The newsroom · est. May 2024

Between commits.

A studio notebook. Essays on editorial systems, engineering field notes, the occasional rant about CSS. Published when there's something worth writing, not on a schedule.

All · 12 Commissioning web work · 14 How we work · 12 Strategy · 7 Audience strategy · 3 Web and product · 3 About the studio · 2 Editorial strategy · 2 Field notes · 2 Sustainability and funding · 2

Services · April 13, 2026 · Lead story

Web Consulting: The Honest Conversation Before Execution Starts

Most businesses know what they need. The problem is nobody tells them the smartest way to get there for where they are right now. That gap is where web consulting lives.

By Akel Aguad·April 13, 2026·1 min read

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Most businesses know what they need. The problem is nobody tells them the smartest way to get there for where they are right now. That gap is where web consulting lives.

From the lead story

How we do Business · Apr 8

How Our Projects Actually Run

A project without clear scope is expensive guessing. Before we build anything, we define what's included and what isn't. Not loosely. Specifically.

By Akel Aguad·1 min

How we do Business · Apr 8

The Questions Before the Code

Most bad web projects fail in the briefing phase, not the development phase. We spend time at the start asking questions that feel obvious but usually aren't.

By Akel Aguad·1 min

How we do Business · Apr 8

What We Tell Clients Who Don't Need Us Yet

We've told people to wait. To not launch yet. To not hire us for this particular problem. That advice is free. We'd rather give it than take on a project we know isn't going to go well.

By Akel Aguad·1 min

How we do Business · Apr 7

Why We Stay Involved

We've worked with some clients for years. That doesn't happen by accident. The work in year four looks different from year one, but it's still work worth doing.

By Akel Aguad·April 7, 2025·1 min