Writing about work, design, and photography
How I run $50k a month of paid ads with agents
Every Fern campaign lives in our marketing site repo: the brief, the ad copy, the rendered creative, and the results. Here is the setup and the process.
FernstrategyPerfecting Midjourney for our marketing assets
The procees to landing on a Midjourney prompt to generate beautiful imagery for marketing assets and more.
FerndesignDesigning the Fern dashboard
Fern ran entirely through a CLI and config files. I designed and built its first dashboard, and 11,700+ people have used it since. Here are the decisions that made it feel like Fern.
FerndesignproductHow 2 designers and AI rebuilt Fern's marketing site
How we leveraged AI in our design process. We set the creative direction up front and refined the final details ourselves; AI handled the middle of the process.
FerndesignwebsiteHow I built Agent Score to improve Fern Docs
Fern built a Lighthouse-style benchmark for AI-agent readiness, ran it on our own docs, and shipped the fixes in public. Here's what we found.
FerndocsmarketingCasimir: a new dawn in power
Six weeks to give quantum energy a new logo, brand, and website. Casimir is a startup building chips that harvest power from the quantum vacuum.
Other workdesignbrandwebsiteHow we built the Fern site, an honest-take
It’s not just a website — it’s a testament to how much we care about craft at Fern.
FerndesignmarketingGravitics: rapid response for orbit
Deck work for a space-hardware company pitching orbital carriers to the Space Force — rebuilt from the reference deck, since my final files are lost.
Other workdesignpitch deckQuantumSpace: missions beyond orbit
An investor deck for a spacecraft company building the road to GEO and cislunar orbit — a dark, mission-control look where color carries the story.
Other workdesignpitch deckAxiom Space: designing the astronaut economy
A fundraising deck for a commercial space-station company — making a moonshot read like a spec sheet through a cold navy base, one disciplined orange, and a monospace telemetry layer.
Other workdesignpitch deckRelease 2021 - Part 2
Previously released prints — waves of fog at Mt. Tam, the extremes of Death Valley, and Kaua'i from above.
photographyTherefore DEI Webinars
Weekly webinars highlighting companies focused on Diversity, Equity, and Inclusion — community engagement, lead-gen, and job search education in one.
ThereforedesignmarketingThe Karnak Temple
Egypt series — one day in ancient Thebes, from the great columns to the obelisk of Hatshepsut.
photographyRelease 2021 - Part 1
Previously released prints — fog rolling over the Golden Gate and scenes from the streets of San Francisco.
photographyTherefore DEI Marketplace
A community that connects Black and Latinx job seekers with companies that are committed to equitable hiring.
ThereforedesignproductTherefore Website & Blog
The front page and blog for Therefore, a community that connects Black and Latinx job seekers with companies that are committed to equitable hiring.
ThereforedesignbrandwebsiteJob Application Tracker
On-the-go mobile app for your job search, called Evergreen.
ThereforedesignproductTherefore Brand & Design System
Therefore's brand system, built in a two-month collaboration with Red Antler, and the design system I built in-house on top of it.
ThereforedesignbrandSlync Logistics Orchestration Platform
Technology to orchestrate global logistics networks.
SlyncdesignproductSlync Brand System and Website
A brand for a platform improving global supply chain processes, built in-house.
Slyncdesignbrand
