A studio for the small Australian businesses the big agencies skip.
We're a two-founder studio working out of Melbourne and Sydney. Between us we've spent two decades on opposite ends of the same problem — strategy on one side, engineering on the other — and built this studio to close the gap that most small businesses fall into.
01.
why we started
The space between design and strategy.
Most small businesses get sold the same thing twice. A designer ships a beautiful homepage and walks. A developer stands up a platform but can't tell you why one page converts and another doesn't. Six months later someone arrives to "do SEO" against a site that was never built to be found in the first place.
The gap is positioning — the work of deciding what a business actually does best, where the market wants it, and what brand and site that demands. We've each spent a career on one side of that gap. The studio exists to do both.
The team02
Wenfei Lian
engineering · build · 02
Ten years building software, leading high-performing engineering teams. Currently Technical Architect at TPF Sports, leading the platform and the brand refresh. Before that, co-founder and engineering lead at AptoNow, an AI-assisted platform for higher education.
Wenfei is the one making sure the site is fast, the CMS doesn't bite back six months in, and the AI bits actually do something useful — not something demoable.
Technical Architect @ TPF Sports
Co-founder, ex-Engineering Lead @ AptoNow
MBA, Melbourne Business School
Bilingual English / Mandarin
Zhaoyuan Li
strategy · positioning · 01
A decade in management consulting and private equity across the Asia Pacific — most recently Associate Director at Sayers. Co-founder of Flowy Group, building operator-led software for Australian-Asian supply chains. INSEAD MBA.
Zhaoyuan is the one asking what the sharpest version of the business is before any pixel gets pushed. The thesis we build everything else on.
Associate Director @ Sayers
Co-founder @ Flowy Group
INSEAD MBA
Bilingual English / Mandarin
02.
what we bring together
One studio, both halves of the problem.
One of us cares about engineering systems that compound — sites that scale, content models that don't fight you, automation that pays back. The other cares about whether the business underneath is actually positioned to win.
Most agencies pick one. We don't think you can do either well without the other — and we've watched too many small businesses pay twice to learn that lesson.
03.
who we work with
Small Australian businesses, bilingual reach.
We're built for owner-operators — restaurants, retailers, wellness practices, B2B specialists — the businesses too small for a global agency and too important to their owners to be left with a template.
We work in English and Mandarin, which matters for the long tail of Asian-Australian businesses being underserved by the generic agencies. If you'd rather brief us in Mandarin and read the strategy back in English, that's fine. We do both natively.
+ honest about fit — we say no to projects we can't help on. If you need a 50-page enterprise site or a $2M paid programme, we'll point you somewhere better and mean it.
