A
CONCEPTCONCEPTCONCEPT
Make the idea legible.
Positioning, naming, mechanics, audience and the one sentence that prevents everybody inventing a different project.
Rapid concept + prototype studio / Costa Blanca
FRENE.SI
Ideas under pressure.
Weak ones confess quickly.
FRENZYCommit before the committee arrives
BRAKEThink until the opportunity expires
Current operating stateUseful instability
Recommended actionBuild the ugly first version
01 / INPUT CHAMBER
Idea triage without the workshop snacks
Put the idea
under pressure.
Describe the thing. The machine will decide whether to prototype it, sharpen it or quietly escort it from the building.
VIABILITY UNDER PRESSURE72
VERDICT
Prototype before discussing further.
The idea has enough shape to test and not enough evidence to deserve a committee.
02 / WHAT EXITS THE MACHINE
Not services.
Consequences.
Each engagement begins with an uncertain thing and ends with something people can see, touch, test, reject or pay for. Preferably several of those.
B
PROTOTYPEPROTOTYPE
Make the idea touchable.
Working interfaces, interactive demos, physical mockups and enough reality to reveal where optimism was doing unpaid labour.
C
IDENTITYIDENTITYIDENTITY
Make the idea recognisable.
Names, type, colour, motion, language and a system sturdy enough to survive somebody opening Canva.
D
RELEASERELEASE
Make the idea leave home.
Launch pages, campaigns, experiments and the uncomfortable moment when strangers are allowed to have opinions.
SPECIMENS / PROOF OF PRESSURE
Problems entered.
Useful things escaped.
S1 FORGE
A material-aware image workflow for laser engraving. Because “increase contrast and hope” is not a process.
PRESSURE APPLIEDWorkflow / interface / machine logic
AUCTION INTELLIGENCE
Thousands of lots converted into rankings, alerts and evidence. Scrolling until intuition occurs has been deprecated.
PRESSURE APPLIEDData / automation / decision design
MR MOVE
A removals business presented without smiling stock men lovingly carrying empty cardboard.
PRESSURE APPLIEDIdentity / web / copy
03 / THE METHOD, REGRETTABLY
Four operating states
Fast does not mean
thoughtless.
STATE_01
Remove the fog.
Reduce the idea to a problem, an audience, a mechanism and a reason anyone should care before lunch.
Operating principle
Momentum is useful.
Direction remains fashionable.
FRENE.SI exists for ideas caught between “someone should build this” and six months of organised hesitation.
We apply enough design, code, prototyping and honest criticism to discover whether the thing deserves a future.
Sometimes the result is a product. Sometimes a campaign. Sometimes a beautifully documented reason to stop. All three are progress.
04 / PULL THE LEVER
Ideas / prototypes / strange useful machinery