A bit about me
An expert generalist and proud both-brainer
What's it mean to be both-brained? It's not a weird flex (maybe it's a weird flex); it just means my interest and skill lie equally in the technical and the beautiful. That may not make me an award-winning artist or engineer, but it does make me good at building websites.
Why is it important to be both-brained in this industry? Because mockups are static but the web is not, and I can fill in the blanks. Because art directors are picky, and I know how they think. Because projects move quickly and change often, and there isn’t always time for so much back and forth. Simply put, I create websites that look as good as they function, efficiently and effectively.
Perhaps the most valuable skill in this new landscape isn’t prompt engineering or systems architecture, but adaptability - the willingness to evolve, to learn new skills, and to find your unique place in a rapidly changing field.
This blog post by Annie Vella
My roles
I wear different hats depending on the size, scope and flavour of the project.
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Your entire web team from strategy to design to execution to launch, and all the bits in between.
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In-team embed working closely with marketing teams to deliver results quickly and efficiently.
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Pixel-perfect developer creating responsive, effortlessly updatable websites from static mockups.
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General contractor fixing bugs, adding features and optimizing existing builds and codebases.
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Brand digitizer creating an online experience from brand guidelines, moodboards or just straight up vibes.
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Full-stack developer building custom web apps, APIs and databases to fit your needs.
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Startup partner getting a functional MVP to daylight in a week or two and iterating from there.
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Email wizard building highly customized emails that work across every client, device and operating system.
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Ad expert crafting and animating optimized HTML5 ads for display on any network.
Core concepts
Guiding principles that inform all of my work.
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Accessibility So hot right now. WCAG compliance, of course, but that’s not the whole story. Anyone can hack together some fixes to pass the tests or bolt on some "fix-all" third-party software. When I build an accessible site, I’m testing everything as I go, using site scanners, screen readers, keyboard navigation and more.
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Empowered content creators I aim to make myself obsolete. That’s both a terrible business plan and a template for building effective modular websites: reusable, flexible blocks that stack together to make great looking pages, long after you’ve lost my number.
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Efficient functionality The client is not always right. I’ve been asked to do some crazy things, but it’s not my job to blindly agree to those requests; it’s my job to find a better way. Often, there’s a solution that accomplishes 90% of the ask with 10% of the lift. Those are the efficiencies I’m always on the lookout for.
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Communication is key Developers are not traditionally known for being “personable”. I take a lot of pride not only in communicating the necessities of a project–scope changes, updates, required input–but in of being a genuine human being. Work is a lot more fun when you can scrape away a bit of the business veneer and see the person below.
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Keep on the cutting edge The web changes, significantly and often. The only way to compete in this industry is to change with it. I’ve dedicated myself to keeping up with the latest concepts, tools and releases, finding the best solution for the project at hand. No shortcuts, no trend-hopping.
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Cross-disciplinary sympathy I work both left and right of code, from strategy to design to execution. This wide distribution of knowledge allows me to find efficiencies, bypass bottlenecks and bridge communication gaps between team members.
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Audience-driven decisions At the end of the day, the site isn’t for me or you, it’s for your customers. Before every build, I pore over the analytics, compare against industry peers, and hone in on the key actions we want to emphasize. On top of that, 10+ years building websites for every kind of user imaginable has given me a certain amount of instinct for the craft.
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Optimized performance Google cares a lot about loading time, so I’ve become obsessed with it. I don’t ship sites that score below 90 on a Lighthouse mobile test (at least, not before marketing gets in there with their tracking pixels).
Based in Calgary, working globally
Home is Calgary, Alberta, Canada, but work is everywhere—Halifax, San Francisco, Ireland and beyond.
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Calgary is the third most livable city in the world ranked by the Global Liveability Index in 2022. It’s consistently ranked in the top 10 since 2008.
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The Last of Us Fargo, The Revenant and a bunch of other great films and movies filmed here.
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Third largest city in Canada after Toronto and Montreal. Vancouver isn’t even close.
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Host of the 1988 Winter Olympics and featured in Cool Runnings, a movie you’ve surely seen multiple times.
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Sunniest major city in Canada and eighth in North America, with around 333 days per year. Half of them below freezing, sure, fine.
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Calgary has the world’s largest urban skywalk known as the Plus 15 (it’s about fifteen feet above ground). You can get all the way across downtown without stepping foot outside.
The change of pace in this industry has always been brisk.
To be successful, you have to learn and evolve. The explosive growth of LLMs represents a new scale and speed, but the fundamentals remain unchanged: master the tools, communicate effectively and work with a sense of honour, commitment, and integrity. The most important things never change.
Ready to build something?
Drop me a line, let's see if it's a fit.