Digital Analog
About us/njuːlænd/ · the people

Two people who refuse to pick a lane.

Everyone here builds software and makes things with their hands. The same brain that writes the code grouts the tile. Every profile is two profiles, with the work to back it up.

2 humans2 disciplines each1 studio0 lanes picked
scroll — meet the combinations ↓
01
/ˈɛm.ɪ.li/
Product+Systems

Emily Lund

If you’ve got product work nobody owns, I want it.

I’ve built products for millions of users at large companies, and alone on the weekend on my own. Doing both is how you learn what a compromise costs, so I’d rather you compromise on purpose than by accident. I’m most useful in the messy middle: unclear goals, a broken process, two teams solving the same problem without knowing about each other. I think in the whole picture, and I can take something complicated and make sense of it for everyone else.

Ships · digital

A gap in the org chart becomes a gap in the product. I take the work nobody owns and own it, from “what are we even building” to a thing that works.

Makes · by hand

Done, in progress, and in progress for a while now. Nothing has to be finished to be worth using. We celebrate the messy middle.

  • Living Room Built-InsIn Progress
  • Pantry Build-OutIn Progress
  • Rooftop GardenIn use
Fractional PMProductSoftwareBuilderSay hiView full profile
02
/ˈrɛdʒ.i/
Engineering+Fabrication

Reggie Lund

Answers “could we build that?” with “yes, but let me check the math first.”

Reggie is a dreamer who happens to know the load bearing capacity. Give him a weird sketch and a vague deadline and come back in an hour. He thinks slowly because he is thinking all the way through: the loads, the tolerances, the budget, the cut list, the thing that breaks first. He is not the person who says no to a wild idea, he is the person who figures out whether it can stand up in the real world.

Ships · digital

Strongest where digital and physical meet, with CAD and Materials Science being his native languages: design it precisely, make it exactly, and build the software when the idea demands it.

Makes · by hand

Builds things that sound impossible, but are kind of extraordinary. Usually doesn’t mention it. Extraordinary output, minimal fanfare.

  • Lightest Production Bike in the WorldEngineering
  • Rooftop GardenDone
EngineerBuilderTechnicalSay hiView full profile
Work with us · /njuːlænd/

Got something that doesn't fit one lane? Good. Let's make it together.

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