We may not be the best...

  • Designers
  • Developers
  • Managers
  • Employees
  • Consultant
  • Salesmen
  • Gamers
· but ·

We are wicked...

  • Creative
  • Experienced
  • Motivating
  • Passionate
  • Insightful
  • Hungry
  • Contenders


It's not about us. It's about you, the Visitor. Your experiences on the web should be valuable, responsive and easy. We sacrifice our sleep, keyboards and many hours of research on a daily basis in attempt to compose and deploy this perfect experience for all Visitors.


Primum Non Nocere

First, Do No Harm

FluidArc is a passionate group of 'solution junkies' with an extensive background in software and technology…more specifically web solutions.

We partner with our clients to deliver valuable visitor experiences through Objective Consideration. Objective Consideration is the difference between a website that looks like a Portal Dashboard displaying all features / information to the user immediately and a website that works like a software Install Wizard which is an intuitive series of steps.

Your website visitors have an objective. You have an objective (or two) for your visitors. Aligning these and creating an engagement conducive to both parties' objectives is the core of Objective Consideration, as well as any great web experience.


Martin Estill

FluidArc - Martin Estill

Martin brings over 30 years experience in providing comprehensive sales, marketing and strategic management solutions to technology and energy companies. Having served in the roles of Founder, CEO, Vice President of Sales and/or Marketing of several small to medium sized technology companies, he has extensive real world, first-hand experience in successfully starting and running businesses. He is one of the Founders of Traveler Pubs.

Martin serves as Chairman of the Board for EmLogis Inc and S2S Systems International, Inc.

Michael Rubash

FluidArc - Michael Rubash
Director of Smooth Operations

Michael is an experienced Graphic User Interface designer and developer. With his business marketing and mass communications education and over 14 years of experience as a graphic designer, Michael provides clients with a unique perspective on ordinary and extra-ordinary challenges, enabling him to engineer distinctive and effective User Experiences (UX) for clients across a broad spectrum of industries and business segments. His style is suggestive of a very clean, modernist simplicity, while his work ethic and approach to solutions development is straightforward and unpretentious.

Rubash has for over a decade, and will continue for the unforeseeable future to defend the fact that 'The Fold' does not even exist.

Devlin McGill

FluidArc - Devlin McGill
VP of Client Services

Devlin is a 'lightly-seasoned' entrepreneur and restaurateur, commended for his passion to rediscovering and preserving lost cocktails but being able to bring them to the customer with efficiency and quality but without pretention.

For the past eight years, he has owned and operated two establishments in the Seattle area. His primary focus is working with the food, beverage and entertainment industry with sales and training of the FluidArc proprietary online event promotions system – re:venue.


  • Houston Police Foundation
  • Adobe Incorporated
  • Noah Consulting
  • Houston Baptist University
  • Reef Restaurant
  • High Performance Fitness
  • i2290.com
  • Hunter Real Estate Group
  • Traveler Pubs
  • Omnibase Logic
  • Harris County Vet. Med. Association
  • Wordsmyth Theater Group
  • DrinkGal
  • Kolache Factory
  • Altered Images Salon & Day Spa
  • HexaGroup
  • Texas Aggies for Perry
  • Westbury Animal Hospital


  • User Experience
  • E-commerce
  • Content Management Systems
  • Social Network Management
  • Email Campaigns
  • PHP
  • Javascript / jQuery
  • AJAX
  • Adobe Business Catalyst
  • WordPress
  • Joomla
  • Drupal
  • Expression Engine