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White Phoenix

Selected Work

Products we've shipped, and the thinking behind them.

Every project below is a real business problem we were trusted to solve. Browse the work, then open any one to see the strategy, the build, and the results, start to finish.

  1. 01 / 03WordPress website

    Dion Samuel Fitness, a site that mirrors the coaching

    • Website
    • WordPress
    • Online Coaching

    Online coaching is a loud market, and Dion sells the opposite of loud: sustainable change, a small roster, real accountability. We designed and built him a calm, premium WordPress site that sounds like he does, shows unretouched results, and sends enquiries straight to his Instagram DM. Best of all, he can update it himself.

    Coaching, limited roster
    1:1
    Owner-editable build
    WordPress
    Enquiry to Instagram DM
    1 tap
    Read the case study: Dion Samuel FitnessView client website(opens in a new tab)

  3. 03 / 03Photography website

    Heston Photo Lifestyle, a studio that sells the brief

    • Website
    • Photography Studio

    A London commercial photography studio needed a site that matched the quality of its work and turned browsers into briefs. We built a clean, fast portfolio site spanning six services, from headshots to property, with a clear "how we work" story and a quote request flow that channels enquiries straight into the studio.

    Service lines, one site
    6
    Briefs delivered
    500+
    Day turnaround
    7 to 10
    Read the case study: Heston Photo LifestyleView client website(opens in a new tab)

Who We Build For

We design around real people

Great products start with understanding exactly who's on the other side of the screen, what they want, what they fear, and what makes them act. Here's who we build for.

  • The Growth-Stage Founder

    SMB owner · 30 to 50 · India / SE Asia

    Running a profitable business but held back by manual processes and a website that doesn't match their reputation.

    What they want

    • A digital presence that wins bigger clients
    • Systems that scale without more headcount

    What worries them

    • Agencies that overpromise and vanish
    • Budget spent with nothing to show

  • The Operations Lead

    COO / Ops Head · scaling team

    Drowning in spreadsheets and WhatsApp threads, needs a single system the whole team can actually trust and use.

    What they want

    • One source of truth across the operation
    • Less firefighting, more visibility

    What worries them

    • A tool the team refuses to adopt
    • Disruption during the switchover

  • The Funded Startup

    Product / tech lead · early stage

    Needs to ship a credible MVP fast, validate with real users, and build on architecture that won't collapse at scale.

    What they want

    • Speed to market without throwaway code
    • A partner who thinks like an engineer

    What worries them

    • Technical debt that slows the next raise
    • Hidden costs and shifting scope

The Psychology of Trust

Why these projects converted

Every decision in our work is anchored in how people actually decide. These are the principles we design and build around, and why they earn trust.

  • Social Proof

    People follow people

    Real results, named clients, and visible reviews lower perceived risk. We lead every case study with proof, numbers and faces, because buyers trust evidence over claims.

  • Risk Reversal

    Remove the fear of loss

    Loss aversion makes the downside loom larger than the upside. Fixed quotes, written milestones, and free post-launch support shift the risk off the client and onto us.

  • Cognitive Ease

    Clarity feels like competence

    The brain trusts what it processes easily. Fast load times, clean layouts, and one obvious next step per screen make a product feel reliable before a word is read.

  • Authority & Consistency

    Process signals safety

    A clear, repeatable process tells buyers you've done this before. Showing our 8-step method and the reasoning behind each build turns uncertainty into confidence.

Let's Talk

Want results like these?

Tell us what you're building. We'll come back within one business day with honest advice, and a clear path forward if we're the right fit.

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