All work

Case studyCallGrid · 2025 to present

Building the company behind the auction.

Co-founder and COO of CallGrid, a pay-per-call platform that routes and sells inbound calls through a real-time auction.

  • Marketing site
  • Brand
  • Copy
  • Knowledge base
  • Trade shows
  • Operations
  • HR & legal
  • App UI/UX, with CXO Mikey Fernandez
Visit callgrid.com See the site
Live auctionBID e477-65 / 87ms
DestBidAgentsPingRPCResolve
Cardinal Leads$39.07986ms$47.05won
Redwood Connect$57.11692ms$41.01pass
Northgate Direct$48.60798ms$42.10pass
Tradewind$44.204104ms$38.40pass
Brightpath$41.30–110ms–no agents

Highest RPC wins, not the highest bid. A destination with no agents cannot win.

Highest RPC winsbest revenue per call

The live auction from the callgrid.com hero.

  • 49

    Site pages

  • 50

    Knowledge-base articles

  • 25

    Glossary terms

  • 3

    Site versions since 2025

FIG 01 / The marketing site

The site is the demo. Each product page runs a piece of the product.

01.1 callgrid.com, scrolling

The callgrid.com homepage, scrolling: the live auction hero, integrations, how it works, the auction mechanic, routing and the platform bento

01.2 · Routing

Same call. Five methods. Five winners.

WeightsLowest priority value first, ties broken by total weight.
DestinationPrio / WtRevenueAvg RPCDyn RPCAI
Meridian Media routes here1 / 3$38.00$21.10$22.4071
Tradewind1 / 1$41.50$23.30$29.8064
Cardinal Leads2 / 2$44.00$27.60$24.1069
Bluepeak2 / 2$52.00$19.80$26.5058
Apex Reach3 / 1$36.00$24.90$25.2091
Same call, Weights: routes to Meridian Media.

01.3 49 pages, one system

24

numbered briefs before the first page was drawn

  1. 01Market research
  2. 02Kinetic design
  3. 04Web design system
  4. 09Product and feature IA
  5. 10Ideal sitemap
  6. 13Proof map
  7. 16Voice-of-customer headlines
  8. 21Navigation spec

FIG 02 / History

Three versions since March 2025. Each one closer to the auction.

  1. v1 · Mar 2025

    “Route Your Calls with Confidence.”

  2. v2 · Aug 2025

    “The Operating System for …”

  3. concept · Jun 2026

    “The platform built for the auction, not the dashboard.”

  4. v3 · Now

    “Serious call infrastructure, refreshingly easy to run.”

A June 2026 concept for the callgrid.com hero: 'The platform built for the auction, not the dashboard.'
The live callgrid.com hero: 'Serious call infrastructure, refreshingly easy to run.' beside the live auction table

FIG 03 / Brand

Amber is the only warmth. One accent, kept for the number that matters.

Geist Sans

Serious call infrastructure.

Geist Mono

BID e477-65 · $38.21 RPC

Canvas#0A0A0A
Surface#111111
Amber 500#F59E0B
Amber 600#D97706
Logo amber#F99D22
Blue, charts only#2B7FFF

03.1 Six card materials

Graphite

Warm coal

Smoked amber

Terminal

Machined

Ledger

03.2 One backdrop per hero

Four CallGrid backdrops: Live Wire, Ember Field, Grid Horizon and Heat Haze

Person

Second person. Plain-spoken.

Numbers

Concrete over vague.

Emoji

None. Anywhere.

03.3 2025 → 2026

From stock mood to the product itself.

2025 CallGrid campaign image: a handshake silhouetted against a city at golden hour2025 CallGrid campaign image: the bracket mark rendered in 3D on black2026: the callgrid.com hero, with the live auction table as the imagery

FIG 04 / Knowledge

Define the term. Then show it working.

The CallGrid knowledge base: search, three article types and integration guides

Knowledge base

50

Articles, Aug 2025 to Jun 2026

Glossary

25

Terms, A to Z

Attribution

Connecting phone calls back to their original marketing source (Google Ads, Facebook, billboard, etc.).

CallGrid Academy: 'Master pay-per-call routing.' with the Foundations course tier

CallGrid Academy: video lessons, guides and in-app help. Every lesson captioned.

FIG 05 / Off the page

The brand on the show floor. Booths, a rooftop and a keynote.

05.1 The booth

CallGrid at trade shows
Apr 2025LeadsCon, Las VegasBooth 203
Sep 2025Contact.io, DenverBooth
Apr 2026LeadsCon, Las VegasBooth 527
Jul 2026Affiliate Summit East, New YorkRooftop happy hour
Aug 2026Contact.io, DenverKeynote

05.2 Sunset Over Times Square

Affiliate Summit East 2026, eight floors above Times Square.

Affiliate Summit East 2026 invitation: 'Sunset Over Times Square,' cocktails and skyline views eight floors above Times Square, Monday July 27The South Perch terrace above Times Square, branded with a lit CallGrid mark for the evening

05.3 Contact.io 2026 keynote

Delivered by CEO Taylor Murray. Narrative and deck by me.

Title slide: State of the Industry, The Hidden Problems Reshaping Call-Based Revenue
Slide: Relationships are king. Talk to your buyer. Talk to your publisher.
Closing slide: Trust is the new currency. Go talk to your buyers. Go talk to your publishers.

05.4 CallGrid: Routed

A browser game about call routing, built for the booth.

CallGrid: Routed title screen, a browser game about pay-per-call routing, with Insert CoinArcade art for the game: CallGrid Corp. Network Defender, Arcade Edition '84

FIG 06 / The app

Designed in 2025. Still the pattern. App UI/UX with Mikey Fernandez, our CXO.

CallGrid dashboard design v1.1 from June 2025: live, agents, completed and converted counters, KPI cards, and a total revenue chart
Dashboard v1.1 June 2025.
Manage Campaigns in the CallGrid app
Campaigns From the CallGrid app kit.

FIG 07 / Operations

The company behind the product. Operations, people and paper.

Operations

How the company runs, day to day.

People

Hiring, onboarding and HR.

Legal

Contracts, terms and privacy.

We don’t route calls. We route revenue.

Visit callgrid.com Back to top