Founder, Design Director
Surf Studios · Client Work.
Big-name brands, shipped end to end: design, UX, and the build. Permatex, Fast Orange, Spray Nine, Versachem, Evercoat, Interplay Learning, and more.
No handoffs: design and build in the same hands.
- Outcome
- permatex.com · fastorangeclean.com · spraynine.com
- versachem.com · training.evercoat.com · speednotes.app
- All designed and built end to end
- Problem
- ITW’s automotive brands (Permatex, Fast Orange, Spray Nine, Versachem, Evercoat) lived inside corporate templates that buried the products. Each needed a home of its own with a clear path to purchase.
- My role
- Product design, UX/UI, design systems · Brand strategy and web development · Designed and built. No handoffs, no cookie cutters
- Key calls
- A home of its own for every brand instead of corporate templates
- Earn retainers, not one-off projects
- Stack
- Figma · WordPress · Shopify · HTML/CSS · design systems
Still shipping, not archived
This is live work. Each ITW automotive brand got the same end-to-end treatment: audit the inherited site, rebuild the brand voice, design a product-first system, and ship a site that sells. Here is the work, brand by brand.
Evercoat: a sales tool, not a webpage.
Evercoat’s field reps ran shop evaluations on paper. I converted that process into a digital in-shop sales tool: a four-step KPI calculator (shop profile, baseline metrics, process audit, live ROI model) with manager signature capture and a full backend that generates an interactive efficiency report for every shop visit. Built as a custom WordPress plugin: my design, my code, in production with their sales team today. The relationship started with their training portal in 2021; five years later they’re still on retainer.
Permatex.com.
A full redesign and prototype of the flagship site for ITW’s biggest automotive brand: a bold editorial hero, a Find Your Solution search-first product experience, an influencer community program, and the training portal. The engagement is live today: 19 workstreams since 2024 spanning homepage redesigns, mega menu, PLP updates, SEO, and performance.
Fast Orange: before and after.
Fast Orange lived on a corporate brand page inside ITW’s template. I designed and built it a home of its own at fastorangeclean.com, with a product-first hero, a design system in the brand’s voice, and a clear path to purchase.
Spray Nine and Versachem: same playbook.
Each brand got the same treatment: audit the inherited site, rebuild the brand voice, design a product-first system, and ship a site that sells.
Interplay Learning.
An Austin ed-tech company, given the same end-to-end treatment: landing pages, email systems, and brand.
