A startup conversation was once held with a talented and experienced graphic designer some years ago. A suggestion was made to not be too personal when stating the business case online. In the event, the designer of note had just finished building his first business website, taking it live with the usual ‘hello world, here we come’ message. While the message wasn’t entirely personal, it did outline the talisman’s skills and experience, it went on a bit about the website owner’s family.
The professional and qualified retort was that this is how the business owner chose to brand himself and position himself in the World Wide Web space. Speaking of family, he has a wife and kid. By now, they have aged considerably but until recently, when last seen, they were still looking quite gorgeous. The business owner’s partner decided to branch into her own work from home business. It appeared to be a modest effort, just something to keep her busy with and maybe, who knows, see where this leads to.
but no Harry Casual attitude was taken to the launching of the custom product labels, the target market being the arts and crafts tables around town, and the design impression had an intensely professionally look to it while retaining the feel good factors usually associated with well balanced family units. The iconic logo was transferred to the website. There were no immediate reactions of the rave reviews kind, but this, it was said, was deliberate. Keywords were used quite sparingly, if at all, and the business owners were able to retain a sense of privacy, even while marketing themselves, working subtly to attract a desired market to cater towards.
It was a reflection of them.