Independent studio, built around shipping.

The short version.

I started freelancing in 2020 because the agency I was about to join had a four-month notice period. Four months felt like four years. I took on small landing-page jobs to pay rent and ended up never going back. That accident is still the best career decision I've made — small projects taught me what bigger ones never could: clients don't remember your mood, your stack, or your portfolio. They remember whether you communicate, whether you ship, and whether you keep your word.

By 2022 I was getting hired more for the strategy than the design. Founders started saying things like "can you just tell us what to build first?" instead of handing me a brief. That's when I stopped calling myself a designer and started thinking like a product person. I read every onboarding postmortem I could find, ran teardown calls with twelve different SaaS founders, and built a small library of conversion patterns that actually move metrics. Most of my work since then has been variations on those patterns, applied with discipline.

I work alone on purpose. No agency overhead, no junior-on-the-account, no Slack channel I'm not in. You hire me, you get me. I cap at three concurrent projects so the math works out — anything beyond that turns into a queue, and queued work loses its edge. If a project needs a team, I'll tell you upfront and recommend a studio I trust. I'd rather lose the contract than ship something I'm not proud of.

What I optimize for: substance before style, honest scope before generous discounts, and decisions you can defend in a board meeting. I send weekly written updates so you never have to ask where things stand. I push back on briefs when I think you're solving the wrong problem — twice, in writing, with reasoning. After that, you're the client and I'll execute. I keep notes on every decision so future-you can audit past-me.

If you've read this far, you probably want to know if I'm the right fit. Honest answer: probably yes if you're a SaaS founder or growth-stage team that values clear communication over creative theatrics. Probably no if you want a five-person agency, a brand book, or a 20-page deck before we start. I'm not the cheapest option, and I'm not trying to be — but I'm specific, fast, and I don't disappear after the kickoff call.