Bryce
Bryce
Willem
Willem
designs
designs
Bryce
Bryce
Willem
Willem
designs
designs
Bryce
Bryce
Willem
Willem
designs
designs
XYZdesignco.isaboutiquewebdesignandbrandstudioIfounded
XYZdesignco.isaboutiquewebdesignandbrandstudioIfounded
XYZdesignco.isaboutiquewebdesignandbrandstudioIfounded
XYZdesignco.isaboutiquewebdesignandbrandstudioIfounded
Founder, Creative Director
2015 – 2017 full-time
2017 – 2022 select projects

Websites
Websites
Branding
Branding
Copywriting
Copywriting
Art direction
Art direction
SEO
SEO
Team leadership
Team leadership

Websites
Websites
Branding
Branding
Copywriting
Copywriting
Art direction
Art direction
SEO
SEO
Team leadership
Team leadership
XYZ design co.
My role
Founder, Chief Creative
Industry
Independent web studio
Timeframe
2015 – 2017 full-time / 2017 – 2022 select projects
45+
client websites
Designed, developed, delivered
45+
client websites
Designed, developed, delivered
45+
client websites
Designed, developed, delivered
45+
client websites
Designed, developed, delivered
+24%
avg. annual revenue
Annual growth over final five years of operation
+24%
avg. annual revenue
Annual growth over final five years of operation
+24%
avg. annual revenue
Annual growth over final five years of operation
+24%
avg. annual revenue
Annual growth over final five years of operation
5-star
client rating
Upwork and post-project feedback
5-star
client rating
Upwork and post-project feedback
5-star
client rating
Upwork and post-project feedback
5-star
client rating
Upwork and post-project feedback
About
XYZ design co. was the boutique web design and development studio I founded in 2015.
Over its run, I delivered more than 45 websites to cultural organisations, artists, solo practitioners, small businesses, and startups.
That work laid the foundations for how I build digital brands, manage stakeholders, and craft high-quality design.
About
XYZ design co. was the boutique web design and development studio I founded in 2015.
Over its run, I delivered more than 45 websites to cultural organisations, artists, solo practitioners, small businesses, and startups.
That work laid the foundations for how I build digital brands, manage stakeholders, and craft high-quality design.
About
XYZ design co. was the boutique web design and development studio I founded in 2015.
Over its run, I delivered more than 45 websites to cultural organisations, artists, solo practitioners, small businesses, and startups.
That work laid the foundations for how I build digital brands, manage stakeholders, and craft high-quality design.
About
XYZ design co. was the boutique web design and development studio I founded in 2015.
Over its run, I delivered more than 45 websites to cultural organisations, artists, solo practitioners, small businesses, and startups.
That work laid the foundations for how I build digital brands, manage stakeholders, and craft high-quality design.
Clients & constraints
Most clients were small organisations or solo practitioners without technical know-how, in-house communications, or design support.
They needed a credible online presence to grow their business, and a low-maintenance site they could update without relying on an agency.
Clients & constraints
Most clients were small organisations or solo practitioners without technical know-how, in-house communications, or design support.
They needed a credible online presence to grow their business, and a low-maintenance site they could update without relying on an agency.
Clients & constraints
Most clients were small organisations or solo practitioners without technical know-how, in-house communications, or design support.
They needed a credible online presence to grow their business, and a low-maintenance site they could update without relying on an agency.
Clients & constraints
Most clients were small organisations or solo practitioners without technical know-how, in-house communications, or design support.
They needed a credible online presence to grow their business, and a low-maintenance site they could update without relying on an agency.
Approach
I led projects end to end, from discovery and scoping through concept, design, development, QA, launch, and training.
Much of my work was translating loose ideas into distinct brands, clear messaging, and site structures that made the next step obvious.
I built and led a 9-person distributed freelance team to scale delivery for photography, video, illustration, development, SEO, and client marketing support, while remaining the single point of contact for clients throughout.
Approach
I led projects end to end, from discovery and scoping through concept, design, development, QA, launch, and training.
Much of my work was translating loose ideas into distinct brands, clear messaging, and site structures that made the next step obvious.
I built and led a 9-person distributed freelance team to scale delivery for photography, video, illustration, development, SEO, and client marketing support, while remaining the single point of contact for clients throughout.
Approach
I led projects end to end, from discovery and scoping through concept, design, development, QA, launch, and training.
Much of my work was translating loose ideas into distinct brands, clear messaging, and site structures that made the next step obvious.
I built and led a 9-person distributed freelance team to scale delivery for photography, video, illustration, development, SEO, and client marketing support, while remaining the single point of contact for clients throughout.
Approach
I led projects end to end, from discovery and scoping through concept, design, development, QA, launch, and training.
Much of my work was translating loose ideas into distinct brands, clear messaging, and site structures that made the next step obvious.
I built and led a 9-person distributed freelance team to scale delivery for photography, video, illustration, development, SEO, and client marketing support, while remaining the single point of contact for clients throughout.

Case study impression, XYZ design co. website

Case study impression, XYZ design co. website

Case study impression, XYZ design co. website

Case study impression, XYZ design co. website
Client landscape
Clients ranged from artists and videographers to wellness practitioners, small studios, and niche businesses.
Most arrived with loose ideas and scattered assets, needing a credible site that clarified their work and built trust quickly.
Client landscape
Clients ranged from artists and videographers to wellness practitioners, small studios, and niche businesses.
Most arrived with loose ideas and scattered assets, needing a credible site that clarified their work and built trust quickly.
Client landscape
Clients ranged from artists and videographers to wellness practitioners, small studios, and niche businesses.
Most arrived with loose ideas and scattered assets, needing a credible site that clarified their work and built trust quickly.
Client landscape
Clients ranged from artists and videographers to wellness practitioners, small studios, and niche businesses.
Most arrived with loose ideas and scattered assets, needing a credible site that clarified their work and built trust quickly.

Healthcare services
Seasons by MODA Health

Travel blog/podcast
Traveling Sons

Indie musicians
Pavan & Bel

Arts/culture magazine
Spectra Magazine

Healthcare services
Seasons by MODA Health

Travel blog/podcast
Traveling Sons

Healthcare services
Seasons by MODA Health

Travel blog/podcast
Traveling Sons

Indie musicians
Pavan & Bel

Arts/culture magazine
Spectra Magazine

Healthcare services
Seasons by MODA Health

Travel blog/podcast
Traveling Sons

Multi-disciplinary artist
Personal artistry

Hardware product
QuickDraw

Professional athlete
Hanule Sky Seo

E-commerce store
Midwest Wire

Multi-disciplinary artist
Personal artistry

Hardware product
QuickDraw

Multi-disciplinary artist
Personal artistry

Hardware product
QuickDraw

Professional athlete
Hanule Sky Seo

E-commerce store
Midwest Wire

Multi-disciplinary artist
Personal artistry

Hardware product
QuickDraw

Multi-disciplinary artist
Personal artistry

Hardware product
QuickDraw

Multi-disciplinary artist
Personal artistry

Hardware product
QuickDraw

Multi-disciplinary artist
Personal artistry

Hardware product
QuickDraw

Multi-disciplinary artist
Personal artistry

Hardware product
QuickDraw

Multi-disciplinary artist
Personal artistry

Hardware product
QuickDraw

Multi-disciplinary artist
Personal artistry

Hardware product
QuickDraw
Flagship project: Atelier Matsutani
Takesada Matsutani's work is held in major collections, including Centre Pompidou, the National Museum of Modern Art (Tokyo), and the Victoria & Albert Museum – yet, he did not have a dedicated website.
He needed an art-first web experience to communicate the breadth of his practice and guide visitors through 70+ years of work.
Flagship project: Atelier Matsutani
Takesada Matsutani's work is held in major collections, including Centre Pompidou, the National Museum of Modern Art (Tokyo), and the Victoria & Albert Museum – yet, he did not have a dedicated website.
He needed an art-first web experience to communicate the breadth of his practice and guide visitors through 70+ years of work.
Flagship project: Atelier Matsutani
Takesada Matsutani's work is held in major collections, including Centre Pompidou, the National Museum of Modern Art (Tokyo), and the Victoria & Albert Museum – yet, he did not have a dedicated website.
He needed an art-first web experience to communicate the breadth of his practice and guide visitors through 70+ years of work.
Flagship project: Atelier Matsutani
Takesada Matsutani's work is held in major collections, including Centre Pompidou, the National Museum of Modern Art (Tokyo), and the Victoria & Albert Museum – yet, he did not have a dedicated website.
He needed an art-first web experience to communicate the breadth of his practice and guide visitors through 70+ years of work.

I designed an art-first site using close-up, textural impressions in the hero and footer of every page

Minimal layouts kept the work front and centre for institutional curators, collectors, and patrons

I designed an art-first site using close-up, textural impressions in the hero and footer of every page

Minimal layouts kept the work front and centre for institutional curators, collectors, and patrons

I designed an art-first site using close-up, textural impressions in the hero and footer of every page

Minimal layouts kept the work front and centre for institutional curators, collectors, and patrons

I designed an art-first site using close-up, textural impressions in the hero and footer of every page

Minimal layouts kept the work front and centre for institutional curators, collectors, and patrons

Key layouts: home and work collection pages; I structured the archive into periods of Matsutani's life, using a simple CMS the studio now maintains independently

Key layouts: home and work collection pages; I structured the archive into periods of Matsutani's life, using a simple CMS the studio now maintains independently

Key layouts: home and work collection pages; I structured the archive into periods of Matsutani's life, using a simple CMS the studio now maintains independently

Key layouts: home and work collection pages; I structured the archive into periods of Matsutani's life, using a simple CMS the studio now maintains independently
Flagship project: Bryan Twz Brousseau
Bryan Twz Brousseau, an Emmy-winning videographer, needed a professional portfolio to showcase projects and secure commissions.
I shaped a simple narrative, structured key projects, designed and built the site so he could present his work clearly and update his portfolio as new work came in.
Flagship project: Bryan Twz Brousseau
Bryan Twz Brousseau, an Emmy-winning videographer, needed a professional portfolio to showcase projects and secure commissions.
I shaped a simple narrative, structured key projects, designed and built the site so he could present his work clearly and update his portfolio as new work came in.
Flagship project: Bryan Twz Brousseau
Bryan Twz Brousseau, an Emmy-winning videographer, needed a professional portfolio to showcase projects and secure commissions.
I shaped a simple narrative, structured key projects, designed and built the site so he could present his work clearly and update his portfolio as new work came in.
Flagship project: Bryan Twz Brousseau
Bryan Twz Brousseau, an Emmy-winning videographer, needed a professional portfolio to showcase projects and secure commissions.
I shaped a simple narrative, structured key projects, designed and built the site so he could present his work clearly and update his portfolio as new work came in.

Homepage impression

Homepage impression

Homepage impression

Homepage impression

On device: portfolio filter navigation

Single page, site structure

On device: portfolio filter navigation

Single page, site structure

On device: portfolio filter navigation

Single page, site structure

On device: portfolio filter navigation

Single page, site structure
Results
Over the studio’s lifetime, I delivered 45+ client websites, using the same fundamentals: clarity, credibility, and maintainability.
I also built repeatable processes for scoping, QA, and handover, so clients could manage sites confidently after launch.
Revenue grew +24% on average across the final five years of operation, including after the shift to select projects.
Results
Over the studio’s lifetime, I delivered 45+ client websites, using the same fundamentals: clarity, credibility, and maintainability.
I also built repeatable processes for scoping, QA, and handover, so clients could manage sites confidently after launch.
Revenue grew +24% on average across the final five years of operation, including after the shift to select projects.
Results
Over the studio’s lifetime, I delivered 45+ client websites, using the same fundamentals: clarity, credibility, and maintainability.
I also built repeatable processes for scoping, QA, and handover, so clients could manage sites confidently after launch.
Revenue grew +24% on average across the final five years of operation, including after the shift to select projects.
Results
Over the studio’s lifetime, I delivered 45+ client websites, using the same fundamentals: clarity, credibility, and maintainability.
I also built repeatable processes for scoping, QA, and handover, so clients could manage sites confidently after launch.
Revenue grew +24% on average across the final five years of operation, including after the shift to select projects.
Reflection
Founding XYZ design co. taught me how to translate messy inputs into clear structures and compelling digital stories, under real budget and time constraints, without compromising craft.
It also sharpened my judgement around scoping, expectation-setting, stakeholder management, and external team management.
Most importantly, it reinforced a principle I still rely on: good design removes what is non-essential until only the story remains, and the next step is obvious. Every element must earn its place.
Reflection
Founding XYZ design co. taught me how to translate messy inputs into clear structures and compelling digital stories, under real budget and time constraints, without compromising craft.
It also sharpened my judgement around scoping, expectation-setting, stakeholder management, and external team management.
Most importantly, it reinforced a principle I still rely on: good design removes what is non-essential until only the story remains, and the next step is obvious. Every element must earn its place.
Reflection
Founding XYZ design co. taught me how to translate messy inputs into clear structures and compelling digital stories, under real budget and time constraints, without compromising craft.
It also sharpened my judgement around scoping, expectation-setting, stakeholder management, and external team management.
Most importantly, it reinforced a principle I still rely on: good design removes what is non-essential until only the story remains, and the next step is obvious. Every element must earn its place.
Reflection
Founding XYZ design co. taught me how to translate messy inputs into clear structures and compelling digital stories, under real budget and time constraints, without compromising craft.
It also sharpened my judgement around scoping, expectation-setting, stakeholder management, and external team management.
Most importantly, it reinforced a principle I still rely on: good design removes what is non-essential until only the story remains, and the next step is obvious. Every element must earn its place.

Personal artist website impression

Personal artist website impression

Personal artist website impression

Personal artist website impression
Team
Denys Berezkyn
Front-end dev
Cristina Lao
Marketing support
Stefan Lesueur
Illustration
Aimen Malik
Front-end dev
Jame Martin
Cyber security
Yogendra Rawal
Front-end dev
Alisa Savochkina
Photo post-production
Julius Wanyoike
Marketing support
Abdul Wasay
Back-end dev
Team
Denys Berezkyn
Front-end dev
Cristina Lao
Marketing support
Stefan Lesueur
Illustration
Aimen Malik
Front-end dev
Jame Martin
Cyber security
Yogendra Rawal
Front-end dev
Alisa Savochkina
Photo post-production
Julius Wanyoike
Marketing support
Abdul Wasay
Back-end dev
Team
Denys Berezkyn
Front-end dev
Cristina Lao
Marketing support
Stefan Lesueur
Illustration
Aimen Malik
Front-end dev
Jame Martin
Cyber security
Yogendra Rawal
Front-end dev
Alisa Savochkina
Photo post-production
Julius Wanyoike
Marketing support
Abdul Wasay
Back-end dev
Team
Denys Berezkyn
Front-end dev
Cristina Lao
Marketing support
Stefan Lesueur
Illustration
Aimen Malik
Front-end dev
Jame Martin
Cyber security
Yogendra Rawal
Front-end dev
Alisa Savochkina
Photo post-production
Julius Wanyoike
Marketing support
Abdul Wasay
Back-end dev
Creative Lead
Creative Lead
Creative Lead
Creative Lead
Brand identity
Brand identity
Brand identity
Brand identity
Content systems
Content systems
Content systems
Content systems
Team leadership
Team leadership
Team leadership
Team leadership


Decentriq
Elevated the brand to support seven-figure contracted revenue growth – from 'young startup' cues to 'enterprise-ready'
View case study
Available now
Hey, let’s discuss your
project or a potential role



Available now
Hey, let’s discuss
your project or
a potential role



Available now
Hey, let’s discuss
your project or a
potential role



Available now
Hey, let’s discuss
your project or
a potential role



Address
Hackney
London, UK
Legal
Impressum
Privacy policy
Credits
Design: Bryce Willem
London
Address
Hackney
London, UK
Legal
Impressum
Privacy policy
Credits
Design: Bryce Willem
London
Address
Hackney
London, UK
Legal
Impressum
Privacy policy
Credits
Design: Bryce Willem
Address
Hackney
London, UK
Legal
Impressum
Privacy policy
Credits
Design: Bryce Willem