A creative playground
Backed by nothing but expertise. Scarcity was not the obstacle. It was the method.
- Note
- March 2026
- 2 min read
FormForm started small on purpose: one senior designer, AI agents and no outside money. We kept the word “playground” because it keeps us making things instead of polishing a pitch.
In February, Joel posted this on X: “About to launch a design studio driven by a swarm of agents. Let’s see how far this goes.” That’s still a fair description. FormForm is one person doing the design work, with Claude and Claude Code doing a lot of the building, and specialists brought in when a project needs them.
Why start this small
We called it a playground on purpose, because the framing kept us experimenting instead of posturing. With no investors and no team to keep busy, there was no one to please but the client and ourselves.
Starting small also takes away the usual hiding places. You can’t buy your way around a weak idea, so you fix the idea. You can’t hide a vague offer behind a marketing budget, so the offer has to be clear. That’s why our pricing is on the site: Launch from US$12k, Partner from US$6k/mo, Director from US$18k/mo, brand identity from US$6k and websites from US$10k, designed and built.
The trade-off is real too. One person can only do one thing at a time, which is why Partner works one focus at a time and why we take on a few projects at once.
What the playground is today
It’s still a working part of the studio. The Playground section has small code sketches like ASCII Flow, Particle Trail and Grid Warp. Some are half finished, and that’s fine. They’re where we try things out, and some of it ends up in client work and in our own products.
We build our own SaaS products the same way: small, shipped early, then improved based on what people actually do with them.
What this means if you hire us
You talk to the person doing the work. There’s no account manager and no layer of juniors. And you get a studio that is used to shipping with modern tools, because that’s how it runs every day.
If you want to see how that works on your product, send your brief.
Asked & Answered
An independent studio for product, brand and website design, working with SaaS and AI teams. One senior designer does the work, with AI tools like Claude Code in the workflow.
A set of small interactive code sketches where we test techniques before using them in client work or our own products.
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