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

Genetically incapable of looking at something and not thinking she could build it, or build it better.

Emily is a product strategist and generalist who has spent years turning vague problems into useful things. She builds products for real people and scrappy internal tools when nothing available quite fits the need. She is very good at the messy middle: unclear goals, broken processes, stakeholders with conflicting opinions, systems that technically work but quietly make everything harder. She names the problem, finds the shape of it, and gets it done.

Ships · digital

A gap in the org chart never becomes a gap in the product. She leads product strategy and covers the distance from “what are we building” to “it’s done and it works.”

Makes · by hand

Done, in progress, always in progress. The in-progress ones are becoming something better. The waiting ones have a plan. Probably two plans.

ProductSoftwareBuilderSay 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.

EngineerBuilderTechnicalSay hiView full profile
Work with us · /njuːlænd/

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

Work with us
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