Operational systems designed around your work.
I design and build operational systems for individuals and businesses.
Each system brings clarity, structure, and focus to the work you already do.
I create custom systems that support planning, writing, workflows, organization, content, and everyday decision making.
Daily check-in
Decision helper
Idea organizer
Progress tracker
Simple CRM
Content planning system
Inventory tracker
Client intake system
Task workflow system
Brand voice tool
Product listing builder
Knowledge base system
Client portal
Design review workspace
Prospect research platform
Approval workflow
Selected applications I have built.
An editorial refinement platform that helps writers elevate their voice, tone, and communication quality through nuanced analysis and natural language refinement. Built for people whose writing is their asset — authors, marketers, founders, editors — as an editorial counterweight to AI-generated, generic prose.
OpenFood assurance system for organizations that need to understand where food comes from, verify suppliers and products, keep supporting evidence, and respond quickly when something needs attention. One shared record replaces the binders, spreadsheets, and inboxes that assurance usually lives in.
OpenA portfolio operating system for organizational intellectual capital that connects the systems knowledge already lives in and helps teams discover, organize, protect, and build upon the work that defines them.
OpenExpert design and UX review platform where a senior review board audits your briefs and wireframes, then delivers an actionable report to your inbox.
OpenAn operating system for independent hospitality businesses, combining reservations, operations, marketing, finances, and guest experience with an intelligence layer that reads each morning and tells you what matters.
OpenA calm care operations layer above the medical records a clinic already runs, helping front desk, clinicians, and administrators follow care workflows, staff schedules, and patient journeys in one shared timeline.
OpenCommunication and outreach platform that brings contact management, campaign planning, message drafting, and follow-up tracking into one system, so business relationships stay organized and consistent.
OpenAI-powered prospect research platform that discovers, enriches, and scores companies matching a target profile, turning market research into a ready-to-contact, prioritized prospect list.
OpenConstruction and trades briefing tool that turns project photos into clear, client ready descriptions highlighting scope, materials, craftsmanship, and key details.
OpenAdaptive resume builder that reorganizes your skills and experience into clear resumes, cover letters, and profile summaries for different roles or industries.
OpenVintage and antique appraisal tool that analyzes photos to identify style, era, notable features, and a practical value range for objects, collectibles, and secondhand finds.
OpenBrand intelligence platform that reads a company’s visual identity, competitive positioning, and design consistency to surface practical, actionable insights.
OpenSelf-directed learning system that builds week by week curricula using books, videos, and projects tailored to your goals, schedule, and learning style.
OpenAn adaptive operational intelligence environment for manufacturing that brings together contextual guidance, workforce development, knowledge, safety, and quality in one connected system.
OpenDifferent ways to work with Crafted Tools, depending on where your business is today.
$995–$2,995
Thoughtfully designed business systems available to purchase immediately. Each system is built on a proven framework and configured to fit the way your business works.
From $5,000
When your workflow doesn't fit an existing system, I'll design and build software specifically around your business, connecting your people, information, and processes into one cohesive environment.
Request a Proposal
Integrated business platforms that connect multiple systems into a unified operating environment. Designed for organizations requiring custom workflows, multiple user roles, advanced automation, and long-term scalability.
$2,000–$5,500
Connected creative and operational kits that reduce fragmentation and keep creative direction, publishing, and workflows consistent. Each kit works on its own or combines into a larger environment.
Need more than a system?
Business Build
The digital and operational infrastructure for an entire business, venture, or new division. Starting at $4,995, with scope determined after a discovery conversation.
Already have a site?
Site Conversion
If you're on Squarespace, Shopify, Wix, or another builder, we can convert your existing site into a system you can actually extend.
Artificial intelligence can support research, documentation, communication, analysis, and operational decisions, but it should not be introduced without context or control.
Crafted Tools designs AI-enabled systems around approved knowledge, defined workflows, appropriate human oversight, and the sensitivity of the information involved.
Systems can be deployed through managed online environments, private infrastructure, hybrid configurations, controlled local installations, or dedicated on-premise hardware.
From ready-made kits to fully customized systems, choose the approach that works best for your needs.
Describe the workflow, task, or challenge you want the system to support.
I create a calm, intuitive application shaped to your goals.
Delivered with instructions and ready to use.
Crafted Tools is an independent studio led by Greta Penney, a designer, developer, and systems architect creating thoughtfully designed operational systems for businesses, organizations, and creative professionals.
Rather than asking people to adapt their work to generic software, each system is designed around the way they already work. The result is greater clarity, better organization, and simpler workflows that support the work already being done.
The goal is not simply to build software. It is to reduce complexity.
Whether organizing a product catalog, managing creative assets, building a client portal, documenting knowledge, or creating a custom platform, every system is designed to feel calm, intuitive, and built to last.
Built on proven foundations and customized to each client, Crafted Tools combines design, software, and practical business thinking to create systems that are useful today and capable of evolving alongside the organizations that use them.
As part of this broader work, Crafted Tools is developing practical approaches to responsible AI, private operational environments, and local computing options for organizations that need greater control over their systems and information.
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Tell me about the system you need. I respond within 24-48 hours.