When image counts: marketing authentic style for women
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A redesign of the Mackenzie Image Consulting brand and website
Certified image consultant Shauna Mackenzie Heathman works with a diverse clientele: women make up most of her client base but she also works with men, and while many are concerned with their professional image, some also care very much about their personal brand. Some are just starting over after a divorce, marriage, or a move to a new locale; others are looking to save money by learning how to take advantage of what's already in their wardrobe or how to spend more wisely while shopping for clothes. Shauna also offers seminars to organizations, covering topics from implementing a dress code to coaching an executive team in etiquette.
Appealing to so many target markets at once can present a challenge for any web designer. Our solution? First, we created an elegant wax seal logo and business stationery in rich, stand-out red on deeply textured paper. The business cards are of European dimensions rather than American. The package appeals to men, women, personal, and corporate audiences alike... and Shauna notes she has won several contests after having her business card drawn, an unexpected benefit!
For her company website, we first looked to her site plan. Rather than the usual "our services" roster typical of many websites, in partnership with Shauna we broke the first section of the site into pages appealing to individual target markets; the next menu section covers her most popular individual services, and the last covers the expected "about us" and "contact us" topics. At the base of each page the website offers a direct link to purchasing a gift certificate or subscribing to the visitor's choice of two newsletters, plus a link to Shauna's popular blog.
Because Shauna's company is almost entirely about image, the visual design of her website was crucial. As is often the case, less proved to be more. Rather than overwhelming the visitor with a sea of text and a chaos of colors, we opted for a clean, elegant web design, choosing a single striking photograph for each webpage and surrounding it with subtle background colors. (The background colors change on each page to accent the particular photo used.) "Mackenzie Image Consulting red" is the only accent color used across every page, and a vivid, elegant script font is the only accent font. A simple scroll function keeps the focus on the visual design, hiding extra text until it's needed.
The result? Shauna reports she has enjoyed a slew of compliments on the redesigned website, and her business cards are never received without a gasp or other expression of delight.
What would you like to know?
- If you‘re interested in a custom web design or redesign, visit our web design page
- If you're looking for practical ways to improve your existing website, order our website analysis
- To find out how we can help increase your business sales, visit our why Aio Design page
- To view our full graphic and web design porfolio, visit our marketing to women design porfolio
- If you’d like to find out more about us or our pricing, start with our about Aio Design page
- To see what our clients are saying about us, see our customer reviews page
