Bluish is a digital design studio run by Dulcie Fulton. I've been creating refreshingly simple websites and brand identities since 1996.

All my work is bespoke. It's underpinned by research, understanding and clear thinking and is carefully crafted to exacting standards. I'm naturally detail-orientated, thorough and conscientious, and care as deeply about small projects as I do about the larger ones.

Collaborating with other specialists if a project exceeds my own capabilities, I assemble and manage project teams from a trusted network of partners. In this way I can offer an appropriate, timely and cost-effective solution to each brief.

My experience covers music, fashion, arts, media and corporate sectors. I build close collaborative relationships with local, national and international clients ranging from sole traders through to large corporations. Alongside work for my own clients, I also freelance for other design groups and agencies.

Originally London-based, having studied graphic design at Camberwell College of Arts, I relocated to Ludlow (Shropshire) in 2006. I share a studio with technology partner BridgingUnit, with whom I often collaborate.

Read on to find out more about how I work, or get in touch if you've got a project you'd like to discuss or you'd just like to say hello.

"Honestly.... if you want really great design created without fuss, pain, posturing or nonsense hire Dulcie! She's not only immensely creative she also just gets things done. She's practical, sensible, knowledgeable and reassuringly calm. She's created the 'new look' for Annie Garthwaite Communications and I couldn't be more pleased."

Annie Garthwaite, Managing Consultant, Annie Garthwaite Communications

"Working with Dulcie is a total pleasure - she takes time to understand a client's design needs and helps them realise their vision in a way that is efficient and effortless. I'd whole heartedly recommend her services!"

Preena Gadher, Managing Director, Riot Communications


Website design

In an increasingly noisy digital world, I aim to create simple yet engaging websites that enable users to easily achieve their objective, whether that's finding the perfect stock image, or booking a complementary therapy session.

I ask a lot of questions to gain an in-depth understanding of my client's business, the desired outcome of the project and the needs of the target audience, then design accordingly using appropriate technologies. I try to simplify, refine and remove all unnecessary elements without sacrificing beauty.

I can either work alone or hand-pick a small team of specialists (many of my projects involve my technology partner BridgingUnit). I'm also happy collaborating with in-house developers and external suppliers.

Code is standards compliant and hand written in BBEdit. I build websites with organic SEO in mind so that they naturally achieve good rankings.

For flexible content management on medium to large websites I generally recommend Craft or ExpressionEngine. On smaller, lower budget projects I use Perch.

I use Shopify to build cost-effective and feature-rich e-commerce websites, often for contemporary craftspeople. E-commerce services include store setup, theme customisation, bespoke theme design and email newsletter design.

See a selection of my digital projects.


My branding and identity work follows similar principles to that of my web design; ideas are research-driven and simplicity of form is a recurring theme.

See a selection of my identity projects.


I often work with agencies and other design groups, though I'm generally not able to publicize those projects. I love to get my teeth stuck into big brands, and work well alongside other creatives and developers.

I'm sensitive to a brand and pre-existing body of work and, with a keen eye for detail and consistency, able to extend design and tone of voice across new applications.

Please get in touch if you think I'd be a good fit for your agency.


Information architecture

Planning effective information structures.

Graphic design

User interface and graphic design with a particular emphasis on simplicity and clarity of presentation.

Illustration & image-making

Pen & ink drawings, vector and bitmap artwork.


Identity design and development.


Hand-coded standards compliant HTML5 and CSS, efficient media optimisation.

Project management

Keeping all aspects of the project on track.


Proactive down-to-earth approach covering all aspects of your business, not just the online side.

Search engine optimisation

Natural search optimisation, keyword research, ongoing refinement and guidance.

Email marketing

Email newsletter design. Campaign management.

Letterpress printing

Design and print of business cards, invitations, personal stationery, beer mats and paper goods in my Ludlow letterpress studio.


Timely site updates ensuring brand integrity, consistent tone of voice and ongoing quality.

Training & technical support

Providing guidance and assistance to in-house staff.


Advice & explanation to build knowledge and understanding.

"You've done an absolutely incredible job with this - it looks fantastic and simply oozes joy. Everyone I've shown it to has loved it. Thank you so much!"

Rob Byrne, the Rob half of the Liz & Rob wedding invitation

Bluish quickly established a good working relationship, showing an instinctive & efficient approach to the project and my problem of how best to display my work. Bluish interpreted my very sketchy ideas for a gallery style site fantastically, transforming them into a stylish contemporary website design for my sculptural jewellery. Positive customer feedback has cited the ease of use of the site, combined with how well it shows off the bespoke quality of my work, as what they like most. Bluish will continue to maintain the site for me, updating when necessary. I'm sure it's in safe hands.

Georgina Franklin, Owner, Georgina Franklin Jewellery

Client list

Here's a list of the lovely people I've enjoyed working with since founding Bluish in 1996.

If you'd like to add yourself to this list, please get in touch.



  • Nestlé

Black Radley:

  • Beautiful Birmingham
  • Snibston Discovery Museum


  • 38 St. Giles
  • Academic Language Services
  • Attachmetric
  • Destination Film
  • The Dispensary
  • Eastern Cathedrals
  • MacDowell Colony
  • Midwest Horse Fair
  • ProFundCom
  • Redlake Press
  • The Dispensary


  • Cater Allen Bank

Futura Interactive:

  • 6hm
  • Alison Price
  • Boat International
  • BT
  • Sportingbet


  • Nestlé

Riot Communications

  • Waterstones

Wunderman Cato Johnson:

  • Adobe
  • The Star Alliance

Direct clients:


  • Aalacho
  • Beth Orton
  • The Blockheads
  • Cerro Victoria
  • David Gilmour
  • Doves
  • Ed Harcourt
  • El Presidente
  • Hell is for Heroes
  • Iron Maiden
  • Jessica Lauren
  • John Cale
  • Josh Groban
  • Kate Bush
  • LCD Soundsystem
  • Pink Floyd
  • Robbie Williams
  • Sigur Rós
  • Starsailor
  • The Beastie Boys
  • The Concretes
  • The Flaming Lips
  • The Magic Numbers
  • The Vines

"Bluish did a remarkable job on my pictorial book, mocking it up for a publisher to help envisage what the finished product might look like. I was struck by how quickly she tapped into our wavelength and acquitted herself to the subject, in this case the First World War. We ended up with a lot more than what we imagined. Artistic and practical, clear and vivid; just a few words that come to mind about her work."

Richard Waters, Lonely Planet author and freelance journalist

"Bluish are honestly a pleasure to work with! They produced our first searchable website in 1999 when we had only a few thousand images available to view. We now use Bluish to maintain and update our current website. I am always impressed by their ability to produce a design that is stylish and functions well within the web environment, and yet is also totally in tune with our overall corporate identity. I have found them to be helpful, responsive, and they keep to the deadlines too. I would recommend them highly to anyone."

Maria Storey, Marketing & Communications Director, Science Photo Library


Not that I go in for these things much nowadays, but here's a few from my music industry past...

BT Digital Music Awards 2005

Best Digital Promotion: Robbie Williams "Radio" skinned QuickTime player for EMI Records.

Apple Design Award 2004

Best QuickTime Content for Promotion: Robbie Williams "Live at Knebworth" skinned QuickTime player for EMI Records.

Webby Awards 2003

Best Music Site & People's Voice Award: The Flaming Lips "Yoshimi Battles the Pink Robots" website for Warner Bros Records.

Other things

The Eclectic Sofa

Bluish runs The Eclectic Sofa, a twice monthly friendly get-together for creative folk in and around Ludlow, Shropshire. Come along for a drink and some good conversation, from 8pm onwards every 2nd and 4th Tuesday at The Blue Boar on Mill Street.


Occasionally I make it across to Shrewsbury for Shropgeek meetups. I even did a talk at one.

Creative Shropshire

Bluish is a member of Creative Shropshire.