Projects

A selection of personal products and packages I've built and shipped. Client work is summarised separately under Clients.

Bondi Pure (current)

Senior developer across the Bondi Pure brand portfolio - an Australian DTC health & wellness brand. Full-stack work spanning payments, the in-house CRM, custom Nova dashboards, AI-assisted conversion tooling, observability, and high-traffic marketing surfaces.

  • Bank of America payment gateway - End-to-end gateway integration into the CRM. Card handling, tokenisation, refunds, and reconciliation engineered to a PCI-compliant standard.
  • Payment-gateway API refactor - Led a substantial refactor of the existing payment-gateway API, consolidating large amounts of duplicated logic across providers into a single shared abstraction. Simpler to extend, easier to reason about, and significantly less surface area for bugs.
  • CRM & REST API - Laravel CRM feature work, controllers, policies, queued jobs, and API endpoints powering operations.
  • Custom Nova dashboards - Bespoke Laravel Nova dashboards for marketing, finance, and ops - custom Nova tools, metrics, and resources tied to the team's day-to-day decisions.
  • Landing-page AI agent - Laravel-based AI agent that reads conversion data from the CRM and proposes (and applies) targeted changes to landing pages, closing the loop between analytics and iteration.
  • BetterStack - Integrated logging, uptime monitoring, and incident alerting across CRM and storefront properties.
  • Trackdesk - Integrated affiliate tracking and attribution into the CRM.
  • Landing pages - Hand-crafted static landing pages tuned for conversion and Core Web Vitals. Mobile-first.
  • Email - Maizzle + Tailwind templating pipeline for transactional and broadcast campaigns, with shared component primitives.

Permute

AI creative platform. Credit-billed generation across text, image, music, video, and agent chat sessions. API-first architecture with a separate SSR frontend.

  • Backend - Laravel 11, Sanctum session auth, Redis-backed queues for all AI work, Stripe Cashier for billing.
  • Frontend - Nuxt 3 SSR, Tailwind, glassmorphism UI built on a shared design language.
  • Notable - Generic credit ledger with per-model pricing, idempotent job runners, support for image and video pipelines that can run for minutes without blocking the request lifecycle.

Ubiquilife (2016 - present)

A multi-tenant SaaS platform running ten end-user applications on a single Laravel codebase. Founder and lead developer, 10 years and counting.

  • Identime - OAuth identity provider shared across every Ubiquilife app. Single sign-on, profile management, organisation membership.
  • ULife - Personal life-management app: recipes, consumption, exercise, sleep, mood, journals, habits, biometrics, reminders.
  • UWork - Time tracking, project tasks, and operations for solo operators and small teams.
  • Roadmap - Project, task, and milestone planner with dependency tracking, types, and statuses.
  • Sitebase - Marketing site builder.
  • ShotCaller - Record label operations: songs, artists, releases, distribution, streaming & revenue analytics, marketing campaigns.
  • Plus several more - Each app shares auth, billing, and infrastructure but ships its own product surface.

Architecture - Organisation-scoped tenancy, Redis-backed sessions/cache/queues, MySQL, Nuxt 3 SSR frontends where appropriate, single deploy pipeline.

Appbase

Private Laravel framework package providing the base model for every Ubiquilife application. Decade-long compounding investment in conventions, traits, and tooling.

  • Includes - UUID keys, global slug generation with Unicode preservation, organisation-scoped tenancy, soft-delete with audit trail, activity logging, event-driven hooks, structured field types for generated UI.
  • Used by - Every application in the Ubiquilife suite.
  • Why - Removes the boilerplate floor so each new product can focus on the parts that actually differ.

ChatGPT Conversation Archive API

Personal archive of 6,000+ ChatGPT conversations exposed as a Laravel + Appbase API. Demonstrates Appbase's ergonomics for fast bring-up of structured datasets.

Fox Middleware (OSE engagement)

Custom Laravel middleware bridging the M3 ERP and Magento for a national Australian retail brand. Order sync, inventory reconciliation, error recovery. Production-critical service running on AWS.

Magento module licensing platform (Room40Coding engagement)

Laravel + Livewire control plane for licensing Magento extensions sold to merchants. API-side licence checks called from customer Magento stores at runtime.