---
title: "About — X Gravity"
description: "X Gravity is led by its founder, a creative director and principal brand designer. The thinking behind the studio, what we believe, how we use AI, and what clients say."
url: https://xgravity.co/about.html
---

About

# Thinking and making are equal.

Strategy defines the problem. Design gives it form, and shows what the strategy missed. X Gravity is built on doing both, then building the software the brand runs on.

The thinking behind it

## My engine has no gravity.

That was the original name: too long for a logo, but it says what we believe. The engine is the mind, and nothing should hold it down. X Gravity is the short version.

Our founder spent his career as a creative director and principal brand designer, across agency teams, in-house leadership and direct client work, in technology, hospitality, automotive, real estate, financial services, retail and restaurants. X Gravity puts both halves in one place: the brand, and the website, apps and tools it lives in.

## What we believe

Clarity before style

Style should help people recognize, understand and trust you. If it isn't clear, it isn't finished.

Build the system

A brand isn't a logo or a campaign. It's strategy, identity, language and experience, connected.

Honest direction

Say what we think, explain why, and lead by doing the work.

Taste with a reason

Every decision should be explainable. If we can't say why, we look again.

Question the question

The brief is a starting point. We make sure we're solving the right problem before we solve it well.

Simple on purpose

The best version is usually simpler than the first one. We take things away until everything left earns its place.

How we use AI

## Faster, without lowering the standard.

AI is built into how we work. It adds capacity and speed. The judgment and the craft stay with people.

-   ### Research and concepts
    
    Exploring more directions earlier, so the strongest idea wins on its merits.
    
-   ### Production
    
    Image, video and copy variations made faster, then checked against the brand by a person.
    
-   ### Repeatable workflows
    
    The right tools, prompts, templates, guardrails and quality checks, so output stays consistent.
    
-   ### Agents, skills and rules
    
    For teams, we build the agent skills, rules in .md files and frameworks that everyone's AI agents follow, so a writer in Texas and an editor in California work the same way, on the same system.
    
-   ### Inside what we build
    
    Sites and tools set up with AI in the workflow: updates made faster, and the things that matter tracked.
    

## How the studio is built

Lean on purpose. Every handoff is another chance for an idea to get diluted, so the lead stays in the work itself, not just the reviews.

Specialists come in for the stages that need them, and they work to the same skills and rules as everyone else. The map at the top of this page is the whole org chart.

> “If my name is on it, I'm accountable for it. No matter who's on the project, it stops with me.”
> 
> Ben

[Why the player-coach model](https://xgravity.co/field-notes/player-coach-creative-director.html) [How the monthly rate works](https://xgravity.co/approach.html#pricing)

X Gravity is an Alchemic Graph company.

## What clients and collaborators say

> Ben is passionate about creating brands that authentically tell stories and connect with the right audience.

**Paul Vela**CDO, Sunflare

> Ben's expertise and out-of-the-box thinking were vital to the success of launching our client's rebranding campaign.

**Suzy Simmons**Chief Creative Officer, Test Monki

> Ben is very hands-on, gets deeply engaged in each project, and treats the work as if it were his own. At the end of the day, he delivers great value.

**Sanjay Sathe**CEO, Succeed Smart

> I immediately acquired a deeper appreciation for Ben as both a creative problem solver and business strategist.

**Tobey Simpson**Founder, BEVL

> Ben understands that great design is much more than pretty pictures.

**Erik Dezendorf**VP Client Partner, Material

> Ben possesses an arsenal of skills and a depth of experience to get the job done right, on time and on budget.

**Travis Mcshan**Founder, Glide

> His positive attitude and can-do spirit make him a valuable addition to any project.

**John South**GM, Tandem Theory

> Ben is a very affable person, and his passion for his work is infectious.

**Barclay Wright**Creative Director, Monochromatic