Who I am

I’m the founder of Midnight Labs, an independent strategy and design firm based in Los Angeles, CA. 

What I do

I help companies design sustainable growth engines that motivate potential customers to use & recommend their products. 

My approach is centered around uncovering unique insights along the customer journey that result in a clear and compelling value proposition and ultimately drive sustainable, word-of-mouth growth. 

I call this process Narrative-Driven Product Development.

From: Build a product then figure out how to market it

To: Differentiate your product before building it

Who hires me

I work with a variety of early-stage startups seeking product-market fit, more established companies trying to increase market share, and top agencies who need help on high stakes projects. 

Select clients include: Buzzfeed, Human Ventures, Bar Stool Sports, Collins, Deutsch, Part + Sum, Skiplagged, Pager, Zero Down, Grow, Sweden Unlimited, and more.

My background

For the last 10 years I’ve partnered with entrepreneurs & business leaders to help them understand their customers and leverage those insights to create products that get people talking. 

I started my career working at top agencies like Redscout and Undercurrent, before launching my own startup backed by investors like First Round Capital, GV and Sherpa Ventures. 

Press mentions & awards

Over the years my work has been featured by Apple, Fast Company, Vogue, Bloomberg, Business Insider, Refinery29, Mashable and more. 

In 2015, I was named to Forbes 30 under 30 in consumer technology. 

My core beliefs

1.) At the heart of every great growth story is WOM.

2.) Behavior change requires a 10x value proposition.

3.) People don’t buy what you do; they buy why you do it.

4.) Design is more than what it looks like; it’s how it works.

5.) A compelling narrative that communicates why you exist, for whom, and how your solution 10x better is the most powerful way to align your team and position them for success.

How to work together

If you have a project in mind that you think I’d be a good fit for, shoot me an email at elan@gomidnight.com. Please include a little bit about you, the problem you’re trying to solve, and any key upcoming milestones to keep in mind. Look forward to hearing from you.