The last software before something real happens.
Most software ends at a screen. Ours ends on a printing press, a beam saw, a live domain taking payments, or a factory floor. We learn the formats those machines actually speak — and then hide them behind something a person can use.
Four products.
One shape.
Something goes in that a person understands. Something comes out that a machine, a press or a payment rail accepts. Everything difficult happens in between — and that middle is the company.
The formats nobody
wants to learn.
Every serious trade runs on a handful of file formats and protocols that consumer software politely refuses to understand. A printing press wants separated CMYK with an output intent attached. A Hundegger beam saw wants its own binary. A payment rail wants a mandate, not a checkout button.
So most tools stop just short: they hand you an export and wish you luck. The gap gets filled by a person retyping numbers, a prepress operator fixing colour, a studio emailing a PDF and hoping.
We build the piece that closes the gap. It means reading specifications for weeks, calibrating against real production files, and occasionally writing an engine from scratch because no licence-compatible one exists. It is unglamorous, and it is the entire reason the products are worth using.
Not a technology list for its own sake. Each one is something a machine, a standards body or a bank insisted on, and something a product of ours had to satisfy before it could be called finished.
A design editor that finishes the job in CMYK.
Popcorn is a print-and-digital design editor that runs in a browser tab. The unusual part is not the canvas — it is what happens on export. The colour conversion, the separations, the overprint and the PDF/X-4 packaging are done by an engine we wrote ourselves, in Go, compiled to WebAssembly.
A from-scratch ICC engine: matrix/TRC and CLUT profiles, tetrahedral interpolation, four rendering intents, black point compensation — validated against LittleCMS fixtures.
PDF/X-4 with an output intent, DeviceCMYK and Separation spot inks, per-side overprint, embedded subset fonts.
Pure Go, no cgo, no AGPL dependency. It replaces the Ghostscript step most pipelines quietly rely on.
A sticker leaves Popcorn as one file with six plates: four process inks, a spot ink set to overprint, and a die line on its own separation so the cutter knows where to cut. Nobody has to explain that to the printer.
A website platform
an agent can operate.
PageWebPro builds the site and runs the business behind it — forms, bookings, tickets, a shop, analytics. It also exposes the whole editor as an API for AI agents, which is how the page you are reading was made.
name: "Brand New Level"
lang: "en"
secondary: "#E4FF37"
surface: "#F4F4F1"
blocks: [ …4 blocks, one revision ]
viewport: "mobile"
This page is one of them.
Everything on this site — the pages, the design system, the copy blocks, the navigation — was authored through the same public tool surface any customer or agent can use. No private back door, no export step. That is the honest test of whether an API is real.
Server-rendered HTML with a roughly 3 KB script for the interactive parts. The heavy editor never reaches the visitor.
Forms, bookings, ticketing with QR check-in, a shop with Mollie and Stripe, cookieless analytics — records and settings, not embeds.
120 MCP tools covering pages, blocks, media, content types, translations, commerce and screenshots.
Many sites, many spaces, custom domains with automated certificates at the edge. White-label by design.
Further from
the screen.
Two products where the output is not a file at all. One ends with a saw blade in a beam. The other ends with a hand in a room.
A cutting-list tool that speaks workshop Dutch on the way in and machine binary on the way out. The end cuts are derived from the geometry the carpenter actually drags on screen — not re-entered later by someone at the saw.
BTLx 2.0.0, validated against the official schema. Plus Hundegger BVX and BVN.
BVX has no public specification. It was reverse-engineered against a customer corpus of 12 production files — 879 parts, roughly 9,100 operations — and round-trips exactly.
A remote workforce for physical work. Rather than wait for full autonomy, hAire puts a person in the loop at a real address — and lets the platform learn from the variation of an actual work floor instead of a lab.
Stated by the product as deployable from mid-2026, in Amsterdam, Rotterdam and New York.
Hospitality, repair, food production, maintenance, retail and SMEs.
Small team.
Long specifications.
Brand New Level is run from Weesp, next to Amsterdam, as a network: a small core with specialists across Europe pulled in per problem. Four rules keep the portfolio from turning into a pile of unrelated apps.
Take the boring hard part
The valuable work is usually a file format, a colour transform or a protocol nobody wants to own. That is exactly where we start.
Ship where people already are
A browser tab, a domain, a phone. No installers, no on-premise appliance, no six-week onboarding.
Be exact about status
Live, in trials, pre-launch — stated the same way on every product, including the ones that are not finished.
Calibrate against reality
Real production files, real machines, real printers. A format is not supported until something physical comes out correct.
Brand New Level makes the tools.
Brand Level builds with them.
Brand Level is our Dutch agency, working out of Amsterdam. It does the client work: websites, findability, e-commerce, automation and brand — for companies in the Netherlands, in Dutch first and English on request.
The relationship is deliberately simple. Brand New Level owns the products and the engineering. Brand Level is where a company hires the same people to apply them to its own business. If you are looking for a supplier rather than a product, that is the door.
Product foundry. Weesp, NL. Builds and owns Popcorn, PageWebPro, Kerf and hAire. Sells products, worldwide, in English.
Digital agency. Amsterdam, NL. Client projects on the same stack. Dutch first, English on request.
The same founder, the same engineers, the same European network of specialists.