We are not loyal to any tool. We are loyal to the outcome. Still, some choices repeat, because they keep working. Here they are, with the reasoning.
How we choose
Three questions. Can we hire for it? Will it still be maintained in five years? Does it fit the problem, or just the fashion? Boring technology wins most of these arguments.
Frontend
TypeScript with React or Astro, depending on the job. Server rendering when search matters. Static output when nothing needs a server. Design tokens instead of scattered styles.
Backend
Node, Python or Go. PostgreSQL as the default database. Redis for queues and cache. Clear module boundaries so parts can be replaced later.
Cloud and delivery
AWS or Google Cloud. Containers, infrastructure as code, and a pipeline that deploys on merge. Staging mirrors production, so a surprise is rare.
Mobile
Swift and Kotlin for native. React Native or Flutter when screens are mostly forms and lists. See mobile development.
Data and AI
Warehouse first, then modelling. We add machine learning when a rule cannot do the job, and we say so plainly when a rule can.
Marketing channels
- Search ads for existing demand
- Paid social for demand you create
- Organic search and content
- Email and lifecycle programmes
- Analytics across all of it
The connection
The stack and the channels are chosen together. Tracking is easier when the app renders on the server. Ads are cheaper when pages load fast. One team makes those trade-offs in one conversation. See our services.