Digital fuel for your business
Your digital design experts
You’re in the driving seat – we’ll plan your route
We understand that our success depends on our clients success, so we are always prioritising our clients needs.
Every client is different and requires careful consideration, so we work collaboratively with you to better understand the landscape in which you operate, and crucially your own clients needs. This means we can help you to transform and shape your businesses, taking the time to understand and develop every project with its budget, deadline, and expectations in mind.
Above all we will always strike the perfect balance between form and function – embracing minimalist design principles, and producing exhilarating and well-executed outcomes; ones that clients and customers alike just love.
The entire DeType team have a passion for the work we do – all striving to create the most innovative and interesting designs possible that engage with the client’s audience.
Our wealth of experience and thorough understanding of all aspects of design mean we produce outstanding work in a variety of mediums – always searching for new methods, deeper insights, better answers and brighter ideas.
Take a look at some of our projects to find out more about the services we provide.
A team that delivers
Sam Sayer
Founder / Creative Director
DeType was founded in 2012 by Sam, having worked as an in-demand freelancer and as Creative Director in several Midlands-based brand and design agencies in previous years.
His background is primarily in the branding and graphics space, working with brands ranging from Searcys Champagne Bars to Diageo Group, and gained skills in animation, web design, UI/UX and web development. Being exposed to multiple professional environments enabled Sam to understand the mechanics of teams, customers, creative delivery and results.
Finalist for the NBEA Businessman of the Year award 2023, winner at the SME Business Awards 2024, and Chairman of charity Northants Community Aid, Sam’s commitment to people and projects is proven time and again.
Joe Martin
Operations Director
Joe’s journey with DeType began in 2016, where he first made his mark as a Senior Graphic Designer. Since then, he has been the primary driver behind our shift toward high-level development and complex UI/UX environments.
This evolution from a creative specialist to a technical lead gives Joe a unique “full-picture” perspective.
Joe leads our web and development team, serving as the technical and creative strategist for our most complex builds. His role is focused on the high-level architecture of every project. Joe balances daily operations with high-stakes problem solving, ensuring that our technical output isn’t just functional but is built on a foundation of cutting-edge UI/UX principles and robust digital architecture.
Purvasha Gupta
Project Manager / Design & Dev
Purvasha (aka 'P') has been a cornerstone of DeType since 2017. Over the years, she has developed a reputation for being exceptionally meticulous and process-driven, qualities that make her invaluable in both high-level design and complex management.
P is the creative engine behind DeType’s most impactful digital projects. She leads the end-to-end design and delivery of our websites. P’s role is central to our workflow; she manages all design assets and oversees internal communications to ensure every project stays on its precise trajectory.
Laxman Singh
Full Stack Developer
Laxman operates across the entire web development spectrum, serving as the bridge between complex data and seamless user experiences. As a Full Stack Developer, he doesn’t just build websites, but he engineers solutions for our clients.
Since joining DeType in October 2020, Laxman has become a core to our development team. He has been instrumental in delivering some of our most ambitious and large-scale projects to date - whether it's API, PHP, or WTF!
Hari Shankar
Developer
Hari is a specialist in the WordPress ecosystem. He doesn't just build themes; he meticulously custom-codes them to ensure “super-efficient” speed and a seamless user experience.
Since joining DeType in March 2022, Hari has become a vital driver of efficiency in our web development process. Beyond initial builds, he heads up our Maintenance division.
Dave Sawyer
Comms & Admin
Everyone has a reliable mate called Dave, and ours is no different.
Dave is usually behind the scenes in our comms room, checking tasks and making sure all the dots are joined across the business.
Dave is everyone, and everyone in DeType.
What’s in a name?
What you may not know is that we get our name from DeType founder Sam’s family heritage. His grandfather, Malcolm Sayer, applied aeronautical technology – which was revolutionary for its time – into the design of the first Jaguar C-Type (aka XK120 ‘C’ for Competition) and then the Jaguar D-Type sports racing car.
In 1954, due to its aerodynamic superiority, the D-Type had a maximum speed of 172mph on the Mulsanne Straight at Le Mans compared to Ferrari’s 160mph. Some three weeks after its debut race at 24 Hours of Le Mans, the D-Type won the Rheims 12 hour endurance race and went on to be a multi-award winner at Le Mans. Perhaps the best known work of Malcolm Sayer was the body shape design of the E-Type.
All the cars Malcolm worked on were the culmination of a mantra we have adopted for ourselves – Form + Function. Consideration of looks, balanced with the underlying technology; ensuring the perfect marriage of usability and desirability.
The D-Type Jaguar won the hearts of the world with its performance, craftsmanship, and innovation – while at DeType, we win the hearts of our clients.
We’re proud to be a paperless office and are actively carbon neutral to help combat climate change and its impacts; and continually looking for ways to eliminate emissions altogether. Growing long lasting relationships is something we’re all about too and, speaking of bringing things to life, we even plant trees in our clients’ honour.
Planting trees is a great way to help sequester carbon emissions. Through photosynthesis trees absorb carbon dioxide to produce oxygen. And by ensuring that the trees planted are native broad leaf species, this helps preserve the UK’s environment and biodiversity.
Not only this, we also give back to the grassroots local community by providing funding and pro-bono services.
Our founder, Sam Sayer, is Chair of Northants Community Aid – a charity bringing Northamptonshire businesses together to support the grassroots charities that really need the support. To date, Northants Community Aid has supported Crusader Boats, The Frank Bruno Foundation, Kids Aid, Home Start and many more local independent charities.
At the other end of the scale, DeType has been a Friend of Nortamptonshire Community Foundation since 2021, a charity which promotes and manages philanthropy across Northamptonshire.
Between the two charities we support, the reach is wide and the benefits are many.
DeType is also proudly accredited by the Good Business Charter, which organisations of all sizes in the UK can apply for in recognition of responsible business practices, amongst which are:
- Equality, Diversity & Inclusion
- Environmental Responsibility
- Ethical Sourcing