Creative solutions designed to deliver high impact results.
My work sits where real traffic, real customers, and real deadlines meet. I come from a strong musical background and years of building and running live web systems, not classroom demos.
I have national and international experience as a musician, have led my own brands, and rebuilt sites while customers were logging in and checking out. That real world mix of creative work and day to day operations is what I bring into client projects: steady under pressure, clear communication, and builds that match how you actually work.
What I actually build for clients.
Most people I work with are not looking for a portfolio piece. They need a store that behaves, a console that makes sense, or a brand that feels like it could only belong to them.
I live in the overlap of web development, backend logic, design, and music. The projects below are the shapes that usually takes in the real world.
Sites built around how you work.
The goal is simple: your process first, the tech wrapped around it, not the other way around.
- Custom builds in PHP and WordPress, with WooCommerce when it actually earns its keep
- Quote flows, multi vendor routing, subscriptions, and non standard carts
- Rescues for bloated or half finished installs that need a grown up pass
- Speed and UX tuning so real people can actually use the site
Calm in the background.
I like the unglamorous parts: data moving cleanly and tools that actually help you run the day.
- Owner consoles and internal dashboards that match your workflow
- Order routing, vendor logic, and pricing rules you can understand
- API work and REST integrations for the services you already rely on
- Admin UIs that do the job without a forty page manual
Custom elements, not stock filler.
Everything is built to feel like your world, not a generic kit pulled off a shelf.
- Logos and wordmarks that feel right on a shirt and on a site
- Custom artwork for albums, packaging, and product lines
- UI layouts and simple design systems tailored to your brand
- Artwork that amplifies your story and makes it easier to tell
Music that fits the project.
Roots in rock and metal with enough range to move wherever the track or video needs to go.
- Songwriting and arrangement support for bands and solo artists
- Music concepts mapped from single tracks to full releases
- Mixing, mastering, and finishing touches for recordings and online content
- Score style and thematic music for brand videos and online projects
Where the experience comes from.
None of this came from one neat resume line. It has been built a project at a time through years of travelling, live performances, and production sites that had to work for real people every single day.
My background is a mix of music, web systems, and running my own brands. Years of travelling and live performances taught me pacing, timing, and how to stay steady when a lot is happening at once.
Alongside that, I have spent years inside web builds, ecommerce systems, and internal tools. I like owning the whole journey: from the logo and product art, to the store logic, to the email that lands in a customer inbox. When those pieces line up, the work feels steady and you can focus on the actual business instead of fighting the tools.
If a project needs code, visuals, and sound to line up, that is usually where I am most useful.
How I work with clients
The goal is to keep things clear and predictable for both sides. No mystery stack, no disappearing act, and no drama in the admin.
- We start with what you are really trying to fix or launch, not a feature list.
- We decide what is worth doing now and what can wait until it pays for itself.
- The build stays understandable so you or your team can live with it long term.
- We document the important pieces so future changes stay straightforward instead of painful.
- Focus Real world context. Work shaped by live traffic, real customers, and deadlines that cannot slip, so decisions match what actually happens on your site.
- Delivery Built to hold up. Systems and creative designed to keep delivering when things get busy, not just when everything is calm in a demo.
- Growth Room to move forward. Plans that solve what you need now and leave space for the next step so growth and success feel just around the corner instead of blocked in.
- Support Long term view. A build that you can live with over time, with straightforward updates instead of constant rebuilds.
Tell me your goals and let us build it.
If you have an idea, a half built system, or a site that needs to level up, send me a few lines about where you want it to go and what is in the way. I will come back with honest options, questions, and a clear next step.
Email
alex@alex-hernandez.com
SMS (short and direct)
(818) 646-7736
Mailing address
6450 Sunset Blvd #1397
Hollywood, CA 90028