In the 18 years I’ve been working on the web, there’s one thing that’s guaranteed to derail a design project faster than anything else: not knowing what you want to say, why you want to say it, and who you’re saying it to. If you start pushing pixels or writing code before you know what message you’re trying to communicate, you can start second guessing every decision you need to make.
Not knowing your story is how you wind up with endless change orders, six month content delays and an end product that wasn’t worth the time or the hassle. You wind up over schedule, over budget, and over the website you started out so excited about.
When you start with branding first, you can make confident, strategic decisions about every aspect of your business. Once you know what story you’re telling about yourself you can simply communicate it in everything you say and everything you do. I divide my strategy process into three steps:
Tell your Brand Story
Your story creates an emotional connection with the right audience
Every business has something unlike any other business in the world: their own unique story. The trick is telling it in the right way to the right people. Let me help you clarify your vision and values, look at your existing data to determine the audience we’re talking to, and develop a brand tone and story that creates an emotional connection with your target customers. A compelling and consistent brand story is what converts your audience into passionate advocates who can’t wait to tell their friends about you!
Organize Your Content
Thoughtfully presented content helps you tells a cohesive story
For your story to make sense, you’ll need to present it correctly. I can audit your current content and help you make decisions about how to edit it to better reflect your vision and values. I believe that content is the most important user interface element you have at your disposal in the design process: the reason people come to your site is to discover your unique perspective.
That means every wireframe and content template I build is focused on presenting your story in a clear, consistent way that is easy and fun to engage with. My goal is to tell a complete and cohesive story with all of your content—everything from website copy to email newsletters to your tweets.
Construct a Design System
Create a visual language to convey your story effectively
Once you’ve written your story, you need to translate it into a language everyone can understand. Since we’re talking about design, that means we need to translate all of the narrative and emotions into a visual language. From your typeface to your color palette to the style of icons you choose, your brand story and tone should shine through. I can help you create a logical design system that embraces and reflects your story in every ligature, every palette, and every brushstroke.