Independent · New York
I've been designing and building websites for more than 25 years, working with clients ranging from independent artists and cultural organizations to small businesses and major corporations.
My work has often extended beyond development to include project planning, user experience, design, and the many decisions involved in bringing a project from concept to completion.
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As a volunteer board member of the Mount Kisco Arts Council, I designed and developed the organization's first website, creating a central hub for arts programming, events, membership, and community engagement. The site provides a platform for promoting local artists and events while making it easier for residents to discover and participate in the arts.
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To celebrate the centennial of Columbia University's Maison Française, I worked with designer Marc Blaustein to develop a bilingual website exploring the institution's 100-year history. An extension of a campus exhibition, the site brought together archival photographs, documents, audio, and video in an engaging, easy-to-explore online experience.
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An Upper East Side institution since 1915, Butterfield Market was ready to extend its neighborhood experience online. Collaborating with Strohl, I helped bring the market's longstanding identity to a website that combined its rich history with the convenience of online shopping and grocery delivery.
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RGR Landscape creates thoughtful spaces that bring architecture and landscape together, with an emphasis on nature-based design. Its diverse portfolio called for a cohesive presentation, resulting in a clean, polished website that makes the firm's work easy to explore while giving each project room to shine.
Black Dahlia CBD Botanicals combines science, craftsmanship, and a distinctive visual identity across an unconventional range of products. In another collaboration with Strohl, we refreshed the brand's online presence and streamlined its e-commerce experience, creating a more cohesive and accessible shopping experience.
View project ↗Some of my favorite projects have come from partnering with designers and design studios. Because my background spans both design and development, I understand the intent behind a design, anticipate the technical decisions it requires, and carry it through to a finished site without losing what made it compelling in the first place. I'm equally comfortable discussing typography and layout or functionality and code.
For many design studios, maintaining dedicated development staff doesn't make sense. I work as an independent technical partner, becoming part of the team and collaborating closely with studio principals, designers, project managers, and clients from early planning through launch. My role often extends beyond development to helping define the technical approach, establish budgets and schedules, and manage the work through completion. When a project requires additional resources, I can bring in and supervise other developers, giving studios the flexibility to take on projects of different sizes and complexity.
Working with web developers in the past, we've run into numerous situations of being told one thing and getting something else. Beyond the fact that Alex has the ability to design as well as build websites, our studio has found dealing with him refreshing in that he really works with us in figuring out the best approach to each project. When he delivers (on or ahead of schedule) we get exactly what we hoped for. Working with Alex is a pleasurable and successful experience.
Sam Eckersley, Partner, RED
Whenever Alex is not riding his BMW motorcycle, he is there for us. Either in his office, at home, or sitting in a Starbucks café making emergency changes that the client requested 20 minutes before launching a new site. Alex is a great developer to work with: a creative problem solver who is extremely patient with predominantly picky print designers. We Muccans love working with him (the next projects are already lined up so don't steal his time!).
Nadja Tata, Project Manager, Mucca Design
Please do not work with Alex Smoller. He is professional and consistent, his code impeccably clean and his work ethic outstanding. I would rather not share the fact that he is someone who delivers on his promise, goes above and beyond for the call of perfection, and is actually a pleasure to work with. If you are looking for a developer who really knows the business and is a partner in creating outstanding solutions, you have found him. Don't spread the word.
Amy Gershoni, President, Gershoni
We designers can afford to be unkempt, space-cadet, artiste-types. But when it comes to turning our designs into tight, functional websites for our clients, we need rockstar developers like Alex on our team. Meticulous, highly-knowledgeable, super-reliable—this guy delivers. And unlike developers you may have worked with in the past, Alex is articulate, sociable, and an ACTUAL pleasure to work with. Sure, he doesn't wear a cape, speak Vulcan, or drop Lord of the Rings references, but what he DOES do is take your layered photoshop files and turn them into pixel-perfect websites.
Doug Muise, Principal, Doug Muise Design
When I was looking for a web developer I was surprised by the incompetence and approximation I found. Luckily I met Alex, who is competent and truly knowledgeable, reliable and fast, and is of course a good developer. He knows what's appropriate, and what's a superfluous gimmick. Thanks Alex!
Francesco Gianesini, Principal, Gianesini Design
Blue Man Group
I collaborated with Blue Man Group's in-house design team to develop the company's first e-commerce website, bringing the group's distinctive visual identity to an online shopping experience.
Björn Wallander
Photographer Björn Wallander wanted a straightforward online portfolio that would be easy to maintain. I designed and developed a minimalist website that placed his photography front and center, providing a clean presentation of his work.
Brian Collins
Designer and creative director Brian Collins wanted an online platform for sharing ideas and discussing social issues. Rogers Eckersley Design (RED) brought me in to develop the site, which supported his writing and initiatives such as Designism.
Brigitte Lacombe
Internationally renowned photographer Brigitte Lacombe approached me to create a clean, modern website showcasing her work. I handled the design and development, creating an understated presentation that allowed her photography to speak for itself.
Brooklyn Youth Chorus
The Grammy Award-winning Brooklyn Youth Chorus partnered with Rogers Eckersley Design (RED) to establish a new online presence. I handled development, creating a website that gave the organization a flexible platform for sharing its performances, programs, and activities.
Chuda Skincare
Inspired by a centuries-old Georgian skin remedy, Chuda Skincare needed a modern online presence with e-commerce capabilities. Designer Lauren Webster and I created a responsive website that brought together the brand's story, products, and online shopping experience.
Country
Chef Geoffrey Zakarian's restaurant Country needed a website to establish its online presence. Mucca Design handled the visual design, while our development team brought the site to life, continuing a longstanding collaboration with the award-winning studio.
Janko Rasic Architects
Rogers Eckersley Design (RED) brought me in to develop a website for award-winning New York architecture firm Janko Rasic Architects. The site presented the firm's projects through an engaging online portfolio that complemented the studio's architectural work.
Martin Ahlgren
Cinematographer Martin Ahlgren needed an online portfolio to showcase his commercial and creative work. Together, we developed a website that presented his projects through a clean, straightforward interface, with an emphasis on the imagery.
Keith McNally + Balthazar
New York restaurateur Keith McNally and his acclaimed restaurants, including Balthazar, were the subjects of six websites produced in partnership with Mucca Design. I worked with the studio's design team to bring the projects to the web.
MMG Advisors
MMG Advisors provides investment banking and financial advisory services to the retail, fashion, and consumer industries. Designer Lauren Webster and I created a clean, professional website that communicated the firm's expertise and services.
The New Group
An interactive adaptation of The New Group's season brochure became the centerpiece of this website, developed in partnership with Rogers Eckersley Design (RED). The project brought the New York theater company's upcoming productions to life online.
Organic Modernism
Organic Modernism's contemporary furniture collections were the focus of this website, designed by Erin Bazos. I handled development, translating the design into an online presentation that showcased the company's distinctive furniture and aesthetic.
Rogers Eckersley Design
For longtime creative partner Rogers Eckersley Design (RED), I developed a portfolio website showcasing the studio's branding and design work. The project brought the studio's visual identity online through a highly customized, interactive presentation.
Russell Design
Russell Design, a multidisciplinary studio specializing in environmental, print, and web design, needed a new website to showcase its work. I developed the site with custom interactive features that reflected the studio's creative approach and attention to detail.
Charles Schwab
The year was 1998, and the web was still relatively new territory for major corporations. While working at Vivid Studios in San Francisco, I designed several internal communications sections for Charles Schwab's website, helping the company organize and present information in a medium that was rapidly changing how businesses communicated.
Smithsonian
Up Where We Belong, an exhibition at the Smithsonian's National Museum of the American Indian, explored Native American contributions to popular music. Doug Muise and I developed an interactive iPad kiosk featuring audio, video, photography, and historical commentary.
SPG Architects
A redesigned website gave SPG Architects a more effective way to showcase its work. Collaborating with designer Francesco Gianesini, I developed a clean, easily navigated site that placed the firm's architecture and portfolio at the forefront.
Under the Radar Theater Festival
Designer Jose Contreras brought me in to develop a website for The Public Theater's international Under the Radar festival. Working closely with associate producer Meiyin Wang, we created a platform for presenting the festival's programming and promoting performances.
Weintraub Diaz
A mobile-friendly website helped landscape architecture firm Weintraub Diaz better showcase its work and reach prospective clients. Brought into the project by Russell Design, I handled development, creating an online portfolio centered on the firm's projects.