Let the art lead. Keep the path to purchase close.
- Custom Shopify theme sections
- Design system
- Buying-path friction map
- Discovery and buyer research
- Sitemap and wireframes
- Structured data
- Web design and development
- Connected systems
- Strategy and direction
Designed to mean more.
Web design and digital systems for established businesses, from the Kāpiti Coast to anywhere in New Zealand.
IndependentOne founder. Full picture.
Recent workPatu PhotographyMāori prints & photographyTopp Shelf BuildingBuilder · Project enquiryLH BarbershopBarbershop · Direct booking
Independent. Founder-led.
I’m Joshua. I bring strategy, design, and development together to make your business unmistakable. Thoughtful websites. Useful systems. Everything working as one.
Meet Joshua ClelandServicesOne connected perspective
What I build.
Strategy and direction, web design and development, and the systems that connect them, all from one person.
Think
- Market research
- Competitor research
- Positioning
- Messaging
- Site structure
- The Crafted Blueprint
Before a single pixel, I research your market and competitors and talk through your goals, so you come away with a clear picture of what to build and why.
View the Blueprint (opens in a new tab)Design
- Visual direction
- Design systems
- Responsive layouts
- Conversion paths
- Motion
- Accessibility
Websites designed to earn trust early and guide the right person toward one clear next step, with every type, colour, motion and layout choice tied back to the strategy.
View Topp Shelf Building case studyBuild
- Front end
- Commerce
- Booking
- Editable content
- Technical SEO
- Launch and hosting
Your site has to actually do things: take payments, schedule bookings, sell a print, log clients in. It has to do them without failing, on a foundation that grows with you.
View Patu Photography case studyConnect
- Client portal
- Booking flows
- Integrations
- Workflow automation
- Optional care
Useful integrations and, where it earns its place, custom workflows can take on quoting, onboarding, scheduling and chasing replies. Ongoing care is optional: a next step you can choose, never a dependency you inherit.
View LH Barbershop case study
Selected work
Case studies.
© 2026
An artist’s collection. A builder’s reputation. A barber’s chair. Three websites shaped around what each business needs people to do next.
Make the work tangible before the first conversation.
- Strategy and copy
- Design system
- Custom website build
- Callback booking flow
- Content editor
- SEO and Google Business Profile
From finding the right cut to booking the chair.
- Brand identity, mark and brand book
- Competitor and customer-voice research
- Bilingual website design and build
- Spanish accents for the headline face
- Structured data and accessibility
- Analytics and Search Console
- Portal content editing
Contact cards by Cardea
Connect with One Tap
A contact card is a one-screen mini website: who you are, what you do and how to reach you, in one link.
The full stories: what each business needed, the decisions behind the design and the journey it creates.
- Think
- Design
- Build
- Connect
Connected systems.Built around your business
Integrations.
The tools that work for you should work together. I connect your website with your bookings, payments, customer records and email, so information flows and there’s less to do by hand.
Your websiteConnected by Cleland
Already using something else? We’ll look at what you have, check what can connect, and agree on the right approach before any work begins.
How it comes together.The C.R.A.F.T. framework
The process.
Five core stages take your project from a shared understanding to something you can own and run. You know what’s happening, what comes next, and where your input matters.
Your goals, your constraints, and what success needs to look like. We agree on the real problem before solving it.
I study your market, audience, and competitors. The direction is grounded in evidence, not assumptions.
A considered structure, visual direction, and scope. You review and approve the plan before I build.
Design and development come together in a private preview. You see the work take shape at each milestone.
Careful testing, launch support, and a proper handover. Your logins, documentation, and the knowledge to move forward.
After launch
And when you’re ready for more: Evolve + Double-Down.
Optional ongoing care and improvement after launch. A next step you can choose, never a dependency you inherit.
Before you commit.Two phases
Getting started.
You shouldn’t have to commit before you know what you’re getting. So you see how I work first. It runs in two phases.
Blueprint
A free, 10-minute diagnostic. We start with a proper chat, then I go through your competitors and send back a scored write-up, before money ever comes up.
- Free
- About 10 minutes
Portal
Within 24 hours of deciding to work together, you have your own private portal. No proposal yet. Nothing signed. You step inside, see exactly how the project will run, and then you decide.
- Live within 24 hours
- Nothing signed
Before paid work begins
- Talk
- See
- Know
- Decide
A person, not a pipeline.The founder
Meet Joshua.
Strategist, designer, developer. You speak to the person who does the work, from the first question to the final detail.
Founder, Cleland Studio
Beautiful isn’t the job. A good website earns trust and makes you the obvious choice.
My commitments to you
Think it through
Clarity before commitment. Good work starts with the right questions.
Keep it open
You see the thinking. You see the progress. You never have to chase the work.
Hand over properly
Built for you to own, understand, and move forward with.