GRID+GUTTER

The structure.And the spacethat makes it scale.

MOD/HERO · 12 COL

Grid + Gutter is my consulting practice: creative direction, design operations, and AI tooling for brands that ship at volume. I spent twenty years leading design teams, and one lesson stuck. Quality scales on structure, and structure needs breathing room. Try it yourself. Run your cursor through the dark channels between these modules.

20+YRS CREATIVE LEADERSHIPMOD/STAT

60+GLOBAL BRANDS SUPPORTED

WORK/01 · PROPERTY MARKETING SITESCOMMERCIAL REAL ESTATE

WORK/02 · AGENTIC AI PIPELINELIVE PRODUCTION

SHOT/01 · BUILDAWAITING IMAGE

SHOT/02 · BUILDAWAITING IMAGE

SHOT/03 · BUILDAWAITING IMAGE

Creative Direction

Brand and campaign leadership across 60+ global accounts. I still push pixels when it matters.

OPEN ↗

Design Operations

Intake, tooling, and review. The machinery that lets a small team ship like a big one.

OPEN ↗

AI Workflows

Agentic pipelines running inside real production. Open this module for the full story.

OPEN ↗

Web Design + Build

I design it, I build it, I ship it. You talk to one person the whole way. This site is the sample.

OPEN ↗

ABOUT

Built in Bellingham.

Twenty years in design. Eight years in the Marine Corps before that. One nonprofit, a garage full of bikes, and a habit of building the tools I wish existed. Open this up for the longer story.

OPEN ↗

Every module on this page sits in a tuned gutter. Get the spacing right and a system can grow for years without breaking. That's the job.

ABOUT · GRID + GUTTER

Built in
Bellingham.

I am Josh Fulmer. Twenty years directing creative work, now from Bellingham, Washington, where the trails start at the end of the street. Grid + Gutter is my independent practice: the systems thinking I have built a career on, available to teams that need it without the agency overhead.

ABOUT/01

The Short Version

Designer first, director by experience, builder by habit. I have led design teams, shipped for global brands, and never stopped making things with my own hands.

ABOUT/02

Before Design

Eight years in the Marine Corps: four in the infantry, four in air traffic control. Calm under load is a trained skill. I trained it where the stakes were aircraft.

ABOUT/03

Off the Clock

Founder of Send It Society, a nonprofit running free weekly mountain bike rides on Galbraith Mountain. Bellingham gives a lot. This is part of paying it back.

ABOUT/04

How I Work

Direct, documented, and on time. You get one accountable person, honest estimates, and work you own outright when we are done.

20+YRS IN DESIGN

8YRS USMC

1NONPROFIT FOUNDED

Sound like your kind of collaborator?

WORK/01 · PROPERTY MARKETING SITES

Three sites,
one system.

CLIENTCOMMERCIAL PROPERTY GROUP · COLORADO

SCOPETHREE MARKETING SITES, END TO END

ROLEDESIGN, COPY, BUILD, DEPLOY

REVSHIPPED

THE PROBLEM

Three commercial properties with leasing conversations stuck in PDF attachments. Brokers had nothing to send that looked like the buildings they were selling.

THE BUILD

Three marketing sites designed and built end to end on one shared system: consistent structure, per-property identity, and leasing details a broker can link instead of attach. One person carried design, copy, build, and deploy, so nothing got lost between vendors.

THE RESULT

Live leasing pages the brokers actually send, and a returning client relationship for the next properties in the portfolio.

3SITES SHIPPED

1SHARED SYSTEM

0HANDOFFS

Buildings without a web presence?

WORK/02 · AGENTIC AI PIPELINE

Support drafts
on autopilot.

CLIENTBIKE BRAND · BELLINGHAM WA

SCOPEAI SUPPORT DRAFT PIPELINE

STACKHELP DESK + KNOWLEDGE BASE + AGENTS

REVLIVE · 2026

THE PROBLEM

A small support crew, a growing ticket queue, and the answers scattered across spec sheets, policies, and tech docs. Every reply started with a scavenger hunt through folders.

THE BUILD

An agent pipeline hooked into their help desk. It reads each ticket, researches the answer inside the company's own knowledge base, drafts a reply in the support lead's voice, and posts it as an internal note. A human reviews and sends every message that goes out.

THE RESULT

A researched draft waiting before the ticket is even opened. The scavenger hunt is gone, and the support voice stays consistent no matter who is on shift.

100%HUMAN REVIEWED

DAILYIN PRODUCTION

1VOICE, EVERY REPLY

Have a queue like this?

SVC.01 · CREATIVE DIRECTION

Direction
that ships.

Creative direction is judgment under deadline. I spent twenty years building that judgment: brand work, campaigns, and digital creative across more than sixty global accounts, with a twelve-person team looking to me for the call. I set the bar, I show the way there, and I still push pixels when the work needs hands.

LEAD/01

Brand Direction

Positioning, identity systems, and the guardrails that keep a brand recognizable across every channel and every vendor.

LEAD/02

Campaign Creative

Concept through delivery. Seasonal pushes, launches, and the campaign calendar, shipped on time at volume.

LEAD/03

Web + Digital Creative

Sites, landing pages, and digital campaigns. The places a brand actually lives now, held to the same standard as the flagship work.

LEAD/04

Team Leadership

I have hired, mentored, and grown designers for years. Fractional creative leadership is on the table if your team needs a director more than a deck.

How I work

LISTEN

Your brand, your customers, your backlog. I do the homework before I have opinions.

FRAME

A creative platform your whole team can execute against. Clear enough that good work gets faster.

DIRECT

Reviews, standards, and honest feedback. The bar stays high because someone holds it.

SHIP

Deadlines are part of the craft. Work that stays in Figma helps nobody.

20+YRS DIRECTING

60+GLOBAL ACCOUNTS

12DESIGNERS LED

Need a director in the room?

SVC.02 · DESIGN OPERATIONS

Systems
beat heroics.

If your team needs a hero to ship on time, your process is broken. I believe that enough to have built a career on it. Design ops is the machinery under the creative: intake, tooling, review, and capacity. I build that machinery so a small team can carry a big workload without burning anyone out.

OPS/01

Intake + Triage

One front door for requests. Clear briefs in, clear priorities out, and no more work arriving by hallway ambush.

OPS/02

Tooling + Templates

Figma libraries, asset systems, and automations that remove the boring third of every project.

OPS/03

Review + QA

Feedback loops with owners and deadlines. Fewer rounds, better rounds.

OPS/04

Capacity Planning

A truthful picture of who is loaded and what fits. Leadership hears about crunch while there is still time to fix it.

How I work

AUDIT

Two weeks watching how work actually moves. The org chart never tells the real story.

DESIGN

The lightest process that solves the problem. Every step earns its place or gets cut.

INSTALL

Rolled out with the team, inside their tools, with training that sticks.

TUNE

Thirty, sixty, ninety day checkpoints. Process drifts, so we measure and correct.

12PERSON TEAM SCALED

60+ACCOUNTS SERVED

20+HRS/MO AUTOMATED

Process feeling heavier than the work?

SVC.04 · WEB DESIGN + BUILD

One person.
Whole website.

You talk to me. I design it, I build it, I deploy it, and I answer for it. Sites for small businesses, product launches, and campaigns, done without the agency relay race. The page you are reading is the sample: designed and built the same way I would build yours.

WEB/01

Marketing Sites

Fast, clean, and built to convert. Copy, design, and build handled together so nothing gets lost in a handoff.

WEB/02

Landing Pages + Campaigns

Launch pages that match the campaign and ship on the campaign's schedule.

WEB/03

Prototypes + Demos

Interactive proof for pitches and product ideas. Real code beats a slide of screenshots.

WEB/04

Care + Iteration

Sites are never done. I stay on for updates, or I hand over the docs and walk you through the keys.

How I work

SCOPE

A short call, a shorter brief. We agree on pages, purpose, and a number before work starts.

DESIGN

References first, then variants. You pick from real options instead of approving a mystery.

BUILD

Clean, fast, accessible. Tested on the phone in your pocket, because that is where your customers are.

LAUNCH

Deployed, connected to your domain, measured. Then we watch what real visitors do and adjust.

1PERSON ACCOUNTABLE

0HANDOFFS

DAYSTYPICAL TURNAROUND

Have a site that needs to exist?

SVC.03 · AI WORKFLOWS

AI that shows
up for work.

Most AI projects die the week after the demo. The ones I build clock in every morning. I put agents inside the tools your team already lives in, point them at the repetitive work, and measure the result in hours. My current team gets 20+ of those hours back every month from tooling I built and shipped myself.

BUILD/01

Reporting Automation

Status decks, client reporting, performance rollups. The stuff that eats a Friday. Agents pull the data, draft the report, and flag the two things a human should actually look at.

BUILD/02

Support Draft Pipelines

Replies researched against your own knowledge base, written in your team's voice, and posted as internal drafts for an agent to approve. A human always hits send.

BUILD/03

Production Content Systems

Proposals, documentation, and localization passes. Volume writing with a taste ceiling: the system drafts, your standards decide what ships.

BUILD/04

Ops Visibility

Dashboards that read your project tools and tell leadership the truth about capacity. You hear about the crunch before the missed deadline, and before the burnout.

How I work

MAP

I sit with the people doing the work and find the hours. The best automation targets are the tasks everyone complains about and nobody owns.

BUILD

Inside your existing tools. Your team keeps their logins, their channels, and their habits. The agents come to them.

MEASURE

Hours saved per month, on a named workflow. If a pipeline stops earning its keep, I delete it.

HAND OVER

Docs, training, and a system your team owns after I leave. You should never need me twice for the same problem.

20+HRS SAVED / MO

DAILYPIPELINES IN PRODUCTION

0NEW TOOLS TO LEARN

Got a workflow that eats your week?