Who is this for?
Founders and teams building something new: a startup, a new product, a new club or a new kind of shop. From deeptech to football to circular retail.
Design x Data x Systems Thinking
Building something new?Let's make it work.Studio Erwin Sala helps founders and teams shape a new idea into something people understand,want and can test:from the first direction to a working prototype,story and brand.
Cases
Cases from a raise, a new course, or a restart.
Raise or pilot
Cropsie
An agtech proposition shaped so field reality and adoption could sit in one story.
Read more
New direction
Dutch Lions FC
One story for a multi-club sports organisation, held in identity and communication.
Read more
Raise or pilot
Kite Magnetics
Deeptech communication reordered so investors could follow the substance.
Read moreGood ideas often need one more step before they click with investors, partners or customers. That step is what we do.
Approach
Three steps. The third is where the work usually continues.
1
Direction Sprint
A clear direction, a flow or story to prove, and a first tangible result.
1–2 weeks · €3,500
2
Clarity Sprint
A working prototype, or a story that lands with investors, partners, or customers.
4 weeks · €28,000
3
Fractional Design Lead
Monthly follow-through: clarity, and the next story or prototype.
Minimum 6 months · €5–7k/month or €9–12k/month
What we make: brand strategy, identity, UX/UI, web and product design
What the work is
Judgement, then something people can test.
- Judgement on what to build, and what investors, partners, or customers need to see.
- A first result tangible enough to test: a prototype, a flow, or a story.
- A longer design lead when the work should continue, month by month.
Questions
Before you start.
What do you actually do?
We shape a new idea into something people understand, want and can test: a prototype, a flow, or a story.
How does it start?
With a short message or a 20-minute call, whichever you prefer. The first step is usually the Direction Sprint.
Where does AI fit?
AI is part of the context and sometimes part of the tooling. The work focuses on the human side around it: what matters, what to trust, what to automate, and what still needs judgment.
Latest notes
Notes from the practice.
AI-era strategy - 4 min
What AI changes about strategy
When production gets easier, direction matters more. Clear teams can use AI with discipline. Vague direction usually produces more vague output.
Read moreAI and judgment - 6 min
AI needs human judgment systems
The AI question is what gets decided, by whom, with which evidence, and under which constraints.
Read moreContact
Working on something new?
A raise, a pilot, a new direction, or a restart. A short message is enough.