I've been obsessed with computers since before I had one. I'd go to my dad's office after school just to spend hours in MS Paint. When I finally got my own PC, I moved on to Photoshop (a cracked version, full disclosure), and started making forum signatures and banners for friends. I was eleven or twelve. I didn't know it yet, but that was the start of everything.
The fork came in university, of all places. I was studying Business Administration at Aston, mostly because that's what felt like a sensible path. But in a marketing class we had to invent a car brand, and while everyone else was doing the strategy work, I got obsessed with designing the logo. Then the car itself. Then a marketing website.
After graduation I started picking up freelance gigs and selling HTML templates on the side. The templates worked. People kept buying them, and the inbound from buyers turned into client work. My first WordPress theme sold to tens of thousands of people, which I bundled up into a digital studio called AetherThemes. I ran that for four years. I did the design, the code, the support emails, the ads, the marketing. I learned more about running a business in those four years than I did in any class.
Then I got hired at OddCamp, a Swedish digital agency, on a whim. (My wife — girlfriend at the time — made me apply.) I didn't think I'd get the job. I did, and it became one of the best stretches of my career. Remote, fast, varied. I'd design a brand site for a Stockholm law firm in the morning and a marketing campaign for a Paradox Interactive game in the afternoon.
After six years of that, I started craving more depth than client work could give me. I wanted to stay with one product long enough to actually move it. That's how I ended up at Harvest. Three years embedded in the Growth and Apps squads, working with some of the most talented and genuinely kind people I've met in this industry. I learned what good product design at scale actually looks like. Then Bending Spoons acquired Harvest, our team was disbanded, and that chapter ended faster than I expected.
So I gave myself a few months. I built things I'd been wanting to build. I went deep on AI tooling — Cursor, Claude, agentic systems — and started shipping side projects solo. I even tried turning my onboarding work into a productized consultancy, which turned out to be less fun than I'd hoped. But the months in between have been some of the most generative of my career, and I've come out of them ready for the next thing.