Writings

Starting over from memory

Writings

Starting over from memory

Abstract red-and-peach background featuring overlapping, stylized number 90 forming circular shapes with smooth gradients and soft shadows.
Abstract red-and-peach background featuring overlapping, stylized number 90 forming circular shapes with smooth gradients and soft shadows.
Abstract red-and-peach background featuring overlapping, stylized number 90 forming circular shapes with smooth gradients and soft shadows.

Starting over from memory

Rebuilding 90 Seconds without erasing what made it matter.

Rebuilding 90 Seconds without erasing what made it matter.

When I joined 90 Seconds, the brand was a decade old. It had history, reputation and a rhythm people could navigate with their eyes closed. They knew the product’s quirks, its logic, its charm. It wasn’t broken. It had simply outgrown itself.

The challenge wasn’t to reinvent it. It was to make it feel like itself again, only clearer, faster, more alive.

The temptation to start over is always there. New tech stack, new branding, new everything. But legacy isn’t a burden; it’s a compass. It tells you what still works and what never should’ve been touched.

So we didn’t start from scratch. We started from memory.

What followed was chaos in the most productive way.

Long nights, quick sketches, no time for overthinking. We improvised branding on the fly, iterated in real time and made decisions guided more by instinct than process.

But somehow, that rhythm brought the whole thing together. Brand, product, identity, platform… All rebuilt side by side, feeding into one another.




The new 90 Seconds didn’t feel like something new. It felt like something remembered, rediscovered, not redesigned.

And that’s what I learned: never fight a legacy.

Listen to it. Let it shape what comes next.

Because sometimes the best way forward is not to change what people love, but to remind them why they loved it in the first place.

90 Seconds branding and message on billboards.
90 Seconds branding and message on billboards.
90 Seconds branding and message on billboards.
Create a new order page on 90 Seconds platform allowing users to configure video packages, select team roles, and estimate costs.
Create a new order page on 90 Seconds platform allowing users to configure video packages, select team roles, and estimate costs.
Create a new order page on 90 Seconds platform allowing users to configure video packages, select team roles, and estimate costs.
Talent matching interface on 90 Seconds showing camera operator profiles with ratings, skills, and application status.
Talent matching interface on 90 Seconds showing camera operator profiles with ratings, skills, and application status.
Talent matching interface on 90 Seconds showing camera operator profiles with ratings, skills, and application status.
Project delivery dashboard in 90 Seconds platform showing progress tracker, delivery hub, and related production assets.
Project delivery dashboard in 90 Seconds platform showing progress tracker, delivery hub, and related production assets.
Project delivery dashboard in 90 Seconds platform showing progress tracker, delivery hub, and related production assets.
Collaboration chat interface within 90 Seconds platform displaying team conversation, active projects, and client details.
Collaboration chat interface within 90 Seconds platform displaying team conversation, active projects, and client details.
Collaboration chat interface within 90 Seconds platform displaying team conversation, active projects, and client details.
Homepage of the new 90 Seconds website showcasing sections for solutions, customer success stories, and creative inspiration in a dark mode interface.
Homepage of the new 90 Seconds website showcasing sections for solutions, customer success stories, and creative inspiration in a dark mode interface.
Homepage of the new 90 Seconds website showcasing sections for solutions, customer success stories, and creative inspiration in a dark mode interface.