I translate the ambiguity of ideas, concepts, and experiences into definitions, systems, and products, and maintain the core essence of the original inspiration along the way. I believe in the value of sitting with challenges, sifting through nuance, and doing the work of identifying a clear vision so execution is aligned with the right intentions. In this portfolio, you'll find case studies for the two businesses I've founded, along with a resume detailing my full work experience. These case studies walk through the way I think, what I consider, and demonstrate what becomes possible with a clear perspective. If you're building something new or looking for someone to help ground ideas into something real, I'd love to connect.

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Texture

This is a case study for an AI astrology product I built solo in a few months with no prior development experience. I saw a gap in the market, knew people could build products like this, so I used AI development tools and figured it out. This case study will take you through an orientation to the product, the positioning in the market, and a few differentiating decisions I worked through to define the brand and the product.

Texture

Introduction

Texture is a birth chart analysis tool that surfaces astrology as an intellectual experience and invites customers to sit with nuance to discover what their chart means to them. I conceptualized, designed, and built this solo, leveraging AI to bring chart-wide synthesis to the on-demand astrology market, providing professional-level interpretation at an accessible price point. This market traditionally relies on templated content and bold claims about fate. This product sits in opposition to that, writing content unique to each user and presenting the material in a matter-of-fact way in service of the experience. That stance can be felt at every layer: the positioning, the display, the voice.

Texture

Strategic Positioning

Astrology is a complex, layered system that maps observations of lived experience to the planets, signs, houses, aspects, and more. As you hold more layers in context, that mapping gets more precise, but the volume of possible chart combinations grows to a number greater than the number of stars in the observable universe. The challenge: how do you create a system that can manage this volume without losing precision? The existing market provides consumers with 3 options: accept a watered-down templated astrology (content written for 1 in 12, instead of just 1), pay an astrologer for a reading (at a price point much higher than casual consumers are willing to pay), or spend years learning the complicated system to read charts for themselves. Nobody was providing precision in face of volume at an accessible price point.

Enter, AI. AI is particularly skilled at exactly this gap: holding massive amounts of context and synthesizing it into a discernible analysis. In moments, it can take a user's chart (13 placements, 12 signs, 12 houses, several aspects) and say something so specific no other chart analysis would say the exact same thing about any other person's chart. Language models directed toward the ancient academic tradition ensure the quality of interpretation is rooted in the depth of the discipline, so consumers get a reliable, high-quality output every time.

With depth and precision at volume as the product positioning, the typical aesthetic world of astrology, while recognizable to the market, no longer makes sense. Content written for one either resonates or it doesn't, and it requires a presentation that lets the material speak for itself. This product trusts astrology, trusts the content, and trusts the reader to engage at the level that's right for them. This product serves that experience: it shows what astrology looks like with a focused lens in a clear, confident, matter-of-fact presentation, and leaves the discovery of what astrology personally means up to the customer.

Texture

The Name

Every product needs a name. This product isn't “astrology,” this product is a perspective and an experience with astrology. The core perspective is the duality of nuance and context: finding a coherent throughline in a seemingly complex system. The core experience is personal and intimate: sitting with content that could have only been written for that person, and discovering what it means to them.

In exploring this duality, my focus turned to the rhythm of the planets orbiting the sun and the woven system that's created when stable actors are in constant motion while held together like an orchestra. The patterns are consistent, each move around the sun at its own rate, but so many patterns playing on top each other creates something more ephemeral, something more like jazz. Identifiable pieces, anchored in pattern, but with a fleeting, chaotic feeling to it. A name like Rhythm was too consistent, but Texture started to evoke nuance; it's what happens when several rhythms start to play off each other. To understand texture, you can't just pay attention, you have to pay close attention. To understand a chart, you can't just look at the planets, you have to pay close attention to the snapshot of this woven system at just this moment in time.

Texture

The Experience

This product's primary objective is to support the experience of engaging with the depth of content written for a single person. This can be an intimate, personal experience. Astrology does not tell people who they are, where their life is headed, or how to feel, but it does ask people to consider those things. People sit with astrology to self-reflect, to open their minds, to learn something new, or just to be entertained. When content can inspire a deeply-felt experience, the presentation runs the risk of skewing emotional perception. To offer an honest experience, the presentation must remain emotionally neutral. The content's job is to meet the reader where they are; the design's job is to facilitate that exchange.

Emotionally neutral doesn't mean spare, it means interesting in a way that leaves enough doors open for an organic experience to arrive. The aesthetic anchor here is newsprint. It's matter-of-fact by nature, lives in a contained space, contains technical and emotional information in one place and, throughout most of recent history, people met astrology through sun-sign columns.

This aesthetic and emotional anchor lives in the details: every surface is a single-screen experience, bold headers, imagery that grounds, technical pages styled like weather reports, stock-ticker widget showing the current position of the planets, etc. Every surface, desktop and mobile, is considered and serves the purpose of supporting a focused engagement with content of meaningful depth.

Texture

Brand Voice Operationalization

The challenge with precision for mass-market astrology products is simple: math. The volume of all possible charts is incompatible with human-written templated content without simplification and generalizations. Texture leverages AI as the solution for this. Language models are specifically skilled at holding complex, layered systems and synthesizing the throughline in moments.

But no one likes AI writing. It's highly recognizable, reads as shallow, and often hallucinates material just to fill space. Texture has a specific voice: that of a knowledgeable friend describing a concept they genuinely understand to an intellectually curious friend they respect. Left to its own devices and asked to interpret a placement with no guidance, AI diverges from this voice in two primary ways: it over-performs engagement (think Bill Nye speaking to young audience instead of a peer-to-peer exchange) and flattens interpretations to the pop-astrology found all over the internet.

The solve for this is thorough prompts directing reference material, voice, process, output, and self-checks so the AI has a defined, achievable job. The most significant impact on voice came from separating interpretive content and prose construction. A “Brief Writer” provided the astrological interpretation written like they were a journalist writing notes for a colleague - analytical, terse, no fluff. The “Prose Constructor” did no interpretation. It took the content provided by the first prompt and crafted it into brand voice, guided by a prompt detailing the voice, the reader, hard bans, astrological standards, consistent failure points, etc. Separate jobs, clear articulation of expectations, reliable output.

Texture

Conclusion

This product is post-launch, pre-marketing and currently being built out to include transits as a new layer. Astrology is not a new market by any means (it's thousands of years old), but AI is enabling an entirely new way of bringing breadth and depth of knowledge to the mass market. My goal with this product is to provide customers with a new type of experience with astrology while making the knowledge tangible, accessible, and enjoyable.

Boston Swing Labs

This is a case study for a weekly west coast swing dance event I co-founded and ran in Boston. We wanted to build a space to inspire creativity, encourage new experiences, and highlight the talent in our community. This was a collaborative effort. I partnered with a co-founder on this project and we worked with several teachers, DJs, and community members on a weekly basis to run our night. We defined the vision, the community shaped the output. This case study details the thought process and work behind a business founded on creating an experience.

Boston Swing Labs

Introduction

Boston Swing Labs is a weekly West Coast Swing social dance event that echoes the qualities of the art form at every layer of the weekly experience. The dance evolves in response to the community; it's rooted in freedom, curiosity, and connection, and the priorities and aesthetic change over time. I co-founded and directed this night to demonstrate a new approach to sharing the evolution of these qualities with the local community. We crafted a considered weekly experience, aligning the atmosphere, classes, and community engagement to our values, inspiring creativity and connection in the local scene.

Boston Swing Labs

Strategic Positioning

West coast swing is a modern swing dance that evolves as it meets new music, dance genres, and generations. After participating in the community for several years and seeing the evolution of the art form, we saw space in the local community for new voices to share how the dance was moving. Art survives through sharing the practice with new community members, and for a liquid art form rooted in evolution, introducing new perspectives, voices, and experiences is part of that transfer.

Boston has a strong scene: multiple nights of dancing, committed community leaders, and decades of established weekly nights. These nights successfully laid the foundation. Our goal was to inspire the evolution locally by modeling the experience of connection, creativity, and curiosity that surfaces by holding both commitment and risk. Dance is a physical conversation. It requires discipline to learn the form and communicate coherently, and it requires play to say anything interesting. The local community had a stable base, but there was room for a night to explore the edges.

As newer community leaders, we had experienced the challenge with finding a platform to get started, and we knew several talented members of the community were feeling the same struggle. We wanted our night to feature these dancers who showed up weekly, were dedicated to the dance, and had both strong technical grounding and creative impulse. These dancers were shaping the local scene on the floor, and we wanted to create space for them to shape the scene in classrooms and at the dj booth.

Connection, curiosity, and community in service of an evolving art form was our positioning. Encouraging connection to each other through a considered weekly experience opened space for the play required in an evolving art form. Fostering curiosity by featuring new voices and those with specific talents seeded the community with inspiration for new things to explore. Community was the why. We loved the art form, we loved the community, and we wanted to show the best of each.

Boston Swing Labs

The Atmosphere

Creative spaces need a good energy but forcing good vibes is an impossible task. Dance is creative, conversational, and connective, qualities that show up when invited, not demanded. Energy starts with intention, and our intention was for the space to feel alive and breathe the way the dance does.

Venue selection and space design was the single biggest lever to pull to set the tone and differentiate our night. In Boston, West Coast Swing nights were primarily run out of function halls and fraternal lodges, spaces designed for function and versatility more than atmosphere. Our night was a different experience, and we moved through a series of 3 different venues that reflected our intention.

The first was an up-and-coming creative space built for photo shoots and unique events. The space was functional and strange, and it was exactly what we needed. There was a galaxy wall, a tropical corner, graffiti, a chalkboard section, strange objects as chairs, a cloud room, etc. Our night opened with this venue and it was weird enough to immediately establish that our night's focus was on creativity and new experiences.

As up-and-coming spaces sometimes do, this one closed a few months into our lease. Thankfully, it closed as the weather was warming up. Summer nights in Boston are hot and muggy, especially in rooms with 100 people dancing, so we moved to the docks on the Charles river. A completely different venue, also serving our intention. The space was outside, in the heart of Boston, on the Charles River. There was space, a surprisingly danceable floor, and a breeze. A dance grounded in freedom was given some breathing room in the hottest months of the year. The lights of the city reflected on the Charles, people walking by, the ease of coming and going maintained our culture in atmosphere without a controlled space.

As the weather turned, we moved inside and found ourselves in a yoga studio in the North End. A studio with multiple rooms, beautiful floors, space to connect created an atmosphere of presence to foster the growing community connections foundational to our night. If our first venue was strange and our second was open, this space was warm.

Through all venues, we used our own lighting and sound to round out the experience in the direction of our intention for the night. We held classes, dancing, many theme nights, and our lighting and sound design worked in tandem with the schedule. Our space breathed throughout the year, from week to week, and throughout the night, all in response to what the moment asked for.

Boston Swing Labs

Class Design

West Coast Swing is a social dance, which means the community is made up of people with years of experience, casual dancers, people who started that night, people who took a 10 year break, and everyone in between. Classes always face the same challenge: people with tenure often stop finding value in the material critical for new people to encounter. Our class design looked to two directions to solve this: what we could give the students and what the community could offer as teachers.

For the students, we ran a beginner track and an experienced track. The beginner requirements were straightforward: someone who showed up with little-to-no experience should learn the basic patterns, skills and etiquette that would let them navigate a new environment with relative ease. The experienced track needed to offer enough academic rigor to sustain the interest of dedicated dancers and provide the novelty that casual participants tend to crave. We built a two lesson progression where the first lesson focused on technique, with a consistent teacher and monthly class subscriptions to encourage regular attendance. Our second class fed the novelty: we brought in varying members from the community who taught, expressed interest teaching, or had a unique skill set to teach fun classes focused on peripheral skills not typically offered elsewhere in the city.

This second class, which we called our Community Class, was bi-directional in intent. We wanted to give students a class experience they wouldn't find anywhere else, and we wanted to give dedicated, talented, and inspiring people a platform to teach. Instead of teaching patterns or progressive technique, this class was a single capped experience where people could learn posture through barre, the dance roots through Lindy Hop, body care through PT, solo dance choreography, etc. This class was to feed inspiration: asking members of the community to share what they were good at, and asking the students to engage in a new experience. Through all classes, for both teachers and students, we focused on connection, curiosity, and community to work toward our goal of sharing the evolution of the dance with the local scene.

Boston Swing Labs

Conclusion

This night ran for a year and a half before my co-founder and I each moved out of Boston and closed the event. We wanted to show the community our perspective and share a thoughtfully crafted experience that spoke to our values and echoed the qualities of the dance. West Coast Swing is responsive, it's social, and it's ephemeral, and so was our night.

Avery  Isaacs