You can't see every project. You can judge exactly how I think.
Client work goes up here only with permission, so what's shown will always be less than what's true. That's fine — this page isn't proof of volume. It's proof of judgment. Here's how I actually make decisions.
Four decisions I make on every project.
Not a portfolio. A look at the reasoning underneath one.
Not everything imperfect is costing you customers.
There's always more that could be improved than time allows. I start with what's actually losing you business today — a confusing homepage, a broken contact form, a page that takes eight seconds to load — before I touch anything that's merely imperfect. Polish comes after the bleeding stops.
A hand-built animation only earns its place if it helps someone understand something faster.
Otherwise it's decoration slowing down your page load. I've talked clients out of effects they were excited about because the honest answer was that it would cost them speed and clarity for very little in return. The best decision is sometimes the invisible one.
I don't call a site finished because it looks good. I call it finished when a stranger gets it in five seconds.
Looking good is necessary, not sufficient. Before anything ships, I ask one question: could someone who's never heard of this business land on the homepage and know what it does, who it's for, and what to do next — in five seconds? If not, it's not done, no matter how polished it looks.
Sometimes what a business needs isn't a redesign. It's three things fixed.
I'll say that on a call even when a full rebuild would pay more — because a site that actually gets fixed serves both of us better than one that got oversold.
Notice something? There's no portfolio grid on this page.
A grid of thumbnails is easy to fill with placeholder work, stock photography, or old projects that don't reflect how I work now. It's also the fastest way to imply more volume than is true. I'd rather show you a few decisions I stand behind than forty screenshots that don't tell you anything about how I think. When client work is ready to share — with permission — it'll live on this page. Until then, this is the honest version.
Want this kind of thinking on your business?
I only take a few clients at a time. If the fit is right, let's talk about what your business actually needs.