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The work

The kinds of business I would rebuild.

There is no client gallery here yet. Rather than pad this page with someone else's logos, I picked four kinds of business whose websites are actively costing them work, and built one properly for each. Every one is self-initiated and unpaid.

  • Full-page screenshot of the Joinery firm concept at desktop width.

    Trades Concept - self-initiated

    Joinery firm

    A two-person joinery outfit. Fitted wardrobes, staircases and kitchens, mostly on referral.

  • Full-page screenshot of the Members' golf club concept at desktop width.

    Leisure and membership Concept - self-initiated

    Members' golf club

    A members' club with a waiting list, visitor green fees and a function room to let.

  • Full-page screenshot of the Accountancy practice concept at desktop width.

    Professional services Concept - self-initiated

    Accountancy practice

    A four-person practice doing self-assessment, payroll and limited company accounts.

  • Full-page screenshot of the Independent pub concept at desktop width.

    Hospitality Concept - self-initiated

    Independent pub

    A pub in the hills above Leeds, doing food seven days, with a beer garden looking out over the fells and no table booking system.

Trades Concept - self-initiated

Joinery firm

Screen size
concepts.onwardcreations.co.uk/trades-joiner
What it is
A two-person joinery outfit. Fitted wardrobes, staircases and kitchens, mostly on referral.
The problem
A buyer decides whether these two people are any good in about six seconds, on a phone, usually standing in the room they want built. None of the other three concepts have that problem — a golf club and an accountant aren't judged on whether the work looks handmade, a joiner is. The site had to read as physical before it read as anything else.
What I did
  • The one build across all four concepts where type itself moves: the headline's width axis compresses as you scroll, the way timber compresses under a plane. Everywhere else on the site is still — the motion budget went on this one thing.
  • The 01/02/03 numbering on the three services came off. Wardrobes, staircases and kitchens aren't a sequence, and numbering them implied an order that never existed.
  • A before/after wipe for the one wardrobe job with both photographs, with a toggle button alongside the scroll-scrub — not everyone can or wants to scroll to compare two images.
  • The quote form asks for a photo and a rough measurement, the two things needed to price a job, matching what "send us the room" already promised rather than routing everyone to a phone call.
Build time
4 days
Open the concept build (opens in a new tab) Read the case study

Leisure and membership Concept - self-initiated

Members' golf club

Screen size
concepts.onwardcreations.co.uk/leisure-golf-club
What it is
A members' club with a waiting list, visitor green fees and a function room to let.
The problem
This club has been here since 1921 and full membership already has a waiting list — it isn't trying to convince anyone of anything, which is the opposite problem to the other three. A site that pushed and animated at a visitor would undercut the one thing actually being sold: belonging somewhere quiet and well kept.
What I did
  • No JavaScript animation library at all — the structural decision, not a style choice. Every effect is native CSS scroll-driven animation, so the page ships a few kilobytes of JS against the other builds' tens of thousands, and it never has to ask a browser to work to feel calm.
  • The five-frame dawn-to-dusk hero, cross-fading on a named CSS view-timeline as you scroll, with an hour label — the one place motion earns its keep, because a club open since 1921 has actually seen every one of those hours.
  • The seventh hole gets a full-viewport moment on its own, off the strip of front nine, back nine and practice ground — a blind tee shot is the one thing at this club worth stopping the page for.
  • "Joining fee waived until March" moved from a heading into a small persistent badge, so it reads as a live state rather than a claim that goes stale the day it's wrong.
Build time
5 days
Open the concept build (opens in a new tab) Read the case study

Professional services Concept - self-initiated

Accountancy practice

Screen size
concepts.onwardcreations.co.uk/professional-accountant
What it is
A four-person practice doing self-assessment, payroll and limited company accounts.
The problem
Every enquiry an accountant gets opens with "how much do you charge" and "when's my deadline" — a data problem, not a trust problem. A pub or a joiner needs to feel like people; this practice needs to answer two questions correctly, which the other three concepts don't have to solve at all.
What I did
  • Almost no scroll animation on this build — the philosophical decision. Every motion answers a user action: sorting a table, filtering it, drawing a chart on first view. Nothing plays at you, because an accountant's site behaving like a showreel would be the wrong pitch.
  • The fee table sorts by service or price and filters by availability, with GSAP's Flip plugin lazy-loaded only on first interaction — it never loads for a visitor who just reads the table.
  • The deadline tracker computes real dates from the visitor's own clock, correctly rolling to next year past the date — not a hand-written "due in 9 days" that's still true eight months later.
  • The hero's client dashboard is real, working UI rather than a photograph of a handshake, three tabs of tabular data for a fictional client who is, deliberately, the same pub the Broadsheet concept builds for.
Build time
4 days
Open the concept build (opens in a new tab) Read the case study

Hospitality Concept - self-initiated

Independent pub

Screen size
concepts.onwardcreations.co.uk/hospitality-pub
What it is
A pub in the hills above Leeds, doing food seven days, with a beer garden looking out over the fells and no table booking system.
The problem
Is the kitchen open right now, and can I get a table — answered from a phone with one bar of signal in a car park, in the time it takes to glance at the screen. A golf club or an accountant can afford a considered read; a pub can't, which made this the smallest rebuild of the four and the one with the least patience for anything that isn't the answer.
What I did
  • A masthead that states the day and the live kitchen/bar state the way a newspaper states its date — computed from the visitor's own clock, so "kitchen's on until nine" is only ever on screen when it's actually true, correctly across all five hours the state changes.
  • Multi-column body text at desktop widths, drop caps on the two longest paragraphs, zero border radius anywhere — committing properly to the broadsheet language rather than a flat-colour layout with a newspaper typeface on it.
  • One load-in sequence on the whole page — the masthead rule draws, the headline arrives, done — plus a marquee for the week's fixed points with a real pause button. No scroll-triggered animation anywhere else.
  • The chalkboard specials and the beer garden photograph, both referenced in the copy for months before either actually existed on the page.
Build time
3 days
Open the concept build (opens in a new tab) Read the case study

Being straight about it

What “concept” means here.

It means nobody asked me to build it and nobody paid for it. I picked the business, I wrote the brief, and I made every decision without a client in the room to argue with me.

What that does not tell you

How I handle a client who changes their mind in week three, or a deadline that moves. A concept is a demonstration of craft, not of a working relationship. The only honest way to find that out is to be my client, which is why the first twenty minutes cost you nothing.

What it does tell you

Exactly how I build. The same standards apply here as to paid work: the same performance budget, the same accessibility floor, the same refusal to ship a page that takes six seconds on a phone. What you see is the level, not a showreel of the best bits.

Why not just show templates

Because a template proves nothing about whether the person selling it can think. Each of these starts from a real problem a real kind of business has, and the design is the answer to that problem rather than a layout with the logo swapped out.

Let's find out if I'm the right fit.

Twenty minutes on the phone. You tell me what isn't working, I tell you what I'd do and what it costs. If it's not me you need, I'll say so.

Start a project [email protected]

Or call 07599 792747. I reply within one working day.