I have never trusted a man who follows a style guide the way other men follow scripture.

Rules, in this trade, were invented by people who got scared once and never recovered. I'm not against rules — a framework is a fine thing, a skeleton to hang a body on.

But our industry mistook the skeleton for the whole man, and now everybody looks exactly alike — all bones and no blood.

I build things — websites, videos, whatever a brand needs to stop looking like every other brand. I borrow the frameworks, then do what any sensible person does with a blueprint: change it until it fits the house I'm actually building.

Call me undisciplined. I call it playful attention.