How I work

Get the help you need, every step of the way.

What happens from the first call on, and how I use AI in the work.

A canvas-roofed cabin among cypress trees at Treebones Resort — Treebones ResortWith me since 2011

The steps

The work runs in five steps.

The first four happen once. The fifth is ongoing.

I start by listening.

Discovery comes first. I read what you already have, and I ask how the business got here and what your customers say about it. I don't open Figma in week one.

Discovery · 2 weeks

I show you two directions.

They're two different ideas, each comped on your own content. You pick one and I build it.

Direction · 1–2 weeks

Then I build it.

I build with your actual content and your own photographs, or ones I commission for you. I don't use stock, and I don't build a throwaway prototype first.

Build · 4–10 weeks depending on scope

A bottle of Lucca Mourvedre on a wood table with corks — Lucca Winery

Jumbo Sunflower Seeds product photography — Jumbo Sunflower Seeds

A lifeguard tower on the sand at Sunset Beach, home of J King Neptunes — J King Neptunes

Then it launches.

The site goes live and I keep an eye on it, because some things only show up in production. I fix those. Then it's yours.

Launch + 2-week stabilization

I stay on after launch.

Treebones has been with me since 2011 and Lucca since 2013. J King Neptunes and World Food Products are both fifteen years in. The years after launch are most of the work.

Ongoing · most relationships run 10+ years

Treebones ResortSince 2011
Lucca WinerySince 2013
J King Neptunes15 years
World Food Products15 years

How I work in 2026

How I use AI.

I'm one person. This is what AI does in the shop, and what stays with me.

Since 2024 I've worked with Claude the way a senior designer works with a junior. I write the brief and make the calls. The AI does the parts that don't need taste, like scaffolding a page or cleaning up a draft.

Every decision is still mine.

I'd rather tell you this up front than have you wonder about it later.

What's the same as 2011

I still do the design and the build myself.
I still use your photographs.
I still bring two directions and you pick one.
I still check every word before it goes live.

What's different in 2026

4 to 10 weeksA build, start to launch.

HoursA revised draft, back to you.

What you can expect

You work with me directly.

You have a number before anything starts.
You email me, I answer. No account manager between you and the work.
I'm still the one on the calls.

What I don't do

There are four things I say no to.

If any of these are dealbreakers for you, we'd both rather know now.

01 Scope

I don't do one-off projects for new clients.

If you want one project and then you're done, you'll be happier with a different shop. I'm set up for clients who stay.

02 Capacity

I don't take more than five active brands at a time.

If I'm full, I'll tell you when a slot opens.

03 Strategy

I don't outsource the thinking.

The strategy and the design calls are mine. AI helps with production.

04 Process

I don't do pitch decks for free.

The first call is free. Discovery is paid work, $3,000 to $5,000, and so is anything else that produces a deliverable.

Sound like a fit?

Tell me about your brand and what you're trying to do. I'll tell you if I'm the right shop for it.

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