My story
I build websites for businesses that want to grow, not just look good.
I'm a self-taught designer and developer with a background spanning product design, brand strategy, and digital marketing. I founded axoi. studio to do one thing well: create modern, purposeful websites that genuinely help the businesses I work with.
My interest in design started the moment Apple's first iPhones and iPads appeared, I was completely captivated by how something as complex as a smartphone could feel so intuitive and human. That curiosity drove me to teach myself design and development from scratch, long before I ever considered making it a career.
Before axoi. studio, I worked at Orbzii, a travel tech company, where I had the opportunity to identify and lead the acquisition of a travel app called Pluto. I oversaw its full transformation into Pogo Travel: a rebrand covering visual identity, app design, and a new website. Pogo now has over 73,000 active users worldwide. That experience taught me what it takes to design for real scale and to execute a complete brand vision from the ground up.
Now I bring that same mix of design instinct, strategic thinking, and technical ability to clients across Dorset, Bournemouth, the South of England, and the UK. Every project gets the same attention I'd give my own business, because your online presence is too important to treat as an afterthought.
Certified Framer Expert
Certified by Framer as highly skilled. The platform I use for all website builds.
Figma Expert
All UI design work, websites, apps, wireframes, starts in Figma.
UX & Product Design
Experience designing for apps used by tens of thousands of users.
Front-end Development
HTML, CSS, JavaScript, I understand the code, not just the design.
Experience
A track record of real digital work.
Founder & Designer, axoi. studio
Founded axoi. studio to provide focused, high-quality web design and development services to businesses across the UK. Clients range from local Dorset and Bournemouth startups to UK-wide brands, including hospitality, property, beauty, technology, and retail sectors.
Lead Designer, Orbzii / Pogo Travel
At travel tech company Orbzii, I identified the opportunity to acquire Pluto, a travel planning app, and led the full product transformation into Pogo Travel: new brand identity, complete app redesign, website, and email campaigns. Grew the app to 73,000+ active users worldwide.
Self-taught designer & developer
Taught myself design, front-end development, and UX from scratch, driven by a deep interest in how technology can be made beautiful and accessible. Built early client projects and personal apps during this period.
How I work
Principles that guide every project.
Purpose-first design
Every design decision, layout, typography, copy, colour, is made with your business goals in mind. Looking great and performing well aren't trade-offs; they're the same thing done right.
Attention to detail
The details are the design. I sweat the small things, spacing, micro-interactions, loading states, edge cases, because that's what separates a good site from a great one.
Honest, direct communication
No jargon, no over-promising, no ghosting. I'll tell you what I think, be upfront about timelines and costs, and keep you in the loop at every stage of your project.
Speed without compromise
Fast turnarounds are a feature of how I work, not a risk to quality. The 5-day launch service exists because I've built a tight, refined process, and once you're live, a retainer plan keeps your site growing.
Long-term thinking
I build websites that you can grow into, not just ones that look good at launch. That means scalable structure, easy content management, and SEO foundations that compound over time.
Local roots, global reach
Based in Dorset and proud of it. I love working with local Bournemouth and South of England businesses, but I work with clients across the UK and internationally through a fully remote process.
Want to work together?
Get in touch, tell me about your project and I'll come back with a free quote, usually within 24 hours.