Alexander J. Perrin

Independent practice · 2007-present

Penrose Interactive

A working laboratory for understanding why ideas earn attention and for turning that understanding into brands, products, communications, and commercial infrastructure.

Founded2007
OriginsGraphic design, web design, and iconography
EvolutionPerformance marketing and advertising technology
Current scopeStrategy, product architecture, AI, and venture development

The progression

Penrose began with commissioned logos, iconography, websites, hosting, SEO, SEM, AdWords, and early digital advertising projects. It developed alongside Perrin's formal education and became a practical education in how design, language, media, and technology shape behavior.

Over time, the practice expanded into advertising technology consulting, performance marketing, product positioning, solution architecture, executive communications, and interdisciplinary strategic work. The range is broad because the underlying method is consistent: understand the system, make it legible, and design the structure that helps people act.

Featured build · 2025AdCertaintyVerified consent infrastructure for publishers.

Product architecture
Penrose Interactive

AdCertainty turns verified consumer permission into an auditable signal publishers can carry into the programmatic supply chain.

The project began with a market fracture: publishers were losing the signals that made their inventory distinguishable and valuable. Through Penrose, Perrin developed the market thesis, economic model, ACT trust-token concept, product architecture, publisher experience, brand system, implementation model, and go-to-market narrative.

Visit AdCertainty.com ↗

AdCertainty publisher dashboard showing consent activity and trust-score reporting
Working publisher platform · Consent activity, token issuance, signal quality, and event reporting
Market thesisConsent quality as an input to publisher yield and supply differentiation.
Product architectureACT token, SDK/API, consent design, surveys, paywall exchange, and syndication.
Commercial modelPublisher economics, SSP distribution, pricing logic, and value capture.
Experience and implementationBrand, interface, dashboard, website, executive materials, and lightweight deployment.

Developed by Null Ventures, with market strategy, product architecture, brand, experience, and commercialization created through Penrose.

Selected capabilities

  • Brand systems, iconography, illustration, editorial design, UI/UX, and web development.
  • Product marketing, technical writing, solution architecture, and executive materials.
  • Performance marketing, SEO, SEM, program design, and market activation.
  • Strategic consulting across advertising technology, AI applications, and go-to-market work.

What it demonstrates

Penrose is the clearest record of Perrin's ability to move between creative craft and executive systems thinking. The portfolio shows the work itself; the broader practice explains why design remains central to how he approaches strategy, product, and commercial leadership.