Enjoy The Nonsense

Owner

September 2025 - Present

I led BackHug’s creative transformation: rebranding the company, redesigning its digital and print assets, and running organic and paid campaigns that grew our audience 200% and doubled conversions, helping the brand expand into the US and partner with elite sports teams such as Chicago Cubs and Texas Rangers.

UI/UX Design

Branding

Website Development

Video Editing

Analytics

Enjoy The Nonsense is a project that's been whirring in the back of my mind for a while. I keep on having thoughts about how nothing really matters, yet still strive for perfection and hold myself back due to not having time to polish things off to the standard I expect.


Then AI came along and could produce perfectly polished designs in a flash. I knew it couldn't replicate the full creative process, because it has no point of view (the crucial requirement for creating art worth looking at), but it pushed me into not looking at perfect as the finished state.


Instead, the only thing a creative piece of work needs to do is reflect the person creating it. In my case, that's imperfect, a bit crude and simply human. There is something about the very unpolished sketches and impulsive conciousness that gets erased when you edit and rework things in the pursuit of perfection that makes my mind purr. It feels as if I've caught the essense of the the thought I'm trying to convey, even if i'm not communicating it in the most 10/10 way.


I assume others would also be attracted to this, and I wondered if something messy and human being thrown into the overly automated algorithm would do something, anything, positive for someone.


So I began to test.

I created a website and social page for the sketches and captions that I scribbled alongside them to start feeding the algorithm these wonky pieces of 'content'.

Things were going well, I gained 9 followers (yes, I know that's not a lot when compared with brands aiming to create a revenue stream but it told me that people resonated with what I was doing.)

But then came a bit of a roadblock: I welcomed a baby with my partner.

So, understandably, that became my focus and I lleft 'Enjoy The Nonsense' to be filtered out as obselte by the machinery.

2026 came rolling by and as they same 'new year, new me'…same existential dread and I returned to the project.