You're an Idiot - Branding & Web Design

A fake dating-coaching company for men who desperately need dating coaching. It started as a running joke between me and my sister, who's the one actually on the dating apps, and grew into a full brand and a working website. Its tagline: "dating coaching for idiots who don't know they're idiots."

The logo is a road-warning sign where the dot of the exclamation mark is a heart. Caution: romance ahead. I wanted the whole brand to feel like a public-safety campaign crossed with a tabloid: hazard tape, rubber stamps, case files and a lot of red. Under the roasting there's a real point of view. Every joke comes with genuinely useful advice, every stat is checked against real dating research, and it has a firm no-pickup-artist policy. It makes fun of bad habits, never of the people on the other end of them.

The site includes a quiz that diagnoses your level of idiocy, a drawer of case files you can flip through, a myth-busting card game, and fake sign-up forms that suggest therapy instead of collecting your email. I came up with the concept with my sister and art-directed the brand and site. I built it with Claude Code, an AI coding tool, as my build partner, which turned out to be a great way to learn how websites actually work.