My roots are in UX/UI and brand design. I’ve been doing it for 15 years in pretty much every environment you can think of — startups, in-house corporate, agency, self-employment, and beyond.

 

And ya know what I learned? Well, many things — but one of the most consistent is that everyone, no matter the size or shape, struggles with brand consistency. And that struggle has only grown with the added pressure of having an online presence on top of everything else they were already doing.

 

I also learned that I didn’t really like having every single tiny branding task on my plate… forever. I became hyper-focused on designing myself out of the job.

 

My WorkShy tendencies over the years are what forged the Thoughtless Brand — a system that simplifies, scales, and actually fits real life. Now I’m sharing it through the IDGAF Framework, 1:1 services, tools, and templates made for the way people actually work.