A versatile team of passionate experts to help you achieve great things

Sharing our expertise, knowledge, and skills to transform your brand.

What does 3.7 stand for and why are there butterflies all over the place? Some answers we’ve heard –

  • 3.7 was our grade point average in college (Good, but not quite 4.0)
  • Something related to the 37 Signals app, now known as Basecamp (Nope, we were unaware of the company when we got started)
  • 37 was the number of our favorite ball player (We respect former pitcher Dave Stieb, but weren’t huge Blue Jay’s fans)

So what does 3.7 really mean?

In chaos theory, there’s a concept called the Butterfly Effect. It’s a hypothesis where one small action can cause a chain reaction, resulting in much larger differences in a later state.

The classic example is a butterfly flapping its wings which could, in theory, change weather patterns on the other side of the world.

In mathematical terms, there’s a formula that maps population growth: pt+1 = ((K – pt)/K)*(1 + r)*pt = ((K – pt)/K)*s*pt.

When the multiplier S reaches 3.7 in this formula, the population jumps in an unexpected, non-linear way.

At 3.7 Designs, we apply the concept of the butterfly effect to business. Creating small inputs and changes (like a website update, a new brand identity) to generate exponentially bigger and better results (like business growth, lower overhead, higher website rankings, etc.). And that’s why at 3.7 Designs, we believe the Butterfly Effect is a beautiful thing!

Lyndsay has lead a life driven by a love for, well, many things. She’s been playing piano since she was seven years old, and violin since the fourth grade. Her passion for drawing/painting and graphic design earned a BFA from the University of Michigan School of Art and Design. Her love for the French Language sent her to Paris for three months to complete her undergraduate requirements. Her relationship with animals is responsible for those dogs, cats, and a horse named Alfred. She currently competes in the equestrian sport of three-day eventing.

In addition to her formal graphic design education, she’s expanded her skills in the last four years to front-end web development, user experience design, information architecture, WordPress development, Drupal theming, and some necessary PHP and Javascript.

When she’s not busy conjuring up something powerful for 3.7 Designs, or riding her horse, she’s spending time with her two young kids, out running, playing in the Dexter Community Orchestra, snowboarding, or spending quality time with her husband and 3.7 Designs’ Creative Director, Ross Johnson. They live in rural Lodi Township, Ann Arbor, with their German Shepherd Leica.

FAVORITE FOOD

  • Wine & Cheese

UNIQUE HOBBIES

  • Equestrian sports
  • Cycling
  • Violin
  • Linguistics

ACCOLADES

  • Organizer of Build Your WP Website workshop
  • Co-organizer of WordCamp Ann Arbor 2014/2015
  • Speaker at Girl Develop It Detroit
  • Speaker at LA2M

Ross Johnson has been designing websites professionally for over fifteen years. He brings a unique perspective to design, shaped by a lifelong love of the fine arts and his education in technology, business, and social science. This diverse background adds valuable insight to all aspects of his design work, as it enhances his practical understanding of business implications and the psychology of how people interact with computers.

Ross frequently speaks on design and marketing related topics at conferences and other venues. He has had a long history within the web design community, having co-founded Refresh Detroit, WP Ann Arbor, and LA2M.

FAVORITE FOOD

  • Tacos

UNIQUE HOBBIES

  • Watch collecting
  • Cooking
  • Writing
  • Reading

ACCOLADES

  • Mentioned in the following books: The Newsphere, The New Media Drivers License, Best of Business Card Design
  • Author of the Six Layers of Design
  • Co-host of WebAxe the Web Accessibility Podcast
  • Teacher at Michigan State University
  • Former Teacher at Washtenaw Community College

Declan is our 3.7 client liaison. He is a friendly, funny and extremely knowledgeable native of Ireland with over fifteen years experience in the web design industry. Declan can help translate your ideas into actionable plans while also providing valuable advice along the way.

Not just a people person, Declan is well versed in usability, strategy, and WordPress. He can talk tech, recommend, and implement solutions.

Very active in the local WordPress community, he’s the the co-lead organizer of WP Ann Arbor, a monthly meetup for those interested in this web design platform. He’s also good at soccer, much better than Ross (but don’t’ tell Ross).

FAVORITE FOOD

  • Bacon

UNIQUE HOBBIES

  • Fish tanks
  • Gardening
  • Woodworking
  • Football (ie: soccer)

ACCOLADES

  • Co-Organizer of WP Ann Arbor 2009-Present
  • Co-Organizer of WordCamp Ann Arbor, 2014 – 2019
  • Co-Organizer of WordCamp Detroit, 2001-12
  • Speaker at LA2M
  • Speaker at WP Ann Arbor

John is a seasoned web developer with a background in art, design, and user experience. For over 15 years, he’s been creating the web for clients in a wide range of industries including news media, DRTV marketing, health care, automotive, music and entertainment.  When he’s not coding, he enjoys spending time outdoors, camping, fishing, and making weird stuff.

FAVORITE FOOD

  • No Thai

UNIQUE HOBBIES

  • Fishing

ACCOLADES

  • Built a website for Dave Mathews Band
  • Built a website for Beyonce

Experienced marketing specialist with successful track record in digital management of all major online ad platforms including Google, Bing, and Facebook. Over 11 years of experience in successful strategic advertising management for high-value clients.

FAVORITE FOOD

  • TBD

UNIQUE HOBBIES

  • Guitar / Music

ACCOLADES

  • Built a website for Dave Mathews Band
  • Built a website for Beyonce

Be honest, transparent, and responsible. Offer advice and feedback based on what we believe you need, not always just what you want.

Recognize the upside of everything. Be grateful for we have. Exemplify this gratitude daily.

Take ownership. Don’t pass the buck. Because we’re all responsible for success, act responsibly.

Pursue growth and learning. Strive for mastery. Demonstrate know-how and continue to evolve.

Recognize the upside of everything. Be grateful for we have. Exemplify this gratitude daily.

Take ownership. Don’t pass the buck. Because we’re all responsible for success, act responsibly.

Pursue growth and learning. Strive for mastery. Demonstrate know-how and continue to evolve.

We serve clients throughout the U.S. and the world from Ann Arbor, Michigan. It’s a state with a rich history in design and technology innovation. Herman Miller, William Hewett, and Larry Page were all born here.

We’re proud to be a woman-owned and operated design agency that calls Michigan our home.