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Dawson Andrews

an independent digital product firm

Monday 01 January 1900

Design for business value.

From startups to billion dollar e-commerce systems, we specialise in driving commercial value through digital products and services.

Here's what we're all about…


Do one thing well

Our disciplines stop and end with the core components needed to scale revenues for a digital product or service; Product Strategy, Product Management, Business Intelligence, Data Analytics, Research, UX & UI Design, Engineering and Optimisation.


Drive Numbers

Our industry gets too caught up in design and can forget or find it difficult to prove the ROI of creative work. The focus on numbers and results is so intrinsic to our model that we created a new approach to pricing projects based on value.


Commercial Nous

We pride ourselves on being the most commercially focused agency on the planet. We build and scale our own products to diversify our revenue and scale the group. Understanding what a sprint costs and how to prioritise features is part of the value we’ve become known for.

Card Agency Pricing


Commercial Instinct; Breaking the Agency Pricing Model

There is a problem in the deep roots of the agency industry and it sits in the transaction right at the beginning of any client-agency relationship…

Our Approach

A letter to our customers…

When we founded Dawson Andrews, we set out our stall early: a firm of designers and engineers working together on really hard business problems.

You've seen several thousands of agencies offering the same service we offer and are likely tired of fluffy pitches describing ‘USPs”. The reality is that great design and development is now a commodity and accessible almost anywhere in the world. Of course, we consider ourselves to compete with the worlds best in design and engineering but it’s not how or why we win business.

Our backgrounds in data and finance enable us to understand the language of global business, to navigate the toughest board rooms and bridge the gap from strategy to digital execution.

Beautiful aesthetics and solid functioning code are no longer what counts. Instead, it is knowing what to build and design - the ability to measure, articulate and prove our value rather than hiding behind pretty design concepts.

Here's to the refreshing reality of no more bullshit.

Andrew Fulton
Managing Director.

This is not a manifesto.

Our biggest fear in scripting ‘company values’ is that they can too easily remain hypothetical aspirations to satisfy a copywriters ego. We were concerned about creating philosophical statements that could never be implemented or felt. Instead our simple principals act as ‘operating instructions’ that guide everyday behaviour.

Here we go…


Longevity is goal number one.

Exit Strategy - we don’t have one. The irony of a long term vision in this fast paced digital world isn't lost on us.


If you chase two rabbits you will catch none.

We build digital products and services. That is all we’ll ever do. Our discipline to focus on one thing has served us pretty well thus far.


We aren’t a team of ‘superstars’.

Our lauded work doesn’t come from creative genius or a digital eureka as observers have suggested but from a ruthless focus on doing the basics really well. Superstars look for unicorns and silver bullets but we feel our simple formula allows ordinary people to pull off extraordinary results.


Pace matters.

We talk a lot about constancy and consistency. Getting to concept fast and being efficient en route to prototype is a crucial element for our business. We have to deliver at pace and somehow be accurate. Behind a strong pace is a rhythm that allows us to have a sense of urgency yet never be rushed.


Profitability matters.

We care about running a profitable company. Everyone is responsible for contributing to the P&L and has visibility of the financial health of the company.



Nothing here is someone else’s problem.


Figure it out.

Our People

We should have probably written something about us being the greatest team or having the best culture on the planet… but we just couldn’t stomach it. Here’s hoping our work speaks for itself. See our work and what our clients have to say.

We are a team of product strategists, designers, developers, researchers and analysts.

Team Andrew

Managing Director

Andrew Fulton

We couldn’t convince Andrew to write this. He’s a stubborn prick. Does something with numbers. 


Director of Design

Jordan Moore

Frustrated by the web’s lack of reverence for type, Jordan alongside Chris Armstrong ( prototyped and conceived the early versions of the now typography giant, Typecast. This focus, largely uncovered at the time, fuelled Jordan’s reputation for his contributions to the early responsive web movement which lead to his work with the BBC as a product lead. 


Head of Apac

Cameron Stewart

From breaking Y-Combinator records to launching international whiskey brands, Cameron is a trusted ear to some of the most influential names, families and boards around the world. Living in Manly, Sydney with his wife Katy, Cameron is heading the growth of Dawson Andrews in key strategic geographies across APAC.

Team Chuck

Engineering Lead

Chuck Neely

Chuck worked in one of the UK’s leading design studios; Design by Front, heading up web application development services for O2, BBC and Initially at Typecast, Chuck moved to Monotype as a Senior Engineer where he successfully lead a responsive rebuild of one of the largest Web Font Services in the world -


Head of Research & Comms

Jennifer Winson

Jen leads up our research and reporting using primarily qualitative research. Jen spends time with product leaders, regulators, and C levels to gather industry data from multiple sectors. Jen collates insights that we use to understand industry zeitgeists that may or may not influence digital strategies for our clients.

Aaron Copy

Design Lead

Aaron Gilmore

Aaron Joined the DA design team having worked on specialised software for sports companies across the UK including, Arsenal FC, Wimbledon, and Lord’s Cricket. Aaron began his career at DA at their headquarters in Belfast, but has since grown with the business and is now based in Berlin, Germany.


Chief Financial Officer

Andy McCormick

Andrew’s background in mathematics, pure mathematics and engineering lead him to be a Global Structured Finance Manager at DLL Group in Dublin where he later became a Credit Risk Analyst. Before joining Dawson Andrews, Andrew oversaw a review of 39-project Governance & Finance Arrangements and conducted a Risk-Benefit Analysis for the NHS.

Gareth Law

Ripley: Head of Sales

Gareth Law

Ripley Chat is a chatbot solution designed for lead generation specifically in the Automotive Space. Ripley originally started as a client project within Dawson Andrews but became the first spin-out company within DAx. Gareth is leading its growth across Europe and the Americas.


Fancy working with us?

At Dawson Andrews, you will craft successful product and digital experiences for the best companies and the most exciting startups. We look to hire for three disciplines but ultimately they all get bundled under ‘Product’ at Dawson Andrews. We hire people for the way they think not necessarily their core skill set.

Join Us?

  • Product Designer
    Belfast Studio

  • Engineer
    Belfast Studio

  • Head of Operations
    Belfast Studio

  • Head of Business Development
    Belfast Studio



People told us we couldn’t build a global business from this wee country. We disagreed.

Belfast is our home. Despite our founding team working the world’s technical hubs for the guts of a decade (London, Dublin, Edinburgh, Berlin, San Francisco) we found ourselves choosing this humble town as a base to build a global business. Most people think we’re crazy. We’ve thought about this more than most people.

Dax Logo W


We don’t just deliver digital products for our clients. We do it for ourselves too.

DAX is a dedicated function to play with side projects, launch new digital businesses, invest in startups and conduct joint-ventures.