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When I work on client websites, I ignore the design first
This usually surprises people.
When I start working on a website, I don’t think about colors, layout, or animations.
At all.
I look at something else first:
👉 What is this actually trying to say?
Because most websites don’t have a design problem.
They have a thinking problem.
- unclear offer
- generic messaging
- no real differentiation
And no amount of “clean UI” can fix that.
❗️The pattern I see again and again: clients ask for a “redesign”… but what they actually need is clarity.
Once the message is sharp - design becomes easy.
But when the thinking is weak, even a “10/10 design” feels empty.
👉 So here’s the uncomfortable question: if I removed your design completely
and left only the text - would your website still make sense?
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Good Work
This is what a website looks like before it becomes “design.”
No colors.
No animations.
No fancy UI.
Just structure.
Right now I’m building a new Framer template — and this is the phase most people rush through.
Wireframes.
Where decisions are made:
• what users see first
• how they move
• where they convert
If this isn’t right, nothing else matters.
Design doesn’t fix confusion.
It just decorates it.
Final version dropping in a few days.
If you want early access, comment “template” or DM me 👇
Awesome Design 🔥
A multi-property real estate operator came to me last month asking for a logo refresh. We never touched the logo.
The logo wasn't the problem. The problem was that every property had its own headline style, its own button shape, and three different fonts in three different listing decks. Investors couldn't tell which properties belonged to the same operator.
That's not a creative problem. That's a governance problem.
We wrote a one-page system. Five rules. What the headline does. How the button looks. Which font, full stop. Where the operator's name sits on the brochure. What the photo treatment is.
Six weeks later they closed on their eighth property. The acquisition memo was the first one a private investor said "looked like a real platform" instead of a portfolio of one-off deals.
The logo is still the same logo it was eighteen months ago.
Most brand work that gets billed as identity is actually governance work in a trench coat. The companies that read as one company across every surface aren't the ones with the best logo. They're the ones where every surface obeys five rules.
If you've got more than three surfaces and can't name those rules in one breath, the problem isn't your logo.
excellent
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