One desk, fifteen years of shipping
AI did not replace the craft. It moved the slow parts out of the way, so more of the day goes to the decisions that actually matter. We still read every line.
The early years
Startups, two at a time
Every layer, because there was nobody else to own it. Including the invoice.
The team years
Inside larger teams
Up to engineering teams inside Fortune 500 companies. Design systems, migrations, review culture.
Now
Studio work, AI-native
Claude Code and Codex in the daily loop, with the same senior eye on the output.
What we hold ourselves to
Not a culture deck. Five things that decide arguments when a deadline is pushing the other way.
Passion is not a slide in a pitch deck
We build what we would want to use ourselves.
Real users, on real devices
Not the context that looks good in a demo.
The details most teams skip
Typography, motion, empty states. Fine lives there, and so does good.
Code is read far more than it is written
The next person has to understand it without us.
Fast software is kinder software
Easier on your servers, your bills and the planet.
A small studio, a real company
Small does not have to mean informal. The parts that make a vendor easy to approve are all in place before you ask.
An incorporated company
Appleby Web Services Ltd., a British Columbia corporation, Canadian owned and operated.
Fully insured
The company carries business insurance. Certificates on request, before anything starts.
Your paperwork or ours
An NDA, your master services agreement, or a plain-language statement of work from us.
Everything stays yours
Your repositories, your accounts, your domains. Nothing we leave behind needs us to keep running.
Want to work together?
Tell us what you have in mind, and what you would want it to do.