Building better than the rest
We started Optima Strategic Design after noticing that premium trade and outdoor living specialists were chronically under‑served by the web industry — handed poor templates by agencies that didn't understand their market or their needs.
Today, we work exclusively with outdoor living professionals and adjacent trades. Every project is built from first principles, with the same attention to detail our clients bring to their own work.
Our values
Three principles that shape every project we take on.
Craft over novelty
We're not chasing trends. Every decision — typography, spacing, motion — is made with intent and tested against your actual clients.
Clarity over cleverness
A site that converts is a site that communicates clearly. We resist the urge to develop over-the-top, fancy features when being clear does the job better.
Long-term over launch-day
Web presences are not a turnkey solution to client acquistion. We care about how the site performs in months and years, not just how it looks in a screenshot on day one. That shapes every technical and design decision we make.
Who we are
A small studio with deep experience in both design and engineering.
Angus Fraser
A B.Com graduate with experience in ecommerce, accounting, management, and restructuring, Angus leads strategy, design, and communication across all projects. His understanding of business practices, consumer behaviour, and ability to connect with clients ensure our projects perform at the highest level and always reflect our clients' needs.
Daniel Johnston
An aerospace engineer by trade, handles the engineering side of project development. His experience with multiple coding languages, artificial intelligence and internet tools enables us to produce the highest quality websites possible. His background as a landscape gardener in his family's business enables him to relate directly to our clients to perfectly understand their needs.
Let's build something worth looking at.
We take on a small number of projects each month. Tell us about yours and let's see if we're a fit.