I've reinvented my craft five times in thirty years.
The principle never changed: understand the system, then build it properly.
Prepress and graphic production in the 90s — where a mistake meant reprinting ten thousand sheets, and precision became a habit rather than a virtue. Then 360° photography: close to 60 million views on Google Maps, over a thousand businesses put on the map. Then the web — hundreds of sites, brands, and campaigns built for companies across the region. A business directory founded and run. A local street-view platform built from scratch.
And now: private AI systems. Retrieval, search, and language models running on hardware I can physically touch — my own inference servers, my own deployments, my own uptime to answer for. No rented magic, no black boxes.
Each of these was a different craft. All of them were the same job: take a system apart, understand it honestly, build it properly.
How I work
In phases.
Every project is broken into phases with one goal each, a fixed scope, and an explicit acceptance check. You always know what's being built, what it costs, and when it's done.
Directly.
You talk to the person doing the work. Questions get answered by whoever wrote the code — usually the same day.
For ownership.
Everything I build is designed to be handed over: documented, explained, and runnable without me. The measure of a good system is that it doesn't need its builder.
identitet is the studio name this work lives under — a one-person studio by design, with a network of long-term specialist collaborators for larger builds, and an EU-based delivery partnership for deployments inside the Union. Based in Sombor, Serbia. Working across the EU.