Senior people, doing the actual work.
Artifact is a small, senior team that designs, builds and grows websites and apps. Strategy, design, engineering and AI in one team, and the people who scope the work are the people who do it. No handoffs. No juniors learning on your budget.
Agencies have traditionally grown what they can do by adding people: senior people shape the work, and larger teams carry it through production. That model has produced great work, and it’s where our team learned the craft. But it was built for a time when capability had to come from headcount. AI changed that. Experienced people can now apply far more thinking, design, engineering and testing to a problem themselves, and we built Artifact around that difference.
We keep the team small on purpose. It means the strategist who understands your business is the same person shaping the site or app, and often the same person in the room when it ships. Nothing gets lost in translation between teams, because there are no walls to translate across. You get judgment at every step, not just in the pitch.
How we think about the work
A belief that runs through everything we do: leadership isn't about being right, it's about being appropriate. Anyone can have opinions. The value is in knowing which decision fits this business, this audience, this moment — and being willing to take a position and defend it. We bring nuance to the table, the kind that comes from years of doing this across very different industries and stakes.
We're also unromantic about tools, including AI. We've been building with these tools since the early days, and our view is simple: AI is a force multiplier for people who own outcomes, and a crutch for people who don't. We use it to explore wider, prototype more and test more than a team our size otherwise could, and we keep human judgment exactly where the consequences live. Technology changes constantly. The craft of making good decisions under ambiguity doesn't.
And we care about craft in the parts most people skip — the empty state, the error message, the loading moment, the sentence that could be shorter. Those details are where an experience either feels considered or feels cheap. Getting them right, over and over, is most of what separates work that's fine from work that's memorable.
Britt Midgette
Founder & Experience Design Director
Over my career I've led digital strategy and experience design for Samsung, Levi's, Under Armour, Philips, Bose, L'Oréal, MAC Cosmetics, LEGOLAND, CompTIA, ADM, Shoe Carnival and SAG-AFTRA, among others — work delivered in director roles at agencies, before founding Artifact. I want to be precise about that, because it matters: those were not Artifact engagements. They're my track record, and they're why a small studio can be trusted with serious work.
It was the kind of complex, high-stakes work where the details matter and the politics are real. Before tech, I was a pastor in a former life, which is a stranger background for a design leader than it sounds, and a more useful one: both jobs are ultimately about understanding people and helping them make hard decisions together.
I started Artifact to do the work the way I always believed it should be done — senior-led, honest, and close to the craft. I write regularly about strategy, design, and AI over in Insights, mostly to think out loud and start better conversations. If any of it resonates, I'd genuinely like to hear from you.
Years leading digital strategy & design
Product, web and digital launches I've helped deliver
Senior-led at Artifact — no handoffs, no juniors on your budget
Like how we think? Bring us a problem.
Tell us what you’re trying to solve. We’ll tell you honestly whether bespoke software is the answer, and what building it would look like.