Our ventures

We build our own things, in the open.

A studio that only ever builds for other people slowly forgets what it costs to ship. So we run our own bets alongside the client work, on the same process, with the same people. Some are live. Some are still being built. Some will not survive contact with the market, and we will say so here when they do not.

Let's chat See the client work

we like to touch grass too

Live

Out in the world, with real users.

01

Newsletter · Shipped

CtrlAltDebrief

A weekly read on what actually changed in AI, written for people who have to make decisions rather than follow releases. Built, shipped and run by the studio.

Read the archive →Subscribe →

In build

Being built right now.

02

SEO · GEO · In build

AI SEO and GEO agent

Monitors search and answer-engine visibility, surfaces ranking gaps and cannibalisation risk, and says what to write next. Built first for our own content, which is how we know whether it works.

Live experiments

Bets we are running in the open.

Small bets with a question attached, run on the same process as the client work. We will publish them here as they start, including the ones we stop and why.

Coming soon

The first ones go up shortly. If you want to hear when they do, the newsletter is the place we announce them.

Customers

Customer work, shipped.

Most of our work is building products for customers. The process is the one on the homepage, and the people are the same three who run our own bets. Below is one we have shipped.

Customer case study · Shipped

Petra Carbon Index, for Slattery.

Slattery host Australia's first Carbon Index Calculator. It lets a construction project estimate embodied carbon from verified Australian cost and construction data, early enough in the process to change a decision.

The brief was never "build a calculator". It was to work out what the index should measure, who it is for, and what it has to prove before anyone will use it to make a call. We ran product strategy, design and front-end engineering in a weekly cycle with Slattery's own team, shipping in slices rather than holding the work back for a single reveal.

3,358

Clicks from paid media

1,959

Sessions on the index

A$0.72

Cost per click

Clicks and sessions are measured in different systems over different windows, so read them as scale rather than as a funnel. The product converts strongly once people reach it.

Customer: Slattery
What we did: Product strategy, design, front-end engineering
Cadence: Weekly product stream with Slattery's team
Status: Shipped and live

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