Consulting

I'm Joshua Sortino. I've been designing and building products since 2001 for companies like Square, Brex, Disqus, the NFL, and Aol. Along the way, I've helped plenty of smaller businesses with the same things: cleaning up how they work, making their software and websites better, and thinking through what to do next.

This page is the front door for that work. If your business has a problem that touches design, technology, or "the way we've always done it," there's a good chance I can help. And if I'm not the right fit, I'll tell you that up front.

Process & Automation

Most businesses run on more manual work than they need to. Retyping the same information, chasing paperwork, copying things between spreadsheets. I look at how your team actually works, find the steps that waste the most time, and build a fix.

  • Custom apps

    When off-the-shelf software doesn't match how you operate, I design and build tools that do: internal dashboards, quoting and intake forms, scheduling tools, customer portals. Small, focused software shaped around your business instead of the other way around.

  • AI workflows

    AI earns its keep when it's pointed at real work: drafting documents, summarizing long email threads, answering common customer questions, sorting incoming requests. I set up automations that save hours every week, and I'll be straight with you about what AI still does badly.

Design

Design has been my career for twenty-five years, from scrappy startups to products used by millions of people. Whatever the size of your business, the goal is the same: make it clear, make it work, make it look like you mean it.

  • Interface design (UI)

    The screens themselves: layout, type, color, and the hundred small details that make software feel effortless instead of confusing. If your product works but looks dated or thrown together, this is the fix.

  • User experience (UX)

    How the whole thing works, not just how it looks. I map the steps your customers take, find where they get stuck or give up, and redesign the flow so more of them make it through. This applies to websites and apps, but also to signup forms, checkout, and onboarding.

  • Branding

    Your logo, colors, type, and voice, plus the rules that keep them consistent. Whether you're starting from scratch or your current brand no longer fits the business you've become, I'll build an identity you can use everywhere without second-guessing it.

Marketing

Good marketing isn't magic. It's a clear message, put in front of the right people, repeated consistently. I help with both the message and the material.

  • Digital

    Websites, landing pages, email campaigns, social content, and ads. I handle the design and the words together, so what you put out sounds like you and gives people a clear reason to act.

  • Print

    Business cards, brochures, signage, menus, packaging, trade-show materials. Print is less forgiving than digital; once it's produced, it's produced. I design pieces that hold up and prepare files your printer will accept the first time.

Management Consulting

Sometimes the problem isn't a process or a design. It's how the company itself is set up. I've built and led teams inside fast-growing startups and large organizations, and I've advised founders through the messy middle.

I can help you decide what to build next and what to say no to, structure your team and figure out who to hire, set up planning so projects actually finish, and act as a sounding board for the decisions you can't talk through with anyone inside the company.

How it works

Every project starts with a short conversation about what's going on and what you want to change. From there I'll propose a scope, a timeline, and a price. Some clients need a focused two-week project; others keep me on call month to month. Both work.

If any of this sounds like your situation, email me at joshua@sortino.co. Tell me a little about your business and what's slowing you down, and I'll reply personally.