Our first client was ourselves.
Two of these now run in
someone else's server roomSix self-hosted systems, in production

DTC storefront automation

Two storefronts built from scratch with 134 custom site modules between them, with content, support, product imagery and 10+ languages running on one connected line. This is also the only page on this site where every number has a stated source.

• Two self-written themes, structure shown
• Seven measured numbers, each with its source
• Why building the site ourselves is what made the automation possible

An email system wired into the loop

Email isn't a piece of software here, it's a node in a process. Incoming mail arrives already matched to the customer and order, with a reply drafted; outgoing mail is triggered by business events. Address count isn't priced per person, and the send button stays with a human.

• Three things an off-the-shelf inbox can't do
• The same message, before and after
• Three rules we don't bend

Affiliate and dealer network

Creators and dealers share one underlying system: per-partner tracking and commission rates, store and service-point maps, after-sales capability matching. Off-the-shelf affiliate platforms only cover the online half — this one also settles what happened in a physical store.

• Why an off-the-shelf platform didn't fit
• Attribution for offline visits
• What keeps settlement day from becoming an argument

Three-tier partner management

Head office, region, partner — people spread across the country, with every fact previously travelling upward by self-report. The entry point is the messaging tool they already use daily: nothing to install, nothing new to learn. Delivered and deployed on the client's own servers.

• The risk isn't technical, it's that nobody uses it
• Duplicate records caught as they happen
• After handover we have no access

Marketing content pipeline

Product photography goes in; scene imagery, short-form video, copy and hashtags come out, packaged and pushed to the person who publishes, with a publishing log and platform data flowing back. Work that used to pass between three roles now runs end to end with one. Also deployed on the client's own servers.

• A good-looking image isn't enough — it has to be your product
• Produced but never published is the usual failure
• The module clients ask about most is the one that tracks spend

Visual and video asset pipeline

Batch product imagery, brand-specific model training, multi-format export, short-form video source material. A batch comes out as a set rather than drifting frame by frame, and human selection stays in the loop.

• Three tiers — which one you need
• What a brand-specific model requires from you
• When it isn't worth doing

No brand names, no industries

You won't find out who any of these companies are or what they sell — including the ones that are ours. The same applies to you later: if you become a case study here, nobody will learn your category from it either.

No number without a source

Where we can point to a record — a publishing log, a batch log, support tickets — the number is on the page with its source named. Where we can't, there is no number at all. We'd rather a page look thin than carry one figure a technical reviewer can't verify, because that one figure devalues every number next to it.

No back-office screenshots

Screenshots leak brands, product categories and real customer data, and they can't be read by anyone using a screen reader or a search engine. Where a diagram helps, we draw the structure instead.