This website is new. If you've been a customer for a while, you'll notice — even if you can't quite say what's different. Everything is different.
What we kept
The spirit. The name. The fact that two people run this and answer their own phones. The 1996 domain registration. The timeline.
What we threw out
Three generations of old templates. A pile of WordPress plugins. Several decades of accreted markup. A homepage that tried to say everything and ended up saying nothing.
How we built it
The site you're reading runs as a custom WordPress theme for our editors, exported to pure static HTML for visitors. That means:
- We write posts and edit pages in WordPress, as we always have.
- A build step generates a static snapshot that ships to our CDN.
- Visitors get pages that load in well under a second from every continent.
- There is no WordPress process answering requests at 3am. Nothing to exploit. Nothing to DDoS.
The AI crew
We work every day with a small AI crew — design, writing, debugging, code review. They've changed how fast we can ship polished work. This redesign, thirty years in the making, came together in a matter of weeks once we stopped arguing with ourselves about the direction.
We'll write more about that workflow in a future post.