There’s that adage that an agency’s worst client is itself, says boutique advertising studio Sequitur’s founder Rudi O’Meara. “It could be said that our site was really more of an exercise in eating our own dog food—holding ourselves to standards that we establish for our clients.” he states. “Basically, the new site design was meant to show not tell.” And it certainly does show—Sequitur’s new site artfully displays its project documentation, warts and all, with in-depth case studies that sell the studio’s design process through the story of its clients. With a radically simple design, the site doesn’t present a “UX tour-de-force,” in O’Meara’s words, but instead makes content accessible through intuitive navigation. “Instead of over-laborating about our process, we wanted to showcase the honest backstories behind some of our favorite engagements—how they got started, what stood in the way, what we learned, and how they shifted and morphed over the course of the project,” O’Meara says. “In doing so, we’ve tried to paint a clear picture of what we bring to the table.”