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Smith & Diction — Design & Copywriting

@smith_diction

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We are a design studio that creates thoughtful identities for imaginative clients.
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Branding ✶ Copywriting ✶ Design
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Things I loved and saved this week 👩‍🎨
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Calendly UI icons
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Gusto by @smith_diction Brand refresh for @gustohq spanning illustrations, icons, type, mascot design, and more. #thebrandbrief #branding
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Welcome to Branding Breakdowns — Ep. 01 👀 A new series where we go behind the brands and break down the ideas, decisions, design choices and little details that made them memorable. For our first breakdown? @calendly Rebranded by @smith_diction From its name and visual identity to its approachable personality, Calendly built a brand that makes something as boring as scheduling feel simple, human and effortless. And this is just Episode 01. Which brand should we break down next? 👇 
#BrandingBreakdowns #Calendly #Branding #BrandIdentity #holagraphics
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A reasoning tool for supplement formulators could've looked like every other AI product — cold, blue, technical. @littleplains went the other way: macro botanical photography as a generative backdrop, warm grayscale, frosted glass, a custom 3D capsule, Founders Grotesk against a warm serif. The site doesn't sit beside the software — it extends it. Project by: @littleplains Brand system: @smith_diction Client: Ingredient AI Typography: Founders Grotesk & Martina Plantjin by @klim_type_foundry
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A reasoning tool for supplement formulators could've looked like every other AI product — cold, blue, technical. @littleplains went the other way: macro botanical photography as a generative backdrop, warm grayscale, frosted glass, a custom 3D capsule, Founders Grotesk against a warm serif. The site doesn't sit beside the software — it extends it. Project by: @littleplains Brand system: @smith_diction Client: Ingredient AI Typography: Founders Grotesk & Martina Plantjin by @klim_type_foundry A reasoning tool for supplement formulators could've looked like every other AI product — cold, blue, technical. @littleplains went the other way: macro botanical photography as a generative backdrop, warm grayscale, frosted glass, a custom 3D capsule, Founders Grotesk against a warm serif. The site doesn't sit beside the software — it extends it. Project by: @littleplains Brand system: @smith_diction Client: Ingredient AI Typography: Founders Grotesk & Martina Plantjin by @klim_type_foundry
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Sidekick, an AI-powered texting assistant built for frontline teams. Here's the problem it solves. Frontline and deskless employees, the people working retail floors, warehouses, restaurants, clinics, don't have time to dig through binders, PDFs, and outdated SOPs every time they hit a question mid-shift. And managers don't have the bandwidth to answer the same question for the tenth time that week. So instead of clean, fast access to information, you get bottlenecks. Delayed answers. Repeated interruptions. Inconsistent responses depending on who happens to be free. Sidekick fixes that by making the answer as easy to get as sending a text. No app to open, no portal to log into, no searching through a shared drive. Just a message, and an instant, accurate answer pulled from the actual source material. It's a small shift in how information moves through a frontline team, but it changes the day to day meaningfully. Less friction, less waiting, less repeated work for everyone involved. Sidekick is one of my favorite builds this year. It sits right up there with Hyper, Clawvisor, Superset, and Playable.ai on my list. Different industries, different problems, different stages, but all of them share something in common. Sharp teams building tools that solve a real, specific, everyday problem instead of chasing a trend. That's the kind of work I want to keep being part of. For the logo itself, I wanted the mark to feel fast and human. Something that reads as "an assistant in your pocket" rather than another cold enterprise tool bolted onto an existing workflow. Frontline work is fast paced and hands on, and the identity needed to reflect that energy rather than feel like generic SaaS branding. Would love to hear what Justin So and the @ycombinator team think. Have a project in mind? Inquiries: mail@muhammadabubakar.co Sky Co. 2026 ©All Rights Reserved
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Sidekick, an AI-powered texting assistant built for frontline teams. Here's the problem it solves. Frontline and deskless employees, the people working retail floors, warehouses, restaurants, clinics, don't have time to dig through binders, PDFs, and outdated SOPs every time they hit a question mid-shift. And managers don't have the bandwidth to answer the same question for the tenth time that week. So instead of clean, fast access to information, you get bottlenecks. Delayed answers. Repeated interruptions. Inconsistent responses depending on who happens to be free. Sidekick fixes that by making the answer as easy to get as sending a text. No app to open, no portal to log into, no searching through a shared drive. Just a message, and an instant, accurate answer pulled from the actual source material. It's a small shift in how information moves through a frontline team, but it changes the day to day meaningfully. Less friction, less waiting, less repeated work for everyone involved. Sidekick is one of my favorite builds this year. It sits right up there with Hyper, Clawvisor, Superset, and Playable.ai on my list. Different industries, different problems, different stages, but all of them share something in common. Sharp teams building tools that solve a real, specific, everyday problem instead of chasing a trend. That's the kind of work I want to keep being part of. For the logo itself, I wanted the mark to feel fast and human. Something that reads as "an assistant in your pocket" rather than another cold enterprise tool bolted onto an existing workflow. Frontline work is fast paced and hands on, and the identity needed to reflect that energy rather than feel like generic SaaS branding. Would love to hear what Justin So and the @ycombinator team think. Have a project in mind? Inquiries: mail@muhammadabubakar.co Sky Co. 2026 ©All Rights Reserved
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Sidekick, an AI-powered texting assistant built for frontline teams. Here's the problem it solves. Frontline and deskless employees, the people working retail floors, warehouses, restaurants, clinics, don't have time to dig through binders, PDFs, and outdated SOPs every time they hit a question mid-shift. And managers don't have the bandwidth to answer the same question for the tenth time that week. So instead of clean, fast access to information, you get bottlenecks. Delayed answers. Repeated interruptions. Inconsistent responses depending on who happens to be free. Sidekick fixes that by making the answer as easy to get as sending a text. No app to open, no portal to log into, no searching through a shared drive. Just a message, and an instant, accurate answer pulled from the actual source material. It's a small shift in how information moves through a frontline team, but it changes the day to day meaningfully. Less friction, less waiting, less repeated work for everyone involved. Sidekick is one of my favorite builds this year. It sits right up there with Hyper, Clawvisor, Superset, and Playable.ai on my list. Different industries, different problems, different stages, but all of them share something in common. Sharp teams building tools that solve a real, specific, everyday problem instead of chasing a trend. That's the kind of work I want to keep being part of. For the logo itself, I wanted the mark to feel fast and human. Something that reads as "an assistant in your pocket" rather than another cold enterprise tool bolted onto an existing workflow. Frontline work is fast paced and hands on, and the identity needed to reflect that energy rather than feel like generic SaaS branding. Would love to hear what Justin So and the @ycombinator team think. Have a project in mind? Inquiries: mail@muhammadabubakar.co Sky Co. 2026 ©All Rights Reserved
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A new chapter is coming to West Yellowstone. Currently soft opening. Fully realized in spring 2027. The Westbound is growing into a full hotel experience — a lobby, full-service staff, complimentary gear rentals, and a design-forward stay just minutes from Yellowstone National Park. For now, a little glimpse of what’s to come. THE WESTBOUND HOTEL Grand opening · Spring 2027 Logo graphic @smith_diction Videography @living_herbestlife
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I got the chance to draw a whole bunch of illustrations for the lovely people over at @smith_diction this summer for their brand refresh for @gustohq .Here is just selection of the some of spot illustration I worked on.
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What do you think about the new Calendly brand identity? The best tech rebrand? @smith_diction did a great job on this one Congrats to @calendly , I’m looking forward to using the tool more now
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