Bridging the gap between
Business Strategy and
Digital Craft.
I help ambitious brands and founders build high-value digital products. With a background in Strategy & Innovation from UIUC and real-world founder experience at CILICO, I don't just design websites—I build assets that sell.
The Person Behind The Pixels
Hi, I'm Ruifu (Reff) Wu. I’m an entrepreneur and product strategist based in Houston, Texas.
My journey started at the University of Illinois at Urbana-Champaign (UIUC), where I majored in Strategy, Innovation, & Entrepreneurship. But I didn't stop at theory. I co-founded CILICO, a smart hardware company, effectively managing the product lifecycle from 0 to 1.
I am obsessed with optimization—whether it's fine-tuning a business model, writing Python scripts to automate workflows, or optimizing my own biology through the Blueprint protocol and meditation.
I believe the best digital products are born at the intersection of human aesthetics and AI efficiency. That's where I come in.
Selected Work
CILICO Smart Hardware
Co-founded a consumer electronics brand focusing on smart food thermometers. Led the product roadmap, navigated cross-border supply chains, and established the brand's digital presence from scratch.
Michael Russell - Elite Coaching
A complete digital rebranding for a former ATP Pro and coach of World #8 Taylor Fritz. Transformed a dated web presence into a high-ticket landing page.
X24 Badges
Founded and managed a luxury badge brand. Orchestrated marketing campaigns and brand visual identity.
Tech & AI Experiments
Leveraging Python and LLMs to build efficiency tools and developing iOS applications for smart devices.
Services
Strategy & Consulting
Business model refinement, Product-Market Fit analysis (based on UIUC methodologies).
Digital Identity
High-end Framer/Next.js websites, Brand visual systems.
AI Implementation
Workflow automation, Custom GPT solutions for businesses.