Nebra sold IoT and blockchain hardware to a technical audience who still needed things explained clearly. If a customer saw it, I made it: the site, the store, the packaging, the photography, the documentation, the social.
The part nobody plans for
I was there through the Helium boom, and the defining problem of those two years wasn't traffic or design. It was supply.
Semiconductor shortages, shipping delays, backorders stretching out by months — against a customer base who had bought a device expecting to earn from it, and who were watching a countdown. A meaningful share of the work became communicating bad news: writing update after update explaining what had slipped and why, without either over-promising a date or disappearing.
That is a real skill and an unglamorous one. Design work is judged on how it looks; that work was judged on whether people still trusted you after the fourth delay. It taught me more about writing than any of the marketing copy did.
The Helium Region Tool
The artefact on this page is small and solves a specific, expensive problem.
Helium radios use different frequency plans by territory, and a miner bought for the wrong region is not a slightly suboptimal purchase — it is useless. People were getting it wrong, then raising a support ticket or a return, both of which cost far more than the mistake.
So: pick your country, get your frequency plan, buy the right thing. One page, no account, no explanation required. It is the least technically interesting thing I built there and probably the one that saved the most money.
Everything else
Shopify theming and the web estate, product and lifestyle photography, 3D visualisation for products that didn't exist yet, packaging, and the technical documentation that made difficult hardware explicable to people who had bought it on enthusiasm.