Ann-Marie

I’m thrilled to announce Baba, The American Healthcare Company. Baba connects older adults and their families with dedicated advocates who can coordinate their care. Our advocates are nurses and social workers who have worked at the front lines of the healthcare system for decades, and who can get folks the resources they need. This company was born of a family tragedy and has grown to support thousands of families across every corner of the country.

Work with hardcore people on hardcore things.

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. Credits: Product Manager - Michelle Thomas Brand Designer - Theresa Duemler Copywriter/Brand Strategist - Melanie Levitin UI/UX Designer - Dana Kingery Development - Marc-Antoine Gagnon Creative Director - Emmett Shine Digital Creative Director - Alex Leiphart Account Management - Michelle Riis Operations - Laura Romero

Excited to share one of the first agents we named, branded, and designed for Wurthy, an all-in-one platform for American business owners. 🔵 How do you bring a new way of working to busy operators? By imagining what having an always on teammate would feel like - a dynamic and responsive online persona ready to help with your most complex, or your most mundane, operational task, 24/7/365. After demoing the Wurthy product, we began to define how ‘Wes’ would think, listen, and act. We used motion and interaction design to make these processes clear and understandable. ‘What would Wes do?’ Next, we created a unified system that brings all the core operations together in one place. The result is an easy-to-use, agent-led platform that helps teams save time, money, and mental energy - in an anticipatory and intelligent way. Good design can make complex challenges feel clear, approachable, and personal. We hope we achieved that with Wurthy and Wes. Little Plains Team Credits: Product Managers: Ann-Marie Sebastian, Natasha Rodriguez Brand Designers: Taylor Simpson , Jonathan O'Brien, Eastern Rodeo UI/UX Designers: Jonathan O'Brien, Sanghee Han Development: Sasha Klu Brand Strategists: Lauren McCurry, Nick Ceglia Copy: Nicole Fernandez Production Designers: Andrew Janik, Phillip McClure Motion Designers: Elliot Robinson, Kent Ortiz Creative Director: Emmett Shine Digital Creative Director: Alex Leiphart Account Management: Michelle Riis Operations: Laura Romero

FigJam diagramming is now available in Claude, and to show you we’re going to settle the “feature or bug” debate once and for all

high-agency people are rare, and once you work with them, you can’t unsee the difference. a high-agency person doesn’t wait to be told what to do. they don’t wait for clarity, tools, permission, or a perfect plan. they step in, observe what’s broken, what’s missing, what’s needed and they start moving. even if they’re wrong at first, they move. momentum matters more than perfection. most people aren’t born this way. agency is something you build. it starts with taking responsibility for your own day. knowing what you’re working on, why you’re working on it, and whether it’s actually helping the team. it means replacing “i can’t because…” with “i’ll figure out how.” it means caring enough to close loops without being asked. for people who don’t have high agency yet, the fastest way to build is : > stop waiting for instructions > pick one problem and own it end to end > communicate progress, not excuses > treat the company’s problems like your own agency grows when you put yourself in uncomfortable situations and still choose to act. when we look for people to join our team, we don’t just look at skills. skills can be learned. agency is harder. we look for signals people who’ve built things on their own, taken responsibility without a title, figured things out when no one was guiding them. people who don’t disappear when things get messy. early teams don’t need passengers. they need people who can think, decide, and act. people who see problems and feel an internal responsibility to fix them. that’s what high agency looks like. you can teach tools. you can teach process. but agency? that comes from within.