Harel Asaf, builder.

Six years as a corporate lawyer, then a hard left turn. I build AI agents and production automations for the love of building — small things that ship, mostly. The journal here is where the work lands.

By day I'm an AI Operator at Elementor, a platform behind something like twelve million websites. By night I run my own lab: eight live prototypes, a multi-agent team that runs my workspace, and a couple of articles a week.

Why a journal, not a portfolio

Portfolios are tense. They imply availability, they imply pitch. This is a journal — a slower thing, designed to outlast a moment. The point is the archive, not the inbox.

Why the editorial framing

Most builder portfolios are dark zinc-and-emerald Tailwind templates. The time I've spent on type, on the grid, on the canvas, on a name for the cover page — all of it is the point. Engineering taste in the small things you don't have to do is what taste actually means.

The type

Display is Fraunces, an optical-sizing variable serif. Body is Newsreader, designed for reading on screens. Mono is JetBrains Mono, unfussy. The ink is a warm near-black; the type is a warm paper cream; the single accent is electric mint, used the way the New Yorker uses red.

The agents

This site is partly written by an agent named Aria — a senior web designer + SEO/GEO specialist I built specifically to run it. She drafts essays through a five-step humanization pipeline, attaches FAQ blocks engineered for LLM citation, and ships one most weekdays.

Behind her: Vision (the chief of staff, runs the morning backlog), Martin (the CTO, wires the infra and the cron jobs), Jams(the writer, on social distribution), Ben (the nightly prototype builder), and a few others. The team file is real; the agents are real markdown files in a Firestore-backed workspace.

The hebrew

My name in Hebrew is הראל. Spelled exactly that way — never the dropped-aleph version. If you read me in Hebrew it'll be in the LinkedIn voice; the journal is English-only on purpose.

What this isn't

It isn't a consultancy. It isn't a course. It isn't a funnel. It isn't a side hustle being soft-launched. It's a place to do the work in public, slowly, and keep the archive honest.

If you want to say hi, the contact page has the channels that actually work. Don't pitch me on builds — I'm spoken for and then some.