Not Your Average Studio

ASDF.Design is a web development studio based in Duluth, Minnesota. I build custom websites for creatives, nonprofits, and small businesses who need more than a template but less than an agency.

With experience at AOL/Netscape, Nationwide Insurance, and Limited Brands, I’ve worked across industries, scales, and stacks. Every site I deliver is clean, fast, and built to last.

What's Offered

  • •Custom website development (Next.js / Shopify / Webflow / headless)
  • •Front-end engineering with Tailwind and component libraries
  • •CMS & API integration (Supabase, Airtable, REST, GraphQL, custom)
  • •UI/UX design with a focus on usability and speed
  • •SEO & performance for search & sustainability
  • •Ad creative, QR landing pages, merch campaigns for Duluth businesses & creators
  • •Shopify → Google Merchant feed optimization
  • •Branded merch, stickers, event handouts
  • •Print-on-demand integrations (Printful, Printify, etc.)
  • •Stripe checkout, donation flows, subscriptions
  • •Inventory logic & CMS setups
  • •Calendar/event integrations (AudienceView, Common Ninja, etc.)
  • •Authentication, dashboards, role-based access
  • •Wireframes, mockups, design systems
  • •Google integrations (Sheets, Forms, Calendar, Analytics, Tag Manager, Ads, Maps, Reviews)

How It's Done

Fast iterations. Clear goals. No fluff. Every project starts by answering one question: what does this site actually need to do? Then it’s built faster, leaner, and sharper than the competition. No bloated WordPress. No agency mystery invoices. Just well-crafted work that lasts.

Code & Stack:

Next.jsSupabaseTailwind CSSTypeScriptShopifyLiquidSCSS

Design & Build:

FigmaWebflowPhotoshopBlender

Who's Behind It

ASDF.Design is run by Paul Carlon—a product designer turned developer with a background in model making and a serious obsession with getting things right.
Over the past two decades, I’ve built tools, platforms, and websites for startups, nonprofits, eCommerce brands, and companies like AOL, Netscape, Nationwide, and Limited Brands. Whether the client is local or global, the goal is the same: useful design, clean code, and zero mystery.

More work at mynameispaul.com and on Instagram.

Based in Duluth, usually sketching, writing code, or restoring an old VW.

Got a wild idea or merch drop?

ASDF.Design is a modern web development studio in Duluth, crafting fast, functional websites with React, Next.js, Supabase, Shopify, and Webflow.

Let's Chat

Frequently Asked Questions

  • What areas are served?

    Based in Duluth, serving the Twin Ports, greater Minnesota, and working selectively with remote clients.

  • Are Shopify and eCommerce development available?

    Shopify builds, custom eCommerce solutions, print-on-demand, and subscription setups are offered for businesses across Duluth and Minnesota.

  • Is branding and visual design provided?

    Comprehensive branding, visual identity systems, and UI/UX design to build strong, recognizable brands.

  • What makes this web development approach different?

    Sites are engineered for performance, accessibility, and SEO from day one - structured for speed, discoverability, and long-term maintainability.

  • When can new projects typically start?

    Most projects enter production within 2-4 weeks if not sooner, depending on workload and scope of work.

  • Is website maintenance available?

    Yes. Ongoing maintenance, updates, and performance checks keep sites secure and optimized.

  • What is included in the development process?

    Discovery, design, development, testing, and launch - each step crafted to align with business objectives and deliver measurable results.

  • Is everything done in-house?

    Yes. Every project is built by the same team, ensuring consistency and ownership from start to finish.