Market Research
Product Positioning
User Interviews
Focus Group Facilitation
Data and Analytics
Brand Strategy
Persona Development
User Journey Mapping
Wireframe Sketching
Wireframe Design
High-Fidelity UI Design
Figma Design
Figma Prototyping
Interaction Design
Rapid Website Development
Mobile-first Websites
Content Management Systems
E-Commerce Functionality
Search Engine Optimization
Conversion Rate Optimization
Custom HTML/CSS Coding
Rapid App Development
Mobile + Desktop Applications
MVP Scoping + Planning
Firebase Database Structuring
Conversion Rate Optimization
Ai-Assisted Flutter Coding
App Store Optimization
Mission + Vision
Brand Personality
Brand Values
Logo System Design
Visual Standards Design
Packaging Design
Print Production Preparation
Meta PPC Advertising
Ad Campaign Concepting
Creative Development
Social Content Creation
Social Media Management
Community Development
Project Management
Client Communication
Sales + Proposals
Agile Sprint Methodology
Developer Collaboration
Team Leadership
Motion Design + Animation
Illustration + Iconography
Product Photography
3D Printing + Laser Cutting
Wood-working
Fodo connects humans in real life through snail mail messages and photo prints. This fast and fun app to send prints was founded by Josh Graef. His mission was to make it easier for everyone to spend less time on addictive social media apps and more time fostering deeper relationships with the ones who matter most.
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Collaborating with an ambitious entrepreneur, a chemical engineer, and a mechanical designer, Josh developed a brand identity and app design for an emerging indoor air quality sensor and marketplace.
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During a global pandemic, two co-founders approached the challenge of shaking up the centuries-old salt market with a modern DTC salt experience. Josh provided a full-spectrum brand experience across every touchpoint including brand identity, e-commerce website, product photography, advertising, content, and more.
View Case StudyDesigners are often measured by the pixels they push, the fonts they recognize, the buzz words they parrot, and the Eames furniture they collect. For Josh, a good designer is made by the lifestyle they build away from the keyboard. He finds inspiration in the runners high and rocky bike rides. His best creative and mental work comes from exercising his body and mind through active hobbies and a daily game of chess.
Josh's career started among brilliant minds in fast-paced agencies accelerating global brands across hospitality, food & beverage, medical, finance, and tech. These teams taught him cross-functional collaboration among creatives, developers, clients, and executives. Josh then launched Cartworthy Creative Studio to specialize on his favorite niche — product startups. He quickly developed skills for consulting, sales, project management, client communication, and providing exceptional services. While collaborating with ambitious entrepreneurs, Josh co-founded Only Salt: a unique microplastic-free salt startup.
After the pandemic, Josh sensed a strong need for a less-addictive social app designed to bring people together more in real life and less online. He created Fodo, a fun snail mailing app that sends real messages and photo prints by mail, easily and affordably. He printed and mailed over 10,000 Fodo Prints and earned 4.9 star reviews in the App Store and Play Store.
Now, Josh aims to apply his curious, analytical mind to
With a curious, analytical mind, Josh finds himself succeeding most by applying creative thinking to complex problems.
- A passion for craftsmanship and taking great pride in the outcomes.
He enjoyed collaborating with ambitious entrepreneurs, co-founding a unique salt startup, and learning a lot about design business and providing big-agency value to bootstrap and early-stage startups.
FOUNDER / CO-FOUNDER
After the pandemic, Josh saw a need for a new social technology that could connect loved ones more in real life and less on addictive social media apps. He created Fodo, an instant camera app that connects people through old-fashioned stamp mail, photo prints, and real life messages.
