Reason.
Intention.
Unconvention.
Raúl Rey
Full Stack Designer.
Always on the lookout for that puzzle piece that breaks the gap between the good and the great. Combining ethics, aesthetics and technology to develop tangible and interactive results in step with today's Zeitgeist.
Always on the lookout for that puzzle piece that breaks the gap between the good and the great. Combining ethics, aesthetics and technology to develop tangible and interactive results in step with today's Zeitgeist.
01
Where
I work at the intersection of AI, systems, brand and product strategy.
01
Where
I work at the intersection of AI, systems, brand and product strategy.
01
Where
I work at the intersection of AI, systems, brand and product strategy.
02
What
From 0 to 1 concepts to enterprise platforms used at scale, making the invisible understandable and the complex usable.
02
What
From 0 to 1 concepts to enterprise platforms used at scale, making the invisible understandable and the complex usable.
02
What
From 0 to 1 concepts to enterprise platforms used at scale, making the invisible understandable and the complex usable.
03
How
Guided by a simple principle: design with reason, build with intention and question convention.
03
How
Guided by a simple principle: design with reason, build with intention and question convention.
03
How
Guided by a simple principle: design with reason, build with intention and question convention.
Selected Works
02
Other Projects
WHAT
Created across agencies, studios and freelance collaborations. Different in context and scale, but aligned by the same attention to craft, systems and execution.
Created across agencies, studios and freelance collaborations. Different in context and scale, but aligned by the same attention to craft, systems and execution.
Soon to be expanded…
Tools & Stack
03
It's the hand,
not the hammer.
Move your cursor to watch them appear and fade away.
Toolkit
03
It's the hand,
not the hammer.
Move your cursor to watch them appear and fade away.
Tools & Stack
03
It's the hand,
not the hammer.
How many tools have you used throughout your career?
How many felt essential, until they vanished?
We shaped ideas by hand, then through software, systems, and now through AI. Every wave promised faster workflows, better outputs, fewer limitations. Every one eventually became obsolete.
The danger is not that tools evolve, but forgetting the intention behind their usage.
It is not the software.
Not the prompts.
Not the trend of the month.
Tools come and go. What remains is harder to name: judgment, taste, curiosity, and the ability to notice what matters. To turn ambiguity into direction. To bring form to ideas and meaning to systems.
Craft was never only in the hammer. It was always in the hand.
How many tools have you used throughout your career?
How many felt essential, until they vanished?
We shaped ideas by hand, then through software, systems, and now through AI. Every wave promised faster workflows, better outputs, fewer limitations. Every one eventually became obsolete.
The danger is not that tools evolve, but forgetting the intention behind their usage.
It is not the software.
Not the prompts.
Not the trend of the month.
Tools come and go. What remains is harder to name: judgment, taste, curiosity, and the ability to notice what matters. To turn ambiguity into direction. To bring form to ideas and meaning to systems.
Craft was never only in the hammer. It was always in the hand.
AI & Vibe Coding
Cursor · v0 · Claude · Devin · Codex
Design
Figma · Stitch
Documentation
Storybook · Supernova
Data & Analytics
Looker · Datadog · Metabase
Web
Wordpress · Framer · Webflow
User Testing
Hotjar
Dev / Handoff
GitHub · Vercel
QA
Meticulous · Playwright
3D & Motion
Cinema 4D · After Effects · Cavalry · Spline
AR
Unity
PM
Linear · Notion · Jira
Automations
Zapier · Zendesk · Make · n8n
*Discalimer
Tooling evolves faster than this page loads.
By the time you’re reading this, there’s a good chance half of these tools have already been replaced, rebranded, or quietly abandoned.
Tooling evolves faster than this page loads.
By the time you’re reading this, there’s a good chance half of these tools have already been replaced, rebranded, or quietly abandoned.
Tooling evolves faster than this page loads.
By the time you’re reading this, there’s a good chance half of these tools have already been replaced, rebranded, or quietly abandoned.
Beliefs
04
01
Emotions drive actions.
02
Simple doesn't always mean easy.
03
Motion doesn't always bring direction.
04
Technology is a means to an end, never the end itself.
05
Form doesn’t follow function, it follows intention. And that creates meaning.
06
Craft is a discipline of care — a commitment to clarity, quality, and execution.
Play
05
Beyond KPIs, OKRs, and the constant pursuit of optimization, there is still space for curiosity, experimentation, and play.
WHAT
Play
05
