About the studio
One person builds the whole thing.
Most software gets built by one team designing it and a different team writing the code. I started Luma because that handover is usually where things fall apart. Whoever's building it never quite knows why a decision was made, and the original idea gets watered down to fit what's easy.
So the work isn't a relay. Whoever plans the product also designs it and writes the code, and here that is one person. It holds together because it never changes hands.
I only take on a couple of projects at a time. That's the only way I've found to do work I'm happy to put my name on.
Who you'd be working with
Farshad Amini
Founder & Principal
I think writing software might be one of the most beautiful things people have ever figured out how to do. You can take something that doesn't exist yet, sit down for a few weeks, and turn it into a real thing other people can open and use. I still find that a little astonishing, and it's most of why I do this.
Luma exists to do that for other people's ideas, not just my own. I take the whole project on, from the first rough sketch to the code that ships, because the interesting part is watching an idea survive all the way into something real. Handing pieces of that to another team is usually where it gets lost.
Capabilities
- Product strategy
- Service & UX design
- Interface design
- Design systems
- Web & app engineering
- APIs & infrastructure
- Prototyping
- Technical advisory
How I work
Things I won't bend on.
A short list. These four hold no matter the project or the deadline.
Start
Have something you want built?
Tell me what you're trying to build and I'll come back with how I'd tackle it and whether I'm the right person for the job.