How Wayfind began
Wayfind started life in 2020, when Joe and Crystal set it up together with one focus: web design and development done properly but it has evolved a little bit since then.
In those early days, it ran more like a freelance operation, with Joe steering most of the projects. Fast forward to 2026, and Crystal stepped out from behind the scenes.
As we've brought together our shared love of web and marketing, Wayfind has grown into something bigger than where it started - with Crystal now front and centre alongside Joe, rather than the quiet partner in the background.
We've both learned our craft in agencies, and we're genuinely grateful for that grounding but agencies are usually built to serve larger companies and we wanted to work with SMEs. We want to help them establish a web presence from scratch, or improve on what they've already got - with the same level of knowledge and care, minus the agency-sized price tag.
That's still what drives us today. We want to be the extended arm of the SMEs we work with. Treat us like part of your team - even though, officially, we're not.
Why Wayfind?
Here's what you can expect when you work with us - no jargon, no surprises, just straightforward reasons we think we're a good fit.
How we work
We're part of your extended team, so how we work with you should feel like it - not like being onboarded into someone else's system.
However we meet - a message through our website, a chat on LinkedIn, a phone call, or a recommendation from someone you trust - we'll arrange a video call to kick things off (or a meet-up in person, depending on where you're based).
We'll ask the right questions, but in a less formal way. Think of it more like a coffee and cake catch-up than an interview - it's as much about us working out if we're a good fit for each other as it is about the project itself. And if you're local, that's not just a figure of speech - let's actually have coffee and cake.
From there, we'll get a feel for what you need. If you already know exactly what that is, brilliant - we'll run with it. If you're still figuring it out, we'll share a few ideas of our own to help shape things.
Once everyone's suitably full of sugar and caffeine, we'll put together a proposal and scope of work, and share it with you to make sure we're all aligned before anything moves forward. From there, it's easy - we'll send over the formalities to sign, and then we get started.
Whether you're with us for web, marketing, or both, agreeing on how we'll communicate from day one matters to us - it means we can keep you (or whoever's your dedicated point of contact) properly up to date throughout the project. We typically keep you posted by email, alongside a regular video call scheduled on top of any other meetings the project needs along the way.
Crystal's Scrum Master certified, but has also studied both Agile and Waterfall approaches - so rather than forcing every project through the same process, we'll align with whichever method suits yours best. One template doesn't fit every job, and we know that from experience, having worked on everything from small ad hoc tasks through to full website builds.
If we think there's something that would genuinely benefit you, we'll say so - but we'll never push. For example, on a web project, if marketing hasn't come up and we know you're not already working with anyone else on it, we'll flag it - simply so your website has the best possible chance of a strong presence once the initial launch period's behind it.
We offer a genuinely full service, from web design and development through to marketing, which we treat as aftercare once a site's live - always something you opt into, never something we assume you want.
Whether it's a single project or an ongoing retainer, we're happy to work either way - always with the aim of finding the right strategy for your business.
“It is not often I'm speechless, I'm absolutely amazed at the site it looks fantastic!”JJadeActive Sports Essex
“Wayfind designed and developed our WooCommerce website using our brand, and we couldn't be happier. It looks exactly as we had hoped, is easy for customers to use, and makes adding products and processing orders simple.”BBusiness OwnerPearl Aromas
“Joe listened to our needs, made great suggestions, and then delivered exactly what we asked for when we asked for it. We’ll be back!”CColin MackinlayCEO, Russel Education Trust
“Joe guided us through every step of the process to launch our WooCommerce store, which we continue to refine our UX regularly!”CBusiness OwnerCrux Detailing
Outside of work
We actually met back in 2014, working at the same web agency together - though it wasn't until 2018 that we became a couple. Clearly, a shared love of the web runs deep.
These days, home is Diss in Norfolk, having swapped Essex for the countryside back in 2020 - and it's safe to say the rural life has well and truly won us over. When we’re not deep in web and marketing, travel is a big passion, with Cornwall, Devon, North Wales and the Lake District all firm favourites.
Both self-confessed foodies, you'll usually find us testing out a new recipe (most likely found on TikTok) or making a trip to the golden arches. We're also both big F1 fans - Crystal roots for Lando Norris, Joe's firmly on Team Verstappen, and both are big Lewis Hamilton supporters.
Joe Dawson
The technical & creative half of Wayfind Studio.
When he's not immersed in development and keeping up with everything happening in the industry, Joe can usually be found unwinding with a spot of gaming of an evening.
Outdoors, he's just as likely to be found keeping the garden trim, detailing the car, or heading out for a long countryside drive followed by a walk through Norfolk's green fields.
Weekends tend to mean F1 on the TV, or simply enjoying a bit of Norfolk peace and quiet.
Crystal Coates
The project management & marketing half of Wayfind.
Crystal loves the balance that remote working brings - not least because it means more time for the many, many plants dotted around their home (inside and out).
She's also locally known in Diss for her wax melt and candle business, and still loves making them today, whether for herself or as gifts for others.
Alongside all this, Crystal writes On Brand 💁🏻♀️, a monthly LinkedIn newsletter sharing her take on the branding moves worth knowing about.
When she's not writing, exploring Norfolk for new places to eat, or being creative with her nails - Dalmatian print is a firm favourite, a cosy weekend usually means F1, a good book, or some colouring in to unwind.
Ready to get started?
Let's discuss how we can help your business grow.
No hard sell, no pressure, just a straightforward conversation about what you need and how we'll make it happen.
