First, you tell me who your business is.
I send you the Fold, a system I developed to help a business get clear on who it is, why it exists, and who it's really for. You go through it on your own time, and it doesn't cost you anything.
Cleverly Built. Driven by Wonder.
Every business has a story it isn't telling well.
Research is how I find yours. Whether it's a logo, content, a website, or a system your team runs on, the tools I build are how it finally gets understood by the people you want as customers.
How your story finally gets understood.
Then we look at what your answers are saying.
We go over what came up together and decide what's actually worth building. Every piece of work is priced and explained in writing before it starts.
Then I dig deeper and build the tools that tell your story.
I study your business and your industry from our Fold session along with outside research until I understand the story from the inside, then build the tools that tell it, whether that's a logo, content, a website, or a system your team runs on.
Two ways to get started
If I've already built something for you.
Maybe you found me through something I made for your business. Then you've already seen what I can do with your story, and the next step is a conversation about where to take it.
Let's TalkIf you found me on your own.
I'll send you a system I developed called the Fold, free of charge. It helps you get clear on who your business is, why it exists, and who it's really for. Once you've gone through it, we sit down together, go over what came up, and talk about whether it makes sense to work together.
Send Me The FoldMy work
Patek Philippe + Tiffany & Co.
Concept, Animation, Art Direction, 3D
The Nautilus 5711 was ready to retire, and Patek Philippe sent it out with a bang: a final edition made with Tiffany & Co. I couldn't help playing with the idea of the different ways that final curtain call could have been presented. You'll see three animated variations on the idea, plus a few 3D models of other dial variations and materials it could have come in.
Lifestyle Photography with Joao
Photography, Art Direction, Storytelling, Brand
After a couple of years at a luxury watch retailer, the company started to grow under my creative direction. With that trust, I was asked to build a team to keep up with the creative output for every digital and physical property as new stores opened and the digital footprint grew. Joao was the photographer I hired, and his experience and taste in art ended up inspiring me. Together we made some of the most memorable campaigns the company ran. People thought we were using AI in 2022, but it was all set building, lighting, editing, and Joao's eye and patience.
Watch Profile Content Posts
Graphic Design, Art Direction, Content Creation
I'm grateful for the clients who trusted my vision and my execution with their digital presence. Here are a couple of carousel posts I created with a freestyle scrapbook approach, built to paint a picture of each artist and their style.
Engaging Stories
Animation, Graphic Design, Content Creation
As a creator and director, I wanted every story to use each platform in the cleverest way possible. On Instagram and TikTok, the stories that worked best let customers pick a side in a "This or That" campaign, using one of the platform's interactive stickers. Others described the product features customers cared about most, or placed the product in a lifestyle setting. And the best part of stories was being able to link straight to the product. Because of that approach, our stories were constantly called "a fun place to be."
Audemars Piguet for Todd Watches
Graphic Design, Editorial, Content Creation
Working with Alex Todd at Todd Watches brought a lot of great creative moments. Here are a few posts that define a style with an editorial feel, where I set out to tell the story of two of Audemars Piguet's limited releases.
Jay-Z Watch Profile for Todd Watches
Graphic Design, Content Creation, Animation, Art Direction
In 2022, I got a DM from Alex Todd. He'd noticed how I was handling creative in the jewelry and watch industry, and he had a project for me. Alex is Jay-Z's watch guy, and he's who many of the most prominent collectors go to when they need to source the rarest watches in the world. Here are a few of the projects I was fortunate to work on for Todd Watches, telling the story of Jay-Z's watch collection. Curating, designing, and building out these posts was a lot of fun.
About — Cleverly Built. Driven by Wonder.
I'm Kevin Phagu, and Tools for a Better Tomorrow is my practice. I'm a creative technologist, which means I solve problems by building whatever tool fits them: a brand, a logo, content, a website, or a system a business runs on. The medium changes from project to project, but the way I think doesn't. I understand the story first, then find the cleverest way to make it understood.
Before starting TFABT, I spent years directing creative for heritage luxury brands, where I learned that the best work always starts with research nobody else bothered to do. That's how I work now, for businesses whose work deserves to look as serious as it actually is.
The name came years before the title did, but it describes the job exactly. I make tools, and a better tomorrow is what happens for a business once the right people finally understand what it's about.
Tell me about your business.
Tell me a little about what you do and who you do it for, and I'll send you the Fold to start. I read every message myself, and once you've gone through it, we'll sit down and go over what came up.