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Field notes on B2B SaaS design.
Visual-first insights on decks, pages, and product storytelling — from the team shipping the work.
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Strategy
18 Dec 2025·5 min read
An ICP One-Pager Template Founders Can Reuse Across Deck and Site
ICP drift is silent. A one-pager keeps marketing, sales, and design on the same noun phrases.
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8 Dec 2025·6 min read
Portfolio Sites for B2B SaaS Studios: Avoiding the Same Five Clichés
Your portfolio is a product. Clichés signal junior — calm grids signal principal.
Read articleStrategy
28 Nov 2025·5 min read
Figma Handoff for Decks: Layer Naming That Survives the Founder Edit
Decks are living files. Discipline in Figma is how senior teams ship without thrash.
Read articleStrategy
18 Nov 2025·6 min read
Pricing Page Visual Hierarchy for Multi-Seat B2B SaaS
Pricing is a decision surface. Hierarchy should answer 'which one is for us?' in one pass.
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8 Nov 2025·6 min read
Form Design at the Trial-to-Demo Handoff: Friction That Qualifies
Every field is a filter. Design forms so marketing gets signal and buyers stay respected.
Read articlePitch decks
28 Oct 2025·7 min read
Board Decks: Making Financials Legible Without Dumbing Them Down
Boards read fast and punish ambiguity. Financial slides need editorial design, not just Excel export.
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