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  • Users that convert, not just visit
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We've designed DeFi apps managing $7B+ in TVL. We can probably help with yours.
What you get
  • Complex DeFi mechanics turned into intuitive experiences
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  • Full process from research to dev handoff in 6 weeks
Consider us hired. You get a dedicated design team without the overhead or hiring headaches.
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  • Senior designers who learn your product deeply
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We'll handle design across your entire ecosystem like we're in-house.
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Ready to rebrand? Tell us who you are and we'll show you who you could be.
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Sentient Foundation

Open AGI for Everyone

We built Sentient Foundation's brand, motion language, and website.

An AI brand built to feel human, for the foundation advancing open-source AGI.

Problem solvers with aesthetic superpowers. We make your users say "damn, that's good" without knowing why. Strategic minds, artistic souls, and zero tolerance for mediocrity.

AI brands look like AI. Sentient needed to look like a machine's dream of being born human. We built a visual system around a newborn-vision lens, a stipple language that moves between image and data, and a palette pulled from natural light.
Deliverables
1.
Branding
2.
Motion
3.
Website
About

Sentient Foundation is the open-source AGI foundation. A growing collective of researchers, engineers, and artists exploring the frontier of artificial intelligence in the open, working toward a future where the most powerful AI systems belong to the people building with them. Their work includes open research, a developer arena for AI builders, and a contributor pathway called Sentient Sparks.

Branding

An AI Brand Built to Feel Human

The brief: build an identity for an AI foundation that feels human first. Four proposal rounds and one hard reset later, the brand settled on a newborn-vision metaphor as the lens for the whole system. What came out reads as observed, photographed even, the rarest thing an AI brand can deliver.

To properly communicate Sentient’s qualities, we built the entire palette around motifs drawn from natural landscapes - pulling colors from photographs of skies, meadows, rocks, and plants. This created a common visual denominator between the typography, backgrounds, and imagery we were about to develop.
Newborns have stronger peripheral vision immediately after birth, causing the image directly in front of them to appear blurred. Since we wanted to bring the perspective of artificial intelligence as close as possible to the human experience of birth, we reversed this relationship by creating the “Machine Dream” lens.
We’d landed the human aspect, but on its own it still wasn’t enough to communicate that this was a foundation building an open-source AI community. We needed to bring in the technical side too — the analytics, the computation, the flexibility, and the room for interpretation that AI makes possible.
Motion

From Image to Data, in One Frame

Static visuals carried the brand halfway. Motion had to bridge the human warmth of the imagery with the analytical layer an AI foundation needs. The pacing stays human first, machine second, the reverse of the usual AI-brand rhythm.

Every AI is built on data. From data, it connects threads, runs complex calculations, makes an image. I wanted to visualize that process and create the impression of data being assembled into a logical whole, gathering scattered fragments of information, breadcrumbs, into a defined form a person can recognize.
Website

A Home for the Foundation

Foundations don't launch products. They hold space for them. The site is built around that idea, with research, community, and the contributor pathway all sitting at the top level. Webflow handles publishing so the Sentient team adds pages on their own.

Before the world of Sentient reveals itself, the user is greeted with code - structured like real GitHub code, but used metaphorically. It depicts a boot function launching the shared dream of human and machine. That dream, as Sentient believes and so do we, is open-source.
Though Sentient is people-driven, its core is deeply technological  intensive AI research runs throughout. One of the key sections was built around the concept of a Laboratory, reflecting the research-driven nature of the brand.
We used design choices to emphasize technology and lab precision alongside nature and the human figure. Instead of conventional buttons, we used square brackets as interactive elements a typographic cue inviting user action.
Since Sentient’s brand identity draws inspiration from newborn vision - blurred center, sharp edges - we inverted this logic for an emerging AI: sharp center, soft edges. To reflect this, we implemented a custom shader in key sections of the website. It reacts to gyroscope movement and dynamically shifts during scroll.
Since the whole site was designed as a frame-by-frame storyboard, the navbar's adaptive behavior — shifting color per section — was especially important.
The laboratory feel extends to the footer, which invites users to further explore the Sentient ecosystem.
Working with Properly on Sentient's rebrand was a great experience from start to finish. They understood the brief quickly and delivered something the team is really happy with. Strong work, and a clear step forward for the brand.
Sachi Kamiya
Director
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Sentient Foundation
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Silo: DeFi lending protocol with isolated markets - earn yield and borrow against any asset without cross-collateral risk.
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