Responsive web design and content strategy

Icon illustration of a mobile phone, tablet, and desktop computer

We specialize in large-scale responsive websites built on a solid content strategy and user experience design. We design sustainable solutions that give both your customers and your team what they need to be successful.

Our responsive web design principles

Content first

Everything starts with the content. What do you need to say? Who are you trying to reach? What do they need to accomplish? And what about your team – do you have the resources, skills, and time you need? No matter how fancy the website, it won't work unless you're solving your customer's real problems, and content is the key.

Our content strategy team will work with you from start to finish to identify a core strategy and create the content to support it. We'll train your staff on how to write killer web content, and set up the systems and processes to make 'em shine.

Small screen first

Okay, content and the small screen are tied for first place.

Because as soon as we start designing, it's all about the small screen. We believe in progressive enhancement: start with the core content and experience, and enhance it for devices and connections that can support it. Your customers should always be able to access the core content they need.

We use responsive web design techniques to make sure your project works across all devices: the thousands that exist today, and the untold millions that might exist tomorrow.

Think long-term

We take the long view with everything we make. We don't want to make you dependent on us; we want to equip you with the training and skills you need to manage your own web channel (and we're always here if you need help). We don't design anything that won't last, or build anything you can't maintain.

Workflow and governance is a huge part of our work. We'll help you design and implement the processes to take care of your website for the long haul.

Our approach to web design and content strategy

Depending on the scale and complexity of your project, here are some of the ways we might approach your design and content strategy:

Style tiles

Style tiles, pioneered by the amazing Samantha Warren, help us define the visual "essence" of your new website. We'll choose fonts and colours, and define interface element design and art direction. Style tiles will help us get aligned on the overall direction before we get down to the nitty-gritty of design.


  • Quick and easy to iterate
  • Lets us evaluate the foundations of the design system without getting caught in the details
  • Gets alignment across the team before we start building

Functional wireframes

Functional wireframes are responsive HTML mockups of how the new website layout will look and work, without any visual design (like fonts or colours). Lots of agencies make static wireframes, meaning they're just Photoshop image mockups. But we make functional wireframes – you can interact with them just like you would the finished website (just not as good-looking).


  • Lets us test usability and interaction patterns early
  • Uses production-ready code
  • Uncovers gaps in content

Voice and tone guide

A voice and tone guide helps you create the right content by defining the character of your organization. If your company was a person, how would it talk? Would it be friendly and casual, or formal and professional? How would it adjust its tone for different audiences and situations? Use this guide to make sure you have consistent, compelling content, no matter who's writing it.


  • Helps large teams of content authors write consistently
  • Gives easy-to-understand writing guidelines for new authors
  • Helps your customers understand and relate to your brand

Content models

We use content models to decide what types of content you need, the relationships between them, and their priority. What's most important for your customers? We'll also start designing the CMS build – what templates do we need? What elements can be reused across templates? How are we going to format dates and phone numbers?


  • Defines content creation requirements
  • Defines formatting requirements
  • Helps developers build an easy-to-use CMS environment

Other things we might do:

Content strategy:

  • Content inventory and audit
  • Information architecture and taxonomy
  • Content gap analysis
  • Web writing guidelines
  • Web copywriting

User experience design

Responsive web design

  • Interface harmony canvas
  • Visual design mockups
  • Functional HTML prototypes and in-browser design
  • User interface style guide and pattern library