Superhuman, formerly known as Grammarly, has undergone a significant rebranding led by Smith & Diction. As Grammarly evolved into a multi-faceted AI productivity platform, the need for a cohesive identity became apparent. The rebranding aimed to unify three companies—Grammarly, Coda, and Superhuman—under a single vision. Collin Whitehead, VP of design at Superhuman, emphasized that the old name limited the company’s potential. The new identity reflects this growth and aims to resonate with both existing and new audiences. A key feature of the new branding is the character named Hero, which conveys intelligence and agency through its movement. Mike Smith from Smith & Diction noted that Hero's design allows for clear expression across various mediums, from billboards to digital interfaces. The character’s motion was meticulously crafted, with iterative testing to ensure it feels alive and engaging. Chara Smith, co-founder of Smith & Diction, highlighted the challenges faced in defining Hero’s motion language, emphasizing the importance of subtle details. The rebranding has already had a noticeable impact on Superhuman's internal culture. Whitehead mentioned that the new identity has helped in redefining the company’s mission and values, fostering unity among teams. It has also attracted talent and piqued investor interest, providing a fresh narrative for the company. The design elements, including custom typefaces, have integrated seamlessly into the brand, enhancing both aesthetic appeal and functionality.