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Designer + engineer · London

Designer who ships
code.

Brand. Product. Web. Code. Deploy. Inside your team.

Latest
Shipped Maximus Elite in 48 hours
Founded
7 years · CoverTurn studio since 2024
Built on
React · Figma · Cloudflare · ships to prod
// Currently

Running CoverTurn. Shipping product alongside client work. Now talking to teams about bringing the same hands inside a brief.

01Selected work

Four selected projects across product, web and brand. Two live, two in active development.

2026 · Brand + Website · Live client · London

Maximus Elite. Premium hospitality recruitment.

Full brand and website for a London hospitality recruiter placing top talent into the city's premium restaurants, hotels and members' clubs. Two audiences, one clean architecture, editorial restraint. Live in 48 hours.

Brand Website Live client 48h ship
Read the case study
● maximuselite.com
Live Maximus Elite homepage. London hospitality recruitment agency. Editorial brand, near-black with gold accent.
2026 · Replit 10 Year hackathon · 24h solo · Live

Check the Lease. Free AI lease reader, shipped in 24 hours.

A free AI lease reader for any US renter or landlord, designed, built and shipped in 24 hours (May 2 to 3, 2026). Original brand, hand-coded illustrations, and a 50-state legal-aid directory. Live, free, never stored.

AI Product Brand System Full-Stack 24h Solo
Read the case study
● check-the-lease.replit.app
Live Check the Lease homepage with editorial cream brand and hand-drawn key, house, and moving box illustrations
2026 · Voice AI concept · Luxury hospitality

Atlas, a voice AI concierge concept for luxury hospitality.

A maître d' for the AI era. Designed end to end for the Soho Houses and Eden Rocks. Two surfaces: a guest-facing voice that takes the request, and an operator console where the host stays in the room as the final call. Brand, product, motion.

Product Design Voice AI Brand System Motion
Read the case study
● atlas · voice AI concept
Concept Atlas voice AI concierge: candlelit suite with the orb on a marble side table, atlas wordmark in italic gold, live call card showing a guest champagne request.
2026 · Personal product · v2 in active development

IndieFlow, an outbound CRM for solo founders

A CRM for the founders who are the sales team. Where the founder, the operator, and the closer are all the same person. Six steps, six tools, one product. v2 in active development, designed and built on Claude Code.

Product Design Sales CRM System Design v1 v2
Read the case study
● indieflow.coverturn.com
v2 in dev IndieFlow v2 dashboard. Revenue, outstanding, pipeline and active client KPI cards with a revenue chart and recent activity panel.
7 years
Shipping interfaces, websites and brand systems
4 selected
Featured · two live, two in active prototype
1 studio
CoverTurn · founded 2024 · still running
48h ship
Maximus Elite · brand and full site, live client
02 ─── About
Ishmael McCalla, designer and founder of CoverTurn

I'm Ishmael. A London designer who ships.

Seven years shipping interfaces, websites and brand systems. The last two running CoverTurn, the studio I founded in 2024. Brand, interface, production code, deploy. I own delivery end to end.

Talking to teams now: agencies, product companies, founders. Bringing the same hands inside the brief. Embedded retainer, founding designer, design engineer. Open to the right shape.

UK time · open to US overlap · available now

Emailishmael.mccalla@gmail.com Book a call15 min on Calendly GitHubgithub.com/ishmaelmccalla LinkedInlinkedin.com/in/ishmaelmccalla Dribbbledribbble.com/ishmaelmccalla Upworkupwork.com/freelancers/ishmaelmccalla

Background: A View at Hampstead with Stormy Weather, John Constable, ca. 1830. Yale Center for British Art, Paul Mellon Collection. Public Domain · CC0.