Pathways
Turning complex fertility-preservation research into a clear patient decision aid—built for English, Spanish, and Arabic.
View case study →01 / WHAT WE DO
The problem usually isn’t just the website.
A project can involve research, UX, content, development, infrastructure, and long-term support. Veracity by Design brings those disciplines together so the solution holds up well after launch.
01
Design
UX/UI · Web · Identity · Information Design
02
Development
Web · Applications · Front End · CMS
03
Content
Writing · Editing · Architecture · Documentation
04
Technology
Systems · Infrastructure · AI Integration · Support
05
Strategy
Research · Planning · Process · Consulting
02 / SELECTED WORK
A few projects that show how we approach very different kinds of problems.
Connected Worlds
A long-running narrative experiment spanning distinct digital identities, artifacts, music, and systems designed to reward discovery.
View case study →
The Mirror Home
An independent music project where releases, responsive web design, audio, artifacts, and story share the same visual system.
View case study → Also in the portfolio
Commercial web · Editorial design · Research tools · Institutional work · Brand systems
More selected work →03 / AI + WORKFLOWS
Addressing the elephant in the room: AI is a tool, not the strategy.
We help organizations identify where AI can genuinely improve a workflow, then integrate it without losing the human judgment the work depends on.
Explore AI integration →Workflow integration
Find repetitive or time-consuming work where AI can create practical, measurable value.
Content & knowledge
Support research, synthesis, drafting, classification, retrieval, and documentation while people remain responsible for the result.
Prototyping & development
Use AI-assisted tools to explore, build, test, and iterate more quickly—without treating generated output as finished work.
04 / FEATURED CASE STUDY
The right information.
At the right time.
Pathways was developed in conjunction with the Health Services Research team at MD Anderson Cancer Center to support women facing fertility-preservation decisions during cancer treatment.
Read the case study →The challenge
Complex medical information. Emotionally difficult decisions. Limited time.
The work
Research translation, information architecture, UX/UI, development, testing.
The result
A patient-facing decision aid plus peer-reviewed research and a 2017 Hermes Gold Award.
05 / HOW WE WORK
Different problems require different tools.
We listen, ask better questions, and bring the right mix of design, development, content, and strategy to the work.
01
Understand
What are you actually trying to accomplish? Who needs it? What’s getting in the way?
02
Make
Design it. Write it. Build it. Test it. Sometimes all four.
03
Keep it working
Launch isn’t the end. Systems need maintenance, people need support, and organizations change.
06 / ABOUT
Small by design.
Veracity by Design works directly with clients rather than passing projects through layers of account managers and production teams. You get experienced people, clear communication, and solutions built for your operating reality.
The people doing the thinking are the people doing the work.
Derek Hoffman
Design · Development · Content · Strategy
More than two decades of experience helping organizations turn complicated problems into clear, effective solutions.
Tim MacKay
Creative · Design · Content
Over twenty-five years of experience in design, layout, creative direction, and brand development. Mr. MacKay is also the Associate Creative Director for Brigade.
Selected clients & collaborators 
