Choose Bruce is the new name for Phase Three Goods

Choose Bruce - Thoughts - Choose Bruce is the new name for Phase Three Goods

The cobbler walks barefoot.

It’s a phrase I said countless times as I made excuses for my ageing website. I did not pay myself for its upkeep, and when opportunity knocked there was always something pressing: a deadline, an email, quality time outside. Always a reason not to prune my digital garden.

Times have changed since I launched choosebruce.co.uk 15 years ago. Even then the website felt rushed, pieced together, a collage of screen grabs and platitudes, processed through a young person’s enthusiasm for SEO. I wouldn’t go so far as to say it was bad, but let’s say I didn’t often visit it.

Time draws on

The longer I left it, the greater the need to give my website a revamp – not only because my headshots had an air of Dorian Gray about them, but because Phase Three Goods, homely as it seemed, felt needlessly ambiguous: was I a team, a contractor, an agency? What did Phase Three even mean? Was it three the word, or 3 the number? Try spelling that out to somebody on the phone.

More importantly, I was aware that I was pitching rocket-powered web design while my own site resembled a wheelbarrow. I dread to think of the clients that whooshed past me without a second thought.

A new era beckons

I write this in the summer of 2026. Things are changing, fast, and the need to spruce my website feels more pressing than ever. I’ve kept the core architecture of choosebruce.co.uk, but reexamined (most) pages and replaced my beloved head of hair with its buzz-cut successor. The blog remains mostly untouched, but I plan on revisiting key articles and bringing them to ’26/27 standards. It’ll be an interesting exercise to see what has changed in that regard.

So here we are

Yep, Phase Three Goods is no more, instead, I am simply…Bruce…offering what I do best to those who’ll hire me. Today, those are web design and the assorted sundries that come with it. Will this remain so? For a time, yes. Probably not as much time as I once thought, but there’s mileage yet. And should those offerings ever change, they’ll do so under Choose Bruce without the need to reinvent myself.

So welcome, or welcome back. Have a browse and if you sniff a bug – report it to me.