Who we are.
A small senior studio in New York, building calm, fast websites since 2012.
Start a project →SHEET 01 / 07MOVE TO MEASUREGRAPHITE / ABOUT
A letter, not a pitch.
Written by our founder in 2012, re-read every January. We still sign it.
- WRITTEN12 JAN 2012
- RE-READEVERY JANUARY
- SIGNED BY7 OF 7
RE-READ LOGHOVER A YEAR
- 2012✓ 2 SIGNED
- 2013✓ 2 SIGNED
- 2014✓ 3 SIGNED
- 2015✓ 3 SIGNED
- 2016✓ 4 SIGNED
- 2017✓ 4 SIGNED
- 2018✓ 5 SIGNED
- 2019✓ 5 SIGNED
- 2020✓ 6 SIGNED
- 2021✓ 6 SIGNED
- 2022✓ 7 SIGNED
- 2023✓ 7 SIGNED
- 2024✓ 7 SIGNED
- 2025✓ 7 SIGNED
- 2026✓ 7 SIGNED
JANUARY 2026 · NOTEA new name: Graphite. The letter stayed.
GRAPHITE27 BROADWAY AVE., NEW YORK
12 JANUARY 2012 · REV. 2026
To everyone who will ever work with us,
a website should feel like a well-sharpened pencil.
Precise, so nothing is there by accident. Quiet, so your product does the talking. Ready, so it keeps working long after we hand it over.
We will stay small on purpose: senior people only, three projects a month, one decision-maker on your side. It is slower to grow — and faster to do great work.
Yours, sharpened,Daniel RossFOUNDER · CREATIVE DIRECTOR
RE-SIGNED · 2026 ✓
Right now at Graphite.
NEW YORK · TODAY:00● STUDIO OPEN
COMMITSTHIS WEEK
312pushed to 3 repos
COFFEETODAY
18cups, mostly flat whites
DEPLOYSTHIS MONTH
27zero rollbacks
IN THE STUDIONOW
5/7two working remotely
ACTIVITYAUTO-REFRESH · 3s
- --:--:--Mia pushed 4 commits to northwind/main
- --:--:--Leo deployed halden-coffee v2.3
- --:--:--Thursday review booked · Atlas Bikes
- --:--:--Nora uploaded 12 screens to Figma
- --:--:--QA passed on 62 devices · Kova
- --:--:--Daniel sharpened a pencil
THE TOOLBOX
Know us by our tools.
-
T-01DESIGN
A 2B pencil
T-01 · OWNERSINCE 2012
Daniel Ross“Draw it before you build it.”
-
T-02DESIGN
A Wacom pen
T-02 · OWNERSINCE 2012
Mia Chen“White space is a feature.”
-
T-03CODE
A split keyboard
T-03 · OWNERSINCE 2015
Leo Alvarez“Fast is a design decision.”
-
T-04LEAD
A paper calendar
T-04 · OWNERSINCE 2016
Ivan Petrov“Thursday at ten. Always.”
-
T-05DESIGN
Post-it notes
T-05 · OWNERSINCE 2018
Nora Patel“Ask why five times.”
-
T-06CODE
Noise-cancelling headphones
T-06 · OWNERSINCE 2019
Sam Okoro“One pixel matters.”
-
T-07DESIGN
A type specimen book
T-07 · OWNERSINCE 2021
Eva Lind“Type is a voice.”
-
T-08ANY
An empty desk
T-08 · OWNEROPEN
Your tool?“We are hiring.”
Six rules, one lens.
MOVE ACROSS THE GRID
§ 01PEOPLE
Senior only
Everyone on your project has done this for 8+ years. No hand-offs to juniors.
§ 02PROCESS
One decision-maker
One person on your side. It is the fastest path to good work.
§ 03RHYTHM
Thursday reviews
Every week, same time. You always know what happened and what’s next.
§ 04MONEY
Fixed price
Scope changes are agreed in writing before any work starts.
§ 05OWNERSHIP
No lock-in
You own the code, the files and the accounts. Leave anytime.
§ 06FOCUS
Three a month
Three new projects a month, so each gets our full attention.
● LIVE
This week on the board.
MIA MOVED NORTHWIND → REVIEW
- TO DO00
- DOING00
- REVIEW00
- SHIPPED00
NORTHWINDGR-210
Checkout redesign
MIA
ATLASGR-211
3D bike builder
SAM
HALDENGR-212
Subscription flow
NORA
KOVAGR-213
Product pages
EVA
OSLO TYPEGR-214
Specimen v2
LEO
MIRAGR-215
Case studies CMS
IVAN
FIELD NOTESGR-216
Episode archive
DANIEL
As seen in.
“The small studio that refuses to grow”— THE DAILY GRID
“Quiet websites, loud results”— NY DESIGN REVIEW
“As sharp as the letters”— TYPE & FORM
“The brand’s best salesperson”— COMMERCE WEEKLY
“Thursday at ten, for ten years”— STUDIO NOTES
“Craft without the noise”— SITE OF THE DAY
BOARD / HIRING
Open tickets.
-
- ☐ Own 2–3 client projects
- ☐ Present every Thursday
- ☐ Shape the design system
- ☐ Mentor through critique
?Unassigned
-
- ☐ Ship weekly to production
- ☐ Own performance (Lighthouse 95+)
- ☐ Pair with designers daily
- ☐ Build the 3D & motion bits
?Unassigned
-
- ☐ Sit in every review
- ☐ Ship one real feature
- ☐ Weekly 1:1 with Daniel
- ☐ Paid, with lunch
?Unassigned