Patrick.
Builder · Systems · AI · CTO seat
25 years across product, brand, and software. Most recently CTO at ThriveSports.
Northside · A practice, not a portfolio
A way of working for people who can't afford to stay stuck.
Five phases, in order, from stuck to still moving. Same two hands the whole way through.
00 Stuck01 Find02 Plot03 Make04 Keep↓ The way
You're here
00
Stuck.
You got into this because you're good at something. Now you spend most of your week on the part you didn't sign up for. Tools eat your time, the brand doesn't match the work, and decisions you shouldn't be making keep landing on your desk.
What you walk away with —Tools eating time · Brand that doesn't match · The wrong decisions on your desk
Phase 00 · You're here
Phase 00 of 04 · The way is walked in orderNext — Find the star. →
Phase 01 · Step one
Step one
01
Find the star.
A real conversation. Not a discovery call disguised as a sales pitch. We sit with you, ask the questions nobody else is asking, and surface what your true bearing actually is — not the one in the deck.
What you walk away with —One real conversation · One bearing · Zero proposal templates
Phase 01 of 04 · The way is walked in orderNext — Plot the bearing. →
Step two
02
Plot the bearing.
Brand, identity, systems, workflows — all pointed at the same star. Where things compete, we cut. Where things support each other, we build. You leave this phase with a brand system and an operating heading anyone on your team can read.
What you walk away with —Brand system · Operating rituals · One clear heading
Phase 02 · Step two
Phase 02 of 04 · The way is walked in orderNext — Make the crossing. →
Phase 03 · Step three
Step three
03
Make the crossing.
We build it. Sites, products, AI workflows, identity, the small things that actually run your day. Real things shipped — not a deck handed off. Both of us on the file the whole way.
What you walk away with —Sites · Products · AI workflows · Identity · Operations
Phase 03 of 04 · The way is walked in orderNext — Keep the heading. →
Forever
04
Keep the heading.
Wayfinding is continuous, not a deliverable. We stay — refine, redraw, adjust when the wind shifts. As long as you're moving, we're holding the line.
What you walk away with —Quarterly reviews · Same two hands · The line stays drawn
Phase 04 · Forever
Phase 04 of 04 · The way is walked in order
The practitioners
The way is walked by two humans.
No staff. No subcontractors. Both of us on the call. Both of us on the file.
Blake.
Designer · Creative Director · Pro Snowboarder
Maui kid. Pro snowboarder. Years on the design seat at RIDE Snowboards.
Receipts live elsewhere.See the work →
Begin
The way starts with one conversation.
No proposal templates. No funnel. You tell us where you're stuck; we tell you honestly whether we're the right people to help.