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Made real

Ideas, decisions and systems that crossed into the real world.

Strategy that stops at a presentation is not strategy. These are the ones that shipped.

CR-001

From manuscript to publication system.

A manuscript existed. Everything that turns a manuscript into a book someone can buy did not.

  1. concept
  2. identity
  3. editorial design
  4. physical + ebook
  5. digital presence
  6. launch
  7. distribution
The published book photographed on a concrete surface beside the purchase page of its website, which carries the title, the author and two buying actions.
The published edition and the site that sells itLo que nadie te cuenta de Emigrar — narrative essay, first edition, June 2026.
The launch filmProduced for the launch. Sound on.
emigrarbook.com →

The publication system, still running.

Possibility does not become real by being finished. It becomes real by being made available.

What the work covered
  • Concept definition and editorial direction
  • Identity and visual direction
  • Editorial and interior design
  • Physical edition and ebook production
  • A site built around the purchase
  • Launch film and social presence
  • Commercialisation, sale and international distribution
  • Post-launch iteration

CR-002

Building a credible digital presence for psychologists.

Real expertise, no public presence, and a set of decisions that had to be made before anything could be built.

  1. positioning
  2. structure
  3. design
  4. development
  5. iteration
  6. launch
The ALIGN home page: the wordmark, a serif headline reading “Where mental health and performance meet.”, a line describing one-to-one sessions and workshops, two actions, and a photograph of the two psychologists.
The live presenceIn use today. The address below opens the real thing.
alignpsychologists.com →

Open it. Nothing here is a mockup.

Credibility is a system, not a look: what you say, in what order, and whether the thing you say it on behaves as well as the work behind it.

Understanding the environment a system has to work in is part of the work. Where a decision needs a regulated professional — legal, tax, clinical — we say so, and we prepare that decision properly for them.

What the work covered
  • Research and initial structuring
  • Positioning and framing
  • Information architecture
  • Visual direction
  • Website design and development
  • Responsive implementation
  • Review rounds and iteration
  • Launch of the live presence
  • Groundwork on the operational and administrative context the practice had to set up in

Continue

Bring the challenge.

  • Material (ours)
  • 3 moves clear

agree what would count as better

Describe the part that stopped making sense. You get back a first reading: what would have to count as better, and the first move worth making.

Start the conversation →madebycriterio@proton.me

A few paragraphs is enough. No brief, no RFP, no form. One conversation, then a written position you can argue with.

Or start from the situation