Built a CSS Clamp utility tool for dynamic font sizes, paddings, margins, and border radiuses. Write fewer viewport-specific media queries. Outputs Tailwind v3/v4, CSS, and SCSS variables.
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kayhan retweeted
great long read from Paul about the honest version of most in-house brand jobs: you were hired to build a system and you spend your week making banners.
his piece argues ai can break that loop. hand off the repetitive output and designers move up a layer, writing the rules instead of executing against them. brand as software.
I love that.
my interest is the freelance end of it. i build an identity, hand over a brand kit, leave. it starts drifting within a quarter and that's nobody's fault. guidelines can't make decisions.
what i want to build instead is an intelligent layer that ships with the brand. it holds the logic, adapts as the product changes, keeps the thing coherent after i'm out of the room.
still early, but this feels like the new shape of the work of brand designers
4700 word labor of love. I've seen all the patterns and heard every story about in-house brand/creative studio teams.
This is my vision for where brand teams can go (and why I joined @tryramp).
Brand systems that behave like jazz. Brand as software.
Spot on. "Just let me build beautiful stuff and get out of the way" hits hard.
For years I was one of Webflow’s biggest fans.
From 2019-2023 I helped sell millions of dollars worth of Webflow projects and helped organize the largest community of paid Webflow professionals on the planet.
I thought they were going to define a new market category.
I used to talk endlessly about the concept of Front-ends as a Service.
I was hoping to see something new and exciting from their annual conference yesterday.
But this isn’t it.
What makes (made) Webflow special was the fidelity with which I could manipulate a complex web based layout.
I still think their Designer is unparalleled when it comes to custom front end web design controls.
But they should have detached the Designer from hosting years ago. And given it away for free.
They should have never abandoned the creator for the quick enterprise bucks.
They should have played the long game and just let anyone build a beautiful front end and bind it to whatever back end they wanted.
They literally could have owned the internet.
But this announcement feels like too little too late.
Now they have to compete with companies like Replit. And an entire class of products that gives creators unrestricted freedom.
Webflow cannot win competing head to head in that space. To stay relevant they need to go back to what made them special in the first place.
Just let me build beautiful stuff on the internet and get out of the way.
Give me your visual design controls and let me integrate it with any code base.
Give the AI surface controls that bring humans into the loop in a way other platforms can’t.
And don’t charge me 50k a year to do it.
I still root quietly from the background. And owe much of my current career trajectory to my time working with them, their product, and their community.
But this feels like another Logic/Memberships/DevLink moment.
Aspirational, but confused.
Enticing, but when?
Just another almost.
And likely a little too late.
