How we think about the work.
Notes on design, development, SEO, and the craft behind sites that earn their keep.
AI and: why we never let the tool win
Our one rule for using AI in client work — additive to craft, never a replacement for it.
The boring SEO work that actually moves rankings
Skip the hacks. The work that moves rankings is unglamorous, repeatable, and mostly technical.
What "more than just a vibe" means in practice
A good-looking site is table stakes. Here's the work underneath that makes one actually perform.