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simple is better

Web design and development – function and form in harmony.

Web Design and Development

Design — and by extension, development — is a conversation. You're telling a story, about your company, about your product, but ideally, about more than that. You're explaining the connection between what you are offering and what your audience needs.

The wisest course of action is to take your best shot with a prototype, immediately get to market, and iterate quickly. If you wait for ideal circumstances in which you have all the information you need (which is impossible), the market will pass you by.
Guy Kawaski

I try to find the path of least resistance toward your goals in a way that ensures something that’s not only good quality, but is taking into account the idea that the site will likely grow, and not just that, but it will change in ways none of us anticipate. The end result will be to get you to your next iteration.

Unleashed is a full service design entity, on most projects my role is far more comprehensive than just the design and development. Other work includes re-branding, content creation (via partners who specialize in copywriting), and consultation.


Unleashed, formerly Unleashed Creative, is the studio of Perry Kibler. It was started it in the autumn of 2003 under the premise that traditional design agencies aren't the best fit for every client (and sometimes they are).


My focus isn’t necessarily smaller projects, just work that requires less overhead; sites with complex shopping carts or bloated content management systems are not my preference. Most of the work I’m currently involved with is Ruby based, either as a web app or via static site generators such as Middleman, but I’m not dogmatic about any language or framework — Node.js has some great potential and PHP frameworks have come a long way, both of these are quite fast and both are open source. It’s an exciting time to be in development.

I’m located in a small town just east of Boulder, Colorado, but have worked with people as far away as Europe and as close as Denver. If you want to know more, you can browse my ramblings on Google+.

How It Works and Other Stuff

All new projects starts with a conversation. We’ll chat about what your goals are for the project, your timeline, your budget, and your expectations. Afterwards, you’ll get a price, a contract, and a schedule — all three will be honored. Like everything else, my goal is to keep it as simple as possible.

How many comps (versions of the rough draft) do you get?

The venerable Paul Rand said this much better than I ever would.

Good ideas rarely come in bunches. The designer who voluntarily presents his client with a batch of layouts does so not out prolificacy, but out of uncertainty or fear.
Paul Rand

I’ll take into account your content, your target audience, and the function your site will serve — and then I’ll blend all of these into the best way I feel it can be presented. Will it be perfect the first time? Doubtful, but refinement is part of the process, and some of that is going to be based on your feedback. As far as how many changes, that’s hard to quantify because a change could be anything. This usually isn’t a big deal as I expect a certain amount of changes, but we’ll set some guidelines in the budget.

How will comps be presented?

I design in the browser, you’ll see your evolving site on a temporary, password-protected server (usually Design is no longer static — it’s going to be a different bird on your phone, your iPad, your laptop, and your external monitor. You’re not going to get a good idea of how things work unless you see it working. Furthermore, I don’t believe in doing one, magically perfect comp right off the bat, it will continue to change (and improve) throughout the process.

Am I interested in (your project here)?

It’s not always the project, it’s half project and half people. I’ve been struggling with a good way to explain this for some time. As usual, someone smarter than me has said it much better than I could have. How to Get a Designer is a fantastic article and worth the seven minute read.

Other questions?

I honestly view every site and every client as an individual, I don’t have a one-size-fits-all approach. If you’re really curious, let’s just chat.