07 / Work Notes

Notes from the workbench.

Working materials, not marketing — the stories behind the decisions, thoughts on design, tech and independent business, and conversations with the people we work with.

A bicycle frame's technical geometry drawing resting on a graffiti-covered workshop bench, surrounded by calipers, craft knives, pens and a steel rule

Ideas

Made by Hand, Managed by Hand

Why we built Vidual Projects, Vidual Inbox, and Vidual Spaces — a portal, an inbox, and a file system for brands who make things by hand.

30.05.2026

A cluster of yacht sails on a flat-calm lake, white against grey sky, masts pointing up; a small distant building on a wooded shore

E-Comm

Tested Into Oblivion.

Why the conversion-rate industry is a dead horse for most brands — and what actually moves the number when you stop testing and start looking up from the dashboard.

23.05.2026

Pegoretti — at the Bottega in Verona, the working example used in this piece

E-Comm

Headless Commerce, Honestly.

What headless is, what came before, what you pair it with — and the harder question: whether your brand actually needs it. A practical guide for independent brands considering a replatform.

21.05.2026

Italian countryside at dusk, with soft yellow wildflowers blurred in the foreground and a farmhouse on a distant ridge

E-Comm

Almost every piece on this question is written to sell you a replatform — or to keep you on Shopify forever. Here's the honest version, from an agency that only sells what your business actually needs.

21.05.2026