Going static


So, I’ve thrown together a Jekyll static site for what’s laughingly referred to as my ‘personal branding’. It’s one of those modern-day necessities, like avocados or Wi-Fi, where apparently everyone needs to be their own brand now. And what better way to stamp your digital footprint into the vast emptiness of the internet than with a website that’s as static as my enthusiasm for the project?

Jekyll, if you’re not in the loop, is this static site generator that’s supposed to make life easier for those of us who can’t be bothered with the complexities of web development. It’s all very plug-and-play, or so they say. You pick a theme that doesn’t entirely clash with your personality, tweak a few lines of code – because, apparently, personal branding requires at least a superficial brush with HTML – and voilà, you’re the proud owner of a sleek, if somewhat soulless, digital calling card.

The whole process is oddly satisfying in a mundane sort of way. There’s something about transforming markdown files into a fully-fledged website that feels like a minor act of creation. It’s like building a piece of flat-pack furniture: you follow the instructions, use the tools provided, and end up with something functional yet entirely devoid of surprise.

And then there’s the content – a carefully curated collection of professional achievements, hobbies that are interesting enough to mention but not so interesting as to be intimidating, and a contact form that whispers, “Please acknowledge my existence in this digital void.” It’s all very calculated, a strategic arrangement of words and images designed to present a version of myself that’s both palatable and forgettable ^^

You could say that deploying this Jekyll site is just another box ticked in the game of personal branding. It’s there, it exists, and it’s as interesting as deciding what brand of toothpaste to buy ;)