Context
Most portfolio work happens inside somebody else's constraints. This is the one case where the strategy, positioning, pricing, brand and build were all mine to set. Small businesses need a genuine brand system, an accessible site and, increasingly, AI tooling, but rarely the budget or patience for an agency process built for enterprise clients. Bespoke engagements mean every enquiry needs a scoping call before anyone knows if it's worth having, which filters out exactly the clients who need the work most.
Approach
Stopped selling design hours and started selling a defined outcome at a published price: a fixed fee build, a monthly care subscription from launch, scope returned in two working days, build landed in three weeks. Built the brand system first, as a Figma library, then applied it across brand systems, website design and custom AI tooling built to WCAG AA. The offer is modular (site build, local search, AI handling of inbound enquiries), each standing alone and each more useful with the others.
Position
The site states plainly that the design work is done by a person with a design degree and ten years of practice, and that AI is used for admin and code but never for the visible design.
Outcome
Seven client engagements delivered since October 2025, including The British School of Excellence, ADHD Andy and JLJ Real Estate.