Case studies

Behind the build. Including the bits that got binned.

Finished work is easy to admire and useless to learn from. These walk through the brief, the tools chosen for each job, the versions discarded on the way, and the judgement no tool supplies.

Behind the build

A launch film for an idea nobody could picture

Persona Lobby pressure-tests propositions against synthetic persona panels grounded in real population data. That sentence loses a room. This is how it became seventy-five seconds a founder can judge without trusting a word of it.

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