A Tried & True

Approach

My Process

Plan ➧ Design ➧ Develop ➧

Deliver

& Maintain

In 25+ years I’ve learned that creativity does its best work when there’s a real process behind it — strong enough to deliver, flexible enough to adapt.

What stays constant: listening at the start, transparency throughout, and work that doesn’t end at launch. Real results come from testing, data, and refinement after a project goes live — not just the work that gets it there.

Every project follows the same general arc — but no two run it the same way. The steps below are flexible by design. They shift, repeat, or overlap depending on what the work calls for.

Learn & Understand

Goals, audience, history, success metrics. Every project starts with questions and listening. The better the input here, the smarter every decision that follows.

Strategize & Present

Research turns into direction. Competitive landscape, positioning, creative approach, and a clear plan that gets walked through together before anything moves to production.

Design & Develop

Where strategy becomes something you can see. Concepts, revisions, refinement, and (for web) clean responsive code that holds up across devices and browsers.

Present & Iterate

Real work, real feedback, real revisions. This step usually happens more than once — that’s how it should work. Good design isn’t a single reveal; it’s a conversation.

(Web & Digital Only)

Optimize & Test

Performance, SEO, accessibility, cross-browser testing, email client testing. The unglamorous stage that makes everything else actually work in the wild.

Deploy

Launch day, or files-to-printer day. Hosting setup, domain configuration, redirects, search engine submission, or press-ready file delivery — whatever the project requires.

Report, Maintain & Improve

Most projects don’t end at launch. Analytics setup, performance reporting, ongoing updates, and data-informed improvements keep the work compounding instead of decaying.

If you’d like a more detailed summary of process for your project, please visit my solutions pages: Web Development, Brand & Strategy, and Digital & Print Marketing.

Proficiencies

A Toolkit Built on What Works

I’ve spent 25+ years spent learning the tools — and which ones fit the job. The list below covers my proficiencies: front-end and back-end stacks, design platforms, CMS and ecommerce systems, analytics, project management, and the testing standards that keep the work honest.

Knowing what you don’t know is its own skill. When a project needs specialized expertise outside this list, I have the right people on speed dial, or knowledge to find them — and the experience to brief them well, integrate their work, and keep everything moving as one project.

HTML5
CSS3
SCSS
React JS
AngularJS
TypeScript
VueJS
VanillaJS
Node.js
Redux
Jquery
JSON
PHP
MySQL
Java
Bootstrap5
Foundation6
Tailwind CSS
Grid CSS
Flexbox
Custom-Built
REST APIs
GraphQL
Webhooks
Zapier
Make (Integromat)
OAuth / API Authentication
WordPress
Webflow
Concrete5
Drupal
Sitecore
Custom-Built
Shopify
WooCommerce
Magento
BigCommerce
Square
Custom-Built
Google Analytics GA4
Adobe Analytics
Looker Studio
PowerBI
Google Site Kit (WordPress)
SEO Framework (WordPress)
Semrush
Moz
Hand-Coded HTML Email
Foundation for Emails
MJML
Litmus
Email on Acid
AWS
DigitalOcean
Cloudflare
WP Engine
Kinsta
SiteGround
Vercel
Netlify
Domain & DNS Configuration
Logo Design
Identity Systems
Brand Guidelines
Type Pairing
Color Theory
Naming & Verbal Identity
Pre-Press
CMYK Workflows
Packaging & Dielines
Press-Ready PDFs
Print Specifications
Adobe CC
Illustrator
InDesign
Photoshop
Bridge
Acrobat
Dreamweaver
Jira
Wrike
Asana
Slack
Mailchimp
Bronto
Campaign Enterprise
Claude
GitHub Copilot
Microsoft Copilot
ChatGPT
Grok
Version Control/Git
Testing & Debugging
Browser Compatibility Testing
Device Compatibility Testing
Email Client Compatibility
WCAG 2.1 AA
ARIA
axe DevTools
WAVE
Screen Reader Testing
Lighthouse
Core Web Vitals
GTmetrix
WebPageTest
Image Optimization
Caching Strategies
Agile
Waterfall
BEM
Atomic

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