Most websites fail before a single pixel gets designed. They fail in the brief. "Make it modern. Make it clean. Make it feel like... name any competitor" That's not a brief, it's a mood board pretending to be a strategy.. We just shipped a Framer site for an AI company. And we didn't open Framer for 3 weeks, just locked positioning, who's the buyer, what makes them stop scrolling, what objection hits first and what proof kills it. Then we wrote the site before we designed it, because every section needs a job. Built the whole thing in Framer in 10 days because the strategy was already done and there were no debates around copy, structure or style. just implementitaion. Then 2 more days on the final layer with scroll animations, micro interactions, page transitions. That's what turns a good site into one people actually remember. Fastest way to build a website is to not start with the website.

Love the colors 🎨

When does a project stop serving your portfolio? 👀

I’m currently working on a new website.

My work, knowledge, and vision have evolved a lot since I built the current one. Honestly, I think I disliked it about a month after launching… but it still did its job. It helped me share my work and build a business.

Now I’m moving into a more intentional direction, and I’m rethinking what actually deserves a place in my portfolio.

I know this isn’t always a clear or easy decision. So I’m sharing a few thoughts I’ve been using to evaluate my own work.

Would really love your perspective on this.

How do you decide what stays and what goes?

I feel this a lot. For me, a project stops serving the portfolio when it no longer reflects how I think — not just how it looks. Sometimes it can still be “good work,” but if it doesn’t represent your current depth or standards, it starts creating the wrong expectations.