// LAB — THE BUILD REGISTER

Strategy is the day job. This is the bench.

Everything here started as an itch and ended as a working thing — a murder mystery that runs itself, a pattern generator for the crocheter in the house, a shelf that gives streaming its shape back. All of it built with Claude. None of it commissioned. When something in the lab earns a name of its own, it moves downstairs. One already has.

REGISTER — 2025 / 26
001 The Marked Card v2 IN PLAYTEST
002 Hooked READY TO SHIP
003 Spine Shelf SOFTWARE DONE
004 M5 Dial ON ORDER
— two objects, one backend —
Roding Growth GRADUATED

BUILDS

as built, as photographed — not renders
A phone held over a table, its screen showing The Frozen Nightcap case briefing mid-game.
FIG. 1 — AT THE TABLE THE FROZEN NIGHTCAP, MID-BRIEFING AS BUILT // LAB — PLATE 001 THE MARKED CARDSAL, CV

BUILD 001

marked

One phone. Four detectives. One of you did it. A pass-the-phone murder mystery that plays Inspector itself — private briefings, forged evidence, secret accusations, a staged reveal. The killer isn’t handed different lines; they’re handed less: two of the night’s eight shared facts are silently missing from their briefing, and the memory tests will find the gap. Started as a paper game on holiday in Cabo Verde. The paper couldn’t keep up.

BUILT WITH
Claude · React · installable PWA · real Sal photography
FORM
One phone round the table — no game master, no printed pack
CONTENT
Five cases, three modes (20 / 45 / 75 min), one holiday leaderboard

STATUS — v2 IN PLAYTEST

The Hooked app on a phone screen showing a generated Cheerful Little Palm Tree pattern, held amid yarn and finished crochet pieces.
FIG. 2 — PHOTO IN, PATTERN OUT THE CHEERFUL LITTLE PALM TREE, GENERATED AS BUILT // LAB — PLATE 002 HOOKED4.0 MM

BUILD 002

hooked

A gift, built for one user. Point a phone at anything — a frog, a mug, the cat — and get back what it would look like crocheted, plus the complete pattern to make it: UK terms only, hook sizes in millimetres, every round’s stitch count checked so the maths actually adds up. Tick each round off as you go; progress saves itself. Built because the free-pattern internet is US-terms chaos, and the crocheter in this house deserves better.

BUILT WITH
Claude · Gemini image generation · Netlify PWA
FORM
Phone web app — photo in, tickable pattern out
ORIGIN
One crocheter's ongoing war with badly-written patterns

STATUS — READY TO SHIP

A framed, wall-mounted bar of generated CD spines, the Ben Kweller spine pulled open to show its cover.
FIG. 3 — WALL-MOUNTED, LIVE BEN KWELLER, SPINE PULLED OPEN AS BUILT // LAB — PLATE 003 SPINE SHELFSC. 1:1

BUILD 003

spine

A wall-mounted bar of CD spines for music that no longer has a body — its own object, its own install, its own reason to exist on that wall. Spotify hands over a square cover and nothing else — there’s no such thing as a digital spine, so every one is generated from scratch: the cover’s dominant colour, the title, and a contrast calculation that keeps it readable. Tap a spine, it widens to the cover; tap again, it plays on the Sonos. The screen never touches audio — it’s a shelf that tells the speakers what to do. A Kickstarter ad promised this. It hasn’t shipped. This has.

BUILT WITH
Claude · Mac Mini server · Raspberry Pi + wide LCD · Spotify Connect
FORM
Wall panel, kiosk browser, home network only
NOT
A companion remote to Build 004 — a separate object, separately shipped

STATUS — SOFTWARE DONE · AWAITING HARDWARE

The M5 Dial on a desk, its round screen showing a generated Oasis record label mid-playback.
FIG. 4 — ON THE DESK, SPINNING OASIS — DEFINITELY MAYBE, PLAYING AS BUILT // LAB — PLATE 004 M5 DIALSC. 1:1

BUILD 004

dial

A record spinning on the kitchen counter, golf-ball sized. Whatever’s playing shows as a generated record label — artist arced over the top, track underneath, the label’s colour extracted from the real cover — slowly rotating, the way a record does. Turn the dial for volume, press for pause, hold to skip. Same brain as the Spine Shelf; the device itself is deliberately not very smart. It has never seen a password.

BUILT WITH
Claude · M5Stack ESP32-S3 · rotary encoder · the shared Mac Mini brain
FORM
Counter-top hardware, always on, RFID dormant for a tap-to-play future
PROVEN
Label generator tested against real covers — it knows Dark Side of the Moon is honestly monochrome

STATUS — HARDWARE ORDERED · FIRMWARE NEXT

GRADUATED

a build only leaves the lab when it earns a name of its own
The live rodinggrowth.co.uk site open on a phone, held in one hand.
FIG. 5 — LIVE, IN HAND RODINGGROWTH.CO.UK · ESSEX + EAST LONDON AS BUILT // LAB — PLATE ★ RODING GROWTHLIVE

GRADUATED — 2025

roding

Started as a lab question: why does every accountant, solicitor and financial planner in town say the same three things? It left the lab as a patch-exclusive positioning practice for the professional firms of Essex and East London — one firm per patch, no sharing. The only build so far to earn its own name. The bar stays there.

NOW
rodinggrowth.co.uk — a // jefford venture
METHOD
The rebuild method, productised for the firms next door

STATUS — LIVE VENTURE →

The lab is the proof.
The work is next door.

Everything on this page was built the same way I build for clients: decide fast, make the thing, test it against reality. If your firm needs that pointed at something that matters, that's the day job.

SEE THE WORK →