This is a series about design, creativity and the people behind dope work.

I flew to Costa Mesa, California to spend two days with Soren Iverson, the designer who turned unhinged UI memes into a world-class design studio.

When he posts something, brands take notice. Duolingo. LinkedIn. Figma. They all want to know: how weird can we go?

I went there to learn how he calibrates absurdity. How he knows when a concept is funny-weird vs. too-weird.

How he built a team that can actually deliver on "unhinged."

It turns out the technique is the easy part. What actually makes him good at this is something deeper. And it completely changed how I think about tastemaking.