Paratactic offers a full set of graphic design and front-end coding skills in one talented mind

I have experience in many areas of Web marketing. I've seen the Web landscape evolve from something basic and almost useless to the average person, to an ubiquitous and seemless part of everyday life. The Web has been gaining importance as a marketing medium for over a decade and is now a crucial component to any campaign.

The speed of this evolution is accelerated by innovation, but can only practically go as fast as the audience can learn to interact with it. This is why dialogs between the creators and users of design have recently increased so sharply in importance.

I balance my time between code and design because there's a symbiosis between between form and function in anything commercial.

Back in 1995 there were only text hyperlinks. Soon after came the animated flaming skulls and rainbow horizontals. Next, HTML tables became a system for layout grids and opened up a new world of possibilities.

Coding

Hand-coding HTML since 1995

Graphics

Using Photoshop since 1990

Software

Using Mac OS since 1985, Windows since 1990

Organize

Starting a project right means planning it out in as much detail as possible. First we discuss the goals of the site. Then we develop a marketing strategy by exploring options for visual and verbal tone. Next, an information architecture is created to map the best click paths to your information. Wireframes are then made to illustrate the visual hierarchy of information.

Design

The wireframes are fleshed out into design mockups that illustrate the site's visual design. After one or two rounds of revisions that allow us to fine-tune the look and feel of the site together, the design is finalized.

Generate

The final design is sliced into Web graphics and coded into page templates using the latest HTML, CSS and JavaScript methods. The templates have functional navigation and scripting effects, and are tested for cross-platform compatibility.

Populate

The templates are duplicated and populated with content. Functionality is perfected and the result is reviewed by the client.

Launch

Search engine optimization is performed to ensure the highest ranking in search results. Any remaining issues are fixed before the finished, fully-functional site is released to the world.

What does "Paratactic" mean?

"Parataxis" is a word I picked up in a college comparative literature class. It stuck with me because it describes something that is often overlooked in everyday life. Something that can be used in design to great effect.

From Wikipedia:

"Parataxis (from Greek for 'act of placing side by side'; fr. para, beside + tassein, to arrange; contrasted to syntaxis) is a literary technique, in writing or speaking, that favors short, simple sentences, often without the use of conjunctions...in which two images or fragments, usually starkly dissimilar images or fragments, are juxtaposed without a clear connection. Readers are then left to make their own connections implied by the paratactic syntax..."

Modern communication leaves little room for nuance. We are so immersed in the syntax of information that the meaning is too often missed.

With parataxis one can engage the mind by creating a visual riddle with a lasting impression.