From app idea to working product — with the instincts of a brand strategist.
I help founders and small businesses figure out the right thing to build, then build it. Thirty-plus years in branding and advertising means the product thinking is there from the start.
Selected Work
Real products, built to solve specific problems.
Dart Golf
An original game I invented that turns a real dartboard into an 18-hole golf course.
Made for anyone with a dartboard — free, no account, no download.
Shows: original invention, game logic, frictionless consumer UX, and end-to-end product execution.
Check it outThe Branded Athlete
A personal-brand platform for athletes, co-founded with Darren Feeney.
I built the website and vibe coded the TBA App — helping athletes turn self-assessment and trusted-network feedback into Brand Beliefs, taglines, and a polished Money Slide.
Shows: founder-led product thinking, AI-assisted workflow design, branded consumer UX, and end-to-end execution across website and app.
Visit the websiteConnelly Partners Referral App
A gamified employee referral platform for a Boston ad agency.
Employees log connections, track leaderboards, and earn points — making business development more engaging.
Shows: behavior-change product design, game mechanics, and real client delivery.
IX Original
I founded Ideasicle in 2010, launched a proprietary platform in 2018, then rebuilt it myself in 2024 using AI-assisted development.
Teams launch idea projects, distribute briefs, and collect responses asynchronously in a live Idea Stream.
Shows: complex product thinking, SaaS architecture, and the leverage of AI-assisted development.
Check it outSneak Attack
An AI-powered sales intelligence tool. Type a company name and what you're selling — get a full battlecard in seconds.
Opening lines, sales angles, key contacts, vendor context, and recent news in seconds.
Shows: AI with real utility, focused UX, and a tool built around a specific high-stakes job.
Check it outHow I help
Before any code is written, I help shape the right product — who it is for, what job it does, and what success looks like.
You have a brand and want a digital product to match
Branded apps and digital products that extend your brand into something people actually want to use.
You need an app that uses AI in a meaningful way
I build custom tools that use AI where it adds real utility — not gimmicks, not buzzwords.
You need a site that turns interest into action
Branded websites, landing pages, and digital experiences built around a strategic message — not a template.
Your team is running critical work in spreadsheets
I build internal tools that replace messy workarounds with purpose-built software your team actually uses.
How I build
I use AI-assisted development to move quickly, but the thinking and direction are mine. That means faster progress, lower overhead, and more of the budget going into the product.
Typical project ranges
A few ballpark ranges, so you know what kind of engagement you're looking at.
Focused project
Landing page, campaign page, or lightweight site.
$3,000–$5,000
Mid-scope build
Full website, internal tool, or simple web app.
$5,000–$10,000
Custom product build
More complex app, AI features, or API integrations.
$10,000–$20,000+
If the idea is strong but the budget is tighter, we can usually shape a smarter first version that fits.
How it works
From rough idea to working product — without the drag of a traditional agency engagement.
Clarify the opportunity
First, we get clear on the problem — so we build the right thing, not just something.
Shape the right product
We either refine your idea or develop one together. Rough ideas are welcome. Sharpening is part of the job.
Build a fast working version
I build quickly in stages using AI-assisted development, with something real to review at every step.
Refine through real use
We refine based on real use and real feedback — not assumptions.
Launch or hand off
Live deployment, code handoff, or both — depending on what you need.
Why me?
Brand strategist + product thinker + builder. That combination is rare. Most developers do not think in terms of brand and positioning, and most brand strategists cannot build the product. I do both.
Marketing instincts from the first conversation. I have worked on brands including Microsoft, Honda, DraftKings, Titleist, and Miller High Life. That experience shapes what is worth building before any code is written.
Comfortable starting from rough ideas. You don't need a polished brief or a finished spec. We can work from a napkin and sharpen as we go.
Let's figure out what to build — and whether it is worth building.
In 30 minutes, we can clarify the right product, pressure-test whether it is worth pursuing, and map the fastest path to a working version.
No long intake. No sales pitch. Just a focused session on the smartest next move.
Book a 30-Minute Working Session