Every project follows the same eight clear stages. Each stage has a defined output, a typical timeline, and a list of what we need from you. Nothing is improvised. Read it end-to-end and you'll know exactly what to expect from day one.
We invest heavily in the brief, wireframe, and direction stages — because every hour spent making sharp decisions early saves five hours of rework later. Most "design problems" are actually unmade decisions.
You see the work as it develops, not just at the end. Each stage produces something tangible — a brief, a wireframe, a mood board, a draft — that you can review before we move forward.
Most communication happens over email, WhatsApp, and Figma comments — so you can respond when it suits you. Calls are reserved for moments where they actually save time.
A typical website project moves through these stages over 3–6 weeks. Larger Bespoke projects can take longer; small landing pages move faster. Each cell below is detailed in full further down.
The first message doesn't need to be polished or detailed. We've designed our intake to work with whatever you can share — a one-line idea, a brief Word doc, a link to a competitor, or a full requirements spec. There's no "right way" to start.
You'll receive a real reply (not an automated one) within one business day, often sooner. Our reply usually does one of two things: asks one or two clarifying questions to understand the project better, or proposes a 30-minute discovery call.
If you can include any of the following in your first message, the conversation moves quicker — but none of it is required:
We don't run pre-qualification questionnaires, ask for company size or revenue, or send automated nurture sequences. There's just one human reading and replying.
This is the most important free conversation you'll have with us. It's not a pitch — it's where we listen. The goal is to understand enough about your project that any proposal we send is grounded in reality, not assumptions.
This call works both ways. Bring any questions about how we work, what we've done before, who owns what at the end, what happens if it doesn't work out, etc. The more we both ask now, the fewer surprises later.
Within one business day of the call, you'll receive a written brief that summarises everything we discussed and confirms any assumptions. This brief becomes the reference document for the rest of the project — and is yours to keep, even if you don't proceed.
Within 1–2 business days of the discovery call, we send a written proposal — usually a clean PDF of 5–8 pages. It contains everything you need to make a decision without further conversation.
You don't need to decide on the spot. Take a few days, talk to a partner, sleep on it. Once you're ready, you reply with either "yes, let's go," "yes but with these changes," or "no, here's why." Any answer is fine.
If you accept, we send a simple service agreement (one page, plain English) and an invoice for the 50% advance. Once both are signed and the advance is in, your project is officially scheduled and the next stage begins.
This is where most of the creative thinking happens — even though there are no finished pages yet. We look at your competitors, your existing brand assets, and the references you've shared. Then we present two or three early direction concepts.
These aren't pages — they're mood boards. Each direction shows a colour palette, type pairing, photographic or illustrative style, and a feeling. You'll see what each direction would look like applied to a small fragment (say, a hero section), but not full pages yet.
Locking the visual direction at this stage prevents the most painful kind of feedback later: "we love the layout but the whole feeling is off." Disagreements about tone are best had now, on mood boards, not on six finished pages.
You don't have to pick a single direction outright. It's common to combine elements — "the type from option A, the colour from option B, the layout feeling from C." Whatever makes sense. Once we agree, the visual language is locked and informs everything that comes next.
We don't design every page at once and then send it all for review — that's a recipe for misalignment. Instead, we typically design one or two key pages first (usually the homepage and a representative inner page), share them for feedback, and only move to the rest once the system is approved.
This way, if there's a fundamental issue with the approach, we catch it on two pages, not eight.
Each milestone includes a defined number of revision rounds (2 for Starter, 3 for Studio, 4 for Bespoke). A "round" is a consolidated set of feedback from your side, not individual emails. We make all the requested changes in one go, then send back for review.
This structure prevents the death-by-a-thousand-cuts pattern where a project drifts endlessly because each "small change" triggers a new review cycle.
Everything lives in Figma. You can view it anytime, leave comments directly on the file, and watch progress in real-time. We don't send PDFs or screenshots — Figma is the single source of truth.
Scope is set in the proposal. "Change the colour of this button" is in scope; "add three new pages" is out of scope. If you ask for something out of scope, we'll be transparent — quote it separately, and only proceed if you approve.
Once designs are signed off, we build them on the agreed platform — typically WordPress, Webflow, Framer, or hand-coded HTML for landing pages. The platform is chosen during the brief based on what suits your team's ability to manage the site post-launch.
Everything you saw in Figma gets translated into a live, working website. This includes all responsive breakpoints (desktop, tablet, mobile), animations and interactions, hover states, and any micro-details specified in the design.
Throughout the build, you'll have access to a private staging URL where you can see the site come together. We'll flag major milestones for review, but you can check in anytime you want. Nothing goes live until you sign off.
For larger custom web applications, we don't write production back-end code — that's your engineering team's territory. In those cases, we hand over Figma files structured for developer handoff and are available for design QA on hourly terms.
Before launch, we run through a complete checklist: every page on every common browser (Chrome, Safari, Firefox, Edge), every breakpoint (desktop, tablet, mobile), every form, every link, every animation. We catch what we can — but real-world testing always finds things we miss.
You're invited to do your own pass too, with a checklist we share. Anything found at this stage is fixed before launch.
Once you sign off and the final 50% payment is in, we deploy the site to your domain. For most platforms (WordPress, Webflow, hand-coded), this is a one-click deployment. We monitor the launch in real-time and verify everything works on the live URL.
A 30-minute call (Google Meet, recorded) where we walk you through:
On the day of launch, you receive: the live website (obviously), full Figma source files, code/CMS access in your own account, the recorded handover walkthrough, and a written handover document covering anything not in the call. Everything is yours, with no ongoing dependency on us.
Every Studio and Bespoke project includes two weeks of post-launch support included in the price. During this window, we fix any genuine bugs, broken links, or minor issues that surface after the site goes live. This isn't for new features or design changes — it's for "this isn't working as it should."
Most projects don't use much of this window, and that's fine. It's there as a safety net, not a target.
After the included support window, you have three options for any future work:
We don't sell expensive monthly retainers or maintenance plans. Most clients only need us occasionally, and a retainer would mean charging you for time you're not using. If you ever want one for predictability, we can structure something — but it's never the default suggestion.
Because everything is built on platforms you can manage independently, and all source files are in your accounts, you can take your site to another designer, an in-house team, or an agency at any point. There's nothing locked, no proprietary system, no contract holding you in.
The projects we're proudest of share a few common patterns from the client side. None are about size or industry — they're about working approach.
To keep projects on time and on budget, we have a small set of expectations from the client side. None are unusual, but it helps to set them out clearly.
Most websites don't need much after they launch. Content updates, occasional new sections, the odd plugin update — these are the realistic ongoing needs for most small businesses, and they're modest.
So we don't pretend you need an expensive monthly maintenance plan. Instead, we offer a small menu of support options, all priced honestly, and you pick what (if anything) actually fits.
Send us a message — any length, any level of detail. We'll reply within one business day with whether we're a good fit and where to take it from there.