SR
Sofia Reyes
Founder & Principal
Fifteen years turning fuzzy ideas into shipped products. Believes the riskiest decisions happen before anyone opens an editor.
// About the studio
Most agencies start when the spec lands. We start earlier.
Most agencies start when the spec lands. We start earlier — shaping the plan, the architecture, and the brand before development begins.
Est. 2022 · 5th Settlement, Cairo, Egypt
The riskiest decisions in any product happen before anyone opens an editor — what to build, for whom, and why it will matter. Get those wrong and no amount of clean code will save the launch.
So we made a studio that engages there, at the beginning. We shape the plan, the architecture, and the brand, then design and build the thing — one team, one conversation, from strategy to ship.
The result is software that survives contact with real users, and clients who keep us around long after the first launch.
2022
Founded
5+
Projects delivered
10
Engineers
5
Client industries
01 — What we believe
Four principles that
shape every project.
01
Engage early.
The cheapest time to fix a product is before it's built. We show up when the decisions are still reversible.
02
Show the work.
You see progress every week. No black boxes, no big reveals — just working software and honest updates.
03
Restraint is the system.
The best design is what you leave out. We ship the smallest thing that does the whole job.
04
Build to hand off.
Every project ends with your team fully in control — documented, typed, and easy to extend.
02 — The method
Planning → Design → Build
PLANNING
We shape the plan
Discovery workshops, architecture, and scope. We de-risk the build before it begins, so the roadmap survives contact with reality.
DESIGN
We design the system
From flows to a documented design system. Prototypes you can click, specs your engineers can build without guessing.
BUILD
We ship the product
Typed, tested, and observable code shipped in tight increments. You see working software every week — not a big-bang reveal.
03 — The people
Senior by default.
A small, deliberate team. The people who plan your product are the people who build it.
AH
Amir Haddad
Head of Engineering
Distributed systems and a weakness for clean type signatures. Ships boring, reliable software on purpose.
YT
Yuki Tanaka
Design Director
Designs systems, not screens. Obsessed with the space between elements and the moment before a click.
LB
Leah Bright
Product Strategy Lead
Ex-founder who's felt every mistake first-hand. Turns discovery workshops into roadmaps teams actually follow.
DS
Diego Santos
Principal Engineer
Full-stack generalist, infrastructure specialist. The person you want on call when it's 3am and it matters.
NV
Nadia Volkov
Brand Lead
Makes brands that hold up in a boardroom and a bus stop. The indigo period was her idea.