Phenotype — Web Design Specialist based in Malvern, Worcs

Phenotype is a small company with big ideas, big clients and big creativity. But we speak human (most of the time).

We are also a little different from other agencies — we have a network model of operation and a whole set of philosophies to match.

History

• Conceived in 1997
• Full time agency from 2006
• 11+ years of agency and big brand experience
• Solely focused online
• Self-financed and totally independent

The Network Concept

Phenotype is a traditional but small agency of 6 full time members. The majority of our work is handled internally. We do, however operate as a network of smaller companies or ‘pods’. Each pod is small, often just one or two people, and is a specialist in one aspect of the digital realm. This means that for each project that comes along, we put together a ‘dream team’ for that one project. It’s a method that works really well. Clients like the fact that you get fantastic experience cheaply, and it is quite seamless in execution. In total there are probably about 30+ people in the Phenotype Network, all of whom are based in the UK. It is rare for a project to have more than three people involved.

All of the pods are made up of people that have been recommended to us or, more usually, are associated with folk that we core Phenotype-rs have worked with in the past. We are working towards a common goal and sharing work among us, though each pod has its own work and is autonomous. Put simply, the networked pod concept allows an incredible flexibility that medium-sized or even large agencies do not have. We have the agility to change direction, to take on projects that agencies are not able to because it’s outside of their field and to resize on the fly for specific projects, so that we can take on massive projects as well as tiny ones often considered too small for most.

It is quite difficult to say what we do and even harder to say what we definitely do not do. So we won’t. Instead we will say that our core strengths are design, build and strategy for the web and all that these entail. So for example, if you need a website but have no pre-existing brand identity, then we will help with the strategy and create your brand for you.

Listed on the right are our main areas of focus. Click on each to find out what they encompass and to explore the work that we have done in these areas for previous clients.

1. We’re experienced

   Our team has years and years of experience in our chosen specialisms, be it design, Flash, online advertising, eCRM or database architecture. All of this award-winning experience is for big brands as well as smaller clients. That said, we also make use of up-and-coming talent and make a point of recruiting young geniuses straight from university. Like kids who know how to make the video work, they are best placed to tackle new technologies; they don’t have to unlearn old and outdated habits and practices.

2. We’re small

   Small companies are much much more efficient than larger ones. Small teams work harder for your money, are more committed to creating great work and are generally much more focused. What’s more, with small teams of experts, you can talk directly to them, rather than going through layers of middle management. We think 5 is a good number for any one team. After that it gets inefficient.

3. We are a network

   When a project comes in, the Phenotype Network probably has the skills we need to make it happen. If not, we probably know who to call. We create ‘dream teams’ for each specific project that comes along, made up of full-time members of each specialist ‘pod’ in the Network. The core Phenotype team are great at pulling it all together, with design, front-end coding and strategy all part of the core. Each ‘pod’ is its own small limited company specialising in some aspect of the web — be it Open Source software, database design or eCRM.

4. We’re good value

   Our day rate is about half that of our competitors of similar size and experience. We believe we charge a fair rate for our experience and knowledge. We are better value for a number of reasons. Firstly, we do not rent swanky offices in London. Secondly, we keep things small and focused — our Network pods are small companies without middle management or accounts departments. Thirdly, we are big fans of Open Source software, which is free to use — we only charge for our time and not the software.

5. We do strategy

   Strategy is the core of what we do here. We believe that you cannot have good website design without knowing quite a bit about the underlying technology. In the same way, you cannot design a good website without knowing the purpose of it — who will use the site, how, why and what do we want the user to do or get out of the experience. Similarly, the ideas and designs we come up with for online campaigns, viral campaigns, games and sites are imbued with our implicit sense of strategy. The brief is always our priority, and the objectives therein.

Abstract

The word ‘phenotype’ is a biological term and is best explained by examining the differences between the ‘phenotype’ and ‘genotype’ of living organisms…

Genotype

gen·o·type [jen-uh-tahyp, jee-nuh-] – noun, Genetics

The “internally coded, inheritable information” carried by all living organisms. This stored information is used as a “blueprint” or set of instructions for building and maintaining a living creature, written in a coded language (the genetic code).

Phenotype

phe·no·type [fee-nuh-tahyp, fen-uh-] – noun, Genetics

The “outward, physical manifestation” of the organism. In other words, the way the end result of the intstructions contained within the organism’s genotype, modified by the influence of the organism’s environment.