00 Helelai · Cali, Colombia
Custom Shopify themes, a full-stack wholesale platform, a WebGL artist site, an offline-first finance app, and the automation behind them. Nine projects, written by hand — no page builders, no templates.
01 Work
Shopify themes written from scratch, a full-stack wholesale platform, a WebGL artist site, an offline-first finance app and an automation ecosystem — 6 of them with a public URL you can open right now.
8 projects are shown unnamed. Client names and live links stay withheld until each client signs off — the work is described in full, only the identity is held back. [TODO-DUEÑO: collect permissions]
The entire wholesale chain — catalog, invoicing, warehouse, routing, delivery — as one system, operable by a non-technical owner.
Sole developer — full-stack, DevOps and QA
A seven-page corporate Shopify site built from 55 hand-written sections — including an animated 50-state distribution map.
A ticket-selling festival one-pager where the lineup, schedule and menus are edited as plain text — by people who do not write code.
Two locations, five ordering platforms and a different lunch special every weekday — collapsed into one button.
A 2,000-product store with no checkout — the customer uploads a logo, sees an AI mockup of their branded product, and quotes it on WhatsApp.
Seven national communities, one catalog — plus a full compliance cleanup to clear a platform review.
A whole forms ecosystem on Google Workspace, deployed from the terminal — submission to database to notification, with no license fees.
A hand-written GLSL shader that replaced a three.js background at roughly 1% of its weight — inside an identity built as a code system.
A full web alternative to Money Pro for Spanish-speaking users — offline-first, data on the device, 130+ defects killed before launch.
No projects carry that tag. .
02 Services
Grouped by what they are, not by what they cost. Every one of them is demonstrated by a project above — where a capability has proof, the card links straight to it.
A 04 services
Stores written from scratch in Liquid — including the ones that sell without a checkout.
Built from zero, with no Dawn or Horizon base and no page builder. Fast, unmistakable, and editable by the owner from the admin.
Proof B2B Colombian food importer & distributorStores with a real checkout, or quote-first models where every button assembles a pre-filled quote in chat and no cart exists at all.
Proof Corporate merch supplier · 2,000+ productsImporters and distributors, restaurants, festivals and events, retail, services. Each one gets the flows its business actually runs on.
Proof Colombian restaurant group · two locationsOngoing care, plus end-to-end catalog and content cleanup to resolve a platform review when a store gets flagged.
Proof Latin grocery store · Austin, TXB 04 services
Systems where a bug costs real money — built with tests, CI and rollback.
Web plus mobile (iOS/Android) plus infrastructure, wired into third-party APIs for accounting, payments and GPS, with CI/CD, automated testing and the quality discipline that domains handling money require.
Proof B2B wholesale platform for a U.S. Latin food distributorApps that work with no connection and keep data on the device (IndexedDB), with optional cloud sync (Supabase + RLS), applied cryptography and AI features — plus product direction and AI-assisted development under rigorous QC.
Proof MoneyCashForms and data-capture ecosystems on Google Workspace (Apps Script deployed with clasp): submission → database → notification email, bilingual, with no per-seat license fees.
Proof Festival & restaurant group · internal capture systemsWhatsApp commerce, generative AI in a commercial flow (Cloudflare Workers + Gemini), ordering portals, interactive maps, accounting and payment links.
Proof Corporate merch supplier · 2,000+ productsC 03 services
The interactions that make a visitor stop scrolling — written by hand, not imported.
Custom WebGL/GLSL, advanced SVG and CSS animation, high-finish artist and brand sites, and visual identity implemented as a code system — token-driven rebrands with assets generated programmatically.
Proof Urban-pop recording artist · official siteAnimated SVG maps, GSAP set pieces, animated device mockups, drag-and-throw physics, live countdowns, sliders that behave differently on a phone.
Proof Latin music festival · Austin, TXLanding pages, one-pagers and multi-page sites in plain HTML, CSS and JavaScript — or Astro when the project earns it. No framework tax for a brochure site.
Proof Urban-pop recording artist · official siteD 04 services
The work around the build that decides whether it converts and whether anyone finds it.
Deep audits — including multi-agent passes that surface far more than a manual review — turned into a prioritized, costed fix list, then applied.
Proof B2B Colombian food importer & distributorHeadlines, page copy and calls to action written in each brand’s voice, in both languages, by the same team that builds the page they live on.
Titles and meta, structured data (JSON-LD), Open Graph and Twitter cards, sitemaps and canonicals, focus states and reduced-motion — on pages light enough to load on a phone in a parking lot.
Proof Urban-pop recording artist · official siteRegistrar to live site, including the authoritative-level DNS debugging that resolves an incident the same day instead of "waiting for propagation".
Proof Urban-pop recording artist · official site03 Pricing
Starting prices in U.S. dollars. Every one of them buys custom work — the design, the code and the copy, written by hand. None of them is a template with your logo dropped into it.
One page
A single page designed, coded, written and launched — start to live site inside a day.
$300
Up to 1,000 products
A Shopify storefront on a theme written from scratch, with the catalog loaded and the store live.
$500
2,000+ products
The same build against a large catalog, where search, filtering and navigation stop being an afterthought.
$750–800
Simple software
One product on two platforms — a web app and a phone app sharing the same logic. A shopping cart on web and mobile lands at the $1,500–2,000 end.
$1,000–2,000
Multi-role platforms
Systems with several operational roles, third-party integrations and money moving through them — the scale of the wholesale platform in project 07.
Up to $10,000
Between 1,000 and 2,000 products, the store is quoted on the catalog.
+What moves the price
All prices in USD.
04 Process
Most sites drift because the design decisions get made while the code is being written. Approving tokens and a sitemap first is what keeps a build coherent — this page was made the same way.
01
We map the business, the buyer and what a win actually looks like. Nothing gets built until that is written down and agreed.
02
Color, type, spacing and page structure approved before a single component exists. This is the step that stops a site from drifting into six different button styles.
03
Section by section, checked on a phone as it goes. Written by hand, structured so a non-technical owner can edit it without breaking anything.
04
Conversion, accessibility, performance and platform-compliance passes — including adversarial multi-agent review, where one set of agents finds defects and another set tries to refute them against the code.
05
Domain, DNS, SSL, structured data, sitemap. Verified live on real devices, then handed over with runbooks written for the person who has to run it.
05 How we work
A template is cheaper on day one. These are the five reasons it costs more by month six.
No page-builder weight and no page-builder sameness. The markup is only what the page needs, so it loads fast — and it looks like nobody else.
Animated distribution maps, AI mockup generators, drag-and-throw physics, brand mascots, GSAP set pieces. Built for the brand, not picked from a library.
The whole identity — color, type, radius, spacing — re-tints from one file without touching structure. One artist site carried four complete rebrands that way, and this page was re-skinned into the Helelai palette the same day it was written.
A non-technical owner edits text, images, schedules and tables from the panel without being able to break the layout. Schedules and menus are edited as plain text, not code.
Tokens and sitemap before code. Design, conversion and compliance audits with findings prioritized and fixed, not filed. This page ships with 70 automated checks that run on every push.
06 Testimonials
Nothing here is written until a real client writes it. Invented praise is the cheapest thing on a portfolio and the easiest to spot.
What was broken before we started?
[TODO-DUEÑO] Real client quote + name + business, with their permission.
What did the new site change, in your words?
[TODO-DUEÑO] Real client quote + name + business, with their permission.
What was it like to work together?
[TODO-DUEÑO] Real client quote + name + business, with their permission.
Add them in TESTIMONIALS inside src/data/site.ts. One entry renders one card; the
placeholder above disappears the moment the array has something in
it.
07 About
Two or three sentences in Helelai's own voice: who the team is, how it got here, and what it actually enjoys building. It is the only paragraph on this page that should not sound like marketing.
[TODO-DUEÑO] Helelai's real 2–3 sentence description — set ABOUT.bio in src/data/site.ts
[TODO-DUEÑO] Team photo — add public/about/team.webp, then set ABOUT.photo
08 What happens next
Everything on this page was designed, coded, written and launched by the same small team, and every claim links to the system that proves it. Tell us what you are trying to build and we will come back with an honest read on scope, timeline and whether we are the right people for it.
9 projects · 6 live · 208 automated tests