Proprietary
Culture

Design, engineering, and strategy — fully integrated.
We build bespoke software, brands, and workflows
for companies that want to do things their own way.

See the work ↓
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The Thesis

AI makes every company a culture.

AI is collapsing the distance between vision and execution. What used to require massive teams and budgets can now be done by small, focused studios with taste and the right tools. This changes everything.

We imagine a world of small companies that do things completely their way. Bespoke software built around how they actually work. In-house visual style that isn't a Canva template. Workflows shaped to the business, not the other way around. Proprietary culture — not borrowed, not outsourced, not generic.

The companies that win won't be the ones running the same stack as everyone else. They'll be the ones with their own tools, their own aesthetic, their own way of operating — an ecosystem of small, opinionated, beautifully built businesses.

We build that. Design, engineering, and strategy — fully integrated — so nothing gets lost in translation and everything feels like it belongs to you.

Services

(04)
01

Custom Automations

We find the most painful, time-consuming parts of your workflow and automate them. AI-powered tools, custom scripts, integrations — built around how your business actually operates.

Efficiency
02

Websites & Landing Pages

Marketing sites, product pages, campaign launches. Designed and built end-to-end in Next.js. Not a template — the real thing.

Design + Dev
03

Web Applications

Dashboards, admin consoles, internal tools, interactive products. Full-stack builds with real functionality, not just a pretty face.

Full Stack
04

Brand Identity + Build

Logo, type, color, tone — then the website that brings it to life. We design the brand AND ship the digital presence. End to end, nothing lost in translation.

End to End

Work

(05)
001

Rekkin

Web App
Live +
Full-stack social media platform for opinion aggregation. Built with React, Vite, and Tailwind on the frontend with NestJS, Prisma, and PostgreSQL on the backend. Features include Google OAuth, data visualization with Chart.js and D3 force graphs, and image hosting via Cloudinary. Built for Idea Markets Labs.
IMG
DashboardMain feed with opinion aggregation
IMG
Network GraphD3 force graph visualization
IMG
ProfileUser profiles with opinion history
IMG
AnalyticsChart.js data visualization
IMG
MobileResponsive mobile layout
002

Grift Shop

Digital Marketing + VFX
Live +
AI-generated video marketing for a streetwear brand. Produced 4 Instagram reels using Sora and Kling for AI video generation, edited and composited in Capcut.
Reel 1
Reel 1AI-generated product showcase
Reel 2
Reel 2Brand story VFX
Reel 3
Reel 3Motion graphics + product
Reel 4
Reel 4Streetwear campaign visuals
Reel 5
Reel 5Campaign visuals
003

Nick Dove

Portfolio + Admin Console
Live +
Portfolio website for a photographer, built with Eleventy and Tailwind CSS. Includes a bespoke admin console in Next.js so the client can manage their own content without touching code.
IMG
HomepageHero and portfolio grid
IMG
GalleryPhotography showcase
IMG
Project DetailFull-bleed photo layout
IMG
Admin ConsoleContent management interface
IMG
MobileResponsive portfolio view
004

Soup

Magazine
In Progress +
Culture magazine exploring the intersection of art and technology. Handling all aspects — editorial direction, layout design, and production. Building the layout with HTML/CSS.
WORK IN PROGRESS
005

TidyBase

UX + Full Stack
In Progress +
Marketplace connecting home service providers (cleaning, maintenance) to clients. Handling UX design and full-stack development.
WORK IN PROGRESS
Your software should be yours.
Your brand should be yours.
We build things that belong to you
and no one else.
— The pitch

Let's
build.

maxwellsfoley@gmail.com
New York City
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