Strategic Web Designer & Wix Studio Expert

"I believe great design

is not decoration.

It's a strategy made visible."

The story

For many businesses, the challenge isn't the quality of their work. It's how that work shows up online. I've spent 7+ years solving exactly that problem: turning strong businesses into strong digital presences.

My background spans brand identity, UX strategy, and full Wix Studio development. That breadth isn't accidental. I believe that design without development thinking and development without design thinking both produce weaker results. The ability to hold both simultaneously is what allows me to build sites that are coherent end-to-end, with no gap between how they look and how they work.

Every project begins with a conversation about your business, not your website. I want to understand where you're trying to go before I think about how to get you there. The design follows the strategy. That order matters, and it's the reason clients come back.

What I believe

Four convictions that shape every project I take on

Design is a business tool, not a decoration

Every visual decision should be traceable back to a business goal. If I can't explain why a layout, typeface, or colour exists in terms of what it does for the user or the client's objectives, it doesn't belong there.

Restraint is harder than complexity and more valuable

The temptation in design is always to add. The discipline is knowing what to remove. The most effective websites I've built are the ones where every element earns its place and nothing exists just to fill space.

The brief is a starting point, not a ceiling

Clients know their business better than I do. I know design and user behaviour better than they do. The best work happens when both are respected listening carefully, then pushing thoughtfully.

How a project is run is part of the design

A chaotic process produces chaotic work. Clear communication, honest timelines, and structured feedback aren't just professional courtesies; they directly affect the quality of what gets built.

The process

From brief to live without the chaos

01. Discover

Strategy first

Brief, goals, audience research, and competitor positioning. Before a pixel is placed, we know exactly what this website needs to do and for whom.

02. Design

UX, then visuals

Information architecture and user flows first, then visual design direction and interactive prototype. You see how it works before we build it.

03. Build

Custom, not cloned

Custom Wix Studio development, interactions, CMS structure, animations, and full mobile optimisation. Tested across devices and browsers before anything goes live.

04. Launch and grow

Live, then better

Go-live, SEO foundations, handover training. Ongoing retainer available because a good website is never truly finished.

What’s the difference between using a Wix template and working with you?

Templates are great for quick starts, but they’re generic. I offer custom design grounded in strategy, tailored to your brand, business goals, and users. Your website won’t just look good. It will perform, convert, and grow with you.

Do you only work with clients who already use Wix?

Whether you're starting from scratch, migrating from another platform, or redesigning your current Wix site. I’ll guide you through the most efficient path to launch.

Is Wix Studio good for SEO?

Yes. Wix Studio offers advanced SEO controls, from meta tags and structured data to custom slugs and performance optimisation. As a certified designer and developer, I ensure your site is SEO-ready from day one. I also offer GEO (Generative Engine Optimisation) to ensure your site is visible in AI-powered search tools like ChatGPT and Perplexity.

How long does a project usually take?

Most custom websites take 3–6 weeks from discovery to launch. Timelines vary by project scope. I'll always give you a realistic estimate after our first conversation, not an optimistic one designed to win the brief.

Will I be able to update the website myself after launch?

Absolutely. I build with ease-of-use in mind and offer a handover guide and post-launch training. You’ll have full access to your website and can make updates confidently or keep me on retainer for ongoing support.

Do you offer branding services too?

Yes. Branding is a core part of what I do. Whether you need a full brand identity, tone of voice guidance, or just a visual refresh, I ensure your brand is cohesive and powerful across all touchpoints.

Do you use AI tools in your process?

Yes, thoughtfully. I use AI tools to support idea exploration, research, and content suggestions, but never to replace strategic thinking, creative vision, or user-centred design. Every project is grounded in a deep understanding of your business and audience, which no algorithm can fully replicate.

Why work with a solo expert rather than an agency?

With me, you get direct access to the person doing the work: no account managers, no juniors, and no diluted communication. That means faster decisions, more personalised attention, and a process focused entirely on your project. The work you see in my portfolio is the work I built.