About Josh and Pernito

The practice

I have always worked across the line between marketing, design, and technology. A website that is beautiful but cannot be found, a dashboard full of numbers that nobody trusts, and a process that depends on one person copying data by hand are the same kind of problem: something was built without enough attention to the person who has to use it.

Pernito is the place where that attention lives. It is deliberately small. You work with me, from the first conversation to the handover, and the person who understands your project is the person building it. Where a project genuinely needs a specialist, I bring one in for the part they are best at, and stay responsible for the result.

The practice works online rather than from a fixed office, so it suits people in different places and time zones. Nothing depends on being in the same room: written summaries carry the thinking, recorded walkthroughs carry the detail, and decisions are written down where everyone can find them.

What I care about

Clarity

If a visitor cannot tell what something is for, or a colleague cannot tell what a number means, the work is not finished. Clarity is not simplification for its own sake; it is removing the friction between a person and the thing they are trying to do.

Usefulness

Beautiful and effective are not opposites, but usefulness comes first. A page exists so someone can do something, and a tool exists so someone can stop doing something by hand. If it does not help, it is decoration, and decoration has to earn its place.

Craft

The parts people notice are the ones that should be right: the wording, the loading, the empty state, the keyboard focus, the way the page behaves on a phone. Good craft is invisible when it works, and very obvious when it does not.

Evidence

After launch, the work tells you things no plan could. I would rather measure and adjust than defend a decision. That means the same thing a lot of the time, which is exactly what makes it a habit rather than an opinion.

Honesty

No invented case studies, no borrowed testimonials, no metrics that nobody can explain, and no claim about results that I have not seen. It costs a little credibility on a page and earns a lot of it everywhere else.

How this site is built

Since this site is part of the practice, it is worth describing honestly rather than leaving it as a mystery.

• Plain files. Every page is hand-written HTML with two stylesheets and a small amount of JavaScript. There is no framework, no theme, and no third-party script running in the browser.
• Its own artwork. The illustrations and social images on this site were drawn for it as vector graphics and rendered from source files, so they stay sharp at any size and weigh very little.
• Its own type. The typeface is a self-hosted variable font served from this domain, which keeps the page consistent everywhere and avoids sending visitor details to a third party.
• Static hosting. The site is served from Cloudflare Pages, which means fast delivery, a real 404 page, and free TLS certificates handled for you.
• No tracking. There are no analytics scripts, advertising pixels, or cookies on this site. If that ever changes, it will be said here first.
• Contact without a database. The brief helper builds an email draft in your own mail app. Nothing you type is stored by this site, and nothing is sent until you press send.
• Open source. The source is published at github.com/heiz03/pernito, so the site can be read, questioned, or forked.

Questions about the practice

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