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Drive better decisions Break into new markets Pursue new ideas Implement effective strategies Create high-impact conversations


Great design is not great art. Great art is self-sufficient, open to interpretation. Great design tells a story: your brand’s story. It takes your customers by the hand and leads them down the primrose path to connect with what you do and say. Purpose runs through web design’s DNA.

Mobile responsive. Powered by analytics. Brimming with SEO friendly content.Web design is also about taking risks. Aiming for the sweet spot between what your visitors expect while continuously looking to surprise, provoke or delight them. That’s where An Artful Science sits.

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Ok, where I sit.

 As someone who has seen design evolve from its Web 1.0 swamp. Who has spent over fifteen years working in startups and running design agencies. Who now works freelance to help startups ensure they avoid expensive mistakes and agencies get some outsourced design guru gun for hire right when they need it.

Cut me open and you’ll find my DNA – Design Not Art - is a rainbow of many parts.

Do New Always

Arthur Rimbaud (the visionary upstart poet who became a gun runner) once said, ‘One must be absolutely modern’. In other words, repeating the past is too easy. Instead, be the next thing. The new thing. That’s the kind of web design that gets me off my seat.

But if you like that kind of thing, here are my five Do New Always principles:

  1. Do New Answers – Throw out the rule book. Throw in your ideas. Don’t think you know what your customers want, ask them.
  2. Do Not Accept – Cookie-cutter templates. Pre-existing design. Agency prices.
  3. Difference Not Average – Aspire for better. Focus on the details that make you stand out and push them to their digital limits.
  4. Dazzle New Audiences – Create experiences that new customers can learn about your brand in new ways.
  5. Drive New Approaches – To old problems. And be ready to approach new problems the same way.

Whether you’re a startup that needs a brand new design to announce yourself to the world or a much needed re-fit, my Do New Always approach is user and goal-centric - taking your customer’s needs and your business’ goals into the mix at every stage to ensure a user’s journey through your site is an extension of your brand’s journey.

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