01 — The story
We don't chase white whales.
In Moby-Dick, Captain Ahab commands a whaling ship — a factory that floats. Its purpose is straightforward: hunt whales, render the oil in the try-works on deck, sell it, return a profit to the people who own the ship. Hard work, but rational.
Ahab has a different purpose. A white whale took his leg, and he has organised the rest of his life around killing that specific animal. The crew still works. The try-pots still burn. But every catch along the way is incidental to his real errand, and he never tells the ship's owners he's converted their commercial voyage into a personal one. When the whale is finally sighted, he chases it for three days past every warning. The ship goes down. The crew drowns. One man survives to tell it.
That's the cautionary tale, and it isn't hypothetical. We inherited a project from an agency that had spent its client's budget the same way: entering its own work for awards, over-designing the experience until customers were locked inside animations before they could configure a boat, and billing at a rate that funded the leadership team rather than the people doing the work. The voyage had a commercial purpose. Somewhere along the way it stopped being about that.
Moby is named for the whale, not the hunter.
Not Ahab, not the ship, not the chase. The whale itself — which never hunts anyone, is simply operating at a scale the obsession can't overcome, and is the only thing in the book still swimming when the water settles.
We take territory, methodically, one engagement at a time. That's the whole philosophy.
02 — How we work
How we work
- Retainer plus project layer.
- A monthly retainer covers ongoing engineering, optimisation, and operations. Discrete builds — a configurator, a site rebuild, a model-year launch — are scoped as projects on top. Every engagement is governed by a written SOW so both sides know exactly what's included.
- Engagements start at $8,000/month.
- That floor exists because the work is senior and the problems are genuinely hard. If you're below it, we'll say so early rather than take your money and under-serve you.
- You work with the person doing the work.
- Production capacity scales through a managed 3D and engineering bench. Direction, architecture, and judgment don't get delegated.
- Claims get validated before they get made.
- If we tell you an approach will improve load time, we've measured it. If we're wrong about something, you'll hear it from us first.
03 — Who this is for
Who this is for
We do 1-to-100 extremely well. Take an established product, an existing market, and a real marketing budget, and make it perform at a level the category hasn't seen — that's the work.
We're not a 0-to-1 shop. If you're pre-revenue, still finding the market, or working without a marketing budget, another partner will serve you better and we'll tell you so on the first call.
We also work best with teams building something for a customer rather than for themselves. The projects that go badly are the ones where the goal is somebody's personal vision rather than a gap in the market.
04 — Why manufacturers
Why manufacturers
Honestly? Because a friend asked.
A yacht company needed a relaunch. That went well enough that the friend recommended us to someone managing two wake boat brands, and that went well enough that most of our work is now in and around the water. We didn't set out to specialise in marine — the work found us, and we leaned in because it was good.
There's a real reason it stuck. People who've spent their careers in the boating industry are, through no fault of their own, years behind current standards in software and SaaS. The products are engineered to an extraordinary level. The digital experience around them usually isn't. That gap is a genuine opportunity, and closing it is satisfying work.
It also helps that we like looking at boats. When the job involves staring at 3D assets all day, that matters more than it sounds.
We're not exclusive to marine. It's just where we've done our best work so far.
07 — Contact
If your team can't build it and your last agency didn't, let's talk.
Engagements start at $8,000/month. Tell us what's broken and we'll tell you honestly whether we're the right fit.
Start a conversation