michael roberson
building semiotic.com
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001
Polymath Landing Page
Polymath is an applied research lab focused on increasing the reliability and autonomy of AI agents. They build simulated worlds for agents to practice and learn through experience, partnering with leading model labs to push the frontier of agent capabilities. Polymath approached us (Semiotic when we used to be an AI-native design firm) to design a site that felt understated, authoritative, and mathematic.
002
mooodboard.ai landing page.
We skipped a ton of class building mooodboard.ai together in our dorm room.
We had 10k+ people stumble onto the project. It also helped us walk into several elite design studios in NYC and interrogate them about their work and their design processes. Visited Porto Rocha, Pentagram, A17, Athletics, Gretel, Team Design, Alright Studio, Morcos Key, Collins, Dark Igloo, Mackey Saturday, Practice, Combo, Grand Army, JKR, Buck, TWA, Further, Little Plains,
Some of its DNA still lives on in Semiotic.
003
Playvision landing page.
I designed this for a YC F25 startup(ty for implementing Bryan and Brandon while our internal tools were super buggy).
Super fun scroll animation, the dribbling animation in thebackground was done by hand (it took 2 weeks).
I can probably replicate this site now in Semiotic withAI video in canvas mode in ~30 mins.
The most time consuming part of the design process isn'tusually implementation, it's exploring ideas.
Landing on this concept/idea took about a week.
