Creative and digital direction — brand, product, film, and the systems underneath.
I’m creative director at a real-estate developer in Des Moines: brand and marketing, investor material, video and drone work, and the internal software I design and build for the business.
Behind that, twenty years across video production, photography, brand and identity, and interactive design — usually several of them on the same project.
Danish, raised in Germany, here since 2008.
Selected work
12 projects · 2011–2026
- 01 Digital One-Pagers Real-estate development — capital raising The document you raise money with, live, and it tells you who opened it. A private offering used to go out as a PDF: laid out by hand, out of date the moment a dollar came in, and silent once it left the outbox. I replaced it with a page that builds itself from the firm's own records, stays true as the raise fills, and reports back who read it.
- 02 Ideas Board Construction and development — internal product Five votes a month each. Backing an idea has to cost something. The best ideas about how a business runs come from the people doing the work, and they were arriving in hallway conversations and going nowhere. There was no list, no way to tell whether an idea was popular or just loud, and no feedback to the person who raised it. I built the board.
- 03 Multifamily Dashboard Real estate — multifamily asset management Ownership stopped depending on the firm being measured for the numbers. Four apartment buildings, 565 units, run by an outside management firm — and the numbers arrived once a week, in a meeting, presented by the people being measured. I built the system that reconciles eleven operating reports every night and puts the result on ownership's phone by half past five each morning.
- 04 Operations Console Real-estate development — investor relations One record for the investor side of a development business, and every other tool reads from it. Who the investors are, what they are in, what they have been paid and what was said to them lived across a spreadsheet database, an inbox and several people's memories. I built the single record that replaced all of it — and the apps that sit on top of it.
- 05 The Northern Summer Travel — independent group travel A planning tool that keeps working after you land. Two households, sixteen days, three countries, and every detail scattered across inboxes and group chats. I built the system that pulled it together — and then made it useful on the ground, at the moment decisions actually get made.
- 06 The BeerGenius Hospitality — bars and restaurants Two hundred and fifty beers, and no way to choose between them. A bar with one of the largest American craft selections in the world had a menu nobody could use — a list of 250 names means nothing if you don't already know what you like. I built a browser you touch instead of read, and wired it to the same inventory that drives the phone menu and the website.
- 07 Apparel Orders Construction — internal operations One field decides the route, and the person approving never has to log in. Ordering company clothing meant a catalogue PDF emailed around, filled in, emailed back, forwarded for approval, forwarded again — and chased. A document passed around by email has no state, so nobody could say what was approved or where an order had got to. I replaced it with something that knows.
- 08 Bidders List Construction — preconstruction and estimating A thousand firms, spelled six ways each, resolved into one book. An estimator's contact book decays in a specific way: the same subcontractor arrives in the inbox under six different spellings, and a split bid history is worse than no history at all. I built the tool that resolves them into one firm — and keeps itself current from the inbox rather than from data entry.
- 09 Investor Directory Real-estate development — investor relations One question, answered before the sentence asking it is finished. "What is this investor in, and what have we paid them?" used to mean filtering a spreadsheet database and cross-referencing payments by hand — or asking someone else to, and waiting. I built the tablet lookup that answers it in five keystrokes, in the meeting, without anyone being asked.
- 10 Media Library Real-estate development — marketing operations Organised the way the business thinks, not the way the files arrived. Every project accumulates photography, and it lived in folders named by whoever made them. Finding the right image for an offering meant asking someone who remembered. I built the library that put a structure over it — without asking anybody to change how they already work.
- 11 The Newsletter Puzzle Construction and development — internal communications The clock only runs while you're looking at it. An internal newsletter is a broadcast. It goes out, most of it goes unread, and there is no reason for anyone to open the next one. I gave people one — a monthly puzzle with a live leaderboard and a small prize, designed so that being busy never costs you the win.
- 12 The Offering Archive Real-estate development — capital raising Copy it in, and it files itself — or says plainly that it can't. Offering documents change constantly, and each new version lands in some inboxes and not others. Which one is current, what changed, and who has been sent what were all answered by searching email. I built the archive that answers all three without anybody uploading anything.
Nothing under that discipline yet.