I'm Joshua Wells. I spent twenty years telling stories and launching products for brands like TMZ, Banijay, and Amazon MGM Studios. Now I work in AI: generative interfaces, agent systems, and the design judgment that turns a clever model into something people keep using.
If you're building with AI and it's stuck, that's the work I do.
A model that demos well and a product people keep using are two different pieces of work. I do the second one: the interface, the evaluation loops, and the unglamorous decisions that make an AI feature feel like it belongs in the product rather than bolted onto it.
Design partner for teams shipping LLM-powered products. I help turn models into human interfaces: designing prompts, evaluation loops, and generative UIs that present the right surface at the right moment.
I build what I design: working prototypes, agent systems, and automated creative pipelines that take creative work off the critical path. I also teach it, running the workshops and rollouts that make AI a working part of a team.
Senior creative leadership without the full-time hire. Brand identity, design systems, and two decades of experience, applied to teams that need direction more than headcount.
Written from inside the work, usually because something bugged me enough to go figure it out.
Entertainment, studio, consumer, and AI product work. A lot of the recent AI work is under NDA, but I'm happy to walk you through the problems and the decisions behind it.
A quick intro: where I come from, who I've built for, and how I blend design with AI.
The mountains of western Virginia raised me. Appalachia gave me the storytelling, SCAD gave me the discipline, and twenty years of leading creative teams gave me the judgment to know when something works.
I've built brands for Amazon MGM Studios, TMZ, and Banijay, served as partner and ECD at an agency, and now help enterprise teams design AI-powered products. The tools have changed dramatically, but the job hasn't: understand people, solve the right problem, and make something worth using.
Tell me what you're building and where it's stuck. I'll tell you honestly whether I'm the right person for it.
Or write hello@joshuawells.com directly.