HF
Built leaner. Run cleaner.

Whatever your business needs, built or guided.

I give small businesses the brand and back-office of a company ten times the size, minus the agency price tag and the runaround. If I can build what you need, I build it. If something out there already does it better, I'll tell you and help you set it up. Either way, you get one person who genuinely can't leave a loose end alone.

See the work Start a project
01 / Brand
Look the part
Identity, web, print, SEO.
02 / Build
Run it tight
Dashboards, trackers, tools.
03 / Enable
Put AI to work
Setup, automation, training.
What I Do

Three ways to make a business run cleaner.

Every one of these started as something that bugged me: a process that should've been simpler, a tool that should've been more consistent. I build the version with fewer moving parts and fewer ways to get it wrong, then hand it back running lean.

01 / Brand

How you look

Look as established as the work actually is.
  • Logo systems & full brand identity
  • Websites & landing pages
  • Business cards, brochures, signage
  • SEO & getting found locally
02 / Build

How you run

Custom tools that replace the spreadsheet chaos.
  • Inventory & equipment trackers
  • Sales & commission dashboards
  • Vehicle & safety inspection systems
  • Opening / closing & SOP tools
03 / Enable

How you adopt

Modern AI, set up so your team actually uses it.
  • AI audits & workflow setup
  • Custom tool & automation builds
  • Staff training, built for your team
  • Ongoing AI liaison & support

Got something that doesn't fit these boxes? That's most of what I do. Tell me what you're trying to fix and I'll build it or point you to what already works.

Selected Work

What I've shipped.

Live client tools and real brand work — the actual things I’ve shipped, not stock mockups. A client project portal, a missed-call rescue system, and a food-trailer brand. Client names and details are anonymized; Delicias Urbanas is shown with permission.

HoldFern · Private Portal
Larkspur Bench
Plan v02 · updates as decisions land
Pool, drawn both ways15 ⇄ 30 ft
Sport court · 30 × 30Approved
West cornerGarage · Orchard
Decisions locked4 of 7
Planning total$208,544
What the client sees
Every option drawn to scale on their own lot
Flip the pool size, the drawing and the price follow
Builder-ready sheets the day they approve
Private Delivery · Client Tool
Property & Landscape · Build

Client Project Portal

Every big decision, drawn before it's dug.

A family finished the house last fall and turned around to a blank, graded yard and one running argument: 15-foot pool or 30, garage or orchard, where the court goes. So I drafted the whole yard to scale from a survey and fourteen phone photos, put the big decisions on toggles with honest numbers attached, and gave them one private link to argue over at the kitchen table. When they approve, their builder gets sheets that don't need re-measuring. The project shown is a sample; flip the pool yourself.

Private delivery only. Public portal access has been retired.

Scope
To-scale plan + options + renders + budget
Built For
Homeowners planning big outdoor builds
Stack
Web · private delivery · mobile-first
Status
Public demo retired
Inside the Portal
Site Plan
Pool terrace38 × 26 FT
Sport court30 × 30 FT
Pond + screenNORTH EDGE
Garage or orchardWEST
Pergola + fireOFF PORCH
Drawn at 1 ft ≈ 6 px from the survey. If it fits on the plan, it fits on the ground.
Options & Allowance
Pool · 30 ft family$82,400
West corner · garage$46,200
Everything else$63,200
Contingency + design$16,744
Planning total$208,544
Private Access
One link.
Every decision visible.
access · WELCOME
Code on the fridge, works on their phones, updates when the plan does. The demo code is right on the gate.
Taquería y Pupusería
Hecho a mano · Midvale, UT
Mexican-forward, Salvadoran heart
Real Client · Live
Food Trailer · Taquería y Pupusería

Delicias Urbanas

Mexican-forward, Salvadoran heart.

A family-run trailer that cooks like home needed a brand as warm as the food. I built the whole launch: a bilingual site with the full menu, a four-direction business card set, and the plumbing most people skip. Square so cards work, a Google profile so the truck actually gets found, review and QR pieces so first-timers trust it. Mexican-forward with the handmade pupusas as the house signature, Spanish and English equal. Real client, still serving.

Scope
Brand + bilingual site + cards + POS setup
Voice
Bilingual EN/ES · relaxed, foodie
Aesthetic
Handmade warmth · navy & ochre
Find them
@deliciasurbanas · Midvale, UT
The Brand in Use
Online Menu
La Carta · The Menu
Quesabirria$3.75
cheese-crisped birria taco, consomé to dunk · con consomé para sopear
Taco al Pastor$3.75
adobo pork off the trompo, sweet pineapple · al pastor del trompo, con piña
Burrito$12.75
forearm-sized: rice, beans, cheese & your meat · del tamaño del antebrazo
Quesadilla$11.50
flour tortilla off the comal, melty cheese · queso fundido y tu carne
Horchata$4
creamy rice horchata, cinnamon finish · con su toque de canela
House Specialty
No te la pierdas
La especialidad de la casa

Pupusas,
hechas a mano

thick masa, griddle-blistered, stuffed to the edge — the one thing you won't find at the other trucks
$3.50 c/u
Today Ticket
HoyToday
Where
Midvale · 32 W Center St
Hours
11am – 10pm · con calma
Call
385 630 5358
@deliciasurbanas
GreenShield Pest
Auto-reply · ~9 sec after a missed call
Missed call · (512) 555-0148 · 9:41 AM
Hey, this is GreenShield — sorry we missed your call! Tell me what's going on and your zip and I'll get you handled.auto-sent · 9 sec
Wasp nest by my front door and I'm getting stung. 78664
Yikes, that's a priority. I've got today 2–4 PM or tomorrow AM open. Which works?
Today please!!
Done — booked for 2–4 PM today. Confirmation's on its way. Hang tight, help's coming.
Live Product · White-label
Service Trades · Pest Control & beyond

Missed-Call Lead Rescue

Miss the call, keep the customer.

A missed call is usually a customer already dialing your competitor. This catches them in about nine seconds — an automatic text back that actually sounds like a person, asks the right questions, books the job, and circles back for the review later. I built it for a pest control crew that was bleeding after-hours leads; it drops into any trade that lives and dies by the phone. Fictional company and sample data shown.

Scope
Text-back + AI qualify + booking + reviews
Built For
Any phone-driven service business
Speed
~9-second auto reply · bilingual
Status
Live demo · white-label ready
Inside the System
Owner Dashboard
Last 30 Days
Missed-call leads0→38/mo
Response timehrs→9 sec
Reviews / month~3→22
$21,800Est. revenue recovered*
Recovery Funnel
Where Leads Land
Missed calls52
Auto-texted52
Replied38
Qualified31
Booked27
Skip the text-back and roughly 85% of those callers never ring again.
Handles The Rest
Not Just Emergencies
  • After-hours leads, captured instead of lost
  • Priority routing for the urgent stuff
  • Recurring rebooking & renewal nudges
  • Review asks after the job (no gating)
  • Unhappy customer pings the owner, fast
  • Auto-replies in Spanish when needed
Services & Pricing

Priced up front.

Brand work has set prices, listed below. Build and Enable projects get scoped to your operation, but the scope and the price are written down before any work starts. No surprise invoices.

Brand · À La Carte
Quick
$85

The Quick Fix

Single asset done fast: a logo refresh, a five-piece social template pack, a flyer, or a business card design.

24–48 hours · 1 round of revisions
Single
$175

The Single

One complete piece done right: a full logo with variations, a business card with three concepts, or a polished brochure.

3–5 days · 2 rounds of revisions
Brand · Full Packages
Starter Kit

The Starter

$425

Logo system plus three coordinated pieces. Enough to look complete on every first impression.

  • Primary logo plus secondary mark
  • Color palette and font pairing
  • Three coordinated collateral pieces, your choice
  • Two rounds of revisions per piece
  • Final files as PDF, PNG, and editable Canva
Delivery: 7–10 days
Most Popular
Brand Kit

The Brand Kit

$850

Full identity plus a complete collateral set. The level where your business actually looks designed.

  • Logo system: primary, secondary, monogram
  • Color palette and typography system
  • Five coordinated collateral pieces, your choice
  • Style guide PDF for ongoing consistency
  • Two rounds of revisions per piece
  • Final files in every format you need
Delivery: 2 weeks
Full Build

The Full Build

$1,800+

Complete brand system and ten-piece collateral set. For businesses ready for a total visual reset.

  • Full identity system: logo, palette, type, voice
  • Up to ten coordinated collateral pieces
  • Print-ready and digital-ready file set
  • Style guide and brand book PDF
  • Three rounds of revisions per piece
  • 30 days of post-delivery support
Delivery: 3–4 weeks
Build · Operations Tools

Named systems, scoped to your operation. Each is a repeatable build I tailor to how you actually work. Training and handoff included.

System
Scoped

Inventory Tracker

Tools, truck, or shop stock in one place. Live counts, low-stock alerts, and a record of who has what.

Built around your workflow
System
Scoped

Commissions Dashboard

Sales, tips, and commission splits tracked automatically. No more end-of-month spreadsheet math.

Built around your pay structure
System
Scoped

Vehicle Inspection System

Monthly fleet inspections with built-in reminders and auto-updates to the driver and the fleet team.

Recurring reminders · fleet-ready
System
Scoped

Client Project Portal

A live estimate and project tracker your customers can actually see, like the client portal up in the work.

Deployed live · access-coded
Enable · AI & Training

Modern AI put to work for your business. No overwhelm, and nothing you won't use.

Enable
from $250

AI Audit

A walk through your operation to find where AI saves real hours, with a plain-English action plan.

Report + 60-min review
Enable
Scoped

Custom Tool & Automation

A workflow built and wired up for one specific need: intake, follow-ups, opening and closing routines.

Built & handed off, ready to run
Enable
Scoped

Staff AI Training

Hands-on training built around your team and your tools. No jargon, just what they'll use.

On-site or remote
Enable
Retainer

AI Liaison

Your on-call guide as the tools change. I track what's new so you don't have to.

Monthly · cancel anytime

Need something outside these tiers? Reach out for a custom quote.

Matt Barber at full draw with his compound bow in the mountains
— Full drawHoldFern is me taking my shot.
Why I do this

Big-league tools,
built for the little guy.

The first time someone proudly handed me their best work, I'd spotted ten things I would've done differently before they finished the sentence. I figured I was either doomed or wired a little different than the people around me. Turned out it was the second one. I leaned into it, and it ended up putting me at the front of most rooms, weighing every outcome while everyone else had already moved on. The longer I go, the rarer that habit seems to be.

These days I point all of that at your business. I take the high-level tools and tech the big companies run on and build you a leaner, cleaner, custom-fit version of it, because the small operator deserves the same firepower as the corporation with the giant team and the fat software budget. Maybe a better one, since you're closer to the work and you actually care how it turns out. If I can build what you need, I build it; if something already does it better, I'll point you there instead of selling you bloat.

My rule for myself is simple: give back a little more than I take. If I learn something, I'd rather leave it better than I found it and pay the time forward with something worth more than it cost me. Do that enough times, with enough good people, and the world my kids grow up in ends up a little better than the one I got. That's the actual point.

— M. Barber
Apollo the brindle dog and Rocky the black Rottweiler sitting outdoors in the mountains
Apollo & Rocky.They go everywhere I do, so if dogs aren't welcome on the job, don't bank on me either.
How It Works

No fluff, no surprises.

Most projects move from first conversation to final delivery in two to four weeks.

01

The Conversation

A 30-minute call about your business and what you're trying to fix. No pitch, no pressure.

02

The Proposal

A clear written scope, fixed price, and timeline. Or, if a tool that already exists does the job better, I point you there instead. You sign, pay half, and the clock starts.

03

The Build

You see initial concepts within a week. Two rounds of revisions are baked in. Most clients land on the right direction in round one.

04

The Handoff

Final files in every format you need: print-ready PDFs, social-ready PNGs, editable Canva. The last invoice goes out, and that's it.

Get In Touch

Tell me about your business.

The first call is free and actually useful, even if we never end up working together.

Start a project.

Email me with a brief description of your business, what you're trying to accomplish, and which service tier feels right. I respond within one business day.

Quick questions.

Not sure your business is a fit, or what something would cost? Send a quick note. No commitment.

  • Works withAny owner-operated business
  • Service areaLocal + remote nationwide
  • FormatsCanva, PDF, PNG, SVG, web
  • Rush+50% · quote on request