Design x Data x Systems Thinking
When making gets easier, why you exist matters more.
Studio Erwin Sala helps founders turn complexity into clarity: what to stand for, what to build, and what to ignore.
Selected work
Startup-oriented work where strategy changed the output.
Agrotech and community
Cropsie
A clearer way to explain an agtech proposition where field reality, climate pressure, and adoption had to meet.
Read moreSport and development
Dutch Lions FC
A multi-stakeholder sports organization clarified through identity, pathway thinking, and communication hierarchy.
Read moreDeeptech
Kite Magnetics
Deeptech communication reordered so technical substance could become investor understanding.
Read moreServices
Five core capabilities. No unnecessary layers.
Process
A simple structure for hard decisions.
- 1. Clarify the real decision.
- 2. Make constraints and trade-offs visible.
- 3. Leave with a practical direction.
Why Studio Erwin Sala
Senior direction with low noise.
- Positioning that connects why the organization exists to product choices, story, behavior, and what the team stops doing.
- Decision maps that show audiences, evidence, constraints, trade-offs, owners, and the next useful move.
- Creative direction that turns scattered input into coherent product, communication, and visual systems.
Latest insights
Useful notes for founder decisions.
AI-era strategy - 4 min
What AI changes about strategy
When production gets easier, direction matters more. Clear teams can use AI with discipline. Vague direction usually produces more vague output.
Read moreAI and judgment - 6 min
AI needs human judgment systems
The AI question is what gets decided, by whom, with which evidence, and under which constraints.
Read moreContact
Bring the question that keeps returning.
If the next move is unclear, this is the right moment to talk.