What we believe

Creating websites is about more than just assembling some images and content together. We’re committed to being open and transparent in how we work with you and what we produce for you.

Websites that matter

The first question we’ll ask you is “what do you want your website to do?”. This question is about more than functionality, it’s about what you want to achieve with your website. We make websites that matter: to you and to your customers.

More than a website, a conversation

The best websites are the ones that listen to what their customers want, engage with them, and allow people to connect with each other and collaborate. We’ll always be working to help you and your customers converse.

Stories, not requirements

We believe in a clear and understandable description of what your website will do, not highly technical jargon. User stories are about how you and your customers will use the website, and they focus on business value. When we create your website we’ll collaborate with you to create user stories and deliver functionality that supports them.

It’s about the journey as well as the destination.

Test-driven development is about making clean code that works. Applications built this way are more dependable, clear in their intent and have code that is highly cohesive and loosely coupled, making it easier to expand and maintain. The application is grown organically in response to immediate needs, creating a purpose-built website.

We’re not magicians

There’s no slight of hand, no secret knowledge. A magician never reveals his tricks, but we’re more than happy to tell you what we’ve done and why. We believe in transparency: we want to help you learn more about the web and what your website can do for you.

It’s not complicated, it’s just good service

We don’t believe in contracts, complicated requirements documents or rigid schedules. Not happy with our service? Looking for something else? Moving to Bermuda and want to take your website with you? We won’t charge you exit fees, force you to stay with us or hold your website or data for ransom. We believe in transparency and fairness.

We’ve got something to say

We eat, breathe, wear, think and talk websites and applications. We’re passionate about what we do and that translates through to our everyday. We’ll monitor your websites, think about how to improve them, suggest how to grow them and, if we think something is a bad idea, we’ll tell you.

We’re proud of what we do

Like a sculptor or a doctor, there’s skill and art in what we do. We believe in using the best tools for the job (that’s why we use Ruby on Rails) and the best people for the job. If special services or skills are required that we can’t provide, we’ll find them for you. We want to make the world a better place, one website at a time!

The Hypothetical Blog: Stark Raving Sane

April 05 Icons, icons and icons!

Building any kind of web interface, particularly one that requires any kind of human interactivity, will at some time utilise icons. Whether they be on buttons, used in headings, or tabs or panels, icons are like little visual pieces of informative haiku: small, succint and should make you smile.

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What We're Reading


In our opinion, Ryan Bates is something of a Rails stevedore: since March of 2007 he’s been packaging and delivering Railscasts to the interwebs on a weekly basis.

Available through iTunes or via download on the Railscast website, each episode lasts between five and twenty minutes, with shownotes and additional resources also available on the website.

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