Scroll previewWhat the business needed
One Creative approached Whiteski Digital to replace an ageing website that no longer reflected the business behind it.
The existing site had been built in 2021 and read like every other design agency: full-service language, stock imagery and a team-based tone. The problem was that One Creative is not a team. It is Steve Walker, a graphic designer with twenty years behind him, and every client who works with the business works directly with him. The two testimonials on the old site both praised Steve by name — yet Steve appeared nowhere on it.
The brief was to build a site that put the owner front and centre, showcased two decades of print, branding and campaign work, and stood out in a Leicester market crowded with agency websites that all look broadly the same. It also needed to work far harder in search, where the business was barely visible outside of its own brand name.
Web design for One Creative
This was a design project for a designer, which sets the bar high from the first concept. Several directions were explored and rejected before landing on one that felt right — including an early route built around an illustrated caricature, which was abandoned once it became clear that a real photograph of Steve made a far stronger argument than a drawing of him.
The final design uses the owner as the hero. Steve is cut out and dropped into a deep-space backdrop built entirely in CSS — a slow-rotating colour field, three parallax starfield layers and soft blue and purple blooms that drift with the cursor. It gives a static site a sense of theatre without a single video file or animation library.
The wider design system includes a stacking layer structure where each section rides up over the last on rounded corners; alternating dark, paper, brand blue and purple sections to control pace; Outfit 900 display type paired against Outfit 200 for contrast, with handwritten Caveat accents; scroll-triggered image wipes across the portfolio grid; sticky stacking cards that scale and fade as they pass; a full enquiry modal available from every call to action; and a floating WhatsApp button, since much of the client’s business is conversational.
The result positions One Creative as a serious creative studio while making it unmistakably clear that there is one person behind it.
Static site development and functionality
The site was built as hand-coded static HTML, generated from a single Python build script and deployed to Cloudflare Workers. No WordPress, no theme, no page builder — which is what allows twenty-five pages to load as fast as they do.
The generator holds all content as structured data, meaning service copy, case study text, pricing tiers and business details each live in one place and populate every page that references them. A copy change is a one-line edit and a rebuild rather than twenty-five manual updates.
Development covered twenty-five pages including services, case studies, a logo portfolio and ten location pages; six full client case studies, rewritten from source material that was in places entirely blank; a Logo Lounge section presenting three fixed-price packages; enquiry forms wired to Web3Forms, delivering directly to the client’s own inbox; privacy, cookie and terms pages drafted to match the site’s tone; and a complete favicon and web manifest set.
Performance was addressed directly rather than assumed. Render-blocking font loading was made asynchronous and the font payload cut from thirteen weights to six. Blur filters and blend modes were removed from the hero in favour of composited transforms. Scroll handling was rewritten to read layout values before writing them, eliminating the layout thrash causing jank on mobile.
Whiteski Digital also handled the migration in full: nameserver transfer and DNS configuration in Cloudflare, preservation of existing mail records throughout the move, custom domain binding and a canonical redirect from www to the root domain, a service worker kill switch to remove the previous site’s cached offline worker which was breaking the site for returning visitors, cache and security headers, and a launch with no interruption to email.
SEO foundations and technical work
Search was a core objective rather than an afterthought. The previous site carried very little structure, and the business was effectively invisible for the terms that matter locally.
The build included a single connected schema graph across every page, covering the business, the founder, each page, breadcrumbs, services, priced offers, FAQs and case study articles; canonical tags, Open Graph and Twitter cards site-wide with a generated share image; titles and meta descriptions written and length-checked on all twenty-five pages; a corrected heading hierarchy with keyword-bearing H1s and no skipped levels; ten location landing pages, each with its own angle, local proof and FAQs rather than spun duplicates; redirects from every URL on the previous site, so nothing that had been linked or shared was lost; and a priority-weighted XML sitemap, live robots.txt and Search Console submission.
Care was taken to keep the site’s claims honest throughout. Review markup was deliberately left out, as self-serving review schema breaches Google’s guidelines, and no ranking promises were made anywhere in the copy.
Ongoing work continues on local search, including support with the client’s Google Business Profile — the single biggest remaining opportunity for a business trading in a competitive city.