Case study · 04
Tangerines.io
Founded a product + brand studio shipping work for startups since 2017.
- Client
- Founder & Principal
- Year
- 2017 — Present
- Role
- Founder & Principal Product Designer
- Tags
- Brand · Product · 0-to-1
Context
A multidisciplinary product and brand studio partnering with startups and established businesses to design, build, and launch digital products across web, mobile, and social.
Problem
Early-stage teams need range, not a relay race between specialists. They need a partner who can move from positioning to product to launch without dropping the thread.
My role
Founded and lead the studio. Direct end-to-end product and brand work for client startups — discovery and design through build and launch. Mentor a cross-functional team and partner directly with founders, developers, and stakeholders.
Key decisions
A few moves that mattered.
01
Strategy, product, and brand on one bench
Stood up a team that can take a thesis to a launched product without handing off across vendors — faster decisions, tighter craft.
02
Built to ship, not to present
Every engagement is scoped against a shipping milestone, not a deliverable list. Prototypes go to production.
03
Founder-as-peer engagement model
Work directly with founders on positioning and roadmap, not just screens. Decisions move at founder speed.
Outcome
8+ yrs
Studio operating
Multi
Industries served
Founder
Direct partnership model
What I'd do next
Lean further into AI-native product engagements and productize the 0-to-1 sprint for funded teams.
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