01
An identity with nothing to hang it on
No product screenshots, no interface, no obvious subject. The identity had to carry the whole impression, which is why the work went into a mark and a motion system rather than into page furniture.
Live · 2026 · AI holding company · Brand + web
Coherence — a brand built with agents.
Brand, website and work in build.Coherence describes itself as the group behind Sonora, AboutAI, WakeUp and MudShadows — four properties built around ethical, human-centred AI. We generated the identity using AI agents, built the motion system that carries it, and designed and built the landing page now live at coherence.com. AI agents for the business itself are in build.
- Client · Coherence
- 2026
What it is
The agents widened the search. The judgement stayed ours.
Coherence describes itself as the group behind Sonora, AboutAI, WakeUp and MudShadows — four properties built around ethical, human-centred AI. We generated the identity using AI agents, built the motion system that carries it, and designed and built the landing page now live at coherence.com. AI agents for the business itself are in build.
The identity work was generated by AI agents we drove and directed — not a prompt typed into a tool, but a directed exploration that produced far more candidate marks than a person would draw by hand in the same time.
That is the honest description of what agents are good for here. They are a breadth instrument. They will produce fifty directions where a designer produces five, and roughly forty-five of them are worth nothing. The value is not in the generation; it is in having enough range on the table that the selection is a real choice rather than a defence of the first idea.
Everything after the shortlist was hand work. Selection, correction of the geometry, the decisions about weight and spacing, and the motion system built around the result. An agent will happily hand you a mark that falls apart at 18px; noticing that is still a person's job.
What we built
What we built
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Identity, generated with agents
The logo work was produced by AI agents we drove and directed, then selected and refined by hand. The agents widened the search; the judgement about what to keep stayed ours.
We built it -
A motion system, not decoration
Animation runs through the identity and the page rather than sitting on top of it — entrance behaviour, transitions and the way the mark itself moves, specified once so it stays consistent wherever the brand appears.
We built it -
The landing page, shipped
Built as a working prototype rather than a flat comp — real type, real motion, real responsive behaviour — then taken through to the site now live at coherence.com.
We built it -
AI agents for the business
Agent work for Coherence itself is in build. It is not shipped, so this page does not describe results it cannot yet show.
In build -
Where our work ends
Coherence is not our company — the business, its mission and its four properties are theirs. The products behind those properties are their own work, as is the written positioning on the site. Our part is the identity, the motion system, the landing page and the agent build now under way.
Not ours
The constraints that shaped it
The constraints that shaped it
A holding company’s landing page is a harder brief than it looks. It has to stand for four products it does not describe, say something specific while committing to nothing operational, and do it without the usual crutch of a feature list.
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02
Motion as the argument
The company’s own positioning is about intelligence moving in phase with people. A static page would have said that in words and contradicted it in behaviour, so the motion is doing the persuading — which meant it had to be a system with rules, not a set of effects added at the end.
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03
A landing page does not need a backend
There is no content to manage, no forms to process and no accounts. Adding an application layer would have been habit rather than judgement, so the front end is static. It is the least interesting decision on this page and probably the most frequently got wrong elsewhere.
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04
The words are theirs
Coherence wrote its own positioning. We built the vessel for it. Where a page like this usually blurs into a claim that the agency shaped the strategy, this one does not, because we did not.
The stack
The stack
- Front end
- Vite Modern ES modules Three.js
- Identity
- Agent-generated logo exploration SVG outlines CSS motion system
A static front end: the site is a landing page, and a landing page does not need a backend.
The site on a phone
The site on a phone
The motion system is specified in one place and reused, so the behaviour on a phone is the same behaviour as on a desktop rather than a second implementation that drifts.
Everything that moves respects prefers-reduced-motion and resolves to a static state. A brand whose identity only works when it animates does not have an identity yet.
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