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Emmett

@emmettshine • 9,101 subscribers

designer | founder: @littleplainsxo | @ginlane | 50+ launched startups, 7 exits | 🦦 🗽

Shorts

Agentic Systems Are the Future of Brand.

232,109 просмотров

What does it look like when a travel brand starts from mythology and ends up inside a booking conversation? Francis Davidson, co-founder of Sonder, had a specific belief: that the trip you imagine and the trip you take shouldn't be two different things. Odessia was created to close that distance and excited for Little Plains to have been along for this journey. Odessia is named after a fictional Greek goddess of travel, one who covers all of it: the desire to go, the dawning clarity of what you actually want, the pleasure of the trip itself, and the memories that outlast it. She's been everywhere, which means she has taste without pretension. She listens as carefully as she advises. The identity flows directly from her. We drew the wordmark from engraved Greek letterforms, balancing geometric precision with a humanist touch. Odessia's face is laurel-crowned and sits at the center of the mark. We then built a coin system inspired by ancient Greek currency, animated and sculptural, designed to spin and catch light every time a traveler hits a milestone. We countered lots of warm antiquity, clay-based colors, with a deep ocean-blue, and warm sunrise gold. We wanted to give off the energy of: Dream wild. Plan easy. From this foundation, we moved into helping Francis (a design/dev unicorn!) with the product. We worked collaboratively to create conversational interfaces that lead with destinations, not technology. One conversation handles flights, hotels, itineraries, loyalty points, and booking from start to finish. The Odessia Collection adds 2,000+ luxury properties with VIP treatment built in: upgrades, credits, early check-in, for travelers who don't have a personal assistant but travel like they do. Travelers trust AI for the outcome, not the process. So Odessia built a product that shows the wonder and makes the optimization invisible. ~ Little Plains helped Francis, the amazing Emma Bates and the Odessia team with naming, brand strategy, identity, brand voice, product UX and UI, conversational interface design, icon and coin system, marketing site, and launch assets. Grateful to the Odessia team for the trust. Bon Voyage!

326,595 просмотров

What if modern medicine felt like a work of art? Today SONATA is live in NYC, SF, and LA, and we couldn't be prouder to have helped bring it into the world. Sonata maps your whole genome, hundreds of biomarkers, your cellular age, and then puts a real care team on top of the whole picture. Healthcare built for your biology, actually yours. When the founder, Sagan Schultz first walked us through his vision of concierge medicine, genomics, biomarkers, and contextual intelligence woven into one experience, we knew right away we wanted to make something harmonious, artful, and calm; a brand you'd trust with your body. A ‘sonata’ is a musical form built on structure: distinct movements, precise notation, played with feeling. That felt like everything care should be; mathematical underneath, human on the surface. We knew this name was perfect. Visually, we rendered a calla lily 🌷in cross-processed colors of petal blues, sunset corals, and an iridescent wash to give the data-heavy brand room to breathe in airy, open spaces. Then we built the counterpoints of exacting copy, fine atomic details of UI, data charts, and user flows. The elegant wordmark paired against against a living flower felt like the right balance. We carried that discipline into motion and the product itself. The flower breathes rather than spins. Interfaces settle with an unhurried weight. The user flows follow the same logic: one step at a time, plain language, your results building into a picture as you go, a doctor visible at the end of every decision. We treated movement and flow as clinical trust signals: a system this confident doesn't need to shout. All of it is tuned to one job, helping you be present with your body's information. We aimed to make a new medicine brand that felt modern and timeless at once. ~ Little Plains helped create the naming, brand strategy, positioning, verbal system, visual identity, motion design, and product surfaces where the science becomes care. Grateful to Sagan, David, Hiya, Dev, and the SONATA team for the trust. Your health story begins today. 🌸

23,095 просмотров

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.🧡

10,779 просмотров

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Introducing 2.0. We turned two years of studio material into a searchable knowledge center & made our website the first product on top of it. 819 searchable assets. 24 case studies. 5 models. 3 ways in: search, speak & type. 1 new site. Go explore!

Introducing 2.0. We turned two years of studio material into a searchable knowledge center & made our website the first product on top of it. 819 searchable assets. 24 case studies. 5 models. 3 ways in: search, speak & type. 1 new site. Go explore!

147,737 просмотров • 1 месяц назад

New work: by Little Plains with Jacob Jolibois 🇺🇸 & Akash Shah I got to work with Akash, the co-founder, over half a decade ago from start through exit with Care/of. Now we’re back together on a fast-growing, genuinely valuable business. Supplement formulas often still made with a lot of manual work and guessing. Ingredient AI allows formulators to get clear, cited answers back in minutes instead of months. We partnered with the team to expand the existing brand into a full digital system and online experience. We leaned into macro botanicals as living backdrops using FLORA ©, introduced a frosty interface with precise edging, rebuilt the typography system, and created a warm palette that keeps the data in the spotlight. We also created custom generative imagery and video from a botanical source library we made, created pixel-grid icons, and rewrote the copy line by line, based on real sales calls. Grateful to Jacob and Akash for the collaboration on this one. The excellent logo, wordmark, and foundational identity are by Smith & Diction.

65,543 просмотров • 1 месяц назад

Excited to have Little Plains featured as a Notion case study. We've been tinkering with their product since we started the agency and earlier this year we got to demo some of our custom agentic workflows to Ivan Zhao and their leadership team. I remember reading a deep dive they did on Every 📧 and Dan Shipper, and being inspired by how advanced yet approachable these workflows felt. This has felt full-circle, and one of the reasons I'm so pumped to running a studio again. How we use Notion We use the software today as the contextual intelligence layer of our agency. Almost everything flows in and out of it, while also residing there: client briefs, meeting transcriptions, talent inquiries, custom new business proposals, finance, our internal agent hub, and our new site's repository management. The APIs and MCP connectors let the rest of our stack read from it, so the context travels with the work. Four specific ways we're using it today: Client project homes Every engagement starts with a custom deep research agent we built. It takes everything we have on a new client, plus public information and market research, and writes a full deep dive on the company, the founders, the space, and where the real opportunity sits. It lands as a Notion doc, saves out as Markdown, and loads into a shared team project in our LLM, so anyone here can chat with the entire repository of context from day one. That same Notion page then carries the brief, goals, meeting notes, decisions, and open questions through strategy, design, Figma, Flora, and client review. One home, so the original idea survives the handoffs. New business proposals We take the new business meeting transcriptions, using the potential client's own words and nuances, and input them into a custom template we've developed. We can shape the story, scope, timeline, team, case studies, and budget in Notion, then integrate each part of the proposal into Sanity to power the client-facing microsite. Alex Leiphart, our Head of Product, calls it an intelligent CMS driving the back end of every proposal, with a front end that wows clients time and time again. Talent intake We had a talent post go viral recently with over a quarter million views and over 2,500 submissions. Luckily, we had built a Notion-powered workflow where applicants submit role, portfolio, availability, timezone, and interests. An agent pushes it into Slack, where our leadership reacts with their custom emoji, and the agent drafts an email with that person's calendar link and updates the master talent database. With all this info, we can go back into Notion to filter by timezone, rate card, availability, capabilities, or our own notes. It's helped a lot for a small team dealing with a huge inflow. Agent hub Before anyone at Little Plains builds or operates an internal agent, they write down what it's for, how it works, what information it can use, and where a person stays in control. Those briefs, and the agent's associated information, live in one hub so the whole team can see what's being built and why. Structure is what makes the experimenting sustainable, whether you're a relative novice at agentic work or a pro-grade engineer. A rising tide raises all boats. Thanks to Alex Leiphart, Caroline Bel-Kher and the entire LP team for this. Read the full piece:

Excited to have Little Plains featured as a Notion case study. We've been tinkering with their product since we started the agency and earlier this year we got to demo some of our custom agentic workflows to Ivan Zhao and their leadership team. I remember reading a deep dive they did on Every 📧 and Dan Shipper, and being inspired by how advanced yet approachable these workflows felt. This has felt full-circle, and one of the reasons I'm so pumped to running a studio again. How we use Notion We use the software today as the contextual intelligence layer of our agency. Almost everything flows in and out of it, while also residing there: client briefs, meeting transcriptions, talent inquiries, custom new business proposals, finance, our internal agent hub, and our new site's repository management. The APIs and MCP connectors let the rest of our stack read from it, so the context travels with the work. Four specific ways we're using it today: Client project homes Every engagement starts with a custom deep research agent we built. It takes everything we have on a new client, plus public information and market research, and writes a full deep dive on the company, the founders, the space, and where the real opportunity sits. It lands as a Notion doc, saves out as Markdown, and loads into a shared team project in our LLM, so anyone here can chat with the entire repository of context from day one. That same Notion page then carries the brief, goals, meeting notes, decisions, and open questions through strategy, design, Figma, Flora, and client review. One home, so the original idea survives the handoffs. New business proposals We take the new business meeting transcriptions, using the potential client's own words and nuances, and input them into a custom template we've developed. We can shape the story, scope, timeline, team, case studies, and budget in Notion, then integrate each part of the proposal into Sanity to power the client-facing microsite. Alex Leiphart, our Head of Product, calls it an intelligent CMS driving the back end of every proposal, with a front end that wows clients time and time again. Talent intake We had a talent post go viral recently with over a quarter million views and over 2,500 submissions. Luckily, we had built a Notion-powered workflow where applicants submit role, portfolio, availability, timezone, and interests. An agent pushes it into Slack, where our leadership reacts with their custom emoji, and the agent drafts an email with that person's calendar link and updates the master talent database. With all this info, we can go back into Notion to filter by timezone, rate card, availability, capabilities, or our own notes. It's helped a lot for a small team dealing with a huge inflow. Agent hub Before anyone at Little Plains builds or operates an internal agent, they write down what it's for, how it works, what information it can use, and where a person stays in control. Those briefs, and the agent's associated information, live in one hub so the whole team can see what's being built and why. Structure is what makes the experimenting sustainable, whether you're a relative novice at agentic work or a pro-grade engineer. A rising tide raises all boats. Thanks to Alex Leiphart, Caroline Bel-Kher and the entire LP team for this. Read the full piece:

20,066 просмотров • 26 дней назад

What if modern medicine felt like a work of art? Today SONATA is live in NYC, SF, and LA, and we couldn't be prouder to have helped bring it into the world. Sonata maps your whole genome, hundreds of biomarkers, your cellular age, and then puts a real care team on top of the whole picture. Healthcare built for your biology, actually yours. When the founder, Sagan Schultz first walked us through his vision of concierge medicine, genomics, biomarkers, and contextual intelligence woven into one experience, we knew right away we wanted to make something harmonious, artful, and calm; a brand you'd trust with your body. A ‘sonata’ is a musical form built on structure: distinct movements, precise notation, played with feeling. That felt like everything care should be; mathematical underneath, human on the surface. We knew this name was perfect. Visually, we rendered a calla lily 🌷in cross-processed colors of petal blues, sunset corals, and an iridescent wash to give the data-heavy brand room to breathe in airy, open spaces. Then we built the counterpoints of exacting copy, fine atomic details of UI, data charts, and user flows. The elegant wordmark paired against against a living flower felt like the right balance. We carried that discipline into motion and the product itself. The flower breathes rather than spins. Interfaces settle with an unhurried weight. The user flows follow the same logic: one step at a time, plain language, your results building into a picture as you go, a doctor visible at the end of every decision. We treated movement and flow as clinical trust signals: a system this confident doesn't need to shout. All of it is tuned to one job, helping you be present with your body's information. We aimed to make a new medicine brand that felt modern and timeless at once. ~ Little Plains helped create the naming, brand strategy, positioning, verbal system, visual identity, motion design, and product surfaces where the science becomes care. Grateful to Sagan, David, Hiya, Dev, and the SONATA team for the trust. Your health story begins today. 🌸

23,095 просмотров • 2 месяцев назад

'A New Tomorrow, Today' a short essay on creative work in the age of AI: via Little Plains

'A New Tomorrow, Today' a short essay on creative work in the age of AI: via Little Plains

31,526 просмотров • 1 год назад

Motion study for the first half of 2025, Little Plains Want to do more of this — animation, prototyping, motion, AI? Use AE, Jitter, Lottie, Rive, Spline? Live for clean timing, easing? Exploring C4D, Framer Motion, JS/CSS, & AI-driven interfaces? 📩 hello@littleplains.co

Motion study for the first half of 2025, Little Plains Want to do more of this — animation, prototyping, motion, AI? Use AE, Jitter, Lottie, Rive, Spline? Live for clean timing, easing? Exploring C4D, Framer Motion, JS/CSS, & AI-driven interfaces? 📩 [email protected]

26,040 просмотров • 1 год назад

Software > Systems > Societies As 2025 comes to a close, we’re all moving from isolated software tools to agentic systems coordinating those tools to emerging “societies” of autonomous agents that can research, generate, QA, and ship with minimal (to zero) human intervention. Dan Batten and I spent the past few months putting together a 25-minute presentation that covers: → Why the Software Era is ending → How Systems replace disconnected tools with coordinated, generative workflows → Teams can evolve structure today for the coming Societies phase This isn’t AI research. It’s a practical framework for teams building real work today and tomorrow. It's a look at what we’re actively running at Little Plains , and rolling out next at Infinite Garden Watch the Loom. Hope you enjoy! 1/2

Software > Systems > Societies As 2025 comes to a close, we’re all moving from isolated software tools to agentic systems coordinating those tools to emerging “societies” of autonomous agents that can research, generate, QA, and ship with minimal (to zero) human intervention. Dan Batten and I spent the past few months putting together a 25-minute presentation that covers: → Why the Software Era is ending → How Systems replace disconnected tools with coordinated, generative workflows → Teams can evolve structure today for the coming Societies phase This isn’t AI research. It’s a practical framework for teams building real work today and tomorrow. It's a look at what we’re actively running at Little Plains , and rolling out next at Infinite Garden Watch the Loom. Hope you enjoy! 1/2

14,441 просмотров • 9 месяцев назад

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