Get to know Rob
The elevator pitch
Hi I’m Rob, I’m a frontend developer from London with an agency background, known for creating digital experiences and web apps for enterprise clients, start-ups, and everything in between.
With a first-class degree in design and typography, I am particularly well suited to UI development with a focus on consistency and a strong UX.
A developer’s toolbelt requires constant updating, so I aim to stay abreast of changes in the industry and keep learning to be able to provide the most solutions most suited to the problem at hand. Below are a few that I use currently, but it’s should be viewed fluidly:
- JS frameworks: Vue.js, React
- Build tools: Webpack, Sass, PostCSS, Babel
- SSG: Eleventy, Gatsby
- CI/CD & collaboration: Git, Netlify, Travis CI, NPM
- Software: Sketch, JIRA, Linear
In the six years at Fueled my role has evolved a lot. After joining as a web designer, I transitioned into a UI-focused developer, took on management responsibilities, and was instrumental in forming a web department. Most recently I have moved to a maker role centered around delivering the best solutions for our clients’ problems.
I’ve worked on high-profile projects like Apple where we built a gamified knowledge center to better inform employees when selling new devices; and bringing successful life-coaching to the web for Tony Robbins’ Robbins Research Institute. Other clients include Vanity Fair, Pinterest, and Omstars.
Since joining – and with particular focus in the last few years – I have led the development on all things fueled.com. In 2018 we tore everything down and set about building a component library in line with the new brand direction. Part of the challenge was convincing stakeholders of behind-the-scenes changes for a more stable code base including publishing it as a private NPM package for better consumption across multiple repositories.
- Lead Frontend Engineer
- Senior Frontend Developer
- Frontend Developer
- Web Designer
University of Reading
Throughout my degree I worked closely with the in-house design team, and upon graduating was offered a full-time role as the new digital designer tasked with overhauling the core information pages on reading.ac.uk.
With a bit of project scope creep, I ended up being the sole designer and developer associated with a complete redesign and redevelopment of the main university pages concerned with attracting prospective students and improving current student experience.
- Digital Designer
Freelance design and development
While at university and since, I have taken on select freelance projects to finance my bike obsession! I’ve built agency web presences for Kickpush, rebranded sports personalities like Hotspur Related, and for a while ran a successful channel on YouTube centered around designing brand identities for famous content creators like KSI. There are also fun side projects – like my dad’s pizza recipe birthday microsite and a LEGO naming pointer – in the list below:
A balanced life is important, and while I enjoy testing new develpment techniques in my evenings on occasion, you’re more likely to find me outside on my bike or running – I’ve been participating in triathlon since 2015. You can find out more about what I get up to on the homepage.
In 2013 I graduated with a first-class honours in Typography & Graphic Communication (BA) from University of Reading.
A few extras
- Full name
- Robbie Sterlini-Aitchison
- 25 November 1991
- British (eligible to work in the UK and remotely)
- Spoken languages
- English (fluent), Italian (semi-fluent), German (passing)
References and more information about projects are available on request.