01 · Design
I started with logos.
Fifteen years of identities, grids and an unreasonable number of opinions about spacing. A Master's in Design & UX gave the opinions better arguments.
02 · The afterwards
Then I got nosy.
I'd hand over a brand I was proud of and watch it launch onto a store that leaked. Nobody could tell me why the lovely thing wasn't selling. So I went to find out.
03 · Commerce
So I learned the shop floor.
Shopify, product pages, checkout, Meta ads. Partly on client stores, partly by running my own and paying for my own mistakes. I learned that people don't read, they scan, and that a store lives on three numbers: traffic, conversion rate and average order value.
04 · AI
Now the busywork runs itself.
A founder answering the same sizing question forty times a day isn't building a brand. AI is the layer I add underneath, so the dull work gets done without them.