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Branding Superhuman (and Grammarly and Coda) | by Smith & Diction | Smith & Diction | Oct, 2025 | Medium

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This publication is a behind the scenes look at what goes into branding projects with Smith & Diction. Follow publication Top highlight 336 5 Listen Share Last year we were approached by Grammarly to brand their new AI agent. But things took a wild turn when they said, “Hold up, some stuff is happening behind the scenes…we might have to change the scope.” Turns out that “stuff” was them acquiring Coda (an all-in-one collaborative workspace). Not only was the acquisition a big deal, but now the CEO from Coda was stepping into the role of CEO for Grammarly. NBD, just a massive org shift, totally normal. Then two-ish months later—another acquisition—this time it was Superhuman (an AI-native email app that a lot of CEOs/designers swear by). And guess what? Now Grammarly is changing its name to Superhuman. Hold up. What is going on?????? Our little AI agent branding gig just turned into a giant merger of three beloved companies that are building the future of AI-native workspaces, taking th

Branding Superhuman (and Grammarly and Coda) It’s a bird. It’s a plane. It’s an unbelievably complex identity system. Smith & Diction 17 min read · Oct 30, 2025 -- 17 Listen Share Last year we were approached by Grammarly to brand their new AI agent. But things took a wild turn when they said, “Hold up, some stuff is happening behind the scenes…we might have to change the scope.” Brand Overview Turns out that “stuff” was them acquiring Coda (an all-in-one collaborative workspace). Not only was the acquisition a big deal, but now the CEO from Coda was stepping into the role of CEO for Grammarly

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