I Was Planning a Brand Site When I Finally Understood What Slowloop Was
slowloop lab — the site doesn’t exist yet, but the things running underneath it do
For several months after picking the brand name, all I had was the name.
There was the name slowloop, the idea that I’d use slowloop.io, and all the things running underneath it. hermes had been running 24/7 on the dev server. myWiki was accumulating code. my mom’s art museum was live. But there was nowhere to bring all of that together and say, “this is slowloop.”
So I decided to build a site. One site to act as a hub.
I had an AI help me organize the requirements — what pages I’d need, which services to connect. But the AI came back with two questions.
The first was about visibility. Which services should go on the site, and which should stay private for now.
The second one caught me off guard. “Slowloop’s philosophy or the meaning behind the name — what were you thinking when you chose it?”
I paused. Honestly, there was no grand reason behind the name. A few months earlier I’d asked an AI to suggest brand names, picked two out of dozens that caught my eye, and slowloop was one of them. For Loop was the other, but I passed on it because it wouldn’t land with general users. That was it.
But now I actually had to say something out loud.
“Hmm, just keep doing what I’ve been doing, steadily?”
That was all. Not some sweeping declaration — just an honest thing I said to myself. The AI’s response was kind of fun: “That’s a perfect brand philosophy. ‘Not hitting fast and running away, but steadily keeping what you’ve been running going’ — it fits the slow + loop name perfectly.”
That’s when it clicked for me. I’d picked the name first, but the philosophy was already sitting inside it.
The site name came together in a similar way.
I’d started with a folder called slowloop-site. Then I said, “the name isn’t slowloop-site, it’s slowloop-lab — doesn’t that fit better?” The AI agreed. The feel of a place to experiment and build matched the slowloop philosophy.
The domain wobbled once too. slowloop.studio looked appealing for a bit. Since I’d started building with AI agents, ideas kept coming and I felt like someone who makes things — “studio” seemed to fit. But after sitting with it for a moment, I thought: “studio feels like you’ve dressed up for something, and I just want to do things freely.”
I landed on slowloop.io. “A place built by a tech nerd — nothing fancy, just doing it.” That felt more like slowloop to me.
The requirements turned out pretty simple.
A landing page with a one-line intro to the brand and its philosophy, cards for services in progress or already launched, and links to the blog and YouTube. Then /projects for the service list and /blog for posts. For the blog, I decided to connect the second wiki as a git submodule, so anything I write in the wiki goes straight to the site. YouTube content will draw from the same material.
The stack is Astro. With markdown content, it was a natural fit.
As of right now, the requirements are finalized. Design hasn’t started. Development hasn’t started.
Planning the site produced a useful side effect.
The concept crystallized that the second wiki isn’t just a personal notes space — it’s a single source of content. What I organize there goes out as blog posts, becomes YouTube material, and eventually gets productized as myWiki. While working through that flow, I ended up cleaning up the global command system too. That’s when [[세컨드브레인-claude-code-자동화|/capture and /query]] were born — commands that let me write to and read from the second wiki from any project session.
I went to write up requirements, and instead I got a philosophy first, a new site name, and a cleaned-up wiki workflow.
Slowloop lab is fully planned right now. There’s no site — just the things running underneath it. Nothing has been built fast and abandoned. Everything is still going.
That’s slowloop.
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