content, community, and resources - keeping it real since 2021
the creative pursuit of a greater self
JOIN MIDNIGHTinside midnight.
Midnight is the world behind the things I build - brands, conversations, ideas and experiments.
LISTEN
the best conversations happen at midnight.
Long-form conversations with founders, builders and interesting people - less surface-level advice, more of what actually happened.
WATCH THE POD
things i’m building.
SPACEGOODS
Founder-led functional wellness / coffee+ brand.
VISIT SPACEGOODSMORE SOON.
THE BUILD LOG.
Every brand, in order. The ones that worked, the ones that were sold, and the ones that quietly died at midnight.
- 2015BUILD LOG
GENTRY CLUB
Fashion. The first experiment in building a brand after dark.
- 2016BUILD LOG
WAVY LEGGINGS
Activewear. A quick lesson in trend timing and product-market fit.
- 2017BUILD LOG
DUSK NCL
Fashion. Another midnight project that ran its course.
- 2017BUILD LOG
VARIOUS DROPSHIPPING STORES
A range of ecommerce experiments, stores and products - testing different ideas, categories and ways of building online.
- 2019SOLD
MIDNIGHT CITY
Jewellery. A brand that taught more than it earned.
- 2020SOLD
NEON BEACH
LED lighting. The last idea before the current chapter began.
- 2021LIVE
The Midnight Pod
Podcast. Long-form conversations with founders, operators and interesting people.
VISIT - 2022LIVE
SPACEGOODS
Functional coffee and wellness products. Still going.
VISIT
LEARN
The operating system for building and scaling a modern consumer brand.
Eight years of building brands - the frameworks, tools, decisions and expensive mistakes I wish I had before I started.
EXPLORE BRAND OSHOW I BUILD
nothing exists.until you create it.
Ideas only matter when they become real. I want to build with speed, taste and conviction - focusing on what matters, following reality, and turning good thinking into products, brands and companies people genuinely care about. The goal isn’t activity. It’s creation.
- 01
GREATNESS OVER NORMALITY
Make things meaningfully better, not simply acceptable.
- 02
FOCUS COMPOUNDS
Do fewer things, exceptionally well. Complexity has to earn its place.
- 03
REALITY WINS
Truth over ego. Evidence over narratives.
- 04
SPEED MATTERS
Decide. Build. Launch. Learn. Improve.
- 05
TASTE IS STRATEGY
Product, brand and experience are part of the business itself.
- 06
FREEDOM IS PART OF THE OUTCOME
Success should create more possibility, not more captivity.
MIDNIGHT
the romance of possibilitybefore the outcome is known.
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Ideas, conversations and things being built - from inside Midnight.