THe Start of something…

I’ve been carrying this idea around for longer than I want to admit. It’s lived in notebooks, in screenshots clogging my phone storage, and in conversations I never fully realized. Call it imposter syndrome, but for a while I didn’t think there was validity in this dream.

But here’s the thing about ideas: they get heavier the longer you hold them. Eventually, you see some version of your idea in the world, and the guilt of not pursuing your real dream starts to weigh you down. The longer you wait, the louder that voice gets: what if you’d just started?

What’s crazy is that when it comes to my work with clients, I don’t feel that same self-doubt. I dive in, no hesitation. But eventually, you hit a wall. Clients hire you, then fight the very direction they brought you in for. They make ill-advised decisions, ignore strategy, and you’re left wondering: if I’m going to fight this battle, why not fight it for something I actually own?

So instead of waiting for the “dream client” or the “perfect project,” I decided to create it. That’s what apt24b represents—the dream client. A place where culture, creativity, and lifestyle can breathe without needing permission or validation. It’s me stepping from behind the scenes, choosing to build something in real time, with whoever chooses to show up.

I don’t know exactly where this will lead, and that’s kind of the point.
All I know is that sitting on it any longer felt like denial.
So here we are.
The Start of Something...