Alessandro Amato
Based in Berlin and NYC
Design Engineer and Entrepreneur.
I'm a design engineer and developer with 10+ years of experience working in-house at brands, at leading agencies and independently. I have built products and websites for companies such as New Balance and Rituals, and as an independent creative developer partnering with agencies, designers and directors.
As a designer and subsequently developer, my main interest is people, not code. Code is a tool to get a job done: beautiful experiences. For the past two years that job has meant AI. I study how creative teams can use it to scale their work without lowering their standards, and I have turned what I learned into a practice I call On Brand AI. Prescriptive: AI works inside systems designed by humans, with clear boundaries. Focused: skills and frameworks keep the output deterministic and tied to the goal. Anti-average: in advanced environments approximation hurts the brand, so we pick tools and workflows that fight the generic. Design enhanced by AI, not replaced. I still love a new animation engine or JavaScript framework, and I am part of Sanity Pioneers 2026.
My single most relevant passion, and the reason I founded NeueHaus, is independent work. Employment contracts fail to accommodate the shifting nature of knowledge work, and AI makes the case stronger: creative teams get sharper by getting leaner, and they need niche expertise exactly when they need it. With NeueHaus, I am on a quest to empower high-quality freelance work and make it more accessible, profitable and sustainable for individuals and companies. Spektrum, our members’ app, and On Brand AI, our practice for creative teams, are the two ways we do it.