Tim Roberts

Chief Creative Officer

Follow Me on Instagram
What Tim is Saying

It's all about balance for me. In work, and in life. Being self-employed for twelve years now, that’s the single most important thing I have learned.

In order to do my best work, be of the most value to my clients and business, and be the best version of “me” possible, there has to be balance.

I find it all around me. At work, there’s the push and pull between design and development; content and negative space; decoration and communication. In life, there’s the balance that I strive for between family and putting a roof over our heads.

Many of the most challenging design and development issues I have encountered have been worked out on my yoga mat, where you’ll find me several times per week, sweating, depositing my stress and finding clarity. My wife Cyndi is a yoga and meditation instructor here in the Hartford area and a great source of perspective and inspiration for me; a constant reminder that there is positive in any situation and that nothing is impossible. The strength of our relationship is one of the most important parts of the “balance” equation for me.

Balance also comes in the kitchen after a long day of work, where we’re very passionate about healthy, nourishing gluten-free cooking and baking. You are what you eat, as the old saying goes. .

This balance translates into everything I do. In particular, design. It’s critical to the success of a design, and when it's most successful, it doesn't even get noticed. The design just works.

Poor design makes me crazy. I notice the design of everything around me, all the time. Web sites. Magazines. Buildings. Products in the store. Local businesses, and their signs with 6 different fonts and no negative space. I notice it all. Most of it informs the design work that I do on a daily basis, too.

Great design humbles me. I love seeing design work that stops me in my tracks and motivates me to be better at what I do. With the web, it comes down to effective communication of information. This is one of the things that sets Crucial apart.

We’re designing user experiences that are aimed at results.

You’re not going to find “designer egos” at this company, where the communication of a message gets trumped by “art”. Our clients’ success is our success. If what we’re doing for you fails to achieve the goals set forth, it doesn’t matter how great it looks.

I come to the web from a production standpoint. This is important. I was building web sites (hundreds) before I was really designing them. From the start of my career in web development, I have had the task of taking designs and translating them for the web. This means that I have a deep understanding of what can and can’t be done visually, all the time. It’s the kind of experience that you can only get from challenging yourself every day to be better, and from finding out through trial and error what works and what does not. It’s a constant lesson for me in practicality, both visually and with the code that I write. As the web moves forward at lightning speed, being practical, clear and concise gets ever more important. The visitors to your web site want what they want, and they want it now. My job is to give them what they’re looking for.



We'd love to setup a free, no obligation 30 minute consultation with you to learn about your business.

The first step is getting in touch


© 2014, Crucial Networking, LLC, P.O. Box 1052, Farmington, CT 06034. Phone: 860.385.1316  Email: info@contactcrucial.com