @camillezig
Copywriting - @leefromamerica , @camillemuson
Branding, Art Direction - @abbymuir__
Creative Direction - @abbymuir__ , @emmett
Social media - @cryscastles
Videography - @marcel.leif
Photography - @gre.gor.y
Illustration - Andrea Shine, @eileennvidal
Site Development - @isaacm
Digital direction - @alexleiphart
Ops - @la.wruh
Marketing design - @ranivestal
-
Founders - @albertcnichols @bry_dunn

Welcome to Aspects a secluded yet accessible mountain property designed to help people reconnect with what matters in Big Sky, Montana. 🌾

@aspectsbigsky was one of our first and most meaningful projects at Little Plains. It has become the blueprint for how we think about hospitality, world building, and designing places that endure.

The getaway was created as an antidote to modern life. Instead of always-on, life at Aspects if always-unplugged. High altitude living planted at the doorstep of the outdoors that kindly demands a slower rhythm of life.

Set in Big Sky halfway between Bozeman and Yellowstone, it blends concierge level hospitality with the privacy, flexibility, and personality of a cabin with caretaker, offering a rare balance in a place known for extremes.

We were brought in to build the entire world around the idea of making space to ‘reconnect with what matters.’ Over the course of a year, we created the brand, design system, content, signage, photography, and full guest journey.

To let the brand grow beyond just the 6 acres, the team launched Local Aspects, an ongoing series inviting guests and creators to document their stays and add their own stories to the place. Together, these moments accrue meaning over time, turning a stay into a living archive of experience.

Every detail was designed with noted hospitality, creating a cohesive high-country experience meant to be lived in, not just visited. Reconnect with what matters.

Team Credits:
Project management - @beentrish
Brand strategy - @camillezig
Copywriting - @leefromamerica , @camillemuson
Branding, Art Direction - @abbymuir__
Creative Direction - @abbymuir__ , @emmett
Social media - @cryscastles
Videography - @marcel.leif
Photography - @gre.gor.y
Illustration - Andrea Shine, @eileennvidal
Site Development - @isaacm
Digital direction - @alexleiphart
Ops - @la.wruh
Marketing design - @ranivestal
-
Founders - @albertcnichols @bry_dunn

Welcome to Aspects a secluded yet accessible mountain property designed to help people reconnect with what matters in Big Sky, Montana. 🌾

@aspectsbigsky was one of our first and most meaningful projects at Little Plains. It has become the blueprint for how we think about hospitality, world building, and designing places that endure.

The getaway was created as an antidote to modern life. Instead of always-on, life at Aspects if always-unplugged. High altitude living planted at the doorstep of the outdoors that kindly demands a slower rhythm of life.

Set in Big Sky halfway between Bozeman and Yellowstone, it blends concierge level hospitality with the privacy, flexibility, and personality of a cabin with caretaker, offering a rare balance in a place known for extremes.

We were brought in to build the entire world around the idea of making space to ‘reconnect with what matters.’ Over the course of a year, we created the brand, design system, content, signage, photography, and full guest journey.

To let the brand grow beyond just the 6 acres, the team launched Local Aspects, an ongoing series inviting guests and creators to document their stays and add their own stories to the place. Together, these moments accrue meaning over time, turning a stay into a living archive of experience.

Every detail was designed with noted hospitality, creating a cohesive high-country experience meant to be lived in, not just visited. Reconnect with what matters.

Team Credits:
Project management - @beentrish
Brand strategy - @camillezig
Copywriting - @leefromamerica , @camillemuson
Branding, Art Direction - @abbymuir__
Creative Direction - @abbymuir__ , @emmett
Social media - @cryscastles
Videography - @marcel.leif
Photography - @gre.gor.y
Illustration - Andrea Shine, @eileennvidal
Site Development - @isaacm
Digital direction - @alexleiphart
Ops - @la.wruh
Marketing design - @ranivestal
-
Founders - @albertcnichols @bry_dunn

Welcome to Aspects a secluded yet accessible mountain property designed to help people reconnect with what matters in Big Sky, Montana. 🌾

@aspectsbigsky was one of our first and most meaningful projects at Little Plains. It has become the blueprint for how we think about hospitality, world building, and designing places that endure.

The getaway was created as an antidote to modern life. Instead of always-on, life at Aspects if always-unplugged. High altitude living planted at the doorstep of the outdoors that kindly demands a slower rhythm of life.

Set in Big Sky halfway between Bozeman and Yellowstone, it blends concierge level hospitality with the privacy, flexibility, and personality of a cabin with caretaker, offering a rare balance in a place known for extremes.

We were brought in to build the entire world around the idea of making space to ‘reconnect with what matters.’ Over the course of a year, we created the brand, design system, content, signage, photography, and full guest journey.

To let the brand grow beyond just the 6 acres, the team launched Local Aspects, an ongoing series inviting guests and creators to document their stays and add their own stories to the place. Together, these moments accrue meaning over time, turning a stay into a living archive of experience.

Every detail was designed with noted hospitality, creating a cohesive high-country experience meant to be lived in, not just visited. Reconnect with what matters.

Team Credits:
Project management - @beentrish
Brand strategy - @camillezig
Copywriting - @leefromamerica , @camillemuson
Branding, Art Direction - @abbymuir__
Creative Direction - @abbymuir__ , @emmett
Social media - @cryscastles
Videography - @marcel.leif
Photography - @gre.gor.y
Illustration - Andrea Shine, @eileennvidal
Site Development - @isaacm
Digital direction - @alexleiphart
Ops - @la.wruh
Marketing design - @ranivestal
-
Founders - @albertcnichols @bry_dunn

Welcome to Aspects a secluded yet accessible mountain property designed to help people reconnect with what matters in Big Sky, Montana. 🌾

@aspectsbigsky was one of our first and most meaningful projects at Little Plains. It has become the blueprint for how we think about hospitality, world building, and designing places that endure.

The getaway was created as an antidote to modern life. Instead of always-on, life at Aspects if always-unplugged. High altitude living planted at the doorstep of the outdoors that kindly demands a slower rhythm of life.

Set in Big Sky halfway between Bozeman and Yellowstone, it blends concierge level hospitality with the privacy, flexibility, and personality of a cabin with caretaker, offering a rare balance in a place known for extremes.

We were brought in to build the entire world around the idea of making space to ‘reconnect with what matters.’ Over the course of a year, we created the brand, design system, content, signage, photography, and full guest journey.

To let the brand grow beyond just the 6 acres, the team launched Local Aspects, an ongoing series inviting guests and creators to document their stays and add their own stories to the place. Together, these moments accrue meaning over time, turning a stay into a living archive of experience.

Every detail was designed with noted hospitality, creating a cohesive high-country experience meant to be lived in, not just visited. Reconnect with what matters.

Team Credits:
Project management - @beentrish
Brand strategy - @camillezig
Copywriting - @leefromamerica , @camillemuson
Branding, Art Direction - @abbymuir__
Creative Direction - @abbymuir__ , @emmett
Social media - @cryscastles
Videography - @marcel.leif
Photography - @gre.gor.y
Illustration - Andrea Shine, @eileennvidal
Site Development - @isaacm
Digital direction - @alexleiphart
Ops - @la.wruh
Marketing design - @ranivestal
-
Founders - @albertcnichols @bry_dunn

Welcome to Aspects a secluded yet accessible mountain property designed to help people reconnect with what matters in Big Sky, Montana. 🌾

@aspectsbigsky was one of our first and most meaningful projects at Little Plains. It has become the blueprint for how we think about hospitality, world building, and designing places that endure.

The getaway was created as an antidote to modern life. Instead of always-on, life at Aspects if always-unplugged. High altitude living planted at the doorstep of the outdoors that kindly demands a slower rhythm of life.

Set in Big Sky halfway between Bozeman and Yellowstone, it blends concierge level hospitality with the privacy, flexibility, and personality of a cabin with caretaker, offering a rare balance in a place known for extremes.

We were brought in to build the entire world around the idea of making space to ‘reconnect with what matters.’ Over the course of a year, we created the brand, design system, content, signage, photography, and full guest journey.

To let the brand grow beyond just the 6 acres, the team launched Local Aspects, an ongoing series inviting guests and creators to document their stays and add their own stories to the place. Together, these moments accrue meaning over time, turning a stay into a living archive of experience.

Every detail was designed with noted hospitality, creating a cohesive high-country experience meant to be lived in, not just visited. Reconnect with what matters.

Team Credits:
Project management - @beentrish
Brand strategy - @camillezig
Copywriting - @leefromamerica , @camillemuson
Branding, Art Direction - @abbymuir__
Creative Direction - @abbymuir__ , @emmett
Social media - @cryscastles
Videography - @marcel.leif
Photography - @gre.gor.y
Illustration - Andrea Shine, @eileennvidal
Site Development - @isaacm
Digital direction - @alexleiphart
Ops - @la.wruh
Marketing design - @ranivestal
-
Founders - @albertcnichols @bry_dunn

Welcome to Aspects a secluded yet accessible mountain property designed to help people reconnect with what matters in Big Sky, Montana. 🌾

@aspectsbigsky was one of our first and most meaningful projects at Little Plains. It has become the blueprint for how we think about hospitality, world building, and designing places that endure.

The getaway was created as an antidote to modern life. Instead of always-on, life at Aspects if always-unplugged. High altitude living planted at the doorstep of the outdoors that kindly demands a slower rhythm of life.

Set in Big Sky halfway between Bozeman and Yellowstone, it blends concierge level hospitality with the privacy, flexibility, and personality of a cabin with caretaker, offering a rare balance in a place known for extremes.

We were brought in to build the entire world around the idea of making space to ‘reconnect with what matters.’ Over the course of a year, we created the brand, design system, content, signage, photography, and full guest journey.

To let the brand grow beyond just the 6 acres, the team launched Local Aspects, an ongoing series inviting guests and creators to document their stays and add their own stories to the place. Together, these moments accrue meaning over time, turning a stay into a living archive of experience.

Every detail was designed with noted hospitality, creating a cohesive high-country experience meant to be lived in, not just visited. Reconnect with what matters.

Team Credits:
Project management - @beentrish
Brand strategy - @camillezig
Copywriting - @leefromamerica , @camillemuson
Branding, Art Direction - @abbymuir__
Creative Direction - @abbymuir__ , @emmett
Social media - @cryscastles
Videography - @marcel.leif
Photography - @gre.gor.y
Illustration - Andrea Shine, @eileennvidal
Site Development - @isaacm
Digital direction - @alexleiphart
Ops - @la.wruh
Marketing design - @ranivestal
-
Founders - @albertcnichols @bry_dunn

Welcome to Aspects a secluded yet accessible mountain property designed to help people reconnect with what matters in Big Sky, Montana. 🌾

@aspectsbigsky was one of our first and most meaningful projects at Little Plains. It has become the blueprint for how we think about hospitality, world building, and designing places that endure.

The getaway was created as an antidote to modern life. Instead of always-on, life at Aspects if always-unplugged. High altitude living planted at the doorstep of the outdoors that kindly demands a slower rhythm of life.

Set in Big Sky halfway between Bozeman and Yellowstone, it blends concierge level hospitality with the privacy, flexibility, and personality of a cabin with caretaker, offering a rare balance in a place known for extremes.

We were brought in to build the entire world around the idea of making space to ‘reconnect with what matters.’ Over the course of a year, we created the brand, design system, content, signage, photography, and full guest journey.

To let the brand grow beyond just the 6 acres, the team launched Local Aspects, an ongoing series inviting guests and creators to document their stays and add their own stories to the place. Together, these moments accrue meaning over time, turning a stay into a living archive of experience.

Every detail was designed with noted hospitality, creating a cohesive high-country experience meant to be lived in, not just visited. Reconnect with what matters.

Team Credits:
Project management - @beentrish
Brand strategy - @camillezig
Copywriting - @leefromamerica , @camillemuson
Branding, Art Direction - @abbymuir__
Creative Direction - @abbymuir__ , @emmett
Social media - @cryscastles
Videography - @marcel.leif
Photography - @gre.gor.y
Illustration - Andrea Shine, @eileennvidal
Site Development - @isaacm
Digital direction - @alexleiphart
Ops - @la.wruh
Marketing design - @ranivestal
-
Founders - @albertcnichols @bry_dunn

Welcome to Aspects a secluded yet accessible mountain property designed to help people reconnect with what matters in Big Sky, Montana. 🌾

@aspectsbigsky was one of our first and most meaningful projects at Little Plains. It has become the blueprint for how we think about hospitality, world building, and designing places that endure.

The getaway was created as an antidote to modern life. Instead of always-on, life at Aspects if always-unplugged. High altitude living planted at the doorstep of the outdoors that kindly demands a slower rhythm of life.

Set in Big Sky halfway between Bozeman and Yellowstone, it blends concierge level hospitality with the privacy, flexibility, and personality of a cabin with caretaker, offering a rare balance in a place known for extremes.

We were brought in to build the entire world around the idea of making space to ‘reconnect with what matters.’ Over the course of a year, we created the brand, design system, content, signage, photography, and full guest journey.

To let the brand grow beyond just the 6 acres, the team launched Local Aspects, an ongoing series inviting guests and creators to document their stays and add their own stories to the place. Together, these moments accrue meaning over time, turning a stay into a living archive of experience.

Every detail was designed with noted hospitality, creating a cohesive high-country experience meant to be lived in, not just visited. Reconnect with what matters.

Team Credits:
Project management - @beentrish
Brand strategy - @camillezig
Copywriting - @leefromamerica , @camillemuson
Branding, Art Direction - @abbymuir__
Creative Direction - @abbymuir__ , @emmett
Social media - @cryscastles
Videography - @marcel.leif
Photography - @gre.gor.y
Illustration - Andrea Shine, @eileennvidal
Site Development - @isaacm
Digital direction - @alexleiphart
Ops - @la.wruh
Marketing design - @ranivestal
-
Founders - @albertcnichols @bry_dunn

Welcome to Aspects a secluded yet accessible mountain property designed to help people reconnect with what matters in Big Sky, Montana. 🌾

@aspectsbigsky was one of our first and most meaningful projects at Little Plains. It has become the blueprint for how we think about hospitality, world building, and designing places that endure.

The getaway was created as an antidote to modern life. Instead of always-on, life at Aspects if always-unplugged. High altitude living planted at the doorstep of the outdoors that kindly demands a slower rhythm of life.

Set in Big Sky halfway between Bozeman and Yellowstone, it blends concierge level hospitality with the privacy, flexibility, and personality of a cabin with caretaker, offering a rare balance in a place known for extremes.

We were brought in to build the entire world around the idea of making space to ‘reconnect with what matters.’ Over the course of a year, we created the brand, design system, content, signage, photography, and full guest journey.

To let the brand grow beyond just the 6 acres, the team launched Local Aspects, an ongoing series inviting guests and creators to document their stays and add their own stories to the place. Together, these moments accrue meaning over time, turning a stay into a living archive of experience.

Every detail was designed with noted hospitality, creating a cohesive high-country experience meant to be lived in, not just visited. Reconnect with what matters.

Team Credits:
Project management - @beentrish
Brand strategy - @camillezig
Copywriting - @leefromamerica , @camillemuson
Branding, Art Direction - @abbymuir__
Creative Direction - @abbymuir__ , @emmett
Social media - @cryscastles
Videography - @marcel.leif
Photography - @gre.gor.y
Illustration - Andrea Shine, @eileennvidal
Site Development - @isaacm
Digital direction - @alexleiphart
Ops - @la.wruh
Marketing design - @ranivestal
-
Founders - @albertcnichols @bry_dunn

Welcome to Aspects a secluded yet accessible mountain property designed to help people reconnect with what matters in Big Sky, Montana. 🌾

@aspectsbigsky was one of our first and most meaningful projects at Little Plains. It has become the blueprint for how we think about hospitality, world building, and designing places that endure.

The getaway was created as an antidote to modern life. Instead of always-on, life at Aspects if always-unplugged. High altitude living planted at the doorstep of the outdoors that kindly demands a slower rhythm of life.

Set in Big Sky halfway between Bozeman and Yellowstone, it blends concierge level hospitality with the privacy, flexibility, and personality of a cabin with caretaker, offering a rare balance in a place known for extremes.

We were brought in to build the entire world around the idea of making space to ‘reconnect with what matters.’ Over the course of a year, we created the brand, design system, content, signage, photography, and full guest journey.

To let the brand grow beyond just the 6 acres, the team launched Local Aspects, an ongoing series inviting guests and creators to document their stays and add their own stories to the place. Together, these moments accrue meaning over time, turning a stay into a living archive of experience.

Every detail was designed with noted hospitality, creating a cohesive high-country experience meant to be lived in, not just visited. Reconnect with what matters.

Team Credits:
Project management - @beentrish
Brand strategy - @camillezig
Copywriting - @leefromamerica , @camillemuson
Branding, Art Direction - @abbymuir__
Creative Direction - @abbymuir__ , @emmett
Social media - @cryscastles
Videography - @marcel.leif
Photography - @gre.gor.y
Illustration - Andrea Shine, @eileennvidal
Site Development - @isaacm
Digital direction - @alexleiphart
Ops - @la.wruh
Marketing design - @ranivestal
-
Founders - @albertcnichols @bry_dunn

Welcome to Aspects a secluded yet accessible mountain property designed to help people reconnect with what matters in Big Sky, Montana. 🌾

@aspectsbigsky was one of our first and most meaningful projects at Little Plains. It has become the blueprint for how we think about hospitality, world building, and designing places that endure.

The getaway was created as an antidote to modern life. Instead of always-on, life at Aspects if always-unplugged. High altitude living planted at the doorstep of the outdoors that kindly demands a slower rhythm of life.

Set in Big Sky halfway between Bozeman and Yellowstone, it blends concierge level hospitality with the privacy, flexibility, and personality of a cabin with caretaker, offering a rare balance in a place known for extremes.

We were brought in to build the entire world around the idea of making space to ‘reconnect with what matters.’ Over the course of a year, we created the brand, design system, content, signage, photography, and full guest journey.

To let the brand grow beyond just the 6 acres, the team launched Local Aspects, an ongoing series inviting guests and creators to document their stays and add their own stories to the place. Together, these moments accrue meaning over time, turning a stay into a living archive of experience.

Every detail was designed with noted hospitality, creating a cohesive high-country experience meant to be lived in, not just visited. Reconnect with what matters.

Team Credits:
Project management - @beentrish
Brand strategy - @camillezig
Copywriting - @leefromamerica , @camillemuson
Branding, Art Direction - @abbymuir__
Creative Direction - @abbymuir__ , @emmett
Social media - @cryscastles
Videography - @marcel.leif
Photography - @gre.gor.y
Illustration - Andrea Shine, @eileennvidal
Site Development - @isaacm
Digital direction - @alexleiphart
Ops - @la.wruh
Marketing design - @ranivestal
-
Founders - @albertcnichols @bry_dunn

Welcome to Aspects a secluded yet accessible mountain property designed to help people reconnect with what matters in Big Sky, Montana. 🌾

@aspectsbigsky was one of our first and most meaningful projects at Little Plains. It has become the blueprint for how we think about hospitality, world building, and designing places that endure.

The getaway was created as an antidote to modern life. Instead of always-on, life at Aspects if always-unplugged. High altitude living planted at the doorstep of the outdoors that kindly demands a slower rhythm of life.

Set in Big Sky halfway between Bozeman and Yellowstone, it blends concierge level hospitality with the privacy, flexibility, and personality of a cabin with caretaker, offering a rare balance in a place known for extremes.

We were brought in to build the entire world around the idea of making space to ‘reconnect with what matters.’ Over the course of a year, we created the brand, design system, content, signage, photography, and full guest journey.

To let the brand grow beyond just the 6 acres, the team launched Local Aspects, an ongoing series inviting guests and creators to document their stays and add their own stories to the place. Together, these moments accrue meaning over time, turning a stay into a living archive of experience.

Every detail was designed with noted hospitality, creating a cohesive high-country experience meant to be lived in, not just visited. Reconnect with what matters.

Team Credits:
Project management - @beentrish
Brand strategy - @camillezig
Copywriting - @leefromamerica , @camillemuson
Branding, Art Direction - @abbymuir__
Creative Direction - @abbymuir__ , @emmett
Social media - @cryscastles
Videography - @marcel.leif
Photography - @gre.gor.y
Illustration - Andrea Shine, @eileennvidal
Site Development - @isaacm
Digital direction - @alexleiphart
Ops - @la.wruh
Marketing design - @ranivestal
-
Founders - @albertcnichols @bry_dunn

Welcome to Aspects a secluded yet accessible mountain property designed to help people reconnect with what matters in Big Sky, Montana. 🌾

@aspectsbigsky was one of our first and most meaningful projects at Little Plains. It has become the blueprint for how we think about hospitality, world building, and designing places that endure.

The getaway was created as an antidote to modern life. Instead of always-on, life at Aspects if always-unplugged. High altitude living planted at the doorstep of the outdoors that kindly demands a slower rhythm of life.

Set in Big Sky halfway between Bozeman and Yellowstone, it blends concierge level hospitality with the privacy, flexibility, and personality of a cabin with caretaker, offering a rare balance in a place known for extremes.

We were brought in to build the entire world around the idea of making space to ‘reconnect with what matters.’ Over the course of a year, we created the brand, design system, content, signage, photography, and full guest journey.

To let the brand grow beyond just the 6 acres, the team launched Local Aspects, an ongoing series inviting guests and creators to document their stays and add their own stories to the place. Together, these moments accrue meaning over time, turning a stay into a living archive of experience.

Every detail was designed with noted hospitality, creating a cohesive high-country experience meant to be lived in, not just visited. Reconnect with what matters.

Team Credits:
Project management - @beentrish
Brand strategy - @camillezig
Copywriting - @leefromamerica , @camillemuson
Branding, Art Direction - @abbymuir__
Creative Direction - @abbymuir__ , @emmett
Social media - @cryscastles
Videography - @marcel.leif
Photography - @gre.gor.y
Illustration - Andrea Shine, @eileennvidal
Site Development - @isaacm
Digital direction - @alexleiphart
Ops - @la.wruh
Marketing design - @ranivestal
-
Founders - @albertcnichols @bry_dunn

Welcome to Aspects a secluded yet accessible mountain property designed to help people reconnect with what matters in Big Sky, Montana. 🌾

@aspectsbigsky was one of our first and most meaningful projects at Little Plains. It has become the blueprint for how we think about hospitality, world building, and designing places that endure.

The getaway was created as an antidote to modern life. Instead of always-on, life at Aspects if always-unplugged. High altitude living planted at the doorstep of the outdoors that kindly demands a slower rhythm of life.

Set in Big Sky halfway between Bozeman and Yellowstone, it blends concierge level hospitality with the privacy, flexibility, and personality of a cabin with caretaker, offering a rare balance in a place known for extremes.

We were brought in to build the entire world around the idea of making space to ‘reconnect with what matters.’ Over the course of a year, we created the brand, design system, content, signage, photography, and full guest journey.

To let the brand grow beyond just the 6 acres, the team launched Local Aspects, an ongoing series inviting guests and creators to document their stays and add their own stories to the place. Together, these moments accrue meaning over time, turning a stay into a living archive of experience.

Every detail was designed with noted hospitality, creating a cohesive high-country experience meant to be lived in, not just visited. Reconnect with what matters.

Team Credits:
Project management - @beentrish
Brand strategy - @camillezig
Copywriting - @leefromamerica , @camillemuson
Branding, Art Direction - @abbymuir__
Creative Direction - @abbymuir__ , @emmett
Social media - @cryscastles
Videography - @marcel.leif
Photography - @gre.gor.y
Illustration - Andrea Shine, @eileennvidal
Site Development - @isaacm
Digital direction - @alexleiphart
Ops - @la.wruh
Marketing design - @ranivestal
-
Founders - @albertcnichols @bry_dunn

Welcome to Aspects a secluded yet accessible mountain property designed to help people reconnect with what matters in Big Sky, Montana. 🌾

@aspectsbigsky was one of our first and most meaningful projects at Little Plains. It has become the blueprint for how we think about hospitality, world building, and designing places that endure.

The getaway was created as an antidote to modern life. Instead of always-on, life at Aspects if always-unplugged. High altitude living planted at the doorstep of the outdoors that kindly demands a slower rhythm of life.

Set in Big Sky halfway between Bozeman and Yellowstone, it blends concierge level hospitality with the privacy, flexibility, and personality of a cabin with caretaker, offering a rare balance in a place known for extremes.

We were brought in to build the entire world around the idea of making space to ‘reconnect with what matters.’ Over the course of a year, we created the brand, design system, content, signage, photography, and full guest journey.

To let the brand grow beyond just the 6 acres, the team launched Local Aspects, an ongoing series inviting guests and creators to document their stays and add their own stories to the place. Together, these moments accrue meaning over time, turning a stay into a living archive of experience.

Every detail was designed with noted hospitality, creating a cohesive high-country experience meant to be lived in, not just visited. Reconnect with what matters.

Team Credits:
Project management - @beentrish
Brand strategy - @camillezig
Copywriting - @leefromamerica , @camillemuson
Branding, Art Direction - @abbymuir__
Creative Direction - @abbymuir__ , @emmett
Social media - @cryscastles
Videography - @marcel.leif
Photography - @gre.gor.y
Illustration - Andrea Shine, @eileennvidal
Site Development - @isaacm
Digital direction - @alexleiphart
Ops - @la.wruh
Marketing design - @ranivestal
-
Founders - @albertcnichols @bry_dunn

Welcome to Aspects a secluded yet accessible mountain property designed to help people reconnect with what matters in Big Sky, Montana. 🌾

@aspectsbigsky was one of our first and most meaningful projects at Little Plains. It has become the blueprint for how we think about hospitality, world building, and designing places that endure.

The getaway was created as an antidote to modern life. Instead of always-on, life at Aspects if always-unplugged. High altitude living planted at the doorstep of the outdoors that kindly demands a slower rhythm of life.

Set in Big Sky halfway between Bozeman and Yellowstone, it blends concierge level hospitality with the privacy, flexibility, and personality of a cabin with caretaker, offering a rare balance in a place known for extremes.

We were brought in to build the entire world around the idea of making space to ‘reconnect with what matters.’ Over the course of a year, we created the brand, design system, content, signage, photography, and full guest journey.

To let the brand grow beyond just the 6 acres, the team launched Local Aspects, an ongoing series inviting guests and creators to document their stays and add their own stories to the place. Together, these moments accrue meaning over time, turning a stay into a living archive of experience.

Every detail was designed with noted hospitality, creating a cohesive high-country experience meant to be lived in, not just visited. Reconnect with what matters.

Team Credits:
Project management - @beentrish
Brand strategy - @camillezig
Copywriting - @leefromamerica , @camillemuson
Branding, Art Direction - @abbymuir__
Creative Direction - @abbymuir__ , @emmett
Social media - @cryscastles
Videography - @marcel.leif
Photography - @gre.gor.y
Illustration - Andrea Shine, @eileennvidal
Site Development - @isaacm
Digital direction - @alexleiphart
Ops - @la.wruh
Marketing design - @ranivestal
-
Founders - @albertcnichols @bry_dunn

Introducing Teton Outing Club, an outdoors-oriented residential community in Driggs, Idaho, designed as a basecamp for life in Teton Valley.

We worked closely with the founders from the ground up to create the name, brand, marketing system, user journey, and a custom online & off experience. @tetonoutingclub features a unique mix of the founder’s original photography and our blend of handcrafted illustrations, renders, and type system.

The brand is built around the idea of “Always Go.” It brings together respect for the land, the spirit of American adventure, and the quiet optimism found in outdoor communities.

From the emblem and color choices to a members-only site that grows into a living archive of notes, maps, and artifacts, every detail was designed to be lasting; accruing meaning over time while capturing the activities of the community. This is a club rooted in its place and era, yet built to endure.

Team Credits:
Product Manager - @anmarseb
Brand Design - @ranivestal
Copy - Nicole Fernandez
Web Developer - @der_saff
Product/UX - @arthurshim
Motion - @ausmullin.motion , @b_s_elliot
Creative Director - @emmett
Digital Creative Director - @alexleiphart
Account Management - @michelleriis_
Ops - @la.wruh
-
Founders - @albertcnichols @bry_dunn

Introducing Teton Outing Club, an outdoors-oriented residential community in Driggs, Idaho, designed as a basecamp for life in Teton Valley.

We worked closely with the founders from the ground up to create the name, brand, marketing system, user journey, and a custom online & off experience. @tetonoutingclub features a unique mix of the founder’s original photography and our blend of handcrafted illustrations, renders, and type system.

The brand is built around the idea of “Always Go.” It brings together respect for the land, the spirit of American adventure, and the quiet optimism found in outdoor communities.

From the emblem and color choices to a members-only site that grows into a living archive of notes, maps, and artifacts, every detail was designed to be lasting; accruing meaning over time while capturing the activities of the community. This is a club rooted in its place and era, yet built to endure.

Team Credits:
Product Manager - @anmarseb
Brand Design - @ranivestal
Copy - Nicole Fernandez
Web Developer - @der_saff
Product/UX - @arthurshim
Motion - @ausmullin.motion , @b_s_elliot
Creative Director - @emmett
Digital Creative Director - @alexleiphart
Account Management - @michelleriis_
Ops - @la.wruh
-
Founders - @albertcnichols @bry_dunn

Introducing Teton Outing Club, an outdoors-oriented residential community in Driggs, Idaho, designed as a basecamp for life in Teton Valley.

We worked closely with the founders from the ground up to create the name, brand, marketing system, user journey, and a custom online & off experience. @tetonoutingclub features a unique mix of the founder’s original photography and our blend of handcrafted illustrations, renders, and type system.

The brand is built around the idea of “Always Go.” It brings together respect for the land, the spirit of American adventure, and the quiet optimism found in outdoor communities.

From the emblem and color choices to a members-only site that grows into a living archive of notes, maps, and artifacts, every detail was designed to be lasting; accruing meaning over time while capturing the activities of the community. This is a club rooted in its place and era, yet built to endure.

Team Credits:
Product Manager - @anmarseb
Brand Design - @ranivestal
Copy - Nicole Fernandez
Web Developer - @der_saff
Product/UX - @arthurshim
Motion - @ausmullin.motion , @b_s_elliot
Creative Director - @emmett
Digital Creative Director - @alexleiphart
Account Management - @michelleriis_
Ops - @la.wruh
-
Founders - @albertcnichols @bry_dunn

Introducing Teton Outing Club, an outdoors-oriented residential community in Driggs, Idaho, designed as a basecamp for life in Teton Valley.

We worked closely with the founders from the ground up to create the name, brand, marketing system, user journey, and a custom online & off experience. @tetonoutingclub features a unique mix of the founder’s original photography and our blend of handcrafted illustrations, renders, and type system.

The brand is built around the idea of “Always Go.” It brings together respect for the land, the spirit of American adventure, and the quiet optimism found in outdoor communities.

From the emblem and color choices to a members-only site that grows into a living archive of notes, maps, and artifacts, every detail was designed to be lasting; accruing meaning over time while capturing the activities of the community. This is a club rooted in its place and era, yet built to endure.

Team Credits:
Product Manager - @anmarseb
Brand Design - @ranivestal
Copy - Nicole Fernandez
Web Developer - @der_saff
Product/UX - @arthurshim
Motion - @ausmullin.motion , @b_s_elliot
Creative Director - @emmett
Digital Creative Director - @alexleiphart
Account Management - @michelleriis_
Ops - @la.wruh
-
Founders - @albertcnichols @bry_dunn

Introducing Teton Outing Club, an outdoors-oriented residential community in Driggs, Idaho, designed as a basecamp for life in Teton Valley.

We worked closely with the founders from the ground up to create the name, brand, marketing system, user journey, and a custom online & off experience. @tetonoutingclub features a unique mix of the founder’s original photography and our blend of handcrafted illustrations, renders, and type system.

The brand is built around the idea of “Always Go.” It brings together respect for the land, the spirit of American adventure, and the quiet optimism found in outdoor communities.

From the emblem and color choices to a members-only site that grows into a living archive of notes, maps, and artifacts, every detail was designed to be lasting; accruing meaning over time while capturing the activities of the community. This is a club rooted in its place and era, yet built to endure.

Team Credits:
Product Manager - @anmarseb
Brand Design - @ranivestal
Copy - Nicole Fernandez
Web Developer - @der_saff
Product/UX - @arthurshim
Motion - @ausmullin.motion , @b_s_elliot
Creative Director - @emmett
Digital Creative Director - @alexleiphart
Account Management - @michelleriis_
Ops - @la.wruh
-
Founders - @albertcnichols @bry_dunn

Introducing Teton Outing Club, an outdoors-oriented residential community in Driggs, Idaho, designed as a basecamp for life in Teton Valley.

We worked closely with the founders from the ground up to create the name, brand, marketing system, user journey, and a custom online & off experience. @tetonoutingclub features a unique mix of the founder’s original photography and our blend of handcrafted illustrations, renders, and type system.

The brand is built around the idea of “Always Go.” It brings together respect for the land, the spirit of American adventure, and the quiet optimism found in outdoor communities.

From the emblem and color choices to a members-only site that grows into a living archive of notes, maps, and artifacts, every detail was designed to be lasting; accruing meaning over time while capturing the activities of the community. This is a club rooted in its place and era, yet built to endure.

Team Credits:
Product Manager - @anmarseb
Brand Design - @ranivestal
Copy - Nicole Fernandez
Web Developer - @der_saff
Product/UX - @arthurshim
Motion - @ausmullin.motion , @b_s_elliot
Creative Director - @emmett
Digital Creative Director - @alexleiphart
Account Management - @michelleriis_
Ops - @la.wruh
-
Founders - @albertcnichols @bry_dunn

Introducing Teton Outing Club, an outdoors-oriented residential community in Driggs, Idaho, designed as a basecamp for life in Teton Valley.

We worked closely with the founders from the ground up to create the name, brand, marketing system, user journey, and a custom online & off experience. @tetonoutingclub features a unique mix of the founder’s original photography and our blend of handcrafted illustrations, renders, and type system.

The brand is built around the idea of “Always Go.” It brings together respect for the land, the spirit of American adventure, and the quiet optimism found in outdoor communities.

From the emblem and color choices to a members-only site that grows into a living archive of notes, maps, and artifacts, every detail was designed to be lasting; accruing meaning over time while capturing the activities of the community. This is a club rooted in its place and era, yet built to endure.

Team Credits:
Product Manager - @anmarseb
Brand Design - @ranivestal
Copy - Nicole Fernandez
Web Developer - @der_saff
Product/UX - @arthurshim
Motion - @ausmullin.motion , @b_s_elliot
Creative Director - @emmett
Digital Creative Director - @alexleiphart
Account Management - @michelleriis_
Ops - @la.wruh
-
Founders - @albertcnichols @bry_dunn

Introducing Teton Outing Club, an outdoors-oriented residential community in Driggs, Idaho, designed as a basecamp for life in Teton Valley.

We worked closely with the founders from the ground up to create the name, brand, marketing system, user journey, and a custom online & off experience. @tetonoutingclub features a unique mix of the founder’s original photography and our blend of handcrafted illustrations, renders, and type system.

The brand is built around the idea of “Always Go.” It brings together respect for the land, the spirit of American adventure, and the quiet optimism found in outdoor communities.

From the emblem and color choices to a members-only site that grows into a living archive of notes, maps, and artifacts, every detail was designed to be lasting; accruing meaning over time while capturing the activities of the community. This is a club rooted in its place and era, yet built to endure.

Team Credits:
Product Manager - @anmarseb
Brand Design - @ranivestal
Copy - Nicole Fernandez
Web Developer - @der_saff
Product/UX - @arthurshim
Motion - @ausmullin.motion , @b_s_elliot
Creative Director - @emmett
Digital Creative Director - @alexleiphart
Account Management - @michelleriis_
Ops - @la.wruh
-
Founders - @albertcnichols @bry_dunn

Introducing Teton Outing Club, an outdoors-oriented residential community in Driggs, Idaho, designed as a basecamp for life in Teton Valley.

We worked closely with the founders from the ground up to create the name, brand, marketing system, user journey, and a custom online & off experience. @tetonoutingclub features a unique mix of the founder’s original photography and our blend of handcrafted illustrations, renders, and type system.

The brand is built around the idea of “Always Go.” It brings together respect for the land, the spirit of American adventure, and the quiet optimism found in outdoor communities.

From the emblem and color choices to a members-only site that grows into a living archive of notes, maps, and artifacts, every detail was designed to be lasting; accruing meaning over time while capturing the activities of the community. This is a club rooted in its place and era, yet built to endure.

Team Credits:
Product Manager - @anmarseb
Brand Design - @ranivestal
Copy - Nicole Fernandez
Web Developer - @der_saff
Product/UX - @arthurshim
Motion - @ausmullin.motion , @b_s_elliot
Creative Director - @emmett
Digital Creative Director - @alexleiphart
Account Management - @michelleriis_
Ops - @la.wruh
-
Founders - @albertcnichols @bry_dunn

Introducing Teton Outing Club, an outdoors-oriented residential community in Driggs, Idaho, designed as a basecamp for life in Teton Valley.

We worked closely with the founders from the ground up to create the name, brand, marketing system, user journey, and a custom online & off experience. @tetonoutingclub features a unique mix of the founder’s original photography and our blend of handcrafted illustrations, renders, and type system.

The brand is built around the idea of “Always Go.” It brings together respect for the land, the spirit of American adventure, and the quiet optimism found in outdoor communities.

From the emblem and color choices to a members-only site that grows into a living archive of notes, maps, and artifacts, every detail was designed to be lasting; accruing meaning over time while capturing the activities of the community. This is a club rooted in its place and era, yet built to endure.

Team Credits:
Product Manager - @anmarseb
Brand Design - @ranivestal
Copy - Nicole Fernandez
Web Developer - @der_saff
Product/UX - @arthurshim
Motion - @ausmullin.motion , @b_s_elliot
Creative Director - @emmett
Digital Creative Director - @alexleiphart
Account Management - @michelleriis_
Ops - @la.wruh
-
Founders - @albertcnichols @bry_dunn

Introducing Teton Outing Club, an outdoors-oriented residential community in Driggs, Idaho, designed as a basecamp for life in Teton Valley.

We worked closely with the founders from the ground up to create the name, brand, marketing system, user journey, and a custom online & off experience. @tetonoutingclub features a unique mix of the founder’s original photography and our blend of handcrafted illustrations, renders, and type system.

The brand is built around the idea of “Always Go.” It brings together respect for the land, the spirit of American adventure, and the quiet optimism found in outdoor communities.

From the emblem and color choices to a members-only site that grows into a living archive of notes, maps, and artifacts, every detail was designed to be lasting; accruing meaning over time while capturing the activities of the community. This is a club rooted in its place and era, yet built to endure.

Team Credits:
Product Manager - @anmarseb
Brand Design - @ranivestal
Copy - Nicole Fernandez
Web Developer - @der_saff
Product/UX - @arthurshim
Motion - @ausmullin.motion , @b_s_elliot
Creative Director - @emmett
Digital Creative Director - @alexleiphart
Account Management - @michelleriis_
Ops - @la.wruh
-
Founders - @albertcnichols @bry_dunn

Introducing Teton Outing Club, an outdoors-oriented residential community in Driggs, Idaho, designed as a basecamp for life in Teton Valley.

We worked closely with the founders from the ground up to create the name, brand, marketing system, user journey, and a custom online & off experience. @tetonoutingclub features a unique mix of the founder’s original photography and our blend of handcrafted illustrations, renders, and type system.

The brand is built around the idea of “Always Go.” It brings together respect for the land, the spirit of American adventure, and the quiet optimism found in outdoor communities.

From the emblem and color choices to a members-only site that grows into a living archive of notes, maps, and artifacts, every detail was designed to be lasting; accruing meaning over time while capturing the activities of the community. This is a club rooted in its place and era, yet built to endure.

Team Credits:
Product Manager - @anmarseb
Brand Design - @ranivestal
Copy - Nicole Fernandez
Web Developer - @der_saff
Product/UX - @arthurshim
Motion - @ausmullin.motion , @b_s_elliot
Creative Director - @emmett
Digital Creative Director - @alexleiphart
Account Management - @michelleriis_
Ops - @la.wruh
-
Founders - @albertcnichols @bry_dunn

Introducing Teton Outing Club, an outdoors-oriented residential community in Driggs, Idaho, designed as a basecamp for life in Teton Valley.

We worked closely with the founders from the ground up to create the name, brand, marketing system, user journey, and a custom online & off experience. @tetonoutingclub features a unique mix of the founder’s original photography and our blend of handcrafted illustrations, renders, and type system.

The brand is built around the idea of “Always Go.” It brings together respect for the land, the spirit of American adventure, and the quiet optimism found in outdoor communities.

From the emblem and color choices to a members-only site that grows into a living archive of notes, maps, and artifacts, every detail was designed to be lasting; accruing meaning over time while capturing the activities of the community. This is a club rooted in its place and era, yet built to endure.

Team Credits:
Product Manager - @anmarseb
Brand Design - @ranivestal
Copy - Nicole Fernandez
Web Developer - @der_saff
Product/UX - @arthurshim
Motion - @ausmullin.motion , @b_s_elliot
Creative Director - @emmett
Digital Creative Director - @alexleiphart
Account Management - @michelleriis_
Ops - @la.wruh
-
Founders - @albertcnichols @bry_dunn

Introducing Teton Outing Club, an outdoors-oriented residential community in Driggs, Idaho, designed as a basecamp for life in Teton Valley.

We worked closely with the founders from the ground up to create the name, brand, marketing system, user journey, and a custom online & off experience. @tetonoutingclub features a unique mix of the founder’s original photography and our blend of handcrafted illustrations, renders, and type system.

The brand is built around the idea of “Always Go.” It brings together respect for the land, the spirit of American adventure, and the quiet optimism found in outdoor communities.

From the emblem and color choices to a members-only site that grows into a living archive of notes, maps, and artifacts, every detail was designed to be lasting; accruing meaning over time while capturing the activities of the community. This is a club rooted in its place and era, yet built to endure.

Team Credits:
Product Manager - @anmarseb
Brand Design - @ranivestal
Copy - Nicole Fernandez
Web Developer - @der_saff
Product/UX - @arthurshim
Motion - @ausmullin.motion , @b_s_elliot
Creative Director - @emmett
Digital Creative Director - @alexleiphart
Account Management - @michelleriis_
Ops - @la.wruh
-
Founders - @albertcnichols @bry_dunn

Introducing Teton Outing Club, an outdoors-oriented residential community in Driggs, Idaho, designed as a basecamp for life in Teton Valley.

We worked closely with the founders from the ground up to create the name, brand, marketing system, user journey, and a custom online & off experience. @tetonoutingclub features a unique mix of the founder’s original photography and our blend of handcrafted illustrations, renders, and type system.

The brand is built around the idea of “Always Go.” It brings together respect for the land, the spirit of American adventure, and the quiet optimism found in outdoor communities.

From the emblem and color choices to a members-only site that grows into a living archive of notes, maps, and artifacts, every detail was designed to be lasting; accruing meaning over time while capturing the activities of the community. This is a club rooted in its place and era, yet built to endure.

Team Credits:
Product Manager - @anmarseb
Brand Design - @ranivestal
Copy - Nicole Fernandez
Web Developer - @der_saff
Product/UX - @arthurshim
Motion - @ausmullin.motion , @b_s_elliot
Creative Director - @emmett
Digital Creative Director - @alexleiphart
Account Management - @michelleriis_
Ops - @la.wruh
-
Founders - @albertcnichols @bry_dunn

Introducing Teton Outing Club, an outdoors-oriented residential community in Driggs, Idaho, designed as a basecamp for life in Teton Valley.

We worked closely with the founders from the ground up to create the name, brand, marketing system, user journey, and a custom online & off experience. @tetonoutingclub features a unique mix of the founder’s original photography and our blend of handcrafted illustrations, renders, and type system.

The brand is built around the idea of “Always Go.” It brings together respect for the land, the spirit of American adventure, and the quiet optimism found in outdoor communities.

From the emblem and color choices to a members-only site that grows into a living archive of notes, maps, and artifacts, every detail was designed to be lasting; accruing meaning over time while capturing the activities of the community. This is a club rooted in its place and era, yet built to endure.

Team Credits:
Product Manager - @anmarseb
Brand Design - @ranivestal
Copy - Nicole Fernandez
Web Developer - @der_saff
Product/UX - @arthurshim
Motion - @ausmullin.motion , @b_s_elliot
Creative Director - @emmett
Digital Creative Director - @alexleiphart
Account Management - @michelleriis_
Ops - @la.wruh
-
Founders - @albertcnichols @bry_dunn

Introducing Teton Outing Club, an outdoors-oriented residential community in Driggs, Idaho, designed as a basecamp for life in Teton Valley.

We worked closely with the founders from the ground up to create the name, brand, marketing system, user journey, and a custom online & off experience. @tetonoutingclub features a unique mix of the founder’s original photography and our blend of handcrafted illustrations, renders, and type system.

The brand is built around the idea of “Always Go.” It brings together respect for the land, the spirit of American adventure, and the quiet optimism found in outdoor communities.

From the emblem and color choices to a members-only site that grows into a living archive of notes, maps, and artifacts, every detail was designed to be lasting; accruing meaning over time while capturing the activities of the community. This is a club rooted in its place and era, yet built to endure.

Team Credits:
Product Manager - @anmarseb
Brand Design - @ranivestal
Copy - Nicole Fernandez
Web Developer - @der_saff
Product/UX - @arthurshim
Motion - @ausmullin.motion , @b_s_elliot
Creative Director - @emmett
Digital Creative Director - @alexleiphart
Account Management - @michelleriis_
Ops - @la.wruh
-
Founders - @albertcnichols @bry_dunn

Introducing Teton Outing Club, an outdoors-oriented residential community in Driggs, Idaho, designed as a basecamp for life in Teton Valley.

We worked closely with the founders from the ground up to create the name, brand, marketing system, user journey, and a custom online & off experience. @tetonoutingclub features a unique mix of the founder’s original photography and our blend of handcrafted illustrations, renders, and type system.

The brand is built around the idea of “Always Go.” It brings together respect for the land, the spirit of American adventure, and the quiet optimism found in outdoor communities.

From the emblem and color choices to a members-only site that grows into a living archive of notes, maps, and artifacts, every detail was designed to be lasting; accruing meaning over time while capturing the activities of the community. This is a club rooted in its place and era, yet built to endure.

Team Credits:
Product Manager - @anmarseb
Brand Design - @ranivestal
Copy - Nicole Fernandez
Web Developer - @der_saff
Product/UX - @arthurshim
Motion - @ausmullin.motion , @b_s_elliot
Creative Director - @emmett
Digital Creative Director - @alexleiphart
Account Management - @michelleriis_
Ops - @la.wruh
-
Founders - @albertcnichols @bry_dunn

Introducing Rise Plasma. To name, brand, and build a plasma donation startup, we worked with the founding team from the ground up to completely reimagine the space. 🌅

The challenge was rethinking how plasma donation should feel for young adults, moving away from the cold, clinical norms toward something modern and relevant.

We led naming and positioning, landing on Rise Plasma as something optimistic, human, and technically grounded, with a clear idea at the center: give plasma, get paid, and do good.

Visually, we created an immersive, video game-inspired system using custom imagined CGI landscapes and guided motion to explain what plasma is and why it matters.

The result is a fist of its kind brand and digital experience designed to make donating feel worth the time.

Team Credits:
Product Manager - @parallel.sf
Brand Designer - @raysecreative
Copywriter/Brand Strategist - @mel_lev
UI/UX Designer - dana.kingery
Development - @mrcntoine
Creative Director - @emmett
Digital Creative Director - @alexleiphart
Account Management - @michelleriis_
Operations - @la.wruh
Social Motion - @aniasemgoi

Introducing Rise Plasma. To name, brand, and build a plasma donation startup, we worked with the founding team from the ground up to completely reimagine the space. 🌅

The challenge was rethinking how plasma donation should feel for young adults, moving away from the cold, clinical norms toward something modern and relevant.

We led naming and positioning, landing on Rise Plasma as something optimistic, human, and technically grounded, with a clear idea at the center: give plasma, get paid, and do good.

Visually, we created an immersive, video game-inspired system using custom imagined CGI landscapes and guided motion to explain what plasma is and why it matters.

The result is a fist of its kind brand and digital experience designed to make donating feel worth the time.

Team Credits:
Product Manager - @parallel.sf
Brand Designer - @raysecreative
Copywriter/Brand Strategist - @mel_lev
UI/UX Designer - dana.kingery
Development - @mrcntoine
Creative Director - @emmett
Digital Creative Director - @alexleiphart
Account Management - @michelleriis_
Operations - @la.wruh
Social Motion - @aniasemgoi

Introducing Rise Plasma. To name, brand, and build a plasma donation startup, we worked with the founding team from the ground up to completely reimagine the space. 🌅

The challenge was rethinking how plasma donation should feel for young adults, moving away from the cold, clinical norms toward something modern and relevant.

We led naming and positioning, landing on Rise Plasma as something optimistic, human, and technically grounded, with a clear idea at the center: give plasma, get paid, and do good.

Visually, we created an immersive, video game-inspired system using custom imagined CGI landscapes and guided motion to explain what plasma is and why it matters.

The result is a fist of its kind brand and digital experience designed to make donating feel worth the time.

Team Credits:
Product Manager - @parallel.sf
Brand Designer - @raysecreative
Copywriter/Brand Strategist - @mel_lev
UI/UX Designer - dana.kingery
Development - @mrcntoine
Creative Director - @emmett
Digital Creative Director - @alexleiphart
Account Management - @michelleriis_
Operations - @la.wruh
Social Motion - @aniasemgoi

Introducing Rise Plasma. To name, brand, and build a plasma donation startup, we worked with the founding team from the ground up to completely reimagine the space. 🌅

The challenge was rethinking how plasma donation should feel for young adults, moving away from the cold, clinical norms toward something modern and relevant.

We led naming and positioning, landing on Rise Plasma as something optimistic, human, and technically grounded, with a clear idea at the center: give plasma, get paid, and do good.

Visually, we created an immersive, video game-inspired system using custom imagined CGI landscapes and guided motion to explain what plasma is and why it matters.

The result is a fist of its kind brand and digital experience designed to make donating feel worth the time.

Team Credits:
Product Manager - @parallel.sf
Brand Designer - @raysecreative
Copywriter/Brand Strategist - @mel_lev
UI/UX Designer - dana.kingery
Development - @mrcntoine
Creative Director - @emmett
Digital Creative Director - @alexleiphart
Account Management - @michelleriis_
Operations - @la.wruh
Social Motion - @aniasemgoi