About

Developer and designer, based in Rotterdam since 2022.

Rotterdam — available spring 2027

Jack Reed at the studio window
Rotterdam, 2025.

I work with small teams who need one person holding design and code together. That runs from identity and packaging at one end to product design and front-end at the other, and the through line is the same either way — work that has to survive being used, not just presented.

How I work

The first week of a project produces a written account of how the thing currently works and what I think is risky in it, rather than a screen. It reads as slow and it has saved every project I have run it on.

After that I build in the real thing early. Marks drawn at sixteen pixels before they are drawn at poster size, prototypes on the actual content, because most of these problems only appear when the material is real and the list is longer than eight rows.

What I am good at

Marks that hold up small, systems that get adopted rather than tolerated, and the unfashionable work of removing things. If you have something that shows everything and says nothing, that is the problem I most enjoy.

Working together

I take a handful of projects a year, usually six to twelve weeks, and I answer every email — normally within a day or two.

Selected history

2026

Meridian

A full identity for a cartography studio — nineteen marks drawn on one grid, all of them legible at sixteen pixels.

2025

Tideline and Foundry

A studio site where the photography sets the grid, and the release of a six-weight text family after four years of evenings.

2024

Northwind and Cadence

Packaging for a tool company that needed no persuading, and a design system four product teams adopted rather than tolerated.

2023

Halcyon and Beacon

Three years of festival posters built from one rule, and a reading app designed around putting the phone down.

2022

Rotterdam

Moved over from Oslo, left the agency, and started taking my own clients.

Get in touch

For project work, a second opinion on something half-built, or a question about anything here.