Starting my own agency was something I had always envisioned. I’ve been a designer for over 15 years, and after working in various roles—both in-house and freelance—I felt a strong pull to build something of my own. I discovered Webflow about four years ago and it completely changed how I thought about digital design and development. It allowed me to bring ideas to life without the traditional handoff process, and that unlocked a new level of creativity and efficiency.Founding Tunel Studio was a natural next step. I wanted to create a space where great design, thoughtful strategy, and no-code development could coexist seamlessly. Tunel isn’t just a creative studio—it’s a reflection of how I believe digital experiences should be built: collaboratively, intentionally, and with real attention to detail.
I think my first real entrepreneurial moment was in high school. I started designing CD covers and flyers for local bands and small events in my town. I didn’t really think of it as a business back then—I just loved designing and helping people bring their ideas to life. But looking back, it was definitely the start of me realizing that design had value, and that people were willing to pay for it. That feeling of creating something from nothing and seeing it out in the world stuck with me.
One belief I’ve changed is that everything has to be perfect before you launch. Earlier in my career, I’d obsess over every detail and delay projects waiting for that “perfect” version. But over the last few years—especially building Tunel and working in Webflow—I’ve learned that progress beats perfection. You learn so much more by putting something out there, getting feedback, and iterating. Done is better than perfect, as long as the intent and quality are there.
I feel most energized when we're deep in the creative phase of a project—exploring ideas, solving problems, and pushing the boundaries of what’s possible with design and Webflow. That moment when everything starts to click, the team is in sync, and you can see the vision coming to life—that’s what really fuels me. It’s that mix of momentum, collaboration, and creative clarity that’s hard to beat.
A typical day starts early—I wake up around 5 AM. I like having a bit of quiet before the world wakes up, so I usually start with a workout to clear my head and get focused. After that, it’s pretty much a 12-hour mix of deep work, calls with the team or clients, and building out projects. Running a studio means switching between creative direction, strategy, ops, and sometimes even hands-on design or Webflow dev. It’s intense, but I genuinely love what I do, so the long hours don’t feel like a grind—they feel like momentum.
One habit I really credit for my success is consistency—especially starting my days early. Waking up at 5 AM gives me a head start before the noise kicks in. That first hour or two of focused time, whether it’s for thinking, planning, or just moving my body, sets the tone for everything else. It’s not glamorous, but showing up every day, even when motivation isn’t there, has made the biggest difference over time.
One big mistake I made early on was trying to do everything myself. I thought that to keep quality high, I had to control every detail. But that approach just led to burnout and slowed things down. What I’ve learned—and keep learning—is that trusting others, building a solid team, and letting go of control in the right places is what actually allows things to grow. Collaboration always beats perfectionism.
People often think I’m super serious or intense because I’m so focused on work—but the truth is, I just really care about what I do. I’m actually pretty relaxed once the pressure’s off. I just have high standards, especially when it comes to design and execution, and that can come across as intense from the outside. But underneath it, I’m all about collaboration, good vibes, and building cool stuff with people I trust.
To recharge, I usually keep it simple—training, long walks, music, and spending time offline. Physical activity helps me reset mentally, and I try to stay away from screens as much as I can when I'm not working. I also love just thinking in quiet, without distractions—it’s where a lot of ideas come from. No big routines, just small things that keep me grounded.
Right now, success for me means doing work I’m proud of, with people I respect, and having the freedom to build things on my own terms. It’s not about growth at all costs—it’s about staying sharp, staying curious, and making sure the studio evolves without losing its soul. If I can keep that balance, that’s success.
What sets Tunel apart is our blend of high-end design and technical execution, all done with a lean, senior team. We’re not a big agency with layers of process—we’re fast, focused, and deeply involved in every project. We also specialize in Webflow at a level most don’t, which lets us move quickly without sacrificing quality. Clients come to us when they want something crafted, not just delivered.
ChatGPT said:We say no to projects where design is treated as an afterthought or just a checkbox. If a client isn’t willing to invest in the process or trust the creative direction, it’s probably not a good fit. We also avoid anything that feels rushed just for the sake of speed—tight timelines are fine, but not at the cost of quality. And culturally, we look for clients who are collaborative and respectful. No ego, no chaos.
One core principle we live by is: craft over compromise. We don’t chase trends or cut corners—we care deeply about the details and making sure everything we put out reflects quality and intention. Whether it’s strategy, design, or development, we treat every project like it matters, because it does.
We hire very intentionally—slow and carefully. We look for people who are not only skilled, but who take ownership, communicate clearly, and genuinely care about the work. Craft matters, but so does attitude. We want people who can think independently, collaborate without ego, and handle ambiguity. It’s less about resumes and more about mindset and standards.
We keep the team small and senior on purpose, so everyone has space to think, explore, and contribute beyond just execution. There’s no micromanaging—we trust each other to bring strong ideas to the table. We also set up projects in a way that leaves room for experimentation, not just ticking boxes. The best ideas usually come when there’s time to dig deeper and challenge the brief a bit.
One trend that feels overhyped is the obsession with short-form, high-volume content just to stay visible. It often prioritizes quantity over quality and ends up being noise. Brands sometimes forget that meaningful design, clear messaging, and a well-crafted experience have way more long-term impact than chasing the algorithm.
One trend we’re betting on is the rise of *brand-led product experiences*—where design and storytelling aren’t just for marketing, but are deeply baked into the product itself. As competition grows, brands that feel intentional, human, and well-crafted will win. And tools like Webflow make it easier than ever to build those kinds of experiences without huge teams or heavy dev cycles.
One small but game-changing decision was going all-in on Webflow early. At the time, it wasn’t as widely adopted, but we saw the potential and committed to mastering it. That focus helped us stand out, attract the right kind of clients, and deliver high-quality work much faster. It positioned us in a niche that keeps growing—and gave us a real edge.
Focus on being known for *one thing* first—don’t try to do everything for everyone. Pick a niche, build real expertise, and let the quality of your work speak for itself. Also: don’t underestimate the power of relationships. Your early clients, collaborators, and even rejections will shape your path. Stay small, stay sharp, and stay true to your standards.
If I were starting from scratch, I’d say no more often—especially in the beginning. Early on, it’s tempting to take on every project just to stay busy, but not every client or job is worth the cost. Being more selective from day one would’ve saved time, energy, and helped shape a stronger direction for the studio earlier.
Our rule is simple: price based on *value*, not time. We don’t sell hours—we sell outcomes. If a project is going to move the needle for a client’s business, the price should reflect that impact. We’re also upfront and transparent—no hidden fees, no vague scopes. Clear expectations lead to better work and better relationships.
We prioritize sustainability first—always. Growth is important, but not if it comes at the cost of quality, culture, or burnout. We’d rather grow slower and stay sharp than scale fast and lose what makes the studio special. Every decision—new client, hire, or direction—has to align with that long-term vision.
One founder I really admire is Ryan Singer, formerly of Basecamp. His thinking around product design, team structure, and staying small with intention has been super influential. He approaches problems with clarity and depth, and isn’t afraid to challenge conventional wisdom—something I try to channel in how we run Tunel.
Webflow, hands down. It’s at the core of how we build—fast, flexible, and powerful enough to bring high-end design to life without the bottlenecks of traditional dev. It lets us move quickly without compromising on craft, which is a huge part of our edge as a studio.
*Shape Up* by Ryan Singer had a big impact on how I think about work. It changed the way I approach planning, scope, and creative focus—especially the idea of fixed time, variable scope. It’s helped us stay lean, avoid overthinking, and actually ship great work without burning out.
In-office is my ideal setup. There’s something powerful about being in the same space—ideas flow faster, collaboration feels more natural, and it’s easier to build a strong culture. It creates a real sense of team, which is hard to replicate remotely. For us, being together fuels creativity and momentum.
Probably that *not every business needs to scale*. There’s this constant pressure to grow bigger, hire more, take on more clients—but I think staying small, focused, and excellent is underrated. Growth is only worth it if it makes the work better, not just the numbers.
I wish more clients understood that great work takes trust and space. Agencies do their best when they’re treated as creative partners, not just vendors. The more open the collaboration, the better the outcome. Rushing the process or over-controlling it usually kills the magic.
My favorite thing is the mix of creativity and problem-solving. Every project is a new challenge—different goals, different people, different constraints. You’re constantly learning, adapting, and pushing yourself. And at the end, you get to see something real go out into the world. That never gets old.
One stat most people don’t realize is that over **40% of websites are still poorly optimized for performance and accessibility**—even from big agencies. There's a huge gap between what looks good and what actually works well. That’s where we try to bridge the gap: clean, fast, accessible, and beautiful.
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