I’m Josh. Twenty years of creating experiences and launching products for TMZ, Banijay, and Amazon MGM Studios. I find what’s not working and design a better way forward.
Got a thing in mind? Tell me about it.
Available now, full-time or by the project.
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.
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.
024 · Aug 2026 The Rhinestone Was the Point. I grew up in the mountains of southwest Virginia, a couple of hours up the ridge from her Smokies. I admired her over-the-top look before I understood why: it was beautiful, it was precise, and it was completely her. A few words for Dolly, from one of her own. 
023 · Aug 2026 What Is Generative UI? The interface stops being decided months in advance and starts being assembled at the moment of need. A working definition of generative UI (GenUI), the four things it isn't, and why the more the model decides, the more design matters. 
022 · Aug 2026 I Know What This Looks Like. Every few days the feed hands me another version of the same post: how could any real creative touch AI? I read every reply, because they're talking about me. It took three failed drafts to notice the post isn't one argument. It's four. And one of them is a little bit right. Entertainment, studios, a London clinic, and my own studio. Every one of these has the whole story behind it, and most of them have the actual screens.
Pain Psychology Centre UK A practice, built end to end. The identity, the public site, and the operations desk a London pain practice runs on. Designed, built, and still run by me. Role Design, build, and run Discipline Identity · Web · Product · Ops Shipped Site June 2026 · Platform July 2026 · Opens September 2026 Stack Next.js · React · Firebase (London) · Stripe · DocuSeal Read the case study → 
Joshua Wells Studio. Sites, marks, products, and a shop, shipped by one designer with AI in every step. This is the current chapter. 
TMZ. Built the newsroom’s first in-house creative team, then the app, the tour bus, and three redesigns of the site, at news speed. 
Amazon MGM Studios. Creative lead on executive communications, brand systems, and the inclusion report the whole studio read. A quick intro: where I come from, who I've built for, and how I ended up here.
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 these days I design and build the whole product for the people I work with, AI included. Whatever the tools happen to be in a given decade, the job comes down to the same three things: 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.
