About · Calgary · started 2020
Guerrilla marketers in a fishbone suit.
We make weird useful software, across the whole stack. If you're allergic to corporate sleepwalking, we built this shop for you.
Most agencies design a thing, hand it over, and never find out whether it worked. We build our own software, put it in the market under our own name, and live with every decision. That is the entire difference.
How we operate
Six rules. Zero exceptions.
Not values on a careers page. These are the calls we actually make when a project gets hard.
01Bad to the bone
Every project ships with edge. Boring is the failure mode — we'd rather be polarising than forgotten. If a design could belong to any other company, it isn't finished.
02Foundation first
A human designs the plan and the architecture. AI executes faster, but it never leads. We wrote a whole page about why we don't scream “AI” at you — it's on the blog.
03Ship every week
Real versions, real changelogs. No quarterly roadmap with 47 items and 2 finishers. The version numbers on our plugin page are read from the directory so you can check us against it.
04Customers are humans
Email gets answered within 24 hours by a person, not a bot, not a ticket-deflection widget that suggests three articles and closes itself. Always.
05Pro means more, not less-crippled
Free plugins solve the core problem completely. A paid tier adds specialty value on top — it is never an unlock for something we deliberately broke to sell back to you.
06Build weird
If it's not slightly unhinged, we're not interested. Generic SaaS is somebody else's game and they're welcome to it.
Origin story
Started 2020. Still shipping every week.
Nobody planned this shape. Each stage happened because a customer asked for the next thing and we said yes.
- 2020
A freelance WordPress shop
One person, WordPress work, no grand plan. We were good at plugins, so we kept making plugins — and kept the ones that solved a problem nobody else had bothered to solve properly.
- Then
Customers asked for custom work
Restaurants, trades, retail, logistics. Real businesses with specific problems where off-the-shelf software was a bad fit. That became the client side of the studio, and it’s still how we learn what to build next.
- Then
Brand systems and marketing
Clients wanted the whole thing — the site, the identity, the content machine — so we built that muscle in-house and tested it on our own brands first. Some of those brands are now real media properties we run.
- Then
The apps, and the whole thing snowballed
A card marketplace on real money. A comparison engine. A QR marketing platform. A life-timeline network. Multi-store accounting. Products under our own name, with our own users, our own support inbox, and our own bugs to answer for.
- Today
A small studio running multiple product lines
Plugins on the WordPress.org directory, apps in production, client builds, and the media brands. No quarterly roadmap. We'd rather just ship the next thing.
The receipts
Numbers you can check.
Every figure here is counted from the same project files that build the work pages, and each one links to the list. No "10,000+ happy clients", because we'd have to make that up.
What we deliberately left off: uptime percentages, client counts and revenue figures. We can't show you a source for those, so they don't go on the wall. What we will commit to in writing: a person replies to your email within 24 hours.
Save us both the call
Things we're not good at.
Being honest about the edges of the shop is cheaper for everyone than finding out in week six.
Being invisible
If you want a site that looks like every other site in your category so nobody can accuse you of a choice, we're the wrong shop. That's a real preference and there are good agencies who serve it.
Committee design
We work best with one decision-maker who can say yes. Design by seven stakeholders averages out to the thing nobody objected to, which is also the thing nobody remembers.
Enterprise procurement theatre
Twelve-week vendor onboarding, a 40-page RFP and a security questionnaire about our SOC 2 posture — we're a small studio and we'd be lying to say otherwise.
Your project is weird? Good.
We'll tell you in the first email if we're the right shop. If we're not, we'll point you to someone who is.
Talk to us