Structure first: layout answers who the site is for, what they need first, and what happens next. Maintainability follows. Webflow, React, Shopify, Supabase, or plain HTML—whatever is the honest answer for the project.
Owners, founders, and small teams in Massachusetts, New Hampshire, and remote who need one person to think with them from the first call through launch, not an agency committee.
About
Rockport, MA · Designer · Developer
Web designer and front-end developer. Former footwear founder. Hockey coach. Taking on 12 projects a year, directly, start to finish.
Background
I got into design in high school playing in a touring hardcore punk band out of New England. That's still how I think about the work. You show up, you do it for real, or you don't bother. Twenty years later: from Timberland, to founding and leading design at two footwear brands with stockists in Japan, London, and Paris, and organic press from NPR, Gear Patrol, and the Wall Street Journal. Now I lead a creative and product team at HireClix, a certified Webflow partner, and part of Webflow's ACE program, a small group of developers who help shape the product. I live in Rockport, MA with my wife and kids and enjoy coaching hockey. I take 12 freelance projects a year and I'm deliberate about which ones.
One conversation to figure out what you need. Then I work through it. Design and code together, nobody to hand things off to. Two rounds of feedback. You get something you can manage yourself after launch.
That's how many I can do properly. I'm not building an agency. I've been a founder and I know the difference between someone locked in on your project and someone juggling eight of them. I'd rather do less and do it right.
Over 20 years of brand and web work, including time at Timberland and years running physical product brands that shipped to four continents. I've built websites, designed logos, directed photo shoots, written copy, and figured out production logistics in a shoe factory. Design is problem solving. The medium changes, the thinking doesn't.
I am a certified Webflow ACE partner and build in Webflow often when that fits your team and content model. For custom code I use modern frameworks and tooling—React, Astro, Next.js, Supabase, Shopify, and others—chosen per project, not one preset stack.
Owners and founders who want one person they can actually talk to. People who care about the work and don't want to manage a committee. Most of my clients are in Massachusetts and New Hampshire, but I work remote with people all over the country.
Because I've run one. I've made payroll, sweated launches, and dealt with vendors who didn't deliver. I know what's at stake when your site doesn't work the way it should. I don't treat client projects like practice runs.
As seen in
Read ↗“Heselton runs Maine Mountain Moccasin out of one such factory in Lewiston, one of the last places in America where these boots are still made by hand.”
Read ↗“A top contender for one of the best American-made boot brands, and a shining example of what Made-in-Maine can offer.”
“American-made footwear finding a new audience at home and abroad, with global stockists from Belfast to Tokyo.”
“Exactly the kind of American craft the magazine was built to champion. Boots with provenance you can feel.”
“The kind of American handcraft that has always resonated in Japan: quality, story, and zero shortcuts.”
Availability
“Good design removes what does not need to be there. What remains should feel clear, honest, and built to last.”
Taking on new projects for Q3 2026.
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