Story is the product. Everything else is delivery.
Logicwind by day. A Life in Letters by night. A handful of private projects in between.
What I’m in the middle of.
As of June 2026- 01
Logicwind.Turning a design department into a design business. Pricing, pipeline, offers, taste.
Surat · Design Lead - 02
Cappital.On the core design team — a US agency. I lead the design phase, post-discovery.
Remote · US agency · In design - 03
A Life in Letters.Writing my own encyclopedia. One letter at a time.
Vol. I · 2026 · In progress - 04
July 2026.Becoming a father. The largest brief I’ll ever take.
Family · Inbound
Updated when it changes. Not before.
Or how an engineer ended up here.
More, in longer form, soon.
- 01 / 08
The early years.
Boarding school. Independence — before I knew what that meant.
- 02 / 08
My twenties.
I tried everything. I broke a few things. I don’t regret either.
- 03 / 08
2020.
The world stopped. So did I. The reset I didn’t ask for and badly needed.
- 04 / 08
Design.
I stumbled in. Stayed because it gave me a language for what I’d been thinking all along.
- 05 / 08
A business.
I tried. I failed. Learned that the art of selling is the real moat — the product is the easy part.
- 06 / 08
The stages.
Public speaking didn’t teach me taste. It taught me to trust it.
- 07 / 08
Logicwind.
Where the practice became a craft, then a team, then a department.
- 08 / 08
Now.
Design Lead. Father in July. Quietly building what comes next.
Three things I keep coming back to.
Story is the product.
Websites, decks, apps, videos — they’re delivery. The story is the only thing that survives.
Taste is the ceiling.
Mine runs ahead of my hands. Closing the gap is the whole job.
AI is the new colleague.
Not a replacement. A collaborator who keeps me honest, fast, and unbored.
Three things I keep coming back to.
- 01 / 03
Story is the product.
Websites, decks, apps, videos — they’re delivery. The story is the only thing that survives.
- 02 / 03
Taste is the ceiling.
Mine runs ahead of my hands. Closing the gap is the whole job.
- 03 / 03
AI is the new colleague.
Not a replacement. A collaborator who keeps me honest, fast, and unbored.
The kinds of work I take.
Apps.
Mobile and web.
Websites.
Scroll-driven sites that feel like cinema. This site is one.
Decks.
Pitch, investor, sales.
Align — manufacturing, made human.
An industrial visibility platform for the shop floor. Surfacing the complexity of manufacturing for the people who actually run it.
End-to-end design — brand, marketing site, product, and the long road to launch.
The brief I treat as my benchmark.
A personal encyclopedia. One letter at a time.
Looking Stupid
The willingness to look stupid is a quiet superpower.
WorkAccessibility
Design that works for everyone.
WorkAlignment
The invisible force that creates order.
WorkAuto-Layout
Constraints that set you free.
WorkBalance
Visual stability through distributed weight.
WorkBrand Identity
The visual language of trust.
Work
Writing. Swimming. Reading the same three books on a loop. Tinkering with whatever Claude and I are obsessed with this week. Trying not to break the people around me while I figure it out.
I take a small number of projects each year.
Mostly retainer. Usually founders. Always work I'd be proud to put my name on.
If you want to make something that lands — send a note.
I take a small number of projects each year.
Mostly retainer. Usually founders. Always work I'd be proud to put my name on.
If you want to make something that lands — send a note.