Everyone told me the name should have "AI" in it. Or "digital." Or "transformation." Something that signals what we do.
I chose the opposite.
unmake.it is a verb disguised as a brand. It's not about what we build. It's about what we remove. The name itself is a subtraction, no capital letters, no clever wordplay, just an action and a domain hack.
When I started thinking about this venture, I kept coming back to the same observation: most organizations don't need more. They need less. Less complexity. Less legacy. Less of the things that made sense ten years ago but now just consume energy.
The name came from frustration. I'd spent twenty years watching companies stack solution on top of solution, layer on layer, until nobody understood the architecture anymore. "Digital transformation" became code for "add more stuff." But the real transformation, the one that actually works, often means removing what shouldn't be there.
I considered other names. Simplify-something. Reduce-whatever. But they all felt passive, clinical. "Unmake" has intention. It's active. You don't unmake by accident. You unmake because you've looked at something carefully and decided it doesn't earn its place.
The ".it" wasn't just available, it was the point. It's a command. An invitation. A dare.
And the color? That oxidized orange isn't an accident. It's the color of rust, of decay, of things breaking down. But also of autumn, of transformation, of what remains when the unnecessary burns away. Paired with cream, not white, cream, because nothing here is sterile. This is warm, human subtraction.
unmake.it
Not "unmake things" or "the unmake company." Just: do it. Unmake.
Some people will see the name and not get it. That's fine. The name is a filter. If you believe progress only comes from building more, we're probably not a good fit. If you've ever looked at your tech stack, your org chart, your product roadmap, and thought "half of this shouldn't exist", then you know exactly what unmake means.
This blog will be about the art of strategic subtraction. What to remove. How to remove it. Why removal is often harder than creation. And how to build organizations that don't need constant unmaking because they were designed right from the start.
Welcome to unmake.it.
Progress is a subtraction.
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