Archetype AI
- Client
- Year
- Industry
Services
LLMs learned to read the internet. The physical world is still mostly unread. Archetype AI built Newton, a foundation model that understands what sensors see, hear, and measure. Website and early brand work for a Physical AI company iterated through every stage of its growth.
For years AI lived on screens. It mastered language and images while machines kept talking to no one: vibration, heat, motion, the data of the physical world doing its work. Archetype AI built Newton, a foundation model that understands those signals the way language models understand text. Agents built on it now watch construction, manufacturing, intersections, and much more.
Before Archetype, the founders led Google’s Advanced Technology and Projects group, the lab behind Soli and Jacquard. Marina worked alongside them there. So this project didn’t start with a pitch. It started with people who had shipped hard technology together before.
In 2024 they came out of stealth with Newton and a $13M seed. In November 2025, a $35M Series A. Every stage needed a different front door, and our job was making sure each one felt like the same company.
What we did, and what we didn’t.
We didn’t build the brand. The identity is theirs, and we worked inside it, shaping color and visual direction with their team. The illustrations are a collaboration with Archetype’s own designers. What we own is the site: how it looks, how it moves, and how it’s built.
Our mission
Real breakthroughs need to be understood, immediately. Newton reads the physical world in real time. Explaining that shouldn’t take a whitepaper. We build sites where a plant manager, a developer, and an investor each find their answer in the first minute, because that minute is usually all a breakthrough gets.
A new category has no reference images. No layout to borrow, no competitor to study. So the site was built from what the model actually does, for two readers at once: a developer checking the stack, a buyer deciding to trust it.
Features written with an engineer’s precision, designed to read at a visitor’s pace.
The site has systematically evolved with the company.
The Series A changed what the website had to do. Archetype was no longer explaining one model but offering a whole platform, and pages kept multiplying: agents, solutions, documentation, partnerships, a blog. Every new page had to feel like the same company.
So we rebuilt the site to grow on its own. We designed a set of shared building blocks that work on any page, so a team of seventy can publish something new without breaking the design. Archetype asked us to help them scale. Consistency is how we did it.
Physical AI was a brand-new term for a very real model. To the people Archetype needed, plant managers, city engineers, developers, investors, it meant nothing yet, and nobody searches for a thing they don’t know exists.
The website became the place the category turns concrete. Live agents instead of testimonials: Bellevue keeping pedestrians safe at intersections, Kajima measuring a construction site against the tides. Nothing explains physical AI. Everything shows it.
The brief
Most websites are built for companies that exist today. Archetype needed one built for the company it was becoming.
Built to be handed over, and built to be fast. Archetype’s team has edited every word and shipped every new page themselves since launch. Visitors get a site full of video and live data that still loads like a plain one. The work we’re proudest of is the work nobody has to think about.
Restraint, instead of reinvention.
Every round so far answered a question. The first explained a new category. The second scaled a platform. The third is for a company that leads: Newton Agents shipped in August 2026, and the site is being rebuilt around them now.
This round, the changes are quieter. The color runs deeper, the pacing slows down, the system gets tighter. A company this established doesn’t need to shout anymore. The site has grown up the same way the company has.
When we started, “Physical AI” was brand new. To the people Archetype needed, plant managers, city engineers, developers, investors, the term meant nothing yet. Nobody searches for a thing they don’t know exists.
We treated the site as the place the category gets explained. Then we kept building it, version after version, as the company grew into the category it defined.
The front door of Physical AI
The site carried Archetype through the seed, the Series A, and the launch of Newton Agents, and it is still the first thing a new customer sees. Credit where it is due: the identity, the illustration, and much of the thinking belong to Archetype’s internal design team, led by Leonardo Giusti. We built the place where it all meets the world.
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