Welcome to Lugugul's New Home

Some studios are planned. Lugugul was grown.

In March 2024, I stepped back from a 16-year career in product design — not because I was burnt out, but because I wasn't ready to stop learning. I called it a sabbatical. What it turned into was a year of building new lenses: reading deeply into behavioral psychology and investment strategy, pushing into bouldering, and building real things with GenAI tools I hadn't touched before.

Somewhere in that year, Lugugul quietly took root.

What Lugugul Is

Lugugul is a design and product consulting studio — my studio. It's where 16 years across 7+ industries converge into focused, independent work: financial operations, cybersecurity, marketplace platforms, enterprise software, and everything in between.

Three things live here:

Product & Design Consultancy. I work with teams on the hard parts — the unclear brief, the tangled workflow, the product that almost works. I specialize in complex B2B systems where both design craft and systems thinking are required in equal measure.

Brand Strategy. Some projects need more than a screen redesign. They need a clear story, a name that sticks, and an identity that travels. I can help you find and shape that.

Domain Portfolio. Over the years I've registered domain names the way some people collect books — because I believe a great name is half the brand. A curated selection is available to buy or lease here.

The Name

Lugugul doesn't translate simply. It's not supposed to. The logo mark is a bookflower — a bloom that unfolds from the pages of accumulated knowledge. The name carries a quiet, botanical persistence.

It grows on you. Like the best identities do.

What's Next

This site is the new home. From here I'll be writing about design, product thinking, and the occasional observation from the intersection of craft and strategy.

If you have a project in mind — or just want to talk — I'd love to hear from you.

— Chelsea