The Lab

What we make when
the brief is ours.

Self-initiated products, shipped to our own standard — not to a brief. We build things because we're curious what happens next. Start anywhere.

Featured · From the Lab

Two proofs.

One you can measure. One you can feel.
The Craft — 'This page is the portfolio.' hero, with its live-measured load time
Proof you can measure

Craft

A page that is its own portfolio — speed, rankings and systems, performed live.

Scroll the proof
Coast to Canopy — the coastline sweep over Sawtell that opens the flyover
Proof you can feel

Coast to Canopy

Sawtell to Dorrigo — a scroll-driven flyover, home to the rainforest office.

Take the flight
I want to…
Mental health
How Are You, Really? — the mental-health check-in landing page
How Are You, Really?

A quiet place to check in with yourself.

A calm, private mental-health check-in — real questions, kindly asked, safe on the hardest day. It helps you see how you're travelling and explains it in plain words, and a clinician has checked every word of what it tells you. The one we're proudest of.

Read the case study Try a sample →
Get found
InvisibleFound
The free snapshot

What does AI say about your business?

A free, human-checked one-pager on how you show up in Google and AI answers — and the first things to fix.

Get your free snapshot
E-commerce
The card-pull

Let shoppers feel it first.

An interactive card-draw that turns a curious browser into a subscriber — built inside a store.

Pull a card
Free tool
78
AI Visibility Score

Is your site invisible to AI search?

Paste your URL, get a deterministic 100-point score across crawler access, readability, structured data and content signals — in seconds. Free, no email to see your score.

Check my score
Just for fun
The Renovation

Watch an $800 deck become $14,500.

Every request is reasonable. The total isn't. A little story about how projects grow.

Start the weekend job
Free tool
llms.txt Generator

Give AI a map of your site.

Paste your URL, get a ready-to-use llms.txt file in seconds — the file ChatGPT, Claude and Perplexity look for first. Free, no email needed.

Generate mine
Craft
Detail & motion

The details you feel.

Particle-text headlines, a fluid cursor, the cosmic band — proof the care goes all the way down.

See it live
Tools that earn attention

Want one of these for your business?

The Lab is where we prove the pattern; then we build it for you. Interactive lead magnets and product-grade tools, from $2,990.

Request a call