It’s a bird. It’s a plane. It’s an unbelievably complex identity system.17 min readOct 30, 2025--Last year we were approached by Grammarly to brand their new AI agent. But things took a wild turn when they said, “Hold up, some stuff is happening behind the scenes…we might have to change the scope.”Turns out that “stuff” was them acquiring Coda (an all-in-one collaborative workspace). Not only was the acquisition a big deal, but now the CEO from Coda was stepping into the role of CEO for Grammarly. NBD, just a massive org shift, totally normal. Then two-ish months later—another acquisition—this time it was Superhuman (an AI-native email app that a lot of CEOs/designers swear by). And guess what? Now Grammarly is changing its name to Superhuman.Hold up. What is going on??????Our little AI agent branding gig just turned into a giant merger of three beloved companies that are building the future of AI-native workspaces, taking the challenge head on.This post is a little (extensive) behind the scenes look at how we developed an interactive identity with motion design at it’s core while the brand architecture was constantly evolving every day.Then a Hero comes along…We started this project like we start every project, with mild panic. Just kidddddding, 99% of the time we start on paper, just doodling stuff. My sketches don’t look anything like the designer-y Instagram sketches with fancy pencils, splayed Pantone books, rulers, and whatnot. It’s literally just doodles of random shapes. Some of which include teleportation?Press enter or click to view image in full sizeHero SketchesI was working on logo concepts and I was just drawing the basic shapes, you know the ones: triangles, circles, squares, octagons, etc., to see if I could get a story to fall out of any of them. Then I drew this arrow and was like hmm, that kinda looks like a cursor, oh wow it also kinda looks like a cape. I wonder if I put a dot on top of tha…OH MY GOD IT’S A SUPERHERO.Press enter or click to view