structure before polish
The beliefs behind the work haven't changed since 1999. A site is a tool, not a trophy — and everything I do follows from that.
"Every project starts with hierarchy and flow — who is visiting, what they need, and the shortest honest path between them."
Organization comes before visual treatment. A confused structure can't be salvaged by appearance — so I fix the bones before I ever touch the finish. When the underlying shape is right, the design work has something solid to sit on.
"Everything decorative earns its place or it goes."
I remove more than I add. Nothing on a page should compete with what the visitor actually came to do — so decoration is held to the same standard as everything else: does it help, or is it just there.
Structure Before Polish
Hierarchy and legibility precede visual finish — a confused structure can't be salvaged by appearance.
Built to Last
Clean code and choices that age well beyond the current trend cycle, not just the launch date.
Direct Involvement
One person on your project, start to finish — no junior teams, no outsourced production, and no AI output shipped without my review.
Tell me about your business.
Tell me what you need your site to do — I'll take it from there.