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naturalmohican By Phillip David Penny

Strategy.

Design.

Engineering.

Helping startups and SMEs build better products, faster. Delivering everything from branding and UX strategy to design and production-ready code.

Case studies ↓ See my CV ↗
Phil stepped in during a critical emergency and migrated our entire digital estate—four websites—to custom WordPress themes on independent servers, giving us complete control and future-proofing our business. His approach was calm, expert, and incredibly thorough, mirroring the high standards we uphold in our clinics. He didn't just fix the immediate issue; he empowered our team with the tools to manage our online presence effectively for the future. A truly reliable partner who provides clarity when it's needed most.
Testimonial

"Phil stepped in during a critical emergency and migrated our entire digital estate—four websites—to custom WordPress themes on independent servers, giving us complete control and future-proofing our business."

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Alison Turner Director & Founder

Recent Solutions

Crisis Management

Rapid Site Rescue & Recovery

Migrated and rebuilt four failing WordPress sites under high-pressure conditions, liberating the client from a predatory host and unstable infrastructure.

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recovery
infrastructure
engineering
system
Design systems

Accessibility-First Brand Evolution

Redesigning a complex brand identity for a sensitive demographic, focusing on WCAG accessibility, cross-medium consistency, and ease of use.

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branding
accessibility
engineering
system
Architectural innovation

Bridging the API Capability Gap

Transforming a rigid, third-party API into a flexible, high-performance booking engine, replacing operational chaos with an easy-to-use system that empowers non-technical teams.

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documentation
api
engineering
system
I've worked at a senior level in marketing and SEO, so I don't recommend people lightly. Phil is one of those rare people I'd recommend without hesitation. He has exceptional technical knowledge, but what really sets him apart is how thoughtful and easy he is to work with. He genuinely listens, takes the time to understand what's needed and then delivers work that's robust, well-considered and often better than what was originally asked for. Phil takes real ownership of his work and is deeply committed to doing things properly. He's someone you can trust to take a project, run with it and deliver results that actually align with the needs of the business. On top of that, he's a genuinely kind, positive person to work with, which makes a huge difference. I could not recommend Phil more highly.
Testimonial

"He's someone you can trust to take a project, run with it and deliver results that actually align with the needs of the business."

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Lauren Knowles Digital Marketing Manager

Current projects

Now in alpha testing
Mare and foal

Mare and foal

Platform connecting orphan foals with foster mares across the country. It modernizes the traditional search process to eliminate critical delays when breeders are in crisis.

Visit product ↗
V1.0 Released
Clockish

Clockish

The approximate time, in conversational format. Designed for digital wellness, its simple display prevents the distractions that come from traditional "smart watch" time views with multiple additional datapoints.

Web ↗ Garmin ↗
in strategic phase

Daily Driver

Manage your vehicle condition and rebuild.

Coming soon
When Phil and I were initially working together, we both came across lots of obstacles in getting the site to a place where we wanted it to be, and a lot of these obstacles were due to the level of agency support we get from our dev agency. We tried lots of ways to overcome these, but it has proved to be extremely challenging. However in the last 6 months Phil has made some excellent progress with this, which is essentially due to him undertaking a greater level of responsibility and teaching himself areas of backend development so he can take that work away from our development agency. Not only has he taken the work away from them, he is delivering it at a far greater quality, well optimised on multiple screen sizes, and thoroughly tested for bugs. I'm pleased to have seen the progress of Phil's work over the past few years, and with this latest project it is vastly more complex than anything we have previously done. A couple of years ago, if someone showed us what we would be doing now, we would be extremely impressed, and for that it really shows just how far Phil has taken us with the consistent development of the website and his influence over the UX journey the past few years. Phil is helping us realise our vision of creating a world class website by the end of 2023. He has been absolutely critical to the delivery of this throughout my time here so far and has massively transformed the website in the past couple of years. The attitude he has of going above and beyond to problem solve is exactly the type of people we need in the team, especially in digital as it changes at a rapid pace. It is an attitude that we should all learn from in the team, as Phil will never say "I can't do that", instead he will go and find a way to do it, which makes him a brilliant role model for the more junior members of the team.
Testimonial

"Phil is helping us realise our vision of creating a world class website. He has been absolutely critical to the delivery of this throughout my time here so far and has massively transformed the website in the past couple of years."

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Rob Evans Founder

Latest thinking

A mixture of personal and professional insights.

January 31, 2026

The Double-Arrow Trap: How Instagram Breaks Flow

Why do I keep opening my inbox when I just want to share a reel? A look at visual proximity and the cost of ambiguous icons.

Read article ↗
Phil has joined the team recently and has been so helpful approached all requests and conversations so positively and has already made a huge impact on the team. He has supported me with the MoK project outside of his normal duties that I know has taken up a huge amount of his time but his approach has been flexible, supportive and uplifting despite several difficulties along the way. Phil's support was invaluable for delivering this large project and I can't thank him enough. Such a pleasure to work with and a role model for ways of working with his excellent communication.
Testimonial

"Phil's support was invaluable for delivering this large project and I can't thank him enough. Such a pleasure to work with and a role model for ways of working with his excellent communication."