Rui… if I use your product — will it make my career or break it?

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That’s what an architect from Woods Bagot said to me once. Straight up.
After a solid 20-minute chat about Critical. Cleanstone — carbon stats, aesthetics, all of it —

he just looked me in the eyes and said:

"Cool story bro, but Rui… but is your product gonna make my career… or break it?”

I was stunned and didn't know what to say at first.

But after sleeping on that comment, honestly — I get it.

If you’re an architect, you’re not just picking a product.
You’re putting your name on it.
You’re putting your client’s trust on it.
You’re hoping this detail, this material,
will help you land the next job.
Or win that award.
Or build something your team can be proud of.

And over the years that comment made me re-orientate how I thought about our products.

Because I want to help you do braver work — without compromising your name or brand.

I want to be able to give you something that’s low-carbon, 100% recycled, and actually performs.

So your vision isn’t let down by the finish.

And your risk isn’t punished by poor materials.

Speaking to customers and getting their feedback is one of my favourite things about being a founder.

Solving designers' problems gives me so much satisfaction.

So if you’re trying to do work that moves the needle — and want to give me a problem to solve -

Just jump on criticaldesign.nz

or flick me a DM. I'd love to help!