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 — including recent launch work like Mixtape for Annapurna Interactive.
What's offered
Custom websites & launch experiences
Next.js, Webflow, and interactive builds — from local businesses to entertainment launches like Mixtape for Annapurna Interactive.
Shopify & eCommerce
Storefronts, print-on-demand, subscriptions, and checkout flows built to convert.
API, CMS & integrations
Supabase, headless CMS, dashboards, and the glue between your tools.
UI/UX & branding
Wireframes, design systems, and visual identity that match how you actually work.
SEO & performance
Fast, accessible sites structured to rank and stay maintainable.
Campaign creative & merch
Ads, QR landing pages, and merch drops for brands and creators.
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:
Design & build:
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.
Frequently asked questions
What areas do you serve?
I'm based in Duluth and serve the Twin Ports, greater Minnesota, and select remote clients nationwide.
What makes your approach different?
I build for performance, accessibility, and SEO from day one — no bloated WordPress, no mystery invoices, and no handing your project to a faceless team.
When can a new project start?
Most projects begin within 2–4 weeks, depending on scope and current workload.
Do you offer ongoing maintenance?
Yes. I provide updates, performance checks, and support to keep sites secure and running well after launch.
Do you work solo or with a team?
ASDF.design is a solo studio. I work directly with every client from discovery through launch — you always know who's building your site.
What's included in a typical project?
Discovery, design, development, testing, and launch — each step aligned with what the site actually needs to do for your business.