Jersey Proper is a creative studio in New Jersey. Brand, web, software, and automation, designed, built, and launched under one roof. Founded by Michael Ehrlich, we serve clients in New Jersey and across the United States.
We build experiences, software, and brands.
One studio for bespoke digital experiences, custom software, and brand. Software shipped to 25,000+ real estate agents.
Three practices. One studio.
Most companies hire an agency for the brand, a dev shop for the software, and someone else for the launch. Here it is one piece of work.
Bespoke experiences
Interactive sites, 3D, and launch moments made for one brand and no one else. Nothing starts from a template.
Interactive web, 3D and motion, Launch campaigns
Custom software
Products, dashboards, and automation your team runs every day. Next.js and TypeScript, shipped and maintained.
Web apps and APIs, AI and automation, Internal tools
Brand and creative
Identity, voice, and the system that keeps them consistent. Logos are the easy part.
Identity systems, Voice and copy, Visual direction
Bespoke experiences
Interactive sites, 3D, and launch moments made for one brand and no one else. Nothing starts from a template.
Live WebGL, rendering in your browser. Move the cursor. Press and hold.
Custom software
Products, dashboards, and automation your team runs every day. Next.js and TypeScript, shipped and maintained.
This page, measured live.
Not a mockup of a dashboard. These are your browser's own numbers for the page you're on, read as you scroll.
--frames per second
- Interactive in
- ...
- Page weight
- ...
- Requests
- ...
- DOM nodes
- ...
Brand and creative
Identity, voice, and the system that keeps them consistent. Logos are the easy part.
- Inter Tight
- Display, body, and interface
- IBM Plex Mono
- Labels and data
- Black#0A0A0B
- Graphite#1B1B1E
- Slate#2A2A2F
- Signal#FF5A1F
- Paper#F2F1EC
The system this site is set in. Two typefaces, five colors, no exceptions.
Most engagements run $15K to $150K, quoted fixed before we start. Brand work runs 3-5 weeks, web platforms 4-10, software products scoped per engagement. On final payment you own everything: code, files, and infrastructure.
Shipped, not staged.
No mockups, no concept decks. Every entry is software you can open and use today, free.
Product, Research, 2025
AEO Analyzer
How the new generation of AI models see your brand. And where your competitors are eating your share of voice.
Product, Research, 2025
Competitor Intel
Every Facebook and Instagram ad a business is running, with creative, copy, and how long each has survived. Public data, made useful.
The Proper Standard.
Every engagement is held to the same six lines. They're not values on a slide. They're how the work gets judged before it ships.
- Properly is the bar.
- Structure before style.
- Boring choices age better than clever ones.
- We don’t decorate what we haven’t framed.
- We don’t ship work we wouldn’t run ourselves.
- Small studio. Small slots. Deep work.
Notes from the studio.
Signal Report 002: Anthropic Just Built an App Store. Without the Tax.
Anthropic launched the Claude Marketplace for enterprise AI procurement. Here's what it signals for builders, buyers, and the future of the AI stack.
Your Real Estate Business Is a Rube Goldberg Machine and You're the Ball
Most agents are doing a computer's job and calling it hustle. n8n and Make fix that. Here's the automation stack that gives you your time back.
Your SEO Workflow Is a Mess. Here’s How to Fix It With One Folder and Claude.
Your SEO workflow is broken. Here's how to replace tab-switching and spreadsheet hell with one folder, Claude Code, and 90-second answers.
Who is Jersey Proper?
“I built this studio to put product thinking, design taste, and engineering in the same room, so the companies we work with don't have to assemble that team themselves.”
When you work with Jersey Proper, you work directly with me. Someone who treats your product, your interface, and your launch as one piece of work, and every engagement as if my own reputation depends on it.
Because it does.
Let's build something proper.
Michael Ehrlich
Founder and studio director
15+ years building software, brand systems, and digital platforms
Common questions.
Software products, internal tools, automation systems, web platforms, and full brand plus launch packages. If you need an engineer, a product designer, and a launch person in the same room, that's the engagement.
We're not a vertical shop. Our deepest track record is in real estate, with software shipped to 25,000+ agents, but the standard travels. We take engagements wherever the work is interesting and we're a fit, and we'll be honest on the first call if we're not.
Most projects fall between $15K and $150K depending on scope. A focused brand and launch site lives at the lower end. Full product builds (software, identity, and go-to-market) sit toward the top. You get a fixed quote before we start, not hourly billing that drifts.
Brand and identity work runs 3-5 weeks. Web platforms run 4-10 weeks depending on scope. Software products are scoped per engagement and typically run 8-20 weeks. We commit to dates in the contract, and if something slips on our end, we own it.
You do. On final payment, all rights transfer to you: source code, design files, brand assets, and infrastructure. No licensing fees, no retainer traps, no holding your files hostage if you leave.
Thirty days of included support for bugs, tweaks, and team training. After that you can self-manage with the documentation we hand off, or retain us for ongoing engineering and product work at a monthly rate scoped to what you actually need.
Start a project.
Tell us what you're building. We'll be in touch within 24 hours.
Prefer email? michael@jerseyproper.com
Every inquiry is personally reviewed by Michael Ehrlich, Founder & Studio Director.