Guava Ice Cream

The power of small. Guava Ice Cream is an independent AI studio for healthcare, founded by Anthony Hall. Business strategy, product, design, engineering and HIPAA/SOC 2 compliance from one senior founder with an MBA and decades in tech and marketing.

A young studio. A senior founder.

Guava Ice Cream is an independent AI studio focused on healthcare. It's me, Anthony. I have an MBA and decades in tech and marketing, and I do the whole job: strategy, business model, product, design, code and compliance.

Right now most of my energy goes into On this day AI, the mental health platform I co-founded. I built its product, its AI pipeline and its HIPAA program, and took it through a SOC 2 Type II compliance.

Think of me as a very powerful, very strategic hammer. I just ask what you're building before I start swinging.

  • No B-team. The person who scopes it is the person who builds it.
  • Business, technical and compliance thinking in the same head, so nothing gets lost in translation.
  • Compliance from day one. Privacy, security and clinical workflows aren't an afterthought.

I take on a few projects at a time, and I choose the ones that help people live better lives.

Product leader · AI builder · GRC expert

What I do

  • Strategy. Business strategy and business models, AI opportunity assessment, and go-to-market, so money goes into the right thing before anything gets built.
  • Artificial intelligence. Generative AI and LLM applications, agentic workflows and intelligent products, and the AI pipelines and data engineering behind them.
  • Product and experience design. Product strategy and discovery, UX for AI that people can trust, and brand and marketing.
  • Product building. Web and mobile product engineering, secure cloud infrastructure, and integrations with clinical and business systems, shipped to production.
  • Governance, risk and compliance. HIPAA programs, SOC 2 readiness through Type II, and AI governance aligned to the NIST AI RMF.
  • Leadership and delivery. Fractional product or technology leadership, product management from idea to launch, and support after launch.

Case studies

  • On this day AI. Between sessions, clients struggle to keep up with their treatment plans, therapists can't see how they're doing or how much risk they carry, and health plans can't show that therapy is working. On this day AI closes that gap in reinforcement, awareness and data. For clients: Guided reflection between sessions, with prompts personalized to their treatment plan and clinical history. For therapists: Visibility outside the session, alerts on signs of risk, and less paperwork. Sessions start from knowing, not guessing. For health plans: Clinical risk, wellbeing and self-alignment measures that show what's working. Technology: Multiple AI models answering from connected, continuously updated data, inside safety and clinical guardrails. Compliance: HIPAA program built from day one. SOC 2 Type II attested. My role: Co-founder. Business, product, design, engineering, AI pipeline and GRC. Status: Live Website: https://onthisday.ai

Small studio. Healthcare-sized problems.

Strategy, design, engineering and compliance from one senior person. Pick one, or let me take it end to end.

Strategy

  • Business strategy and business models
  • AI opportunity assessment
  • Go-to-market and growth

Artificial intelligence

  • Generative AI and LLM applications
  • Agentic workflows and intelligent products
  • AI pipelines and data engineering

Product & experience design

  • Product strategy and discovery
  • UX for AI people can trust
  • Brand and marketing

Product building

  • Web and mobile product engineering
  • Secure cloud infrastructure
  • Integrations with clinical and business systems

Governance, risk & compliance

  • HIPAA programs
  • SOC 2 readiness through Type II
  • AI governance and the NIST AI RMF

Leadership & delivery

  • Fractional product or technology leadership
  • Product management, idea to launch
  • Support after launch

I take on a few projects at a time, and I choose the ones that help people live better lives.

The power of small

A big agency is a cruise ship: impressive, well catered, and it takes a mile to turn. I'm a speedboat with a very good map.

Small means every client gets my senior thinking. There are no layers between your problem and the person solving it, and no handoff between the strategy, the build and the compliance.

AI is what makes this work. It takes the mechanical parts of design, code and project tracking, so one experienced person can cover what used to need a team of five.

Small isn't the size of the problem. It's the size of the team. The work can be as big as you need.

This site is an operating system. Sort of.

macOS and Windows are fine. They're also decades old. Files go in folders, apps open in windows, and you do all the arranging.

I think the next operating system is built around AI. Assistants live in the desktop, learn how you work, and shape it around you. Run several models side by side, swap them whenever you like, load any software. No platform decides what you're allowed to use.

  • Personal: the desktop adapts to you, not the other way around.
  • Agentic: assistants do the work across apps, not just answer questions.
  • Open: any model, any software, no platform walls.

This desktop

This first test is built around one job: presenting the On this day AI case study. The guava seeds drift apart, then gather into today's date. Many small pieces coming together into one day is the idea behind the product, so the desktop shows it instead of describing it.

How it's built, bottom to top

  • A hidden layer: "the power of small" lettering on a seed pattern. You only see it where your cursor has been, and it fades back as you move on.
  • The seed field: about a hundred seeds drawn by one WebGL shader. Nearby seeds melt together like liquid, which is why they look organic rather than like pixels. Every scatter is random, so you never see the same one twice.
  • Your cursor: a soft blob that pushes the seeds aside and wipes a path into the hidden layer.
  • The desktop: the brand line, the featured case and these file icons. This is real text, not part of the animation, so search engines and screen readers can read it.
  • Windows: each file opens a window you can drag around. The one you touched last sits on top, like any desktop.
  • The dock: always on top, with the clock and display settings. The theme follows the time of day unless you choose otherwise.

Underneath, the whole site is a few data files. Changing the desktop means editing words, not code, which is the first step toward a desktop an assistant can rearrange for you.

The assistants come next.

AI OS Test · 001 · more to come

Past clients

  • 3M 2017: Filtrete, Mobile app, workshop, Alexa skill. Manufacturing, via ArcTouch/Grey (Award)
  • 42, Inc. 2024: Website, marketing. Services, via Guava Ice Cream 42inc.com
  • AbbVie 2014: AbbVie Team, Website. Healthcare, via Dudnyk
  • Adina World Beat Beverages 2007: Adina, Website, branding, packaging. Manufacturing, via Pinwheel
  • Aesculap 2013: Tablet app. Healthcare, via Dudnyk
  • AFM Racing 2024: Strategy workshop. Non-profit, via Guava Ice Cream
  • Alvine Pharmaceuticals 2006: Website. Healthcare, via Pinwheel
  • Anheuser-Busch InBev 2018: BudCoin, Mobile app, blockchain. Manufacturing, via ArcTouch/Grey
  • AstraZeneca 2016: Azhelps, Mobile app. Healthcare, via ArcTouch/Grey
  • Audi 2016: Mobile app, user testing. Manufacturing, via ArcTouch/Grey
  • Biogen Idec 2014: Plegridy & Tecfidera, Mobile app. Healthcare, via Dudnyk (Award)
  • Bloodhound 2010: Website, animation. Retail, via Pinwheel
  • Bombardier 1999: Sea-Doo & Ski-Doo, Website. Manufacturing, via FCI Communications
  • Buddy.com 2013: Start-up Explorer, Mobile app. Technology, via Rocket Science
  • Builderguru Contracting 2003: Website. Construction, via Pinwheel
  • Citrix 2011: No Limits, Video, animation. Technology, via Rocket Science
  • Clarisonic 2012: Professional, Mobile app. Healthcare, via Dudnyk
  • Clausen House 2024: Clausen Careers, Employment app. Non-profit supporting young adults with emotional and intellectual disabilities. Non-profit, via Guava Ice Cream
  • Clorox 2016: Clorox Bleach, Chatbot. Manufacturing, via ArcTouch/Grey
  • Club Citrix 2016: Mobile app. Entertainment, via ArcTouch/Grey
  • Conceptus 2006: Essure, Website. Healthcare, via Pinwheel
  • Couchr 2015: Mobile app. Entertainment, via ArcTouch/Grey
  • Disney 2016: Appisode, Apple TV app. Entertainment, via ArcTouch/Grey
  • Divine Baby 2009: Website, branding. Manufacturing, via Pinwheel
  • EDF EN RE 2007: enXco, Website, animation. Energy, via Pinwheel
  • EmployBridge 2017: ProLogistix, Mobile app. Services, via ArcTouch/Grey (Award)
  • eNeura 2015: Website. Healthcare, via Dudnyk
  • EY 2015: Mobile app. Services, via ArcTouch/Grey
  • Eye to Eye National 2015: Mobile app. Non-profit, via ArcTouch/Grey
  • Family Signal 2017: Mobile app. Technology, via ArcTouch/Grey
  • Flexjet 2016: Mobile app. Services, via ArcTouch/Grey
  • FS Brazil 2016: Mobile app. Services, via ArcTouch/Grey
  • Full Circle 2017: Mobile app. Retail, via ArcTouch/Grey
  • Gershwin Music 2004: Website, animation. Entertainment, via Pinwheel (Award) Archived site
  • Grey Advertising 2015: The GREY App, Mobile app. Services, via ArcTouch/Grey
  • Guess Jeans 2016: Mobile app. Manufacturing, via ArcTouch/Grey
  • Hawaiian Airlines 2017: Mobile app. Services, via ArcTouch/Grey
  • Hispanic Scholarship Fund 2009: Website, DVD. Non-profit, via Pinwheel
  • Honeywell 2015: Mobile app. Manufacturing, via ArcTouch
  • imfuma 2012: Website. Construction, via Rocket Science
  • Jazz Pharmaceuticals 2014: Tablet app. Healthcare, via Dudnyk
  • K&L Wines 2018: Mobile app. Manufacturing, via ArcTouch/Grey
  • Kinder's 2026: Website. Restaurant, deli, and spice and sauce company. Retail, via Guava Ice Cream kindersmeats.com
  • Lam Research 2017: Community of Specialties (CoS), Mobile app. Technology, via ArcTouch/Grey
  • Lennar 2017: Mobile app. Construction, via ArcTouch/Grey
  • Levi's Stadium 2015: Stadium Suite, Tablet app. Entertainment, via ArcTouch/Grey
  • Little Boomie Wine 2005: Packaging. Manufacturing, via Pinwheel
  • Liz Palacios Designs 2006: Website, promotions, photography. Retail, via Pinwheel
  • Logitech 2011: Creative Spark, Packaging. Technology, via Rocket Science
  • Marriott 2017: Splash of Brilliance, Experiences. Services, via ArcTouch/Grey
  • MDServe/Chorus 2005: Website. Healthcare, via Pinwheel
  • Medivation 2004: Website. Healthcare, via Pinwheel
  • MollyBz Cookies 2023: E-commerce. Manufacturing, via Guava Ice Cream
  • Muzik 2016: Muzik Live, Mobile app. Manufacturing, via ArcTouch/Grey
  • MyoScience, Inc. 2013: iovera, Website, animation. Healthcare, via Dudnyk
  • Netscape 1995: Consulting project. Technology, via Tony Hall Consulting
  • NewHomeSource 2017: Mobile app. Services, via ArcTouch/Grey
  • Next Move Network 2025: AI text messaging app. An innovative, AI-powered text messaging wellness app. Healthcare, via Guava Ice Cream
  • Nokia 2011: Dora Explorer App, Mobile app. Technology, via Rocket Science
  • Nudgemail 2025: Brand, marketing. Email reminder platform. Technology, via Guava Ice Cream
  • NVIDIA 1998: Website. Technology, via FCI Communications
  • OXiGENE 2009: Website. Healthcare, via Pinwheel
  • Papa John's Pizza 2016: Kids Rewards, Apple TV app. Retail, via ArcTouch/Grey
  • Phenogen Sciences 2012: BREVAGen, Website. Healthcare, via Rocket Science
  • Pilates Metrics 2016: Tablet app. Healthcare, via ArcTouch/Grey
  • Roche 2014: cobas Lab & Liat, Website. Healthcare, via Dudnyk
  • Rubica 2017: Mobile app. Technology, via ArcTouch/Grey
  • Segmind 2024: Innovation. Technology, via Guava Ice Cream
  • SentreHeart 2014: Brand Engineering, Branding, strategy. Healthcare, via Dudnyk
  • ShareKNX 2017: Workshop. Retail, via ArcTouch/Grey
  • Skyjet 2015: Mobile app. Manufacturing, via ArcTouch/Grey
  • Sunlight Electric 2008: Website. Energy, via Pinwheel (Webby Award)
  • Tallyo 2015: Mobile app. Technology, via ArcTouch/Grey
  • Tensys Medical 2006: Website, animation. Healthcare, via Pinwheel (Webby Award)
  • UltraBLU 2023: Website, Amazon. Manufacturing, via Guava Ice Cream
  • Ventana 2013: Cervical Cancer Prevention, Mobile app, website. Healthcare, via Dudnyk
  • Visa 2015: Visa Explorer, Mobile app. Technology, via Razorfish, ArcTouch
  • Visva 2017: Web app. Technology, via ArcTouch/Grey
  • Volvo 2017: Micro-Dealer, Mobile app. Manufacturing, via ArcTouch/Grey
  • Western Athletic Club 2012: Bay Clubs, Mobile app. Healthcare, via Rocket Science
  • Wooo! 2015: Mobile app. Entertainment, via ArcTouch
  • WUWTA 2023: Web app. Healthcare, via Nuvolum
  • xCraft 2016: Mobile app. Technology, via ArcTouch

Contact

Email: [email protected]

LinkedIn: https://www.linkedin.com/in/anthonyhall/

GitHub: https://github.com/armyofunicorns