Websites

Prismatic Strategy

Prismatic Strategy is the site for my behavioural strategy practice. I created a completely new brand and website, including the identity, colour and typography system, structure, copy and visual direction. The graphic system began with free vector artwork from Book of Shapes, which I selected and worked with Claude to customise into a coherent family of assets, including the prism mark and the illustrations used across the site.

AI helped me turn the design into a custom static site hosted through GitHub Pages. I originally planned six pages, then reduced the whole thing to one. Once the content and priorities were clear, the business simply did not need a more elaborate structure.

elinahalonen.com

I created elinahalonen.com as a professional home for the parts of my work that do not naturally fit within Prismatic Strategy. I wanted a site I could give to someone I met at an event, where they could explore different aspects of my experience and current interests: behavioural science, AI and governance, consulting, writing, books and the systems I have built with AI.

The first version shared much of Prismatic Strategy’s visual language. I later redesigned it to feel much more personal, choosing the photograph, typography, layout and a palette deliberately drawn from colours I might actually wear. AI helped me implement and refine the design, but the structure and visual decisions came from the question the site needed to answer: how can someone discover the different parts of my work without forcing all of them into a single consulting proposition or chronological CV?

Kennel de Zeta Centauri

This is the website for our small Polish Hunting Spaniel kennel. Most breeder websites are designed to reassure and sell. I wanted ours to help prospective owners decide whether our dogs, our breeding choices and our way of doing things genuinely suit them, even when the answer is no.

I wrote a formal content guide that rejects generic sales language, virtue claims and empty reassurance, then used it to direct the writing across the 40-page site. I developed the wider editorial and visual identity, structured the information, selected and directed the photography, and made the final decisions about what belonged.

AI handled much of the coding, image processing and technical implementation. Even so, the site took around 40 hours because AI repeatedly pulled towards something more generic, polished and commercial than I wanted. Making it pretty was comparatively easy. Making it honest required considerably more supervision.

Z Krainy Bocianich Gniazd

I made this bilingual website as a gift for my friend Dorota, one of the earliest Polish Hunting Spaniel breeders. I had been suggesting for three years that she needed a site, but she is an accountant by profession, far removed from marketing or web design, and almost determinedly un-self-promotional despite everything she has contributed to the breed.

There was no conventional brief, so I created one from an article Dorota had written for the breed magazine, what I had learnt from knowing her for seven years, and the history that deserved to be recorded. Because she already receives more puppy enquiries than she needs, I treated the site as a public archive rather than a sales tool. It documents her foundation dogs, 27 litters, publications and several important firsts in the breed’s development.

The active build took about four hours. I conceived it on Saturday afternoon and had it ready the following day, in time for the tenth anniversary of the breed’s official recognition.

Polski Spaniel Myśliwski

I had built and continued to run the international English-language site for the Polish Hunting Spaniel in Wix, while suggesting for years that the Polish breed community needed a substantial site of its own. During the weekend marking the tenth anniversary of the breed’s official recognition, I finally built it.

The new site used my international site as its foundation, but it was not simply translated and copied. Where authoritative Polish originals existed, particularly the official breed standard, I used those rather than translating my English versions back into Polish. I also added material specifically for the Polish community, including puppy guidance, anniversary news and a directory of 64 kennels.

AI helped extract, draft and implement the content, while friends and people involved in the breed checked the Polish. The first version was live within hours and expanded to 18 pages over the weekend. It was volunteer-built for the breed club and wider community, rather than commissioned as a client project.

Janusz Services

I offered to make this site for my friend Marta’s husband, Janusz, a self-employed gardener in The Hague. He had a Facebook page and a paper flyer, but would never have commissioned a conventional website because the likely commercial return would not justify the cost. I thought he deserved a proper web presence, was already on a website-building roll, and told Marta I would buy the domain and make one.

I turned the limited existing material into a mobile-first website in English and Dutch, with clear services, VAT-correct pricing, a defined service area, WhatsApp contact and prominent links to photographs of Janusz’s work. I worked from his existing graphics, directing the visual balance and using AI to adapt the artwork and implement the site.

I then hosted it through GitHub Pages, connected the custom domain and handled the indexing and SEO work. AI made a useful professional asset viable where normal website economics probably would not.

BusyDoggie

BusyDoggie is my long-running dog blog, which I completely redesigned as a publication about the science and everyday life of active dogs. The project included a new editorial identity, palette, typography, visual direction and family of custom spaniel icons.

I also reorganised the archive into seven subject areas: structure and movement, breeding, health and nutrition, puppies, behaviour and training, life with dogs, and enrichment and activities. This changed the site from a chronological stream of posts into something readers could explore according to what they wanted to understand.

AI helped me develop and implement the new design, but the site remains in WordPress. Existing theme behaviour, block styling and competing CSS repeatedly overrode the intended result, requiring several substantial rewrites. The redesign took roughly ten times as long as one of the static GitHub Pages sites. AI can accelerate implementation; it cannot persuade WordPress to relinquish a bad decision without a prolonged argument.