A reporter who builds brands.

I'm Andy Jordan. I spent nearly twenty years as a reporter: technology and space correspondent at CNN, science and technology reporter for PBS, and the first video reporter The Wall Street Journal ever hired, where I shot, reported, and edited everything myself.

Then I spent more than a decade building brands at companies at their inflection points: Splunk, Expanse, Spire Global, and Eightfold. Two IPOs and one acquisition. Each time, the job was the same: find the story the company hadn't said yet, and build everything on it.

Needle Space Labs is how I do that work now, for companies that just raised and need the story to catch up with the technology. It's a human team with an agentic engine. You work with me directly, a trusted bench of specialists joins as the work needs, and I build the agentic workflows that make sense for each company.

Why "Needle"

My mom crocheted, and so did her mom. So do I: afghans, scarves, amigurumi. Crochet taught me how to build a story, stitch by stitch, with precision, patience, and purpose.

I founded Needle Space Labs to tell tough stories through a lens of urgent optimism and defiant joy. The aperture in the logo is that lens. I still believe the same thing: B2B or consumer, a brand has to delight, it has to create a feeling, and it has to be trusted.

I'm based in the San Francisco Bay Area, California, and work with teams there and remotely.